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.     

Product Labeling and Economic Value of Milk Market Segmentation

Abstract

This study explores the economic benefit from labeling milk and milk products and its impact on the supply and demand for fluid milk. The empirical estimate measures the economic value of milk market segmentation based on consumers' willingness to pay for hormonefree milk. The study uses survey data from Kansas households and applied a Probit model for willingness-to-pay and an ordinary least square model for demand analysis. The empirical results show that as long as consumers are willing to pay a higher price for bSTfree milk society would benefit from milk market segmentation.     

Consumer Attitude towards Organic Labeling Schemes in Japan

ABSTRACT

Japan is the most lucrative organic market in the Asian region and is projected to account for about 80% of the Asian market revenues by 2009 (Kuhlmann and Jones, 2006). This study identifies Japanese consumer preference and interest in two major labeling information- source of organic certification/traceability and country of origin for organic food products. Stated preference method (SPM) based survey data was collected from two major cities in Japan in order to develop Japanese consumers' organic food choice model. Findings show that Japanese consumers are willing to pay 10% price premium for the organic food products compared to conventional products that have no specific labeling, suggesting a significant profit margin to be possibly captured by the organic producers and marketers. The Japanese consumers have perceived value of the JAS label in their stated preference and showed willingness to pay a price premium for this quality certification system, which validates the importance of government-regulated mandatory labeling. Regarding the country origin labeling issue, the Japanese consumers showed clear preference for the domestic organic products to the imported products, while showing no preference for any particular country origin for imported organic products. For private-voluntary organic labeling, the consumer organization-led organic label is considered to be more reliable source than the retailer-guaranteed organic label.     

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.     

消费者水产品质量安全支付意愿影响因素分析——以湖南娄底市城镇居民为例

论文通过对湖南娄底市消费者问卷调查数据,并利用SPSS统计分析软件对影响消费者水产品质量安全支付意愿的变量进行研究分析,结果显示：消费者的受教育程度、性别、家庭月收入、每月农产品花费、年龄因素对消费者水产品质量安全支付意愿有较大影响,但消费者受教育程度、性别与支付意愿呈负相关关系。并在此基础上提出相关建议：加大对水产品质量安全知识的宣传和普及;加大对认证水产品的补贴;在超市和农贸市场做好定点宣传和推广工作;制定切实可行的可追溯安全水产品营销战略。     

Consumer Willingness to Pay for Dairy Products With the 100% Canadian Milk Label: A Discrete Choice Experiment

ABSTRACT

A component of the supply management policy governing the Canadian dairy sector is a requirement that all milk and cream sold in Canada be sourced from Canadian producers. Cheese, yogurt, and ice cream, however, can be made using imported milk components. Recently, the Dairy Farmers of Canada launched a 100% Canadian Milk label for products that contain only milk and milk ingredients produced in Canada. Featuring a discrete choice experiment, a Canada-wide survey of dairy consumers is used to elicit their willingness-to-pay for milk and ice cream carrying the 100% Canadian Milk label. The results show that Canadian consumers are willing to pay more for milk and ice cream products that carry the label. Consumer knowledge of the dairy sector affects their willingness to pay for this labeling information. Implications for the use of the Canadian origin label and suggestions for further research are discussed.     

Farmer perception and valuation of seed quality: Evidence from bean and cowpea seed auctions in Tanzania and Ghana

Double blind field experiments and experimental auctions were conducted with bean and cowpea farmers in Tanzania and Ghana to gauge the relative demand for three types of seed products that differ in price and quality: certified, quality declared, and recycled. Whether the cost differential makes these seeds qualitatively different products as reflected in their perceived performance, and whether that translates into farmers’ willingness to pay price premiums, are the research questions addressed by this study. Results indicate that, all else equal, there were significant differences in the perceived quality of the seed products evaluated. Farmers were willing to pay significantly more for their higher rated seed relative to their lower rated seeds. However, for a majority of farmers the magnitude of the premium they are willing to pay for a higher quality seed is less than the current price differential between certified seed and grain. Research and policy implications of these results for legume seed system are discussed.     

New plant engineering techniques,R&D investment and international trade

New plant engineering techniques (NPETs) may significantly improve both production and quality of foods. Some consumers and regulators around the world might be reluctant to accept such products and the global market penetration of these products may remain low. We develop a parsimonious economic model for R&D investment in food innovations to identify conditions under which NPET technology emerges in the context of international trade. The framework integrates consumers' willingness to pay (WTP) for the new food, the uncertainty of R&D processes, the associated regulatory cost of approval, and the competition between domestic and foreign products. With generic applicability, the model enables the quantitative analysis of new foods that could be introduced in markets and then traded across borders. We apply the framework to a hypothetical case of apples improved with NPETs. Simulation results suggest that import bans and high values of sunk cost can reduce R&D investment in NPETs to suboptimal levels.     

Vietnamese Consumers’ Willingness to Pay for Safe Pork in Hanoi

Abstract

Food safety is one of the main concerns and the biggest challenge for consumers due to its direct influence on human health. In order to deal with unsafe food situation, the demand for food hygiene has increased in recent years as well as the consequent increase in price accepted by consumers. This study aimed to estimate consumers’ willingness to pay (WTP) and to examine the determining factors influencing their WTP for safe pork using double-bounded dichotomous choice contingent valuation method (DBDC CVM). The data were collected from a survey with a sample size of 134 respondents in Hanoi, Vietnam using two sets of questionnaires on the consumption of rib and shoulder of pork. The results revealed that the percentages of the consumers willing to pay a premium for more hygiene shoulder and rib of pork were 81.75% and 73.01%, respectively. The mean WTP was 129,000 VND (US$6.07) for both safe shoulder and rib, 48.7% and 37.8% higher than the regular market price, respectively. The results showed that consumers’ awareness of the risk of unhealthy pork, household income and expenditure were the positive determinants to WTP; meanwhile, the amount of pork consumption per month negatively affected the willingness to pay more for shoulder and rib of pork.     

A Pre-Purchase Model of Consumer Choice for Biological Foodstuff

Abstract

The present study examines the way consumers form their purchase intentions for organic products using the concepts of perceived quality and value. A model of relationships among quality cues, evaluative judgments, and willingness to buy for organic foodstuff is then developed and explored empirically with respect to biological olive oil. The data provide support for the critical importance of perceived value on consumers' purchase intention. The discussion centres on theoretical and especially managerial implications for organically and naturally produced food.     

Consumer valuation of safety‐labeled free‐range chicken: results of a field experiment in Hanoi

This article presents results of a field experiment designed to assess willingness to pay for safely produced free‐range chicken in Hanoi, the capital of Vietnam. Improved safety of chicken production and trading is suggested as an important component of avian influenza control strategy, which aims to address the direct costs of avian influenza as well as the global public health externality. However, consumer demand for safely produced free‐range chicken is unknown. Products that have credible food labeling are not common in traditional markets where the majority of free‐range chicken is purchased. Valuing characteristics of products sold in informal markets is a major challenge that our experiment overcomes. As part of the experiment, we provided several vendors from these markets with safety‐labeled free‐range chicken. Consumer valuation of safety labeling was elicited through having experiment participants, who were representative of potential consumers, select between discount coupons for either safety‐labeled chicken or regular chicken. Results indicate that consumers will pay at least $0.50, or a 10–15% premium, per chicken purchase for safety labeling, which emphasizes safe production, processing, and transport conditions. This premium is smaller than the premium currently paid for traditional chicken varieties that are considered to be tastier. Consumers with more education have higher valuation of safety labeling. Hence, safety labeling for high‐quality free‐range chicken can play a role in controlling livestock disease and improving public health.     

Willingness to Pay for Pesticide Free Fruits: Evidence from Pakistan

ABSTRACT

This paper analyzes factors influencing consumption decision of pesticide free fruits (PFF) and estimates the willingness to pay (WTP) price premium for PFF in Pakistan. A contingent valuation survey of 200 households was conducted using face to face interview and payment card method. Results suggested that 93.5% respondents were WTP higher prices for PFF. Remarkably, around 35% respondents were WTP 16–20% higher prices and 24% respondents were WTP 6–10% higher prices for PFF than the existed conventional price. In addition, our ordered logit regression suggests that demographic and socio-economic variables such as age, education, income, household’s size and perception about health benefits are significantly associated with higher WTP for PFF.     

Consumer Quality Perception in Traditional Food: Parmigiano Reggiano Cheese

Abstract

The paper aims to classify the quality cues and attributes of grated Parmigiano Reggiano cheese, an Italian traditional food cheese, exploring if they affect consumers’ quality perceptions and expectations. Analysis is based on a questionnaire administered in hypermarkets where grated Parmigiano Reggiano is sold. A factor analysis, using varimax rotation, and a cluster analysis, were performed, using the Stata 12 software package. The clusters used were: geographical origin and packaging (cluster 1); price, brand and quality certification (cluster 2); all sensory attributes (cluster 3); and a combination of sensory attributes with price, brand, and quality certification (cluster 4). This is the first study to examine the quality cues and attributes affecting quality perception and expectations of cheese for grated Parmigiano Reggiano from a consumer perspective. It is also the first to classify cheese attributes following a quality approach, encompassing previously studied sensory and other attributes.     

Consumer’s Preference and Willingness to Pay for Apple Attributes: A Choice Experiment in Large Retail Outlets in Bologna (Italy)

ABSTRACT

We analyze the relevant quality attributes of apples which drive and influence consumer choice in the city of Bologna (Italy). A hypothetical choice experiment was conducted to elicit Italian consumer’s willingness to pay for apple attributes and was included as a part of a questionnaire survey. A group of 301 consumers were surveyed in Bologna in July and August 2016. Data were analyzed using a multinomial logit model. Results suggest Italian consumers are willing to pay more for yellow apples and for apples harvested in Trentino-Alto Adige region, compared with other Italian areas. Furthermore, results highlight a preference for locally produced apples, whereas organic apples are only slightly preferred to the not organic alternative. Results of this study could be used to develop marketing strategies for apple differentiation or for a new product development and target the right product to the right consumer.     

Determining Opportunities for U.S. Exports of Consumer-Oriented Foods to African Regional Markets

Abstract

This study examines the level of trade between the U.S. and Africa for consumer-oriented agricultural products during the 1990s. To achieve this objective, we propose six congruent regional African markets and examine patterns of U.S. trade with Africa on consumer-oriented agricultural products. The reason for such groupings is to identify trade flow differences and similarities between the U. S. and each of these regional groups. The results shed light on the extent to which U.S. exporters of consumer food products are capitalizing on the emerging markets of Africa. The graphing technique used in the study, in combination with trend stability measures for the six proposed congruent regional African markets, introduce a method for identifying market opportunity.     

Consumer preferences for new technology: apples enriched with antioxidant coatings in Uzbekistan

Food markets in developing countries are experiencing an expansion of new functional products. Even though their market share is small, these food products are usually imported and post a higher price compared to local products. In this article, we investigate the consumer response toward new functional food products in Uzbekistan by focusing on the incorporation of apples enriched with antioxidant coating in the food market. We conduct consumer surveys with two different information treatments. We utilize a dichotomous‐choice contingent valuation methodology to estimate willingness to pay for this product and analyze factors that affect consumer choice. The results suggest that the average Uzbek respondent is willing to purchase functional apples with a 6% discount. The effect of information regarding the potential health benefits of antioxidants is positive and statistically significant. We compare the findings with a previous U.S. study of the same product and discuss how the delivery method provides an additional hurdle in the Uzbek market.     

Attitudes and Preferences of Kosovar Consumer Segments Toward Quality Attributes of Milk and Dairy Products

ABSTRACT

The dairy market is one of the fastest growing agri-food sectors in Kosovo, yet the farm structure is fragmented. The level of productivity is lower compared with European Union levels and shows potential for improvements. The consumption of dairy products is expected to rise due to income growth and segmentation of consumers that would reflect different preferences for low-fat or zero-fat products, products with natural additives, and so on. On the market level, a significant share of the consumed milk and dairy products is imported. This study aims to better understand attitudes and preferences of Kosovar consumer segments toward milk and dairy products. A quantitative survey with 300 consumers was conducted in major Kosovo cities. Applying a reduced version of the Food Related Lifestyle instrument identified three distinct consumer segments: the conservative consumer segment, the socially oriented foodie, and the information-seeking eco-consumer. The latter two segments are especially open to trying new food products and actively search information about food. All three consumer segments show strong consumer patriotism by believing that domestic milk and cheese are safer than imported products and are of higher quality. This indicates the strong market potential for dairy farmers and companies in the Kosovo, which should develop new food products having these segments in mind. The authors explore the strategies that farmers and companies should use to better target these consumer groups and gain greater access to desirable segments.     

Consumers' Perception of Food Product Quality in Tunisia

Abstract

This paper investigates consumers' perception of food quality in Tunisia. In fact, the development of quality standards is driven by government regulations and mostly in response to export markets regulations. The role of consumers in this process is quite missing. This paper first highlights the current food safety and quality programs undertaken by the Tunisian government. Second, we use a sample of 150 consumers chosen at random at two of the largest hypermarkets in Tunisia to analyze consumers' behavior regarding quality. The paper shows strong concerns about hygiene among other quality attributes and strong awareness about quality and quality assurance schemes in general. Consumers are also motivated by habits of consuming home made products for hygiene and taste reasons. If appropriate quality systems were implemented to assure consumers about such attributes this would boost up demand for quality products.     

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.     

Consumers' Willingness to Pay for the Color of Salmon: A Choice Experiment with Real Economic Incentives

In most retail markets, sellers post the price and consumers choose which products to buy. We designed an experimental market with posted prices to investigate consumers' willingness to pay for the color of salmon. Salmon fillets varying in color and price were displayed in twenty choice scenarios. In each scenario, the participants chose which of two salmon fillets they wanted to buy. To induce real economic incentives, each participant drew one binding scenario; the participants then had to buy the salmon fillet they had chosen in their binding scenario. The choice data were analyzed with a mixed logit model.