| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
A Non-Hypothetical and Incentive Compatible Method for Estimating Consumer Willingness-to-Pay for a Novel Functional Food: The Case of Pomegranates
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| Autores: |
McAdams, Callie P.
Palma, Marco A.
Ishdorj, Ariun
Hall, Charles R.
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| Data: |
2011-05-03
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| Ano: |
2011
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| Palavras-chave: |
Willingness-to-pay
Pomegranate
Experimental auction
Ranking
Health
Novel product
Food Consumption/Nutrition/Food Safety
Marketing
D12
Q13
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| Resumo: |
A preference and valuation mechanism that compared results of an experimental auction and nonhypothetical preference rankings was developed and used to elicit preferences for pomegranate products from a representative sample of shoppers in Texas. Familiarity with pomegranate products increased willingness-to-pay (WTP) for pomegranates, as did tasting and providing additional information on the health benefits of the products. Ready-to-eat and juice products were preferred to whole fruit products. Subjects did not indicate an increased WTP for Texas varieties over California Wonderful pomegranate based on auction bids but indicated a preference for one Texas variety in the nonhypothetical ranking procedure; thus, the auction results and nonhypothetical preference ranking procedures were divergent. Further, there were interaction effects of the information treatments with the product characteristics.
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| Tipo: |
Conference Paper or Presentation
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| Idioma: |
Inglês
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| Identificador: |
http://purl.umn.edu/103682
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| Relação: |
Agricultural and Applied Economics Association>2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania
Poster
12997
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| Formato: |
2
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