Consumers' Willingness to Pay for Treatment-Induced Quality Attributes in Anjou Pears
Ethylene treatments provide an effective method for shortening post-harvest ripening periods for winter Anjou pears and allow market availability throughout the year. However, pear quality may vary under different treatments. A sensory experiment and a consumer survey including questions that addres...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Western Agricultural Economics Association
2010-04-01
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| Series: | Journal of Agricultural and Resource Economics |
| Subjects: | |
| Online Access: | https://ageconsearch.umn.edu/record/61062 |
| Summary: | Ethylene treatments provide an effective method for shortening post-harvest ripening periods for winter Anjou pears and allow market availability throughout the year. However, pear quality may vary under different treatments. A sensory experiment and a consumer survey including questions that address valuation, assessments of sensory characteristics, purchasing habits, and demographics were conducted. Analyses indicate that treatment-induced quality losses significantly affect consumers' willingness to pay (WTP). Mean WTP for each treatment reveals that consumers prefer pears with a six-day ethylene treatment and are willing to pay a premium of $0.25/pound compared to the market price. |
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| ISSN: | 1068-5502 2327-8285 |