« Previous | of | Next »

Eliciting consumer preference and willingness to pay for mushrooms: a latent class approach

Agricultural Communications Documentation Center (ACDC)
Chakrabarti, Anwesha (main author), Campbell, Benjamin L. (author), Shonkwiler, Vanessa (author), Department of Agricultural and Resource Economics, University of Connecticut Center for Agribusiness and Economic Development, University of Georgia
Journal article
Publication Date:
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
Connecticut, USA, consumer information, consumers, food, food labels, food policy, labeling, marketing research, GMO, mushroom, food issues, choice experiment, food labeling, latent class model
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.