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Alternative Production Practices And The Role Of Consumer Choice: Willingness-To-Pay Analyses, Amanda P. Wecker

MSU Graduate Theses

Production choice is often viewed as driven by the resources and methods known to the producers. However, recent discussions focus on the other factors leading to production choice such as consumer preference, measured by factors such as willingness to pay (Tait, Saunders, Guenther, and Rutherford, 2016). This study evaluates the role of diet preference and age in driving a consumer’s willingness to pay for food produced with specific method. The data analyzed are from the 2016 U.S. Lifestyles of Health and Sustainability (LOHAS) Consumer survey. A total of 1042 individuals were asked whether they were willing to pay 10% more …