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Consumer Preference for Sustainable Attributes in Plants: Evidence from Experimental Auctions

Chengyan Yue, Benjamin Campbell (), Charles Hall, Bridget Behe, Jennifer Dennis and Hayk Khachatryan

Agribusiness, 2016, vol. 32, issue 2, 222-235

Abstract: ABSTRACT Experimental auctions were employed to investigate U.S. and Canadian consumers’ willingness to pay for sustainable attributes in plants. The results show consumers are willing to pay a price premium for energy and water savings in plant production of $0.15 and $0.12, respectively. Consumers are only willing to pay $0.08 more for sustainably labeled product. Latent class segmentation analysis identifies three distinct consumer segments: Import‐Liking, Mainstream, and Eco‐local. Mainstream Consumers were the largest segment and willing to pay only modest premiums for eco‐friendly attributes. Eco‐local consumers comprised 14% of consumers and they were willing to pay the highest amount for the improved production methods and container types, while having the highest willing to pay for local and domestic products. [EconLit citations: D44, M31].

Date: 2016
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