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Consumers' Willingness (consumer + willingness)

Distribution by Scientific Domains

Business, Economics, Finance and Accounting	72%

Selected Abstracts

Consumer willingness to pay for locally grown products: the case of South Carolina

AGRIBUSINESS : AN INTERNATIONAL JOURNAL, Issue 3 2009
Carlos E. Carpio
A contingent valuation framework is used to evaluate South Carolina consumers' willingness to pay for the "locally grown" characteristic (defined here as South Carolina grown) in produce and animal products and to identify the sociodemographic characteristics affecting consumer preferences for this characteristic. Findings show that South Carolina consumers are willing to pay an average premium of 27% for local produce and 23% for local animal products. Premiums for local products are influenced by age, gender, and income as well as by perceived product quality, a desire to support the local economy, patronage of farmers markets, and consumer ties to agriculture. [JEL Categories: D12, Q13]. © 2009 Wiley Periodicals, Inc. [source]

Consumer responses to new food quality information: are some consumers more sensitive than others?

AGRICULTURAL ECONOMICS, Issue 3 2009
Zhifeng Gao
Choice experiment; Consumer type; Consumer willingness to pay; Food quality information Abstract Missing information prevails in consumer purchase decisions and studies on consumer preferences. Previous research ignores the relationship between consumer types and their responses to new quality attribute information. In this article, consumer responses to new attribute information are compared across consumer groups. Results show that single households with low income are more responsive to new information than married households with high income. Both groups respond to new information more intensively when a cue attribute, Certified U.S. Product, is presented to consumers. [source]

Effects of Information on Consumers' Willingness to Pay for Golden Rice

ASIAN ECONOMIC JOURNAL, Issue 4 2009
Dinah Pura T. Depositario
D44 We examine the effects of information on consumer bidding behavior using a uniform-price auction with four units supply for golden rice. Our findings show that mean willingness to pay (WTP) bids are highest under positive information, followed by no information, negative information, and unexpectedly lowest with two-sided information. Participants might have put more weight on the negative when faced with both positive and negative information. There is also a minor difference in WTP with respect to the reference price between positive information and no information. Furthermore, the marginal effect on WTP of positive information vis-à-vis no information is minimal. This suggests that the positive information faced by consumers might not be compelling enough to drastically increase WTP bids for a genetically modified product such as golden rice. [source]

Consumer concern, knowledge and attitude towards counterfeit apparel products

INTERNATIONAL JOURNAL OF CONSUMER STUDIES, Issue 3 2009
Sara B. Marcketti
Abstract The purpose of this paper was to explore the relationship of three variables (concern with apparel industry issues, knowledge about counterfeiting and attitude towards counterfeit apparel products) with consumer willingness towards paying a premium for non-counterfeit goods. The intent of the research was to develop a theoretically based foundation from which educators and apparel industry leaders can develop policy regarding counterfeit goods. Will consumer concern and knowledge influence the behavioural intent of paying more for non-counterfeit goods? We surveyed 244 undergraduate students within a fashion and apparel programme at a large Midwestern university. In this study, willingness to pay more for non-counterfeit goods increased directly with greater concern, knowledge and attitude towards counterfeit apparel goods. [source]

Food safety and consumer willingness to pay for certified traceable food in China

JOURNAL OF THE SCIENCE OF FOOD AND AGRICULTURE, Issue 8 2010
Lingling Xu
Abstract BACKGROUND: The September 2008 melamine outbreak in China has adversely affected perceptions of food safety among consumers. This paper presents a survey of the perception of food safety and willingness to pay for certified traceable (CT) food among the citizens of Jiangsu Province. It presents the critical necessity of establishing a food traceability system (FTS) to address possible similar outbreaks in the future. RESULTS: The results show that 36% of the respondents are strongly dissatisfied with food safety conditions in the province. Only 37% of the respondents have heard of FTS. Among the respondents who chose to buy CT food, 32% were unwilling to shoulder the extra cost. The consumers' overall satisfaction with food safety, awareness of FTS, gender, age, educational level and income are the main determinants of Chinese consumers' willingness to pay for CT food. CONCLUSION: Based on the results, it is proposed that the Chinese government pay attention to the mentality of its citizens when establishing an FTS and take measures to lift consumers' willingness to pay for CT food. Results of this study will provide valuable insights to developing countries. Copyright © 2010 Society of Chemical Industry [source]

Consumer willingness to pay for locally grown products: the case of South Carolina

Does altruism play a role in determining U.S. consumer preferences and willingness to pay for natural and regionally produced beef?

AGRIBUSINESS : AN INTERNATIONAL JOURNAL, Issue 2 2009
Wendy J. Umberger
An area of increasing differentiation among meat products relates to the source-of-origin and types of production methods used to raise the animals. Consumer data collected from a U.S. national online survey was used to estimate the factors helping explain consumers' willingness to purchase and pay a higher premium for two natural and regionally produced beef products: ground beef and USDA (United States Department of Agriculture) Choice rib eye steaks. Consumer preferences for natural and regionally produced beef are shown to be motivated by a combination of perceptions of personal benefits and altruistic factors. Additionally, the results of probit models indicate that the probability a consumer will pay more or less of a premium depends on purchase behavior and shopping location, stated importance of production attributes, awareness and interest in private and civic agricultural issues, in addition to some typical demographic variables such as income. [EconLit Citations: Q130, M130, Q180]. © 2009 Wiley Periodicals, Inc. [source]

Food safety and consumer willingness to pay for certified traceable food in China

Social responsibility as a unique dimension of brand personality and consumers' willingness to reward

PSYCHOLOGY & MARKETING, Issue 6 2008
Robert Madrigal
Consumers expect organizations to behave in a responsible fashion and want to be informed about those actions. The current research examines the extent to which consumers are willing to reward brands for their socially responsible behavior. Two studies are reported in which social responsibility (SR) was conceptualized as a unique dimension of brand personality. Participants in both studies were presented advertisements in which the personality dimensions of ruggedness, excitement, and SR for a fictitious brand were manipulated. The results indicate that SR is a distinct brand personality dimension and that willingness to reward moderates the effect of SR on attitudes toward the product, advertisement, and brand. Specifically, in all but one case across both studies, the positive effect of SR on attitude was greater for those most willing to reward. © 2008 Wiley Periodicals, Inc. [source]

Consumer Response to Information about a Functional Food Product: Apples Enriched with Antioxidants

CANADIAN JOURNAL OF AGRICULTURAL ECONOMICS, Issue 3 2009
Armenak Markosyan
Interest in functional foods has been growing as consumers become increasingly concerned with diet and nutrition. This article measures consumers' responses to apples enriched with an antioxidant coating. Antioxidant-enriched apples are believed to provide additional health benefits reducing the risk of cancer and heart diseases. We discuss the consumer's benefit-risk trade-offs. Although functional food products provide health benefits beyond basic nutrition, some consumers may reject them because they utilize new technology. Face-to-face consumer surveys with contingent valuation questions were conducted in Seattle and Spokane, Washington in 2006. Consumers who choose where to shop based on organic availability are less likely to pay a premium for apples enriched with antioxidants. Also, there is evidence that consumers in Spokane are more likely to pay a premium for the product than consumers in supermarkets in Seattle. Information regarding the potential health benefits of antioxidants has a positive significant effect on consumers' willingness to pay (WTP). The estimated mean WTP suggests that there is a small premium associated with this product in the mind of an average consumer. L'intérêt pour les aliments fonctionnels ne cesse de croître étant donné que les consommateurs s'intéressent de plus en plus au régime alimentaire et à la nutrition. Le présent article évalue la réaction des consommateurs à la vente de pommes enrobées d'antioxydants. On croit que les pommes enrichies d'antioxydants procureraient des bienfaits supplémentaires pour la santé en diminuant le risque de cancer et de cardiopathies. Nous avons examiné les avantages et les risques pour le consommateur. Bien que les aliments fonctionnels apportent des bienfaits pour la santé en plus d'une nutrition de base, certains consommateurs peuvent les refuser parce qu'ils ont nécessité l'utilisation de nouvelles technologies. En 2006, nous avons effectué, à Seattle et à Spokane dans l'État de Washington, des sondages en personne à l'aide de l'approche des préférences exprimées. Les consommateurs qui choisissaient un magasin d'alimentation en fonction de la disponibilité de produits biologiques étaient moins enclins à payer une prime pour obtenir des pommes enrichies d'antioxydants. Les consommateurs de Spokane ont semblé plus enclins à payer une prime pour ce produit que les consommateurs qui fréquentaient les supermarchés de Seattle. L'information sur les bienfaits potentiels des antioxydants sur la santé a des répercussions positives considérables sur la volonté de payer des consommateurs. La volonté de payer moyenne estimative laisse supposer que, dans l'esprit du consommateur moyen, ce produit procure un certain avantage. [source]