Consumers' Willingness to Pay for Locally Produced Ground Beef: A Case Study of the Rural Northern Great Plains
2013
Zhang, Guoliang | Xu, Pei | Underwood, Keith | Mayen, Carlos | Langelett, George
This study examined consumers’ preferences and willingness to pay (WTP) for locally produced ground beef with an emphasis on the impacts of product attributes and the heterogeneity caused by rural consumers’ characteristics. We applied the choice-based conjoint technique to analyze data collected from a typical rural town in the Northern Great Plains. The results indicate that location associated product brand differences and leanness were dominant components affecting consumers’ WTP. The premium of locally produced ground beef for consumers with a close tie to local production is $0.48/lb. Cut difference, grass-fed, and organic were trivial factors in determining consumers’ WTP.
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