Fresh Vegetable Growers' Risk Perception, Risk Preference and Choice of Marketing Contracts: A Choice Experiment

Michael Vassalos, Wuyang Hu, Timothy Woods (), Jack Schieffer and Carl R. Dillon

No 142506, 2013 Annual Meeting, February 2-5, 2013, Orlando, Florida from Southern Agricultural Economics Association

Abstract: Growers’ preferences for a number of marketing contract attributes as well as the effect of growers’ risk perception and risk preferences on the choice of marketing contracts were examined with the use of a choice experiment. The main data source for the study is a mail survey administrated to 315 wholesale tomato growers. The findings validate the transaction cost hypothesis and indicate heterogeneity in preferences. Risk perception and risk preferences had limited impact on contract choice.

Keywords: Agribusiness; Farm Management; Marketing (search for similar items in EconPapers)
Pages: 39
Date: 2013-01-10
New Economics Papers: this item is included in nep-agr, nep-mkt and nep-upt
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:saea13:142506

DOI: 10.22004/ag.econ.142506

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