Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 136 Document Number: D11434
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5 pages., Online from FMI Foundation., This report summarizes findings of an online survey distributed to 2,000 U.S. egg/chicken consumers with demographics representing the U.S. population. Findings indicated that "price is a significant driver for the majority of consumers, that consumer response is sensitive to information provided about cage-free production practices, and that willingness-to-pay for cage-free eggs changes in the presence of other label attributes."
29 pages., Findings of a survey among consumers indicated that consumers recognize different kinds of functional foods, are willing to pay a premium for their purchase, and perceive possible health value. However, they appeared anxious about the health benefits these foods communicate in their labels.
14 pages., Online via UI electronic subscription., Examines the impact of gain and loss message framing and issue involvement elicitation on consumer willingness to pay for two food safety enhancing technologies: cattle vaccines against E. coli and direct-fed microbials. Results showed strong consumer preference and willingness to pay for the technologies and consumer welfare gains from their introduction.
Online via https://newprairiepress.org/jac, Authors identified five labels related to animal welfare that are frequently found on food packages in USA grocery stores Results of a controlled online experiment among consumers showed that while most consumers lacked knowledge regarding meaning of the labels and certification standards, they relied on the labels with simplistic terms as heuristic cues to judge the ethical treatment of hens on the farm. The selected labels did not lead consumers to pay a higher premium for the labeled products.
13 pages, In Ghana, groundwater, accessed through wells and boreholes, is generally unregulated and may be contaminated with pollutants including excess nitrates from agricultural chemical fertilizers. Yet, studies estimating how clean groundwater is valued are not available in Ghana. In addition, some research suggests that the pre-experiment information provided to survey respondents affects their valuation of an identical outcome. This paper estimates smallholder farmers’ preferences for groundwater protection using pre-experiment information focused on one of two outcomes: environment or health. The double-bounded contingent valuation (DBCV) approach is used to estimate willingness to pay (WTP) to protect groundwater quality. The estimation accounts for shift and anchoring effects, which are common issues with the DBCV method. The mean WTP from the health (environmental) information subsample is about US$19 (US$17) per acre, and the values are significantly different between the information conditions. The findings shed light on the importance of using precise information in eliciting WTP in a developing country setting.
9 pages., Financial challenges facing the public extension system in Trinidad prompted researchers to assess the attitude of vegetable farmers about paying for extension services. Findings of a survey among farmers indicated there is an opportunity to introduce payment.
14 pages., Online via Directory of Open Access Journals (DOAJ)., Authors tested label effectiveness involving "supermarket shoppers on a rural American Indian reservation." Results showed added value and willingness to pay through tailoring the label to the local community.
9 pages., Online via UI electronic subscription., A choice experiment was used to evaluate the U.S. public's willingness to pay for egg attributes including housing system, color, size, and certifying agency. A significant difference in willingness to pay for hen housing systems was found using video information treatments describing hen housing systems. Participants were indifferent between hen housing systems when they viewed video treatments describing hen housing systems. However, they clearly preferred the cage-free system when they viewed no video treatments. "Results point towards potential public misunderstanding of the costs and benefits associated with the "cage-free" egg label designation."
USA: College of Agricultural, Consumer and Environmental Sciences, University of Illinois at Urbana-Champaign.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12123
Notes:
Via online research summary. 4 pages., Summary of a research project among rural and urban residents in the Upper Sangamon River Watershed in central Illinois to learn how much people care about local water quality, fish populations, and algae blooms, and how much they care about meeting Environmental Protection Agency targets which benefit the Gulf of Mexico. Responses indicated that rural and urban residents value efforts to reduce watershed pollution and are willing to pay for environmental improvements.
