The influence of African swine fever information on consumers’ preference of pork attributes and pork purchase

This paper uses a randomized survey instrument to study the impact of African Swine Fever (ASF) information on Chinese consumers’ preference for pork attributes and purchases during the recent peak of the ASF pandemic in 2019. We study consumers’ preference for pork attributes including brand, meat texture and taste, quality safety assurance, and traceability under different information treatments. Results show that the willingness to pay (WTP) for quality safety assurance is the highest, followed by brands and traceability systems, and the WTP is lowest for good taste. We show that providing detailed ASF information substantially changes consumer preference by altering the relative importance of pork attributes and price sensitivity, which enables consumers to focus more on safety-related attributes while paying less attention to price and taste attributes. Furthermore, we find that a higher belief in the future of ASF occurrence reduces the frequency of purchases marginally but does not significantly influence for amount per purchase and the total purchase amount.     

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.     

Assessing Consumer and Producer Preferences for Animal Welfare Using a Common Elicitation Format

We assess pig farmers’ willingness‐to‐accept (WTA) higher farm animal welfare (FAW) standards and consumers’ willingness‐to‐pay (WTP) for thus enhanced standards. The analysis is based on discrete choice experiments with nearly identical choice sets for both farmers (N=140) and consumers (N=554). Based on preference estimates from a random parameter logit (RPL) model, supply and demand curves for high‐welfare pork in Germany are estimated and market equilibria are derived for alternative levels of FAW. We find that estimates of consumer WTP are significantly positive for all FAW attributes: consumers value more surface space per pig, more bedding and manipulable material, less surgical interventions and shorter transportation times. In contrast, our model revealed significant producer WTA estimates only for surface area per pig and the amount of bedding material on offer, but not for the other FAW attributes. Farmers who expect to continue farming and engage in direct marketing are more likely to adopt higher FAW standards. Male consumers and those who find price more important than brand, origin or taste are less likely to buy high‐welfare pork, as are consumers who never purchase organic meat products. Market simulations for high‐welfare pork indicate increasing divergence between demand and supply with rising FAW standards. We estimate a market share of 44.6% for pork produced in compliance with an entry‐level FAW programme with standards only slightly above the legal minimum. Programmes with more demanding standards are estimated to gain much smaller market shares.     

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.     

How much do farmers value their independence?

A farmer's decision to contract or produce independently depends on the distribution of income and the nonpecuniary attributes associated with both business arrangements. The benefits to growers from contracting (such as risk reduction) may be overestimated if the nonpecuniary benefits enjoyed by independent producers (such as the right to make management decisions and own the commodity produced) are not accounted for. This study uses data from a U.S. national survey of hog producers to estimate (1) the difference in expected net returns between contracting and independent production, (2) the premium a representative farmer would pay for the risk reduction provided by a contract, and (3) the premium a farmer would pay for the nonpecuniary benefits associated with independent production. Results indicate that growers have a strong preference for autonomy—with moderately risk‐averse growers being willing to pay more for the attributes of independent production than they would for the risk‐reducing benefits of a contract.     

China as a Potential Market for U.S. Pork Exports

This study provides details of emerging opportunities for U.S. pork exporters following the U.S.–China WTO Accession Agreement. The Agreement will enable the United States to gain unprecedented access to the Chinese pork market. The United States enjoys comparative advantages in producing hogs at lower cost, higher quality, and greater efficiency. Moreover, Chinese preference for pork is highly complementary to that of U.S. consumers. Therefore, U.S. pork exporters are expected to target primarily the Chinese variety meats market. Although China is expected to remain a surplus pork production nation, demographic shifts could provide additional opportunities for U.S. pork exporters to increase sales of more premium cuts for urban consumers in China.     

Which smallholders are willing to adopt Acacia mangium under long-term contracts? Evidence from a choice experiment study in Indonesia

Smallholder ownership of forests has grown rapidly over the last 25 years, leading to global forest transition; however, incentives are required to keep smallholders growing trees under long-term afforestation contracts. This article reports on smallholders’ willingness to join afforestation programs, growing Acacia mangium under contract on their private farmland. In a Choice Experiment, we examine the effects of policy attributes of afforestation contracts, including contract duration, labour participation, timber insurance, training opportunities, road improvement, and expected income. We report the marginal value of changes in monetary terms. A scale-extended latent class model was used to analyse preference heterogeneity in data of 323 smallholders from three different regions in Indonesia (West Kalimantan, Yogyakarta, and South Sumatera). These regions are at different forest transition stages. Our results indicate that there are four latent preference classes, which value attributes of the contract differently. Individual characteristics (risk orientation, tree growing experiences, and occupation), and regional differences explain the probability of preference class membership. Our findings have important implications for enhancing afforestation strategies that improve social welfare of smallholders in various forest transition stages.     

消费者对安全认证农产品自述偏好与现实选择的一致性及其影响因素——以生鲜认证猪肉为例

以生鲜认证猪肉产品为例,本文利用对北京市城镇消费者的问卷调查数据,实证分析了消费者对安全认证农产品自述偏好与现实选择的一致性及其影响因素。结果显示,尽管50%以上的消费者对生鲜认证猪肉有自述偏好,其食品质量安全意识较强,但是,消费者对生鲜认证猪肉自述偏好与现实选择之间存在着较大的差异。消费者受教育程度、消费者家庭月收入、家中是否有18岁以下的孩子和家庭人口规模等是影响其对生鲜认证猪肉自述偏好与现实选择一致性的个人特征和家庭特征因素。消费者对生鲜认证猪肉的意愿支付价格、消费者对质量安全认证知识和认证农产品的了解程度显著正向影响其对生鲜认证猪肉自述偏好与现实选择的一致性。此外,消费者的食品质量安全意识和其所感知到的生鲜猪肉产品的质量安全隐患等变量也会较显著地影响其对生鲜认证猪肉自述偏好与现实选择的一致性。     

Consumer Demand for a Ban on Antibiotic Drug Use in Pork Production

Both bodies of the U.S. Congress have recently considered legislation to restrict use of antibiotics in livestock feed. Although several studies have addressed the costs of such restrictions, little is known about consumer demand. This study estimates consumers' willingness to pay for pork produced without subtherapeutic antibiotics and consumers' willingness to contribute to a reduction in antibiotic resistance by collecting data in a grocery store environment with mechanisms that involve the exchange of real food and real money. Results indicate that the welfare effects of a ban depend heavily on assumptions about consumers' current knowledge about antibiotic use in pork production and the extent to which consumers are currently able to purchase antibiotic-free pork.     

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.     

How Choice Experiment Design Affects Estimated Valuation of Use of Gestation Crates

This study utilises a split‐sample experimental approach where six different choice experiment designs that vary in the number of attributes are used to control for the effects of design dimensions and consumer inferences in assessing consumer demand. Our application is in the use of gestation stalls (crates) in pork production. Our findings suggest that effects of both the mixture of attributes included in the design and consumer inferences on the specific attributes presented in experiments influence estimated willingness‐to‐pay and consumer welfare. Implications are that when researchers limit their studies to the use of a unique choice experiment design, resulting willingness‐to‐pay estimates might not be robust to different specifications.     

Ultrasound technology for better beef price

Sluggish growth in per capita consumption and a downward pressure on beef price at the farm level has required producers to raise cattle that precisely target the meat attributes desired by consumers. Coupled with the consumers' preference for beef with lean tissue and less external fat, the beef packing plants have used the dualistic grading system that emphasizes leanness and palatability; both important to carcass prices. Ultrasound technology can help farmers to produce a carcass with an optimal mix of attributes such as marbling and muscling, and external fat. The results of this study show a high level of accuracy of ultrasound technology in predicting carcass attributes. An estimated hedonic regression model shows that the carcass attributes are reflected on the implicit beef price. Ultrasound technology helps producers to produce carcass with the desired attributes and thus obtain a higher price.     

Effects of Product Origin and Selected Demographics on Consumer Choice of Red Meats

A multinomial nonlinear nested logit model is used to test data from a stated preference questionnaire to examine the potential effect of identified product and consumer characteristics on the probability of afresh meat product being purchased. The target market of the study is western Canada, and the questionnaire is directed to randomly selected households in major cities in this region. Fresh beef products from Alberta are generally preferred by these consumers over fresh beef products from other parts of Canada. For pork, consumers are indifferent between products of Alberta and those of other Canadian origin. However, fresh beef and pork products from Canada are preferred to products from the United States. The results support origin branding of Alberta beef, but not Alberta pork. Consumer age, household income and family size all have an effect on meat choices.     

Eliciting citizen preferences for multifunctional agriculture in the watershed areas of northern Thailand through choice experiment and latent class models

Multifunctional agriculture is increasingly discussed as an alternative to conventional, mono-functional farming and its negative environmental impacts. This study aims at determining Thai society’s demand for agri-environmental services offered by a multifunctional agricultural system using two models, i.e. a Choice Experiment Model and a Latent Class Choice Model. The Choice Experiment Model (CEM) is employed to assess citizens’ willingness to pay for various attributes of multifunctional outputs. Extending from the CEM, the heterogeneity of citizens’ preferences across environmental attitudes and knowledge is captured through the Latent Class Choice Model (LCCM). Survey data was obtained from structured interviews with 373 respondents in the country’s two largest cities, namely Bangkok and Chiang Mai. The results of the CEM suggest that urban Thai citizens are willing to pay for changes toward multifunctional agriculture, as expressed in an increase of their monthly food expenses. Among the attributes of agri-environmental practices, “organic agriculture in combination with agro-biodiversity conservation” garnered the highest preference, followed by “organic farming as single practice” and “Good Agricultural Practice combined with agro-biodiversity conservation”. Income, gender, agri-environmental knowledge and environment-conscious attitude are important factors determining urban citizens’ support of multifunctionality. Findings of the LCCM revealed a strong heterogeneity in attribute valuation across three different classes of respondents, suggesting that policy-makers need to be aware of diverse preference patterns among Thai citizens with regard to specific attributes of multifunctional agriculture. We further conclude that enhancing environmental literacy and consciousness is a key determinant in gaining citizens’ support for multifunctional agriculture.     

MEASURING RESEARCH BENEFITS FROM A REDUCTION OF PALE,SOFT AND EXUDATIVE PORK IN AUSTRALIA

In this paper, a closed-economy model is developed for evaluating the size and the distribution of benefits from research that lowers the mean incidence of pork with pale, soft and exudative (PSE) syndrome. The major finding is that the Australian pig industry has the potential to derive gross research benefits of about A$7 million per year from a one percentage point reduction in the incidence of pork with PSE conditions. About 85 per cent of the total research benefits accrue to pork producers. The implication is that it is profitable for pork producers to invest large sums in order to reduce PSE syndrome in pork.     

A contribution to the assessment of scenic quality of landscapes based on preferences expressed by the public

The purpose of this paper is to validate a model for predicting the public's preference for a landscape using simple statistical techniques. The model assigns numerical values to 42 landscape variables grouped into physical, aesthetic and psychological attributes. The landscape value is obtained using an additive value function. The results of the model on certain landscapes are compared with the preference expressed by the public in a survey of 183 people.The homogeneity of the survey responses was checked in each photograph. It was determined that means and standard deviations of the scores represent the true preference.A strong positive association was observed between preference and certain landscape attributes such as expression, soil use or colour. A marked negative association was detected with respect to landscape alterations.A linear regression was carried out to analyse the predictive capacity of the model. The independent variable was the global score assigned by the model to each photograph and the dependant variable was the mean of the scores assigned by the survey respondents. The high level of correlation obtained indicates that the model is a good predictor of the public's preferences in relation to the set of photographs shown in the survey.To complete the analysis of the model as a preference predictor, a multiple linear regression was carried out between the mean score obtained in the survey and the model elements. Attributes and variables that have the greatest influence on pubic preference were detected.     

Hog Producer Preferences for Marketing Contract Attributes

We use a stated preference instrument to elicit producer preferences for the attributes of risk-shifting hog marketing contracts and express acceptable producer trade-offs between contract attributes in a convenient dollar metric. Respondents value an increase in a window contract's price ceiling three to five times more than the same increase in the price floor, which suggests that hog producers dislike contracts that limit up-side price potential (limit positive skewness). The contractor's organizational form is also important. Cooperative forms are preferred by many respondents, particularly those who state that trust in the contractor is an important antecedent for any contractual relationship.     

Consumer purchase intentions for pork with enhanced carnosine–A functional food

In this study, Canadian consumers’ preferences for enhanced carnosine (a naturally occurring dipeptide that exhibits antiaging properties) in pork are examined. Carnosine is a relatively unknown nutrient to the public such that we are interested in understanding the relative merits of informing consumers of enhanced carnosine levels through a possible health claim, a nutrient content claim or including it in the nutrition facts table (NFT). As a basis of comparison, we include two other possible labels, a protein nutrient content claim, and a Verified Canadian Pork label (created by industry identifying food safety, animal care, traceability, and farm to table quality assurance attributes of the production system). Data were collected through an online survey that included a choice experiment and were analyzed using conditional logit and random parameters logit models. Compared to carnosine (as a functional attribute), consumers prefer the identification of protein content. In terms of labeling carnosine, consumers have higher willingness to pay for carnosine content included in a NFT than for nutrient or health claims. Higher levels of nutrition knowledge are associated with higher willingness to pay for the different pork attributes.     

Is Dry Aging for Pork Relevant to Consumers?

Introducing a new product is tricky because of potential problems with consumer acceptance. Dry aging is a technique that could make meat more tender, but at the expense of the color that would become darker. This technique is widely used for beef, but it could be useful in the pork industry since the increasing offer of lean meat has reduced its natural tenderness. We investigate Italian consumer preferences for dry aging applied to pork loin and the effect of information on consumer acceptance. A sample of 264 consumers was surveyed in June 2014 in Bologna, Italy, using a hypothetical rank-based conjoint analysis. Data were analyzed using a rank-ordered logit (ROL) approach. Results suggest that consumers preferred dry-aged pork loin to fresh pork loin. They also preferred products labeled with Italian origin and having low fat content. Factors affecting the intention to purchase dry-aged pork loin are age and information on dry aging.     

Determinants of farmers' preference for alternative animal health service providers in Kenya: a proportional hazard application

One hundred and eighty farmers in the semiarid Makueni district, Kenya, were surveyed using a structured questionnaire. The objective was to assess factors that influence farmers' preference for alternative veterinary service providers following the liberalization of veterinary services. A proportional hazard model was fitted to the data because of its ability to accommodate simultaneously the attributes of both the chooser and the choice. Of the three service providers considered in the study, community‐based animal health workers were the most preferred followed by veterinary surgeons and animal health assistants. Farmers' age and education level were inversely but significantly related to the probability of choosing any of the three service providers. Distance to the preferred service provider was the main choice‐specific attribute with a significant impact on the choice probability. A high preference for community‐based animal health workers was noted suggesting the possibility of poorly trained animal health workers dominating the veterinary services market in remote areas of Kenya. Efforts geared toward the legalization of community‐based animal health workers in Kenya and elsewhere in the developing countries should first address the constraints that hinder the penetration of professional veterinary service providers in remote areas.