PurposeThis paper examines determinants of consumer interest in organic versions of wheat products by analyzing differences in selected factors among groups of consumers, distinguished by their likelihood of purchasing organic wheat products. The analysis is performed for bread and cookies to examine whether the findings are different for virtue and vice food categories.Design/methodology/approachA consumer survey was conducted across the western United States in 2017. Latent class modeling is used to identify groups of “very likely,” “likely” and “unlikely” consumers of organic wheat products, based on preferences for organic wheat products and attitudes toward organics in general.FindingsConsumer preferences and willingness to pay (WTP) for organic foods depend on product type. Additionally, significant differences are found across consumer groups—regardless of product type—in the importance they place on labels and product characteristics, WTP, reasons for (not) purchasing organic products and consumption limitations.Research limitations/implicationsThe group of organic consumers may be underrepresented in the sample. In addition, since actual behavior was not observed—respondents provided only stated preferences or responses to hypothetical questions—the results should be interpreted carefully.Originality/valueFew studies have examined preferences for organic wheat products across consumer groups. This study is also the first to examine the connection between wheat/gluten intolerance/avoidance and preference for organic versions of wheat products. Finally, this study adds to the limited literature on consumer preferences for organic virtue and vice food products.

Utah’s Mighty 5 ad campaign was designed to attract out-of-state visitors to southern Utah’s five National Parks (NPs). Using the synthetic control method, we find the campaign to have contributed to rapid visitation growth at Arches, Canyonlands, and Capitol Reef NPs. No ad campaign effect was found for Bryce Canyon and Zion NPs, which implies that recent increased visitation at these parks has been driven by the national trends and not the Mighty 5 promotion. Arches, Bryce Canyon, and Zion currently suffer from excess demand (congestion), and the US National Park Service is actively engaged in visitor management efforts to mitigate the environmental pressures associated with overvisitation. The state has responded to congestion by crafting a new “demarketing” campaign to provide a more tailored tourism experience aimed at increasing the value of a visit and diverting potential tourists to high-quality alternative sites selected to match visitor interests.

This study examines consumer preferences and willingness to pay (WTP) for organic wheat products exhibiting single labels, as well as multiple labels, including organic. The additional labels considered are related to the organic label (non-genetically modified organism [non-GMO]) or perceived as healthpromoting (gluten-free, low-carb, sugar-free). Study data were collected using a consumer survey conducted online in 2017 across 16 U.S. western states and analyzed using random parameter logit models. Findings show that organiclabeled wheat products with additional claims were valued equally or less than the organic only version. Overall, consumer higher objective and subjective knowledge of organic standards, as well as preferences for gluten-free products, increased their WTP for organic wheat products. Consumers unfamiliar with organic standards valued the non-GMO label over the organic label. Additionally, consumer WTP for health-related claims on hedonistic products was low or even negative. Hence, multiple labels on organic products generally provide no additional consumer benefit and are likely ignored. Study findings suggest that using the claim that most distinguishes the product, or is most salient, may improve product pricing. Also, non-GMO certification rather than organic certification should be considered for some markets. Finally, consumers with preferences for gluten-free products represent a potential market for organic wheat products.

This study examines consumer preferences and willingness to pay (WTP) for organic and eco-friendly peaches, Prunus persica L., over conventional peaches in Utah. Data were collected at farmers’ markets across Utah, including actual peach purchases coupled with an in-person survey and analyzed using logit models. The results show that farmers’ market shoppers are willing to pay a premium for organic and eco-friendly peaches of $2.10 and $1.41 per pound, respectively. The importance of selected sustainability attributes positively impacted shopper preferences for eco-friendly peaches, while attitudes and lifestyle were associated with stronger shopper preferences for organic peaches. The distinct differences between shoppers who prefer organic and those who prefer eco-friendly, as well as the disparity in premiums, imply that growers should strongly consider their markets and cost of production differences when choosing organic certification over other less expensive differentiation schemes.

Drought negatively impacts agricultural productivity, often causing reduced crop yields and damage to pasture and rangelands. Droughts are particularly concerning for Native American reservations in the arid United States Southwest, as agricultural production on the reservations provides an important economic base. This study evaluates the impacts of drought on the cattle and hay sectors and resulting economic impacts on tribal communities in Arizona, Nevada, New Mexico, and Utah. Panel data analysis is used to estimate the impacts of drought, assessed using the Palmer Drought Severity Index (PDSI), on reservation cattle inventory and hay yields. Then, the supply-driven social accounting matrix approach is used to quantify the total economic impacts on tribal economies given hypothetical drought scenarios. Results show that drought impacts cattle production more than hay/forage production. Each additional year of drought reduces cattle inventory by 1.9% in the following year. Furthermore, for every unit decrease in PDSI each year, cattle inventory and hay yields decline by 0.3% and 0.4%, respectively. The drought scenarios examined result in hefty economic losses for large reservation areas such as the Uintah and Ouray Reservation, Navajo Nation, and Tohono O'odham Nation. To alleviate the negative impacts of drought on reservation economies, hurdles that limit tribal ability to mitigate and adapt to drought and climate change impacts should be addressed.