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Point-Of-Sale Specific Willingness To Pay For Quality-Differentiated Beef, Kar Ho Lim, Michael Vassalos, Michael R. Reed
Point-Of-Sale Specific Willingness To Pay For Quality-Differentiated Beef, Kar Ho Lim, Michael Vassalos, Michael R. Reed
Agricultural Economics Faculty Publications
Despite the growing interest of producers and consumers toward grass-fed, local, and organic beef, the supply chain for these products to reach consumers is not always clear-cut. Among the available options are direct-to-consumers and the conventional food supply chain. Although consumers may pay a premium for beef differentiated by quality attributes, the willingness to pay (WTP) difference across point-of-sales is unclear. In this study, we contrast the WTPs for conventional, grass-fed, local, and organic beef by brick-and-mortar supermarkets (B&Ms), farmers’ markets, and via online stores. We conduct a choice experiment with a nationwide online sample of American consumers. The findings …