Consumer Valuation of Food Safety: The Case of Postharvest Processed Oysters

David Bruner, William L. Huth, David McEvoy () and O. Ashton Morgan

Agricultural and Resource Economics Review, 2014, vol. 43, issue 2, 19

Abstract: Consumers’ willingness to pay for postharvest-processed (PHP) raw oysters—oysters without health risks—is studied in experimental auction markets. The experimental design decomposes the effects of taste, objective risk information, and information on four PHP technologies on consumer valuations. Results show that relatively uninformed consumers are willing to pay equivalent amounts for PHP and traditional raw oysters. However, after a blind taste test, consumers are willing to pay a significant premium for traditional raw oysters, and the premium persists after objective information on risk and processing technologies is provided. The results are robust across PHP technologies.

Keywords: Food Consumption/Nutrition/Food Safety; Health Economics and Policy; Risk and Uncertainty (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (6)

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Journal Article: Consumer Valuation of Food Safety: The Case of Postharvest Processed Oysters (2014)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:arerjl:182642

DOI: 10.22004/ag.econ.182642

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