Accounting for Taste: Consumer Valuations for Food-Safety Technologies

David Bruner, William L. Huth, David McEvoy () and Ash Morgan ()

No 11-09, Working Papers from Department of Economics, Appalachian State University

Abstract: Consumers’ willingness-to-pay (WTP) for post-harvest processed (PHP) raw oysters – oysters without health risks – is studied in experimental nth-price auction markets. The experimental design decomposes the effects of taste, objective risk information, and information on four PHP technologies on consumers’ valuations. Results show that relatively uninformed consumers are willing to pay equivalent amounts for PHP and traditional raw oysters. However, after a blind taste test consumers are willing to pay a significant premium for traditional raw oysters. The premium for traditional oysters persists after objective information on risk and processing technology is provided. The results are robust over PHP technologies. Key Words: experimental auction market, food safety, risk preference elicitation, consumer perceptions, oysters

JEL-codes: C9 D8 I18 (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-agr and nep-mkt
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Citations: View citations in EconPapers (1)

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