Consumer Willingness to Pay for Visually Imperfect Organic Kale

IF 1.6 Q2 AGRICULTURAL ECONOMICS & POLICY

Journal of Agricultural and Applied Economics Pub Date : 2024-01-08 DOI:10.1017/aae.2023.42

Shane Behler, Felipe de Figueiredo Silva, Michael Vassalos, Joan U. Ureta

引用次数: 0

Abstract

Cosmetic standards implemented by grocery stores are a substantial barrier to farmers who want to market visually imperfect (VI) produce. However, in recent years, efforts to market VI produce grocery stores have increased. In this study, we estimate the willingness to pay (WTP) for VI organic kale in the Southeastern U.S. using a payment card approach. The results indicate that WTP does not increase when additional information is provided, decreases when areas of imperfections are highlighted, and it is impacted by several consumer characteristics. A profitability case study for a large organic kale producer is also presented.

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消费者对外观不完美的有机甘蓝的支付意愿

杂货店执行的化妆品标准对想要销售外观不完美（VI）农产品的农民来说是一个巨大的障碍。然而，近年来，杂货店为销售视觉上不完美（VI）的农产品做出了更多努力。在本研究中，我们使用支付卡方法估算了美国东南部地区对 VI 有机甘蓝的支付意愿（WTP）。结果表明，当提供更多信息时，支付意愿不会增加，而当不完善的地方被强调时，支付意愿会降低，并且支付意愿会受到几个消费者特征的影响。此外，还介绍了一个大型有机甘蓝生产商的盈利案例研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Agricultural and Applied Economics AGRICULTURAL ECONOMICS & POLICY-

CiteScore

3.30

自引率

5.30%

发文量

审稿时长

8 weeks

期刊介绍： Published on behalf of the Southern Agricultural Economics Association, the Journal of Agricultural and Applied Economics is a forum for creative and scholarly work in agricultural economics and related areas. Contributions on methodology and applications in business, extension, research, and teaching phases of agricultural and applied economics are equally encouraged. As of 2015 (Vol 47), articles are published on an open access basis.