Consumer Willingness-to-Pay for Fresh Pork Attributes

Dwight R. Sanders, Wanki Moon and Todd Kuethe ()

Journal of Agribusiness, 2007, vol. 25, issue 2, 17

Abstract: A survey was used to gauge consumer preferences toward four fresh pork attributes : juiciness, tenderness, marbling, and leanness. The survey elicited consumer willingness-to-pay a premium for an improvement in these attributes. Approximately one-half of the respondents were willing to pay some premium for the attributes of juiciness, leanness, and tenderness. The average premium size ranged from $0.20/lb. for marbling to $0.37/lb. for tenderness. Neither the choice of a certifying agency nor the use of a cheap talk script influenced premium levels.

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jloagb:62294

DOI: 10.22004/ag.econ.62294

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