Bruhn, Christine M. (author), Cotter, Anne (author), Diaz-Knauf, Katherine V. (author), Sutherlin, Jeanette (author), West, Estella (author), Wightman, Norman (author), Williamson, Eunice (author), Yaffee, Michelle (author), and Bruhn: Cooperative Extension Consumer Food Marketing Specialist, Center for Consumer Research, University of California, Davis, CA; Cotter: Home Economist, Orange County Cooperative Extension, Anaheim, CA; Diaz-Knauf and Yaffee: Department of Consumer Sciences, University of California, Davis, CA; Sutherlin: Home Economist, Fresno County Cooperative Extension, Fresno, CA; West: Home Economist, Santa Clara County Cooperative Extension, San Jose, CA; Wightman: Home Economist, San Luis Obispo County Cooperative Extension, San Luis Obispo, CA; Williamson: Home Economist, Riverside County Cooperative Extension, Moreno Valley, CA
Format:
Journal article
Publication Date:
1992-04
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 91 Document Number: C06627
Chakrabarti, Anwesha (author), Campbell, Benjamin L. (author), Shonkwiler, Vanessa (author), and Department of Agricultural and Resource Economics, University of Connecticut
Center for Agribusiness and Economic Development, University of Georgia
Format:
Journal article
Publication Date:
2019-03
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 16 Document Number: D10441
16 pages., 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.
