Conference poster
An in-store assessment of consumers’ Willingness-To-Pay for organic apples: Does size matter?
Washington State University
Washington State Horticulture Association Annual Meeting
2010
DOI:
https://doi.org/10.7273/000002552
Abstract
Organic food sales in the U.S. have grown about 20% annually, from $3.6 to over $21b, between 1997 and 2008 (Organic Trade Association, 2006) . The demand for organic food exceeds supply despite increases in U.S. and Washington State certified acreage and increases in imports of organic food. Organic premiums remain at the farm gate and retail levels. Larger organic producers are filling market demands, accounting for a growing share of total organic sales (84% of total market by 2006 - Granatstein and Kirby). Consumers have demonstrated a willingness-to-pay (WTP) a premium for organics but high premiums may deter additional market growth. This study assesses consumers WTP for two distinct sizes of certified organic-labeled WA XF Fuji apples using an auction mechanism at the point of purchase (in grocery stores) in Spokane WA in March 2010. The results indicate that consumers are willing to pay more for larger sized and organically produced Fuji apples, but the amount that consumers were WTP was impacted by consumer demographics and preferences.
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Details
- Title
- An in-store assessment of consumers’ Willingness-To-Pay for organic apples: Does size matter?
- Creators
- David Granatstein - Washington State University, WSU Extension ANRVICKI A MCCRACKEN - Washington State University, Economic Sciences, School ofNate SkuzaJoan Ellis
- Conference
- Washington State Horticulture Association Annual Meeting
- Academic Unit
- WSU Extension ANR
- Publisher
- Washington State University
- Identifiers
- 99900626283901842
- Language
- English
- Resource Type
- Conference poster