TENNESSEE BEEF PRODUCERS' WILLINGNESS TO PARTICIPATE IN A STATE-BRANDED BEEF PROGRAM

Elizabeth McLeod, Kimberly Jensen, Andrew P. Griffith and Karen DeLong

Journal of Agricultural and Applied Economics, 2018, vol. 50, issue 4, 579-601

Abstract: Tennessee cattle producer willingness to participate in a hypothetical Tennessee Branded Beef Program (TBBP) was examined using 2016 survey data. Willingness to participate in the TBBP was modeled using a probit model. Among those willing to participate, a Tobit model was used to estimate the pounds of live-weight beef producers were willing to supply into a TBBP. Age, production practices, and risk attitudes influenced willingness to participate. Among those willing to participate, projected TBBP supply per farm averaged 32,329 pounds and was influenced by on-farm animal units, production practices, perceived barriers, risk attitudes, and consequentiality beliefs.

Date: 2018
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