Point-of-Sale Specific Willingness to Pay for Quality-Differentiated Beef
| Autor: | Michael Vassalos, Michael R. Reed, Kar Ho Lim |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Point of sale
organic Supply chain media_common.quotation_subject Geography Planning and Development Sample (statistics) Management Monitoring Policy and Law computer.software_genre Agricultural science Willingness to pay farmers’ market local 0502 economics and business Quality (business) media_common grass-fed Renewable Energy Sustainability and the Environment 05 social sciences beefsteak online grocery Food systems 050211 marketing 050202 agricultural economics & policy Business willingness to pay computer |
| Zdroj: | Sustainability Volume 10 Issue 7 |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su10072560 |
| Popis: | 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&rsquo markets, and via online stores. We conduct a choice experiment with a nationwide online sample of American consumers. The findings indicate that compared to B& Ms, more consumers are reluctant to purchase beef from farmers&rsquo markets and online outlets. Moreover, the WTP for quality-differentiated attributes varies significantly by the point-of-sales. For most consumers, the downside of online or farmers&rsquo markets outweighs the upside of the quality-differentiated attributes sold in those venues. |
| Databáze: | OpenAIRE |
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