Consumers' Willingness to Pay for Treatment-Induced Quality Attributes in Anjou Pears

Huifang Zhang, R. Karina Gallardo (), Jill McCluskey and Eugene M. Kupferman

Journal of Agricultural and Resource Economics, 2010, vol. 35, issue 01, 13

Abstract: Ethylene treatments provide an effective method for shortening post-harvest ripening periods for winter Anjou pears and allow market availability throughout the year. However, pear quality may vary under different treatments. A sensory experiment and a consumer survey including questions that address valuation, assessments of sensory characteristics, purchasing habits, and demographics were conducted. Analyses indicate that treatment-induced quality losses significantly affect consumers’ willingness to pay (WTP). Mean WTP for each treatment reveals that consumers prefer pears with a six-day ethylene treatment and are willing to pay a premium of $0.25/pound compared to the market price.

Keywords: Consumer/Household Economics; Crop Production/Industries; Resource/Energy Economics and Policy (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlaare:61062

DOI: 10.22004/ag.econ.61062

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