TY - JOUR
T1 - Eliciting Consumer Preference and Willingness to Pay for Mushrooms: A Latent Class Approach
AU - Chakrabarti, Anwesha
AU - Campbell, Benjamin L.
AU - Shonkwiler, Vanessa
PY - 2019
Y1 - 2019
N2 - As consumer demand for food labeling becomes increasingly important, producers and retailers
can include various labeling to attract new customers. This study investigates Connecticut
consumers’ preferences and willingness to pay for mushrooms marketed with various labels using
a latent class approach to identify classes within the market. Results reveal three market segments
(price/GMO-label, locally/organically grown, and traditional mushroom varieties). Overall, only
a third of consumers valued the “locally grown” or “organic” labels, so charging a premium for
these labels might alienate a majority of consumers. Finally, GMO labeled mushrooms are
discounted, but the non-GMO label receives little value.
AB - As consumer demand for food labeling becomes increasingly important, producers and retailers
can include various labeling to attract new customers. This study investigates Connecticut
consumers’ preferences and willingness to pay for mushrooms marketed with various labels using
a latent class approach to identify classes within the market. Results reveal three market segments
(price/GMO-label, locally/organically grown, and traditional mushroom varieties). Overall, only
a third of consumers valued the “locally grown” or “organic” labels, so charging a premium for
these labels might alienate a majority of consumers. Finally, GMO labeled mushrooms are
discounted, but the non-GMO label receives little value.
KW - choice experiment, food labeling, latent class model
KW - choice experiment, food labeling, latent class model
UR - http://hdl.handle.net/10807/131772
UR - https://www.fdrsinc.org/wp-content/uploads/2019/03/jfdr_50.1_3_chakrabarti.pdf
M3 - Article
SN - 0047-245X
SP - 46
EP - 62
JO - JOURNAL OF FOOD DISTRIBUTION RESEARCH
JF - JOURNAL OF FOOD DISTRIBUTION RESEARCH
ER -