Welfare impacts of new demand-enhancing agricultural products: The case of Honeycrisp apples

Agricultural research and development programs on new demand-enhancing products have become increasingly important over the past decade. Large numbers of new agricultural products have been developed and commercialized in the United States to meet consumers’ increasingly diverse expectations for food quality. However, little is known about their economic benefits. Focusing on the apple market, we investigate the welfare impacts of the introduction of Honeycrisp apples in a market equilibrium framework. We use market data on apple sales from 61 cities across the United States between 2009 and 2015. We find the introduction of Honeycrisp increased consumer welfare, which is mainly explained by the increased number of total apple varieties. We also find that the introduction of Honeycrisp apples has increased overall market size and total apple sales. To extrapolate our results to the entire U.S. apple market, we perform a back-of-the-envelope analysis and find that the introduction of Honeycrisp apples has increased total consumer welfare by about 859 million dollars during the study period. This corresponds to approximately 19% of the annual average domestic expenditures on public food and agricultural R&D.     

Producer–Consumer Misalignment as a Possible Cause for New Food Failure: Empirical Evidence From Chile

Literature on new food products development agrees on the importance of gaining knowledge about consumer tastes and preferences as a way to increase new product success. However, the failure rate of new food introductions continues to be high. In economies with a highly developed retail system, retailers and other market players create an information and communication barrier between the producer and the consumer. Consequently, the development of new products becomes difficult in such conditions, since misalignments between producers and consumers are more likely to occur. To investigate the issue, we interviewed producers of Chilean companies in the blueberry, plum, and wine industries and concluded that their product design was based on assumptions about consumers’ preferences and on the observed market response to competitors’ products. To test if these assumptions were correct, we compared them to consumer preferences. Results showed that producers’ assumptions about consumer preferences differ significantly from actual consumers’ preferences.     

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.     

Information and consumer willingness to pay for biofortified yellow cassava: evidence from experimental auctions in Nigeria

In this article, we use the Becker‐DeGroot‐Marschak mechanism to estimate consumer demand for biofortified yellow cassava varieties in two states of Nigeria: Imo in the southeast and Oyo in the southwest. These two states exhibit distinct habitual product color preferences for staple food made with cassava. We estimate the effect of nutrition information campaigns and nature of planting material delivery institutions on consumer demand. Willingness to pay estimations account for the effect of product endowment, censoring in bids and nonpayment. In Oyo, consumers are willing to pay a premium for light yellow cassava variety even in the absence of nutrition information. The article finds that nutrition information results in a large and significant price premium for biofortified cassava in both states, and the nature of delivery institution has no significant effect.     

The Effect of Cooperatives on Quality‐Enhancing Innovation

This paper develops game‐theoretic models of heterogeneous consumers to analyse the effect of cooperatives on quality‐enhancing product innovation activity, the pricing of food products and the welfare of the groups involved, in the context of a mixed duopoly where an open‐membership consumer co‐op competes with an investor‐owned firm in markets for horizontally differentiated products. Analytical results show that the involvement of the member welfare‐maximising co‐op in innovation activity can change the nature of product differentiation and the structure of the market, and be quality and welfare enhancing by increasing innovation activity and reducing the prices of food products. The effects of co‐operative involvement are shown to depend on the degree of consumer heterogeneity and the size of innovation costs.     

Willingness to pay for credence attributes associated with agri-food products—Evidence from Canada

Credence attributes such as environmental impact, origin, fairness/unfairness, and food safety/health are not available with certainty prior to or at the time of the consumer purchase decision. This creates a problem of imperfect or asymmetric information, leading to suboptimal supply and demand for products with these desirable attributes. Using a representative sample of 2001 Canadian consumers, we adopt, within an attribute-based decision-making framework, the asymptotically efficient double-bounded stated preference approach, to estimate Canadian consumers' willingness to pay for origin, fairness, environmental impact, and food safety attributes associated with pork chops and fresh apples. We find that, on average, consumers are willing to pay significantly more for pork chops and fresh apples that are farmers-advantaged, sourced from their own province, grown or raised under a production system designed to be environmentally sustainable, and chemical-free. However, these findings differ significantly by the province of origin, gender, age, and income of the respondents, as well as by product type and attributes being valued.     

Organic‐ and Animal Welfare‐labelled Eggs: Competing for the Same Consumers?

To understand the market for sustainable foods, it is important to allow for heterogeneous preferences. However, most studies of consumer preferences for sustainable foods only investigate average consumer preferences. They do not take into account that some consumer segments attempt to purchase as much sustainable food as possible, others are almost indifferent to the notion of sustainable food, and still others consider sustainable food a complete hoax. The aim of this study is to explore the preferences for various types of premium eggs across three consumer segments. We conduct a choice experiment including 900 Norwegian consumers and perform a behavioural segmentation based on the frequency of organic food purchase. We find that the segment purchasing the most organic food is, as expected, willing to pay a significant premium for organic eggs over eggs displaying only enhanced animal welfare. However, most consumers, who only occasionally purchase organic products, are unwilling to pay more for organic eggs than for enhanced animal welfare eggs, suggesting diminishing marginal utility for additional attributes. We find that a third consumer segment attempts to avoid organic eggs, even when they cost the same as other eggs. Our findings suggest that organic products will be unsuccessful in acquiring a larger share of the market as long as most consumers are unwilling to pay a premium for organic products with all their cost increasing sustainable attributes over products that have only a single sustainable attribute, in our case enhanced animal welfare.     

Information and consumer perception of the “organic” attribute in fresh fruits and vegetables

Using a double hurdle model on panel data from 3,200 Danish households (monthly observations for 2002–2007), we study the effects of health‐related media information on the demand for organic fruit and vegetables. We find that “negative” information about pesticides contained in conventional fruit and vegetables mainly influences the probability of a consumer entering the organic market, not the quantities consumed by households that are already active on the organic market. “Positive” information that links health and the consumption of organic food influences both steps of the decision process. Our dataset includes information about consumers’ media habits, which allows us to disentangle the direct effects of media information from the indirect effects of this information as it is disseminated through the population. Our results suggest that directly obtained information is the main type of information influencing consumers, while information loadings by dissemination through the population have almost no effect on consumption.     

Does willingness to pay increase with the number and strictness of sustainability labels?

Labels signaling sustainable product attributes are gaining importance, although uncertainty concerning the environmental, micro‐ and macroeconomic benefits of such labels persist. One of the questions still incompletely answered is whether Willingness To Pay (WTP) varies with a gradually increasing number of labels on a food product. In order to answer this question, we conducted a laboratory experiment with 191 student respondents, testing consumer valuations of different labeling strategies. Using the Becker‐DeGroot‐Marschak mechanism, WTP for 15 food products was measured. The products were endowed with up to six different sustainability labels, such that each grocery item was available in eight product versions. For perishable, nonperishable, and plant‐based products, the results indicate that participants are prone to allocating WTP‐premiums to labeled products, more than to unlabeled products. For animal products, however, labels do not influence WTP significantly. Furthermore, the premiums do not vary with an increasing number of labels, irrespective of whether the labels signal substitute or complementary sustainability information. The results are not entirely in line with normative notions of magnitude variation, but rather with the behavioral economic concept of embedding effects.     

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.     

Willingness to pay for brands: a cross‐region,cross‐category analysis

Using survey data collected in multiple locations (California and Texas in the United States and Revohot in Israel), we quantify category‐ and location‐specific variations of consumers’ willingness to pay (WTP) for brand products after controlling for consumer characteristics. We find that consumers have a similar qualitative assessment of brand value in different product categories across different locations. That is, consumers have a stronger preference and higher WTP for brands in consumer electronics, followed by clothing and then processed food, and the lowest in fresh produce. Furthermore, we simulate price premiums and market shares of brands relative to generic products in different categories. Simulation results suggest that brands in fresh produce have the highest price premium but lowest market share. Despite the similarities, the magnitude of WTP for brands as well as the simulated price premium and the corresponding market share in the same product category are location variant. The similarities and dissimilarities suggest validity of having global brand strategies adapted to local conditions, that is, the so‐called “thinking globally and acting locally” strategy.     

Factors Impacting Food Safety Risk Perceptions

We developed and applied a model of consumer risk perceptions of beef food safety to better understand the underlying drivers of consumer demand for food safety. We show how consumer demographics, country‐of‐residence, as well as reliance on, and trust in, alternative food safety information sources affect risk perceptions of consumers in Canada, Japan and the United States. Consumers in all three countries have risk perceptions shaped by their level of reliance on observable and credence attribute information. Risk perceptions of consumers in each country are significantly higher for those less trusting of doctors. Moreover, personal and indirect food safety experiences substantially affect risk perceptions. These results are useful to decision‐makers in developing more efficient supply chain management strategies and public policies aimed at building or sustaining consumer confidence in food safety.     

Testing for spatial market integration: evidence for Colombia using a pairwise approach

We examine the extent of spatial market integration in Colombia using consumer price index data for 153 consumer goods in 13 cities. An econometric analysis of the time‐series properties of all the possible city price differentials reveals that market integration tends to occur more frequently in unprocessed food products, as opposed to processed foods, other traded and nontraded products. The results also support the view that, except for nontraded products, the speed at which prices adjust to the long‐run equilibrium is slower for cities that are farther apart.     

Consumer sorting and hedonic valuation of wine attributes: exploiting data from a field experiment

This article uses a novel experimental approach to measure consumer willingness to pay (WTP) for wine attributes. We invited customers of a local supermarket who had selected a bottle of wine to purchase to participate in a valuation experiment. Integrating their original wine choice into the experiment, each participant evaluated six alternative wines, generating a rich set of data on willingness to pay and consumer characteristics. The data from the experiment allow us to compare standard shelf price‐based wine attribute valuation estimates with estimates using WTP data and an increasing amount of information about individual consumers. The full model employs individual fixed effects to estimate WTP parameters without bias from consumer sorting or supply side influences. Our WTP estimates for wine attributes differ markedly from previous attribute value estimates. Consumers in our sample display clear and stable preferences for wine varieties, but less clear preferences for appellations. Our results suggest caution is needed in using market prices to estimate parameters of the consumer valuation function for product attributes.     

A Belief-Preference Model of Choice for Experience and Credence Goods

We develop a methodology addressing the issue of confounded beliefs and preferences in models of discrete choice. First, we formalise the theoretical framework and logical underpinnings of a belief-preference model of choice for experience and credence goods, where subjective beliefs relate to uncertain product quality. We then present the experimental procedure within the context of an online choice experiment studying consumer food preferences. The empirical strategy leverages information from a quality sorting task to identify and estimate beliefs, while choice data are used to recover preferences. By conditioning product choices on predicted quality perceptions, the issue of endogenous beliefs is resolved.     

Auction markets for specialty food products with geographical indications

We present a first analysis of online auction markets for specialty food products. We identify auction prices, trade volume, and value for domestic and foreign-origin specialty ham with geographical indications (GIs) that were sold in online auctions in Germany within a 1-month period. Applying hedonic modeling, we examine potential factors that may influence online bidding behavior and final auction prices. We estimate positive auction price effects for weight, bidding activity, and auction length, that the domestic product is sold at a discount, that higher shipping costs have a negative impact on final prices, and that auctions ending on Fridays and Saturdays yield lower prices. The model may be used to estimate the value of GIs. In our example, we estimate relative price differences of 20–30% for the GIs of three specialty hams (Prosciutto di Parma, Jamón Serrano, and Schwarzwälder Schinken).     

The Effects of Multiple Health and Nutrition Labels on Consumer Food Choices

Consumers face an increasing availability of information on health and nutritional aspects of foods, especially on food package labels. Previous research has identified that this information is positively valued, but the effect of presenting several items of information simultaneously is not well understood. We conduct a choice experiment to identify the effects of multiple health and nutrition information labels for two products representing a healthy and less healthy food choice. Although our consumers attach positive utility to most of the individual labels evaluated here, the simultaneous presence of more than one label only has positive impact on utility in one of nine possible cases. Therefore, promotion of multiple labels should not be considered beneficial a priori either from a regulatory or business perspective. In addition, results show that consumers show a higher willingness to pay for nutrition and health labels for less healthy products.     

The Impact of Health Claims in Different Product Categories

Abstract

There has been little research about which combinations of health claims, food product categories, and nutrient enrichment labellings are most appealing to consumers. This paper tests whether specific product group differences exist for health claims and ingredient labellings based on the food additive Xanthohumol. To analyze preference heterogeneity, differences between consumers with a high, medium, or low preference for organic food products were considered. For data collection, an online-based discrete choice experiment was applied in Germany for the product categories milk, yoghurt, water, cola, and chocolate. The choice experiments were analyzed with multinomial and mixed logit models. Positive effects for the considered health claims that are based on the effect of the food additive Xanthohumol could be found for water, milk, and yoghurt. The comparison of the different organic consumer segments revealed that respondents with a medium preference for organic food products show the highest preference for the considered health claims.     

Consumer preferences for cowpea in Cameroon and Ghana

Consumer preference information is essential to targeting research. This paper reports an effort of a multi‐disciplinary team to measure the market value of cowpea characteristics. Five samples were purchased once per month in seven markets in Ghana and Cameroon starting in September 1996. In the market, price and vendor characteristics were noted. In the laboratory, size of grains, testa color, testa texture, eye color and damage levels were recorded. A hedonic pricing regression model was used. Results indicate that grain size is the most important characteristic. Consumers seem more sensitive to bruchid (Callosobruchus maculates) damage than hypothesized. Cowpeas with white testa command a clear premium only in one of the Ghanaian markets. In Ghana, black eyes sell at a premium, but in Cameroon black eyes are discounted. In general, this study indicates that quality characteristics are very important in West African food markets. Even low income consumers are willing to pay a premium for products that match their preferences, and they are vigilant in identifying products that do not meet their standards. Purchasing samples on a regular basis and hedonic pricing offers a practical way for biological scientists and economists to work together to measure these consumer preferences.     

Differences in Consumer Abstraction Levels as a Function of Risk Perception

This study investigates factors affecting consumer purchase choice (cognitive structures) in two foods with different perceived risk levels. Means‐end chain methodology is used to test for differences in the degrees of abstraction and complexity in the purchase decision process for each product. The results reveal significant differences, with more food safety issues coming into play in the case of the product associated with higher perceived risk in the past. This might suggest a non‐temporal effect on consumers’ level of risk perception in food products, with important implications for crisis management. Furthermore, logit models estimated to investigate the health impact of foods show that age and income have played a role in turning this credence attribute into a key element of consumer choice.