An experimental approach to valuing new differentiated products

An experimental store was created to evaluate initial demand for locally produced and guaranteed tender steak products as a more realistic alternative to contingent valuation (CV) and dichotomous-choice experimental methods. Strengths of the approach are incentive compatibility, a realistic consumption set, and a familiar choice environment. Consumers selected among USDA Choice, premium quality, lean, guaranteed tender and locaily produced strip steaks. A double-hurdle count data model indicated initial willingness-to-pay (WTP) for locally produced steak comparable to prior CV results, but demand was highly elastic. Demand for premium quality steak crowded out demand for the guaranteed tender product, contrasting with prior dichotomous-choice experimental results.     

Role of credence and health information in determining US consumers' willingness-to-pay for grass-finished beef

Consumer demand for forage- or grass-finished beef is rapidly emerging in the US. This research uses data elicited from consumer surveys and experimental auctions to provide insight on product attributes (taste/flavour, credence and nutritional characteristics) and socio-demographic factors that are most important in determining US consumers' preferences and willingness to pay premiums for grass-finished versus grain-finished beef. Information related to beef production processes increased the probability consumers would be willing to pay a premium for grass-fed beef. However, it appears that health-related messages are more important drivers of willingness-to-pay, on average, than the absence of antibiotics and supplemental hormones and traceability. Labelling information regarding grass-fed beef's nutritional content and related production processes is vital for maintaining and growing premium niche markets for grass-fed beef in the US. The relative size of the willingness to pay estimates compared to previous cost estimates suggest that the Australian beef industry may have a comparative advantage for finishing beef on forage and marketing premium grass-fed differentiated beef products in the US market.     

Demand for a labor‐based drought insurance scheme in Ethiopia: a stated choice experiment approach

Index‐based weather insurance is increasingly used to manage weather‐related risks in smallholder agriculture. However, cash‐constrained smallholders often lack the resources to pay an insurance premium, which may undermine its wider adoption. This article investigates alternative insurance payment methods that may help to enhance the adoption of index‐based weather insurance. We use a choice experiment to elicit smallholders’ willingness to pay in cash or labor for index‐based weather insurance in four districts in the south‐central highlands of Ethiopia. The insurance schemes were created using a fractional factorial design with three factors: work, cash, and payout rate. We analyze the choice data using a random parameter mixed logit model. We find that the average participants need a subsidy to pay cash for insurance because their willingness to pay is less than the expected cost of the insurance. On average, they are willing to pay only 0.81 ETB (Ethiopian currency) to get an expected yearly payout of 1 ETB. However, most are willing to participate in work‐for‐insurance programs at lower daily wage rates than is common for other work programs in Ethiopia.     

Consumers' Willingness to Pay for Locally Produced Ground Beef: A Case Study of the Rural Northern Great Plains

This study examined consumers’ preferences and willingness to pay (WTP) for locally produced ground beef with an emphasis on the impacts of product attributes and the heterogeneity caused by rural consumers’ characteristics. We applied the choice-based conjoint technique to analyze data collected from a typical rural town in the Northern Great Plains. The results indicate that location associated product brand differences and leanness were dominant components affecting consumers’ WTP. The premium of locally produced ground beef for consumers with a close tie to local production is $0.48/lb. Cut difference, grass-fed, and organic were trivial factors in determining consumers’ WTP.     

U.S. Consumers’ Preference and Willingness to Pay for Country‐of‐Origin‐Labeled Beef Steak and Food Safety Enhancements

While previous studies have investigated country‐of‐origin effect from various angles, the extent to which Country‐of‐Origin Labelling (COOL) affects U.S. beef imports from specific countries remains unexplored. Using data from 1,079 consumers from the United States, we examined consumers’ willingness to pay (WTP) for Canadian and Australian beefsteaks. We also estimated WTP for bovine spongiform encephalopathy (BSE)–tested traceability‐enabled, tenderness‐assured, and natural beef. The results from both a mixed logit model and a latent class model (LCM) revealed unobserved taste heterogeneity and important differences in the WTP between the imported and domestic steak. The LCM, for instance, estimated the range of discount needed for consumers to switch from U.S. to Canadian steak as $1.09 to $35.12 per pound. This strongly suggested that U.S. consumers prefer domestic‐originated beef to imported beef. In addition, consumers were found to be willing to pay significant amount for BSE‐tested, traceability‐enabled, and tenderness‐assured beef. Bien que des études antérieures aient examiné les répercussions de l’étiquetage du pays d’origine sous différents angles, les répercussions de cet étiquetage obligatoire sur les importations étatsuniennes de b?uf en provenance de pays spécifiques ne l’ont pas été. À l’aide de données tirées d’un échantillon de 1079 consommateurs étatsuniens, nous avons examiné le consentement à payer (CAP) pour du bifteck en provenance du Canada et de l’Australie. Nous avons également examiné le CAP des consommateurs pour du b?uf provenant d’un animal ayant subi un test de dépistage de l’ESB, traçable, de tendreté assurée et naturel. Les résultats obtenus à l’aide d’un modèle logit mixte et d’un modèle à classes latentes ont révélé une hétérogénéité non observée du goût et des écarts importants dans le CAP pour du bifteck provenant des États‐Unis et de l’extérieur du pays. Le modèle à classes latentes, par exemple, a révélé que les écarts de rabais nécessaires pour que les consommateurs délaissent le bifteck américain pour le bifteck canadien variaient de 1,09 While previous studies have investigated country‐of‐origin effect from various angles, the extent to which Country‐of‐Origin Labelling (COOL) affects U.S. beef imports from specific countries remains unexplored. Using data from 1,079 consumers from the United States, we examined consumers’ willingness to pay (WTP) for Canadian and Australian beefsteaks. We also estimated WTP for bovine spongiform encephalopathy (BSE)–tested traceability‐enabled, tenderness‐assured, and natural beef. The results from both a mixed logit model and a latent class model (LCM) revealed unobserved taste heterogeneity and important differences in the WTP between the imported and domestic steak. The LCM, for instance, estimated the range of discount needed for consumers to switch from U.S. to Canadian steak as $1.09 to $35.12 per pound. This strongly suggested that U.S. consumers prefer domestic‐originated beef to imported beef. In addition, consumers were found to be willing to pay significant amount for BSE‐tested, traceability‐enabled, and tenderness‐assured beef. Bien que des études antérieures aient examiné les répercussions de l’étiquetage du pays d’origine sous différents angles, les répercussions de cet étiquetage obligatoire sur les importations étatsuniennes de b?uf en provenance de pays spécifiques ne l’ont pas été. À l’aide de données tirées d’un échantillon de 1079 consommateurs étatsuniens, nous avons examiné le consentement à payer (CAP) pour du bifteck en provenance du Canada et de l’Australie. Nous avons également examiné le CAP des consommateurs pour du b?uf provenant d’un animal ayant subi un test de dépistage de l’ESB, traçable, de tendreté assurée et naturel. Les résultats obtenus à l’aide d’un modèle logit mixte et d’un modèle à classes latentes ont révélé une hétérogénéité non observée du goût et des écarts importants dans le CAP pour du bifteck provenant des États‐Unis et de l’extérieur du pays. Le modèle à classes latentes, par exemple, a révélé que les écarts de rabais nécessaires pour que les consommateurs délaissent le bifteck américain pour le bifteck canadien variaient de 1,09 $à 35,12 $ la livre. Ces résultats montrent clairement que les consommateurs étatsuniens préfèrent le b?uf des États‐Unis plutôt que le b?uf importé. Les résultats montrent également que les consommateurs sont prêts à payer plus cher pour du b?uf provenant d’un animal ayant subi un test de dépistage de l’ESB, traçable et de tendreté assurée.     

Valuing an EU Animal Welfare Label using Experimental Auctions

The aim of this article is to determine consumers’ valuation for an EU Animal Welfare (EU‐CAW) Label for products providing higher animal welfare standards than the current legal requirements. Using revealed preference data from random nth price auction mechanism and two auction procedures, our results generally suggest that consumers are willing to pay a premium for an EU Animal Welfare (EU‐CAW) Label for cured ham. This finding is consistent in both the endowment and full‐bidding auction approaches we employed in our experiments conducted in Spain. The average premium that consumers are willing to pay for a cured ham with the EU‐CAW Label ranges between 19% and 23% of the average price of the regular cured ham that is currently available in supermarkets.     

Abstracts of Second- and Third-Place Undergraduate Papers

Bulls account for half of the genetic input when making improvements in cattle herds. Changing bulls is less costly than changing cows; therefore it is often the case bulls account for more rapid improvements in heritable traits. One of the problems that breeders who supply bulls face is that the attributes of bulls come bundled together so that it is difficult to determine what the value of improvements in a bull might be worth. This research estimates what values beef producers implicitly place on particular characteristics when deciding which bull will best fit the needs of their farm. A hedonic pricing model was estimated using ordinary least squares on actual transaction data and reveals the value buyers of bulls implicitly place on specific traits. For example, a ribeye area of 12.8 in² at the mean sale price reveals a buyer would be willing to pay an additional $80.39 for a bull with an additional square inch. Likewise, a bull with a 1242 lb. 365-day weight at the mean sale price reveals a buyer would be willing to pay an additional $1.83 for an additional pound. Therefore, this research reveals an incentive for producers of bulls to focus on improving the genetic make-up of their bulls they offer for sale.     

Abstracts of Second- and Third-Place Undergraduate Papers

The purpose of this project was to determine the significant demographic characteristics affecting consumers' choice to buy fair trade coffee and to assess the existence of a premium for fair trade coffee. Abinary logit and contingent valuation model were used. Certain demographic and attitudinal characteristics, such as being an undergraduate student and frequently purchasing socially responsible goods, were significant in explaining consumers' choice of whether or not to purchase fair trade coffee. A price premium for the average person sampled was identified at $0.18 (CDN) above the average coffee price (assumed to be $1.50/cup (CDN)). This is the first study we found that ascertains an exact willingness to pay for a cup of fair trade coffee. Such information would be useful in marketing fair trade products although further studies with larger and more diverse samples would be useful in increasing the significance of the results.     

Willingness to pay for pST-treated pork

The progress in porcine somatotropin (pST) application justified an assessment of consumer acceptance of pST-treated pork. A survey of the Atlanta metropolitan area, USA, collected information about consumer attitudes toward lean pork produced with biotechno-logically developed pST. A qualitative dependent variable model was used to identify socioeconomic consumer characteristics influencing the willingness to pay for lean pork. The model was modified to account for the selectivity bias of the sample data. Results indicate that frequent pork consumers were willing to pay more for lean pork produced using pST in contrast to respondents who frequently ate beef, were older, and had relatively high income. Probabilities associated with the willingness to pay a specific premium were calculated. In general, the average respondent was willing to pay an additional 18¢ per kg of lean pork produced using pST.     

Knowledge and willingness to pay for organic food in Spain: Evidence from experimental auctions

The aim of this paper is to analyse the main determinants of consumers' knowledge and their willingness to pay for organic food products. Moreover, the relationship between knowledge and buying behaviour is explored. Virgin olive oil is taken as an example. Data was generated by way of an experimental auction carried out in two cities in northeast Spain. A three-equation model is estimated: (1) Consumer knowledge; (2) the decision to pay a premium for organic olive oil; and (3) how much premium consumers are willing to pay. Results indicate that socio-economic variables are main determinants of consumer knowledge, and that consumer attitude, lifestyle and knowledge all influence the decision to pay a premium for organic olive oil.     

Are Local and Organic Claims Complements or Substitutes? A Consumer Preferences Study for Eggs

This paper provides an analysis of consumer preferences for product claims, specifically about origin and production methods. In particular, it addresses two important questions: i) whether consumers are willing to pay a premium for food products carrying these claims; and ii) whether local and organic claims are complements or substitutes. A choice experiment designed to estimate two‐way interactions was undertaken in Spain for eggs. The findings show first, that consumers are willing to pay a positive premium price for an enhanced method of production (that of barn, free‐range and/or organic instead of cage produced eggs) as well as for the proximity of production (local, regional and national over imported). Second, the findings show that consumer preferences for the claims are heterogeneous with two consumer segments being identified: “origin preference”, the larger segment, and the “production method preference”. Results show that organic and local claims were complements for the larger first segment but that free‐range and local/regional claims were substitutes for the second smaller segment. These results provide the marketing chains with insights applicable for pricing strategies.     

Consumer Valuation of Food Quality and Food Safety Attributes in Vietnam

Food systems in developing countries are currently undergoing a profound transformation toward high-value products. Appropriate policies are needed to guide this transformation, presupposing good understanding of consumer preferences. We analyze consumers' valuation of different vegetable attributes in metropolitan areas of Vietnam, using contingent valuation techniques and a mediation framework for two specific examples. Consumers are willing to pay an average price premium of 60% for Chinese mustard that is free of chemical residues and of 19% for different convenience attributes of potatoes. Income levels and media have positive impacts on the willingness to pay, partly mediated through consumer perceptions.     

Willingness to Pay for Multiple Quantities of Animal Welfare Dairy Products: Results from Random Nth‐, Second‐Price,and Incremental Second‐Price Auctions

Nonhypothetical experimental auctions are used to elicit willingness to pay for humane animal care‐certified dairy products: cheese and ice cream. We use second‐price, random Nth‐price, and incremental second‐price auctions in multiproduct, multiquantity, and multiround contexts. The results contrast participants’ bids across different auction mechanisms and different products. Differences in bidding patterns are detected across auction mechanisms as well as products. Our results suggest that subjects on average are only willing to pay a premium price for one unit of humane animal case‐certified ice cream but not for multiple quantities.     

Measuring rural consumers’ willingness to pay for quality labels using experimental auctions: the case of aflatoxin‐free maize in Kenya

Aflatoxins are a common health hazard in tropical countries, especially in rural areas. New methods to reduce aflatoxin levels in food staples, as well as cheaper test methods, are being developed, but consumers’ willingness to pay (WTP) for these improvements is unknown. A survey was conducted with a representative sample of rural consumers (1,344 in total, 63% women) in all major maize‐production zones of Kenya. The survey included an experimental auction with maize products of different qualities. The results showed that many rural consumers were aware of aflatoxins, but few understood their health risks. Respondents were willing to pay a premium for maize tested for aflatoxins and labeled, but asked a high discount for maize that was visibly contaminated with moldy grain. The premium was higher for respondents with education and in regions with aflatoxicosis outbreaks. Knowledge of aflatoxins substantially reduced the overall WTP, but did not increase the WTP for tested maize. Welfare analysis indicates that mandatory testing would result in substantial benefits if the cost of testing can be lowered to below the premium.     

International honey laundering and consumer willingness to pay a premium for local honey: an experimental study

Fraudulent activities in the international honey market affect 10% of food, and cost the global food market $50 billion per annum. Although many developed countries have created regulations to combat food fraud, illegally imported honey, especially originating from China, still enters through transshipments and relabelling to mask its true origin. This honey laundering poses a health risk to consumers, as Chinese honey potentially contains illegal and unsafe antibiotics and high levels of herbicides and pesticides. We analyse whether information about the negative health impacts of laundered honey increases the proportion of consumers willing to pay a premium for local fraud‐free honey. Using a laboratory experiment, we find when consumers are given honey laundering information, their willingness to pay a premium for local fraud‐free honey increases by as much as 27 percentage points. Our findings suggest that by conveying honey laundering information and guaranteeing their honey is fraud‐free, producers can potentially increase revenues and reduce the prevalence of food fraud. Our results further show that consumers' preference for various honey characteristics and age also influence the probability of paying a premium for local honey.     

Consumers' Willingness to Pay for Quality and Safety in Clams

The aim of the research is to estimate the potential demand for certified clams in Italy and to investigate the determinants of maximum amount that respondents are willing to pay for this product. Quantitative analysis was used based on 1,067 face-to-face interviews collected in 3 Italian regions in the north bordering the Adriatic Sea (Friuli-Venezia Giulia, Veneto, and Emilia-Romagna) carried out during 2008. The consumers' willingness to pay (WTP) is measured using a contingent valuation method. In order to estimate separately the determinants of the probability that respondents are willing to pay and the maximum that they are willing to pay, a generalization of Tobit model was adopted. The results indicate that consumers are willing to pay a premium price mainly to purchase better quality products. The research provides some initial insight into consumers' WTP that can be useful for certified fish farming.     

Consumers' willingness to pay for organic rice: Insights from a non-hypothetical experiment in Indonesia

As in many high-income countries, there is increasing awareness towards organic farming in many low- and middle-income countries. Sustained local demand is an essential requirement for further adoption of organic farming by smallholders, who typically have only limited access to export markets. Until now, only few studies have explored the local willingness to pay (WTP) for organic products in low- and middle-income countries in real purchase situations. This paper analyses the consumers' WTP for organic rice in urban and suburban Indonesia using an incentive-compatible auction based on the Becker–DeGroot–Marschak (BDM) approach. We further study the effect of income and a randomised information treatment about the benefits of organic food on respondents' WTP. Estimates suggest that respondents are willing to pay an average price premium of 20% compared with what they paid for conventional rice outside our experiment. However, our results also indicate that raising consumers' WTP further is complex. Showing participants a video about health or, alternatively, environmental benefits of organic food was not effective in further raising WTP. The results can be used as a basis for the design of alternative awareness measures to increase knowledge, interest and demand for organic food.     

Consumers’ Valuation of Rice‐Grade Labeling

The current Korean rice‐grading system has a “no test” option that allows rice to not be graded in the market. This study examines Korean consumers’ valuation of a rice‐grading system without the “no test” option. We apply a nonhypothetical experimental auction to elicit consumers’ willingness to pay for each rice grade and identify the impact of the provision of additional grading information on product valuation. We then use contingent and inferred valuations to obtain consumers’ valuation of a mandatory rice‐grading system without the “no test” option. We find that Korean consumers are willing to pay an additional premium for each rice grade and that rice‐grading information is the most important factor that differentiates the rice products. Rice consumers in Korea also strongly prefer a mandatory rice‐grading system without the “no test” option.     

Welfare Gains from Quality Certification of Infant Foods: Results from a Market Experiment in Mali

In low–income countries, malnutrition is often most severe among infants of six to twenty–four months. They need higher–density foods than the family diet, but density is a credence attribute. We hypothesize that the premium now paid for heavily advertised brands reflects demand for quality assurance, which could be provided at lower cost to competing firms through third–party certification. We use a new market experiment to find that mothers' average willingness–to–pay for certification is about $1.75/kg, or four times its cost, so that total economic–surplus gains from introducing certification to Mali would be on the order of $1 million annually.     

Predicting Consumers' Acceptability of Pesticide-Free Fresh Produce in Canada's Maritime Provinces

ABSTRACT

This study examines consumers' willingness to purchase pesticide-free fresh produce (PFFP) in Canada's Maritime Provinces. Households' decisions in purchasing organic foods are reflected in their willingness-to-pay (WTP) a premium for obtaining these types of products. WTP was modeled as a function of a series of explanatory variables including sociodemographic, socioeconomic, media, and public awareness about the impact of pesticide use on health and environment. Results suggest that Maritimes' consumers tend to pay the premium because they believe that the use of pesticide in conventional farming is life threatening. In addition, males and individuals with bachelor degrees are more willing to pay the premium, but those who visit farmers' markets on a regular basis are less likely to pay a premium for pesticide-free fresh fruit and vegetables. Finally, results show that media have no impact on consumers' decisions to purchase pesticide-free fresh produce.