Title

Consumers' Willingness to Pay for Locally Produced Ground Beef: A Case Study of the Rural Northern Great Plains

Document Type

Article

Publication Date

1-2013

Abstract

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.

Publication Title

Journal of International Food & Agribusiness Marketing

Volume

25

Issue

1

First Page

42

Last Page

67

DOI of Published Version

10.1080/08974438.2013.724002

Publisher

Taylor & Francis