Willingness to pay (WTP) estimates for novel products are needed to assess consumers' valuation of these products as well as for product adoption and optimal pricing strategies. Using experiments in a retail setting, we compare hypothetical and non-hypothetical WTP values between a...

This study examines the factors that influence consumersÂ’ perceptions or beliefs about food labels. The results indicate that health and diet related attitudes, special diet status, perceived importance of product attributes like nutrition and ease of preparation, race, gender, income, and...

The small firms examined produce meats in the State of Texas and emphasize such products as sausage, jerky, brisket, and fresh meats. The authors test hypotheses with the intent to identify operational factors associated with firm financial success. A quartile model and an econometric model are...

This study identifies several characteristics and factors of individuals who are more likely to try low-fat, low-cholesterol foods. The analysis was performed using logit analysis. The results imply that the following individuals are more likely to try low-fat, low-cholesterol foods: those with...