Consumer Preferences for “Made with Tennessee Milk” Processed Dairy Products

Kimberly L. Jensen, Karen D. DeLong, Sreedhar Upendram, Elizbeth Eckelkamp and Jacqueline N. Yenerall

Journal of Food Distribution Research, 2022, vol. 53, issue 2

Abstract: This study examines consumer willingness to pay (WTP) for a hypothetical logo on processed dairy products (cheese, butter, sour cream, ice cream, or yogurt), indicating the products are made in Tennessee using Tennessee milk. A survey of 381 Tennessee consumers elicited WTP for logoed processed dairy products using the contingent valuation method. Results show consumers’ WTP to be $2.61 more weekly for processed products bearing the Made with Tennessee Milk logo. Of those interested in buying the logoed processed dairy products, 13% would likely shop for the products at farmers’ markets or farm stands.

Keywords: Agricultural Finance; Health Economics and Policy; Livestock Production/Industries (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:339682

DOI: 10.22004/ag.econ.339682

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