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Investigating Consumer Demand and Willingness to Pay for Fresh, Local, Organic, and "On-the-Stalk" Edamame

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dc.contributor.authorLord, Nicken
dc.contributor.authorZhang, Boen
dc.contributor.authorNeill, Clinton L.en
dc.date.accessioned2022-03-30T19:01:40Zen
dc.date.available2022-03-30T19:01:40Zen
dc.date.issued2021-08-31en
dc.description.abstractIntroduction of locally adapted, commercially viable edamame varieties can allow it to be marketed as fresh, local, organic, or on the stalk. Here, we utilized a one-and-one-half bounded (OOHB) elicitation format to estimate mean willingness to pay (WTP) for these external attributes in relation to a vector of explanatory variables. Results showed 84-, 85-, and 28-cent premiums for fresh, local, and organic edamame (10 oz). Pro-environmental attitudes drove WTP for all three of these attributes, while shopping location significantly increased mean WTP for fresh and organic attributes. A 40-cent price discount was observed for the "on-the-stalk" attribute, suggesting that convenience also plays an important role in marketing edamame. The results suggest that more research regarding edamame demand is warranted.</p>en
dc.description.versionPublished versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.doihttps://doi.org/10.3389/fsufs.2021.651505en
dc.identifier.eissn2571-581Xen
dc.identifier.other651505en
dc.identifier.urihttp://hdl.handle.net/10919/109508en
dc.identifier.volume5en
dc.language.isoenen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectconsumer preferenceen
dc.subjecteconomicsen
dc.subjectwillingness to payen
dc.subjectedamameen
dc.subjectorganicen
dc.subjectlocalen
dc.subjectone-and-one-half bound dichotomous choiceen
dc.titleInvestigating Consumer Demand and Willingness to Pay for Fresh, Local, Organic, and "On-the-Stalk" Edamameen
dc.title.serialFrontiers in Sustainable Food Systemsen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten

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