This research examines consumer preference and compares their willingness‐to‐pay for a host of value‐added attributes of processed blackberry jam, and focuses on various organic and local production location designations. Instead of being treated as a binary attribute, three levels of USDA organic are considered: 100% organic, at least 95% organic, and made with organic ingredients (at least 70% organic). For local production, three levels are also included in the analysis: cross‐state region (the Ohio Valley), state boundary (state‐proud logos), as well as sub‐state regions. Stated‐preference data collected from a choice experiment in a mail survey in Kentucky and Ohio are used. Results from the study confirm positive willingness‐to‐pay for both organic and local attributes. However, consumers were willing to pay comparatively more for jam produced locally in regions smaller than the border of a state compared to organic jam. Furthermore, substitution and complementary effects between food attributes were investigated. The study found strong substitution effects between organic and local production claims, an issue that has thus far received minimal treatment in the existing literature on organic and local food willingness‐to‐pay studies. The results indicate a large degree of overlapping values in the willingness‐to‐pay for these two food attributes. In addition, the “small farm” attribute considered in the study also appears to be a substitute for organic and local attributes, which confirms the previous belief that one of the many reasons consumers purchase organic or local products is to support small or family‐owned farms.

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The presence of hypothetical bias (HB) associated with stated preference methods has garnered frequent attention in the broad literature trying to describe and understand human behavior, often seen in environmental valuation, marketing studies, transportation choices, medical research, and others. This study presents an updated meta‐analysis to explore the source of HB and methods to mitigate it. While previous meta‐analysis on this topic often involves a few dozen articles, this analysis includes 131 studies after reviewing over 500 published and unpublished articles. This enables the inclusion of several important factors that have not been investigated before. These include relatively recent willingness to pay elicitation methods such as choice experiments and the Turnbull lower bound estimator. Newly emerged HB reduction techniques such as consequentiality and certainty follow‐up treatments are also included. For explanatory variables that have been examined in previous studies, this analysis does not always report consistent findings. In particular, holding everything constant and contrary to commonly‐held beliefs, the method of auction does not offer much reduction to HB compared to more conventional methods such as a referendum vote. However, choice experiment, cheap talk, consequentiality and certainty follow‐up all significantly contributed to explaining and mitigating the magnitude of HB. These results help practitioners to understand HB's presence and choose appropriate methods for amelioration. The framework established through this study also enables future analyses targeted at understanding variations built upon one or multiple HB mitigation techniques.

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Past studies have shown that country of origin labeling (COOL) affects consumers' demand for food products. However, besides the rationale of ethnocentrism or the desire to support domestic farmers, the underlying motivation for such behavior is not well understood. This study assesses consumers' preferences for imported and domestic beef through a choice experiment. We found that willingness to pay for country-of-origin labeled imported beefsteak is associated with (a) consumers' perceptions of the categorical risk from consuming beef, (b) consumers' risk aversion to risks from beef consumption, and (c) consumers' perceptions of the food-safety level of imported beef. Results from this study suggest that the advantage of domestic beef over imported beef can be partly explained by consumers' risk handling behavior. [EconLit citations: Q130]. C 2013 Wiley Periodicals, Inc.

While previous studies have investigated country‐of‐origin effect from various angles, the extent to which Country‐of‐Origin Labelling (COOL) affects U.S. beef imports from specific countries remains unexplored. Using data from 1,079 consumers from the United States, we examined consumers’ willingness to pay (WTP) for Canadian and Australian beefsteaks. We also estimated WTP for bovine spongiform encephalopathy (BSE)–tested traceability‐enabled, tenderness‐assured, and natural beef. The results from both a mixed logit model and a latent class model (LCM) revealed unobserved taste heterogeneity and important differences in the WTP between the imported and domestic steak. The LCM, for instance, estimated the range of discount needed for consumers to switch from U.S. to Canadian steak as $1.09 to $35.12 per pound. This strongly suggested that U.S. consumers prefer domestic‐originated beef to imported beef. In addition, consumers were found to be willing to pay significant amount for BSE‐tested, traceability‐enabled, and tenderness‐assured beef. Bien que des études antérieures aient examiné les répercussions de l’étiquetage du pays d’origine sous différents angles, les répercussions de cet étiquetage obligatoire sur les importations étatsuniennes de bœuf en provenance de pays spécifiques ne l’ont pas été. À l’aide de données tirées d’un échantillon de 1079 consommateurs étatsuniens, nous avons examiné le consentement à payer (CAP) pour du bifteck en provenance du Canada et de l’Australie. Nous avons également examiné le CAP des consommateurs pour du bœuf provenant d’un animal ayant subi un test de dépistage de l’ESB, traçable, de tendreté assurée et naturel. Les résultats obtenus à l’aide d’un modèle logit mixte et d’un modèle à classes latentes ont révélé une hétérogénéité non observée du goût et des écarts importants dans le CAP pour du bifteck provenant des États‐Unis et de l’extérieur du pays. Le modèle à classes latentes, par exemple, a révélé que les écarts de rabais nécessaires pour que les consommateurs délaissent le bifteck américain pour le bifteck canadien variaient de 1,09 $à 35,12 $ la livre. Ces résultats montrent clairement que les consommateurs étatsuniens préfèrent le bœuf des États‐Unis plutôt que le bœuf importé. Les résultats montrent également que les consommateurs sont prêts à payer plus cher pour du bœuf provenant d’un animal ayant subi un test de dépistage de l’ESB, traçable et de tendreté assurée.

Coffee consumption in China has seen a significant rise in recent years. This study seeks to explore the determinants of coffee consumption in China with a specific focus on fair trade coffee. In a survey of 564 respondents in Wuhan City, consumers' willingness to pay (WTP) for fair trade labeled coffee was measured. This study uses an interval regression to investigate individual demographic and consumption characteristic impacts on WTP. Results show that on average, consumers were willing to pay 22% more for a medium cup of fair trade coffee compared with traditional coffee. In addition, other variables that indicated a higher WTP included female consumers, consumers who made their own coffee, and consumers who planned to consume more coffee in the following year.