Consumers are known to signal social status through their purchasing behaviors. As the food industry continually expands its use of strategic marketing to reach customers, understanding food's connection to this kind of status signaling may open the door to explore new markets for farmers. This...

This paper examines consumer willingness to pay (WTP) for clone-free meat labels. Data were collected at the Sunbelt Agricultural Exposition (Ag Expo) in Moultrie, Georgia using a consumer survey instrument. Survey results show that majority (59.45%) of the respondents said they were willing to...

This study used the contingent valuation method to shed light on public preferences on the multifunctional roles of the U.S. agriculture and to present a holistic estimate of the economic value of the nonmarket goods and services of the U.S. agriculture. Fishbein’s model of reasoned behavior...

This paper aims to evaluate consumer’s awareness and willingness-to-pay (WTP) for two ornamental brands in Texas: Texas Superstar® and Earth-Kind®, after a Promotion on Place (POP) Program was developed by the Texas Department of Agriculture (TDA). Consumer’s characteristics that are more...

This study examines willingness to pay among consumers in five metropolitan areas in Tennessee for steaks and ground beef produced in Tennessee. Consumers are willing to pay a positive premium for Tennessee beef. The choice of shopping outlets for Tennessee beef is also examined. Demographics,...

Abstract The decline of the groundwater in the Ogallala Aquifer may create an uncertainty for water availability in the associated states in the future. Effective policy reforms are essential to determine efficient present and future use of water resources. Therefore, this study explores the...

Demand for local food, particularly for fresh vegetable and fruits, keeps increasing. Consumer claimed reasons of purchasing local food often include that local food are fresher, more environmental friendly and can support local community, which implies that the local information can affect...

Surveys were conducted in four cities in China to study Chinese consumers’ knowledge, perception and willingness to pay for different type of orange juice products. Results show that consumers were willing to pay for healthier orange juice produce with high percentage of juice contents.