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Consumer Preferences for Tennessee Milk

Karen DeLong, Kimberly L. Jensen, Sreedhar Upendram and Elizabeth Eckelkamp

Journal of Food Distribution Research, vol. 51, issue 2

Abstract: To support dairy farmers in the state of Tennessee, in 2018 the TN Department of Agriculture instituted a “TN Milk” logo that indicates the milk is entirely sourced, processed, and bottled in Tennessee. To examine consumer preferences for this logo, TN-milk-drinking households were surveyed. The contingent valuation method was used to assess consumer willingness to pay for milk labeled as TN Milk. A probit regression with 352 observations was used to estimate the characteristics of consumers who were more likely to purchase TN Milk. Results suggest consumers would pay a 12% premium for TN Milk.

Keywords: Consumer/Household Economics; Livestock Production/Industries (search for similar items in EconPapers)
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DOI: 10.22004/ag.econ.305485

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