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Determining Consumer Perceptions of and Willingness to Pay for Appalachian Grass-Fed Beef: An Experimental Economics Approach

Published online by Cambridge University Press:  15 September 2016

Jason R. Evans ,
Gerard E. D'Souza ,
Alan Collins ,
Brown Cheryl  and
Mark Sperow
Jason R. Evans
Affiliation:
Agricultural Business Management in the College of Agriculture & Technology at the State University of New York at Cobleskill in Cobleskill, New York
Gerard E. D'Souza
Affiliation:
Division of Resource Management at West Virginia University in Morgantown, West Virginia
Alan Collins
Affiliation:
Division of Resource Management at West Virginia University in Morgantown, West Virginia
Brown Cheryl
Affiliation:
Division of Resource Management at West Virginia University in Morgantown, West Virginia
Mark Sperow
Affiliation:
Division of Resource Management at West Virginia University in Morgantown, West Virginia
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Abstract

The focus of the current study was on the market potential for grass-fed beef in the Appalachian region, given that these products embody observed, experiential, nutritional, and process attributes that may appeal to a large consumer base. An in-store variant of the Becker-DeGroot-Marschack experimental auction mechanism was employed in the region to determine consumer preferences and willingness to pay. A majority of respondents preferred the grass-fed product over conventional grain-fed samples and were willing to pay a price premium to obtain it. Preferences for grass-fed were rooted largely in the associated superior nutritional content and core observed attributes.

Keywords

AppalachiaBecker-DeGroot-Marschackbeefexperimental auctiongrass-fed
Type
Contributed Papers
Information
Agricultural and Resource Economics Review , Volume 40 , Issue 2 , August 2011 , pp. 233 - 250
Copyright
Copyright © 2011 Northeastern Agricultural and Resource Economics Association 

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