Willingness to Pay for Sensory Attributes in Beer

Gnel Gabrielyan, Jill McCluskey, Thomas Marsh and Carolyn F. Ross

Agricultural and Resource Economics Review, 2014, vol. 43, issue 1, 125-139

Abstract: As microbrew beers have become more popular, the intrinsic characteristics of beer have become more important in consumer purchasing decisions. We identify sensory properties that influence consumers' willingness to pay for beer using a contingent valuation model that includes subjective sensory evaluations and socio-demographic characteristics of consumers. We find that overall taste and hoppiness of a beer have a significant and positive impact on willingness to pay.

Date: 2014
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