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.     

Do native and invasive labels affect consumer willingness to pay for plants? Evidence from experimental auctions

Ornamental plant sales have been identified as an important vector for the introduction of invasive plants. Increased concerns about the economic and ecological costs of invasive plants have spawned interest in identifying strategies to curtail introductions. One possible strategy is labeling plants based on whether they are invasive or native. The primary purpose of this paper was to explore how labeling plants based on invasive and native attributes might affect consumer demand. To accomplish this objective, a second price auction was used to elicit the willingness to pay (WTP) for plants with and without labels. On average, we found a $0.35 premium for plants labeled as noninvasive and native and a $1.01 to $1.66 discount for plants labeled as invasive. The size of these premiums and discounts differed in relation to various demographic, attitudinal, and preference‐related factors. Overall, our results suggest that labeling plants as invasive or native could be a viable strategy for reducing the introduction of invasive plants.     

Using a Modified Payment Card Survey to Measure Chinese Consumers’ Willingness to Pay for Fair Trade Coffee: Considering Starting Points

Coffee consumption in China has increased rapidly in recent years. This study offers one of the few existing attempts to understand Chinese consumers’ coffee consumption behavior with a special focus on the viability of fair trade coffee in the Chinese market. A modified payment card approach was adopted to elicit consumer willingness to pay (WTP). Survey results suggest a positive attitude toward coffee and WTP for fair trade coffee. This study also explores the potential impact of starting point bias, which has been relatively well documented in the dichotomous choice literature, but less thoroughly in a payment card context. La consommation de café en Chine s’est accrue rapidement au cours des dernières années. La présente étude figure parmi les quelques tentatives déployées pour comprendre le comportement de consommation de café des consommateurs chinois et se penche sur la viabilité du cafééquitable sur le marché chinois. Nous avons utilisé une méthode modifiée de la carte de paiement pour déterminer le consentement à payer des consommateurs. Les résultats de notre étude montrent une attitude positive envers le café et un consentement à payer pour obtenir du cafééquitable. L’étude se penche également sur l’impact probable du biais de position initiale, qui est assez bien documenté dans la littérature sur le choix dichotomique, mais qui l’est moins dans le contexte de la carte de paiement.     

Do Ethical Consumers Care About Price? A Revealed Preference Analysis of Fair Trade Coffee Purchases

The existing literature on socially responsible purchasing relies heavily on stated preference measures elicited through surveys that utilize hypothetical market choices. This paper explores consumers' revealed purchasing behavior with regard to fair trade coffee and is apparently the first to do so in an actual market setting. In a series of experiments, we investigated differences in consumer responsiveness to relative price changes in fair trade and non‐fair trade brewed coffees. In order to minimize the hypothetical bias that may be present in some experimental settings, we conducted our experiments in cooperation with a vendor who allowed us to vary prices in an actual coffee shop. Using a choice model, we found that purchasers of fair trade coffee were much less price responsive than those of other coffee products. The demonstration of low sensitivity to price suggests that the market premiums identified by stated preference studies do indeed exist and are not merely artifacts of hypothetical settings. La littérature existante sur la consommation responsable repose fortement sur les mesures des préférences déclarées recueillies lors d'enquêtes utilisant des choix hypothétiques. Le présent article examine le comportement d'achat révélé des consommateurs concernant le cafééquitable et constitue apparemment le premier article du genre à le faire dans le contexte d'un marché réel. Au cours d'une série d'expériences, nous avons examiné les différentes réactions des consommateurs concernant les changements du prix relatif des cafés infusés équitables et classiques (non équitables). Pour minimiser le biais hypothétique qui pourrait exister dans certaines situations expérimentales, nous avons effectué nos expériences en collaboration avec un fournisseur qui nous a donné la permission de modifier les prix dans un véritable café‐restaurant. À l'aide d'un modèle de choix, nos résultats ont montré que les consommateurs de cafééquitable réagissaient beaucoup moins au prix que les consommateurs de café classique. Cette faible sensibilité au prix donne à penser que les primes de marché identifiées dans les études sur les préférences déclarées existent effectivement et qu'elles ne sont pas de simples phénomènes de situations hypothétiques.     

In-Store Valuation of Steak Tenderness

Experimental methods were used to examine consumer willingness-to-pay for steak tenderness in a grocery store setting. When relying on a taste test alone to determine product quality, the participants paid an average premium of $1.23/lb for a tender versus tough steak. Fifty-one percent of the participants were willing to pay an average of $1.84/lb when they had completed a taste test and were also provided information about the steak's tenderness. Results indicate that most consumers prefer more tender steaks and that many are willing to pay a premium for tender steaks.     

Bovine spongiform encephalopathy in Japan: consumers' food safety perceptions and willingness to pay for tested beef*

The discovery of bovine spongiform encephalopathy (BSE), commonly known as ‘mad cow disease’, in Japan caused anxiety about consuming beef and beef products. As a result, there was a sudden fall in sales of beef that hurt the Japanese beef industry as well as major beef exporters to Japan. We analyse factors that affect Japanese consumers' willingness to pay (WTP) price premiums for BSE‐tested beef and estimate the mean WTP for BSE‐tested beef using data obtained from a consumer survey in Japan. A single‐bounded dichotomous choice contingent valuation model is used to recover the premium amount. We find that attitudes to food safety, reduction in beef consumption following the BSE outbreak, and being female all have a statistically significant positive effect on the WTP for BSE‐tested beef. Interestingly, demographic variables such as age and income do not affect the WTP, possibly indicating that the BSE scare similarly affected multiple segments of the population. In our sample, consumers are willing to pay a premium on average of greater than 50 per cent for BSE‐tested beef.     

Assessing the Income Effects of Group Certification for Smallholder Coffee Farmers: Agent‐based Simulation in Uganda

Voluntary sustainability standards, aimed at improving the environmental, social and economic aspects of agricultural production and trade, are becoming increasingly common. The coffee sector is a prime example, where sustainability certification could improve livelihoods for poor smallholders. However, as individual production volumes are low, smallholder farmers need to cooperate in certification as a group, which makes impact assessment more complicated. Previous empirical studies, reporting premia of up to 30%, have neglected the costs associated with group certification. We explore the issue using an agent‐based simulation of coffee producer organisations in Uganda, including the certification‐related costs for farmers. Our results suggest that certification can have a small positive impact on participating households. But the added value of certification is substantially lower than the price premium, because of certification costs. Increasing both the membership of the producer groups and their deliveries of certified coffee are necessary to improve the rewards of certification.     

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.     

Impact of the 2014 Suspension Agreement on sugar between the United States and Mexico

In December 2014, the U.S. and Mexico agreed to a suspension agreement that set a $22.25/cwt import price floor on U.S. sugar imports from Mexico. A partial equilibrium trade model was developed to estimate the economic impact the agreement would have had if it had been in effect from 2008 to 2014. In years when the price floor would have been binding, on average, U.S. producers would have gained $138 million and Mexican producers would have lost $218 million. However, total Mexican welfare would have actually increased by $11.5 million. Furthermore, the average price floor that would have maximized total Mexican welfare over that period is $22.76/cwt. Also, under certain supply and demand elasticity conditions, the average price floor that would have maximized joint U.S. and Mexican producer welfare over that period is $21.91/cwt. The latter two estimates are both close to the actual price floor agreed to in the 2014 Suspension Agreement.     

Reframing ‘Crisis’ in Fair Trade Coffee Production: Trajectories of Agrarian Change in Nicaragua

A focus on crisis provides a methodological window to understand how agrarian change shapes producer engagement in fair trade. This orientation challenges a separation between the market and development, situating fair trade within global processes that incorporate agrarian histories of social change and conflict. Reframing crisis as a condition of agrarian life, rather than emphasizing its cyclical manifestation within the global economy, reveals how market‐driven development encompasses the material conditions of peoples' existence in ambiguous and contradictory ways. Drawing on the case of coffee production in Nicaragua, experiences of crisis demonstrate that greater attention needs to be paid to the socioeconomic and political dimensions of development within regional commodity assemblages to address entrenched power relations and unequal access to land and resources. This questions moral certainties when examining the paradox of working in and against the market, and suggests that a better understanding of specific trajectories of development could improve fair trade's objective of enhancing producer livelihoods.     

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.     

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.     

Depressed demand for crop insurance contracts,and a rationale based on third generation Prospect Theory

When actuarially fair insurance for a major risk is available then standard economic theory posits that those subject to the risk should insure. In agriculture, it is common for producers to decline contract offers where presubsidy premiums just cover average losses and subsidies are substantial. This paper seeks to shed light on why demand is curtailed. In a mail survey of U.S. corn and soybean producers we solicited Willingness to Pay (WTP) for actuarially fair insurance at different coverage levels. We find demand to be so low that median WTP is no larger than fair premium when adjusted down by current subsidy rates, which pay for one half or more of most premium charges. WTP as a share of the fair rate is especially low when risk of loss is high. There is limited evidence that respondents appreciate the convex relationship between coverage level and expected indemnity payoff. Third generation Prospect Theory is shown to be consistent with observed findings. In particular, a strong distaste for paying premium can be rationalized by loss aversion. Furthermore, when high revenue outcomes are more likely than not, that is, negative skewness, then higher loss aversion, greater decision weight distortions and greater risk aversion will decrease WTP.     

Do consumers value nutritional labels?

The European Union is contemplating making the provision ofnutritional labels in food products mandatory. Using data collectedfrom food shoppers, we assessed consumers' valuation of nutritionallabels by analysing their willingness to pay a premium for abox of cookies with a nutritional label. On average, the meanwillingness to pay (WTP) for a box of cookies with a nutritionallabel is estimated to be about 11 per cent above the price ofthe box of cookies without a nutritional label. Consistent withprior expectations, our results also indicate a difference betweenthe WTP of individuals suffering from diet-related health problems(estimated mean 13 per cent) and those who do not suffer anydiet-related health problems (estimated mean 9 per cent).     

How do producer organisations enhance farmers’ empowerment in the context of fair trade certification?

ABSTRACT

In the fair trade (FT) coffee sector, collective dynamics are viewed as a prerequisite for empowerment. The question of whether and how collective organisations empower farmers in the context of FT has yet to be fully explored. Using the concepts of collective agency and empowerment, this paper analyses the case of four farmers’ groups involved in two FT certified producer organisations in Peru. The results show that collective dynamics are drivers of change in this context oand help provide a ‘power to’ change coffee-related activities. They also generate a sense of ‘power with’, which improves group visibility and capacity to build new partnerships. Farmers gain the opportunity to develop their livelihood activities and women farmers develop ‘power from within’. TDespite that, collective action still focuses primarily on coffee and members-only projects. Inclusive rural development depends on extending ‘power with’ to other agricultural domains and to networks in the social and economic spheres.     

Factors Influencing Organic and Fair Trade Coffee Growers Level of Engagement with Cooperatives: The Case of Coffee Farmers in Mexico

We study the factors influencing the percentage of organic and fair trade certified coffee sold through a cooperative by growers of five cooperatives in Mexico. The percentage of coffee sold through the cooperative was used as a proxy of growers’ engagement with a cooperative. Using factor analysis and a fractional probit regression, we evaluated the proposition that the level of engagement can be explained by transaction cost economics, social norms and connections, and farmer and farm business characteristics. We found that farm size, uncertainty regarding cooperative time of payment to the members and cooperative commitment on price to be paid negatively influence the level of engagement. In contrast, asset specificity, relational commitment, and price have a positive impact on engagement. Our results may help cooperatives and policy makers to build strategies aiming to increase this level of engagement. This is relevant because lower grower engagement has been found to be positively correlated with weak performing cooperatives.     

Pesticide‐handling practices: the case of coffee growers in Papua New Guinea

Pesticide mismanagement potentially has high risks for farmers, households living in the community and the environment. In Papua New Guinea where farming is the primary occupation, there is evidence of dangerous herbicide application methods being used by coffee growers. Using original survey data for coffee smallholders from four provinces, we assess the factors driving farmers' use of personal protective equipment when preparing and applying herbicides, and farmers' disposal of agro‐chemical containers. We control for households' demographic variables and measure the impact of farmers' training in pest and disease management. We use the special regressor method to estimate binary choice models featuring an endogenous binary regressor (training). Our results show that human capital (education) and training are important drivers of farmers' pesticide‐handling practices, with marginal effects estimated at 10 and 22 per cent, respectively.     

The opportunity cost of preserving the Brazilian Amazon forest

We estimate the trade‐off between forest preservation and agricultural production for the Legal Amazon region, using census and deforestation data for municipalities in 2006. We use a directional distance function to represent the production possibility frontier, and then calculate the shadow price of reducing deforestation in terms of agricultural income foregone. Results indicate that, on average, to preserve 1 ha of forest, $797 in annual agricultural GDP must be foregone. Using a discount rate of 10% and average forest carbon density of 132 tons per hectare, these results imply an average shadow price of $16 per ton of CO₂ permanently sequestered.     

Differences in Social and Public Risk Perceptions and Conflicting Impacts on Point/Nonpoint Trading Ratios

If stochastic nonpoint pollution loads create socially costly risk, then an economically optimal point/nonpoint trading ratio—the rate point source controls trade for nonpoint controls—is adjusted downward (a risk reward for nonpoint controls), encouraging more nonpoint controls. However, in actual trading programs, ratios are adjusted upward in response to nonpoint uncertainties (a risk premium for nonpoint controls). This contradiction is explained using a public choice model in which regulators focus on encouraging abatement instead of reducing damages. The result is a divergence of public and social risk perceptions, and a trading market that encourages economically suboptimal nonpoint controls.     

Fair Trade and Organic Agriculture in Developing Countries: A Review

Fair trade regimes and organic agricultural systems are 2 innovations that increasingly play an important role for agriculture in developing countries. Whereas fair trade regimes have their origin in the developing countries, organic agriculture was started in the rich countries and has only recently become popular in the Third World. Both innovations can be mutually reinforcing as fair trade often combined with organic production standards opens up new market prospects. In this article we explore the opportunities and constraints of marketing organic products from developing countries under fair trade regimes. Based on available literature, we review evidence of the magnitude of organic production and fair trade systems in developing countries. We also propose a framework for studying the impact of fair traded organically produced commodities using the case of black pepper in India. The framework will generate testable hypotheses regarding the 2 innovations.