Consumers’ Willingness to Pay for Treatment-Induced Quality Attributes in Anjou Pears

Ethylene treatments provide an effective method for shortening post-harvest ripening periods for winter Anjou pears and allow market availability throughout the year. However, pear quality may vary under different treatments. A sensory experiment and a consumer survey including questions that address valuation, assessments of sensory characteristics, purchasing habits, and demographics were conducted. Analyses indicate that treatment-induced quality losses significantly affect consumers’ willingness to pay (WTP). Mean WTP for each treatment reveals that consumers prefer pears with a six-day ethylene treatment and are willing to pay a premium of $0.25/pound compared to the market price.
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Zhang, Huifang; Gallardo, Rosa Karina; McCluskey, Jill J.; Kupferman, Eugene M., Consumers' Willingness to Pay for Treatment-Induced Quality Attributes in Anjou Pears, Journal of Agricultural and Resource Economics, Volume 35, Issue 1, April 2010, Pages 105–117

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