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A comparison of hypothetical survey rankings with consumer shopping behavior and product knowledge AgEcon
Grebitus, Carola; Colson, Gregory; Menapace, Luisa.
Hypothetical surveys are commonly used to elicit consumer behavior to guide product development, marketing, and labeling strategies. However, despite the prevalence of surveys in consumer food studies, previous work has not assessed the relationship between hypothetical responses and actual consumer behavior in real-world purchase situations.We explore whether attributes cited by consumers in surveys as being important to them when making decisions indeed factor into their product decision process in real-world markets. Evidence from a point of sale study of 702 pork purchasers indicates that there is a strong correspondence between hypothetical survey ratings and actual shopping behavior.
Tipo: Article Palavras-chave: Attribute ranking; Consumer shopping behavior; Hypothetical surveys; Origin labeling; Pork; Food Consumption/Nutrition/Food Safety; Marketing; C8; C9; Q1.
Ano: 2012 URL: http://purl.umn.edu/120448
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Are Homeowners Willing to Pay for "Origin-Certified" Plants in Water-Conserving Residential Landscaping? AgEcon
Curtis, Kynda R.; Cowee, Margaret W..
This study investigates the value of local origin-labeling for a nonfood product by evaluating Nevada homeowner purchase propensity for “NevadaGrown” native plants for water-conserving residential landscaping. Homeowner survey results illustrate that homeowners may be willing to pay as much as a 14% premium for origin-certified native plants. WTP estimates are higher when uncertain responses are incorporated into the bidding structure. Preferences for local production and drought resistance in plants are the primary drivers of purchasing decisions in the absence of uncertain responses, while income levels and preferences for natural plant appearance additionally affect purchasing decisions when uncertainty is incorporated.
Tipo: Journal Article Palavras-chave: Drought resistance; Native plants; Origin labeling; Uncertainty; Willingness to pay; Resource /Energy Economics and Policy.
Ano: 2010 URL: http://purl.umn.edu/61066
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Who cares about food origin? A comparison of hypothetical survey responses and actual shopping behavior AgEcon
Grebitus, Carola; Colson, Gregory; Menapace, Luisa; Bruhn, Maike.
This paper explores the relevance of food origin to consumers when making product purchase decisions. We use data from a survey of pork shoppers at the point of sale of five food retailers in Germany. Participants engaged in both a hypothetical survey eliciting evaluations of the importance of different pork attributes and a series of questions related to their knowledge about the attributes of their actual purchase of pork. This enables us to compare hypothetical responses with actual purchase behavior. The results show that origin indeed is a relevant attribute to a subset of consumers. A share of consumers does pay attention to origin labels and is willing to undertake costly search for origin information. Furthermore, the data give evidence that...
Tipo: Conference Paper or Presentation Palavras-chave: Hypothetical survey responses; Actual shopping behavior; Pork; Origin labeling; Consumer/Household Economics; Research Methods/ Statistical Methods.
Ano: 2010 URL: http://purl.umn.edu/61344
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