Estimating restaurant willingness to pay for local beef

Lettie C. McKay, Karen DeLong, Kimberly L. Jensen, Andrew P. Griffith, Christopher N. Boyer and Dayton Lambert

Agribusiness, 2019, vol. 35, issue 4, 610-624

Abstract: We suggest an approach for estimating restaurant willingness to pay (WTP) for local foods. Using a telephone survey of Tennessee restaurants and the contingent valuation method, we estimate restaurant WTP for Tennessee Certified Beef (TCB). Probit regressions were used to determine the factors associated with restaurant decisions to purchase TCB ground beef and sirloin steak. Beef price was negatively associated with restaurant adoption of TCB. Restaurants that were located in a city, located in the eastern region of Tennessee, offered local foods, and had a higher percentage of adults as clientele were more likely to purchase TCB ground beef. A restaurant's decision to offer TCB sirloin steak was positively associated with locations in Middle Tennessee, if the restaurant offered local foods, and if managers placed importance on sustainability. This study contributes to understanding local food supply chains and provides a framework for future studies of restaurant WTP for local foods. [EconLit citation: Q130].

Date: 2019
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Citations: View citations in EconPapers (3)

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https://doi.org/10.1002/agr.21605

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Working Paper: Estimating Restaurant Willingness to Pay for Local Beef (2019)
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:35:y:2019:i:4:p:610-624

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