國立虎尾科技大學 |

The Effects of a Local Label Conveying Minimal Additional Information on Consumer Willingness to Pay : = A Field Experiment.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	The Effects of a Local Label Conveying Minimal Additional Information on Consumer Willingness to Pay :/
Reminder of title:	A Field Experiment.
Author:	Albrecht, Sara E.
Description:	1 online resource (100 pages)
Notes:	Source: Masters Abstracts International, Volume: 57-01.
Subject:	Agricultural economics. -
Online resource:	click for full text (PQDT)
ISBN:	9780355464917

The Effects of a Local Label Conveying Minimal Additional Information on Consumer Willingness to Pay : = A Field Experiment.
Albrecht, Sara E.

The Effects of a Local Label Conveying Minimal Additional Information on Consumer Willingness to Pay :A Field Experiment. - 1 online resource (100 pages)

Source: Masters Abstracts International, Volume: 57-01.

Thesis (M.S.)--University of Delaware, 2017.

Includes bibliographical references

To begin to understand consumers' preferences for labels, it must be understood what consumers believe they are obtaining from the labels, and whether their perceptions deviate from what they are truly being guaranteed by a label. To study the impact of a label conveying minimal additional information on consumer willingness to pay (WTP) and perceptions, this thesis examined the impact of adding such a label on consumer WTP for a watermelon. The label conveying minimal additional information was a Mar-Del Watermelon Association label. The main information that the label conveyed was that the watermelon had been grown in either Maryland or Delaware, meaning that this label conveyed the potential for the watermelon to be local. However, consumers were told that all watermelons available to them regardless of labeling had been grown in Delaware, theoretically negating the main additional information being conveyed by the Mar-Del label.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355464917Subjects--Topical Terms:

1179138
Agricultural economics.
Index Terms--Genre/Form:

554714
Electronic books.

The Effects of a Local Label Conveying Minimal Additional Information on Consumer Willingness to Pay : = A Field Experiment.
LDR:04475ntm a2200373K 4500 001 914151
005 20180703084422.5
006 m o u
007 cr mn||||a|a||
008 190606s2017 xx obm 000 0 eng d
020 $a 9780355464917
035 $a (MiAaPQ)AAI10599237
035 $a (MiAaPQ)udel:12953
035 $a AAI10599237
040 $a MiAaPQ $b eng $c MiAaPQ
100 1 $a Albrecht, Sara E. $3 1187273
245 1 4 $a The Effects of a Local Label Conveying Minimal Additional Information on Consumer Willingness to Pay : $b A Field Experiment.
264 0 $c 2017
300 $a 1 online resource (100 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Masters Abstracts International, Volume: 57-01.
500 $a Adviser: John C. Bernard.
502 $a Thesis (M.S.)--University of Delaware, 2017.
504 $a Includes bibliographical references
520 $a To begin to understand consumers' preferences for labels, it must be understood what consumers believe they are obtaining from the labels, and whether their perceptions deviate from what they are truly being guaranteed by a label. To study the impact of a label conveying minimal additional information on consumer willingness to pay (WTP) and perceptions, this thesis examined the impact of adding such a label on consumer WTP for a watermelon. The label conveying minimal additional information was a Mar-Del Watermelon Association label. The main information that the label conveyed was that the watermelon had been grown in either Maryland or Delaware, meaning that this label conveyed the potential for the watermelon to be local. However, consumers were told that all watermelons available to them regardless of labeling had been grown in Delaware, theoretically negating the main additional information being conveyed by the Mar-Del label.
520 $a Field experiments were conducted in eight locations with a total of 328 participants in farmer's markets and parks in Cecil County, Maryland, Chester County, Pennsylvania, New Castle County, Delaware, and Sussex County, Delaware (where a ferry terminal was used as opposed to a park). To study the impact of the Mar-Del label, changes in WTP were observed when the label was added both to no label and when added to a preserved farm label, which told participants that the watermelon had been grown on preserved farmland in Delaware. A Becker-DeGroot-Marschak (BDM) mechanism was used to elicit WTP. Participants then completed a survey on shopping habits, demographics, perceptions of taste, safety, and locality, and perceptions of preserved farmland.
520 $a On average participants were willing to pay $1.82 more for a watermelon with the Mar-Del label compared to no label and $0.60 more for the Mar-Del label when added to the preserved farm label. When the Mar-Del label was added either to no label or the preserved farm label, consumers' expectations of taste, food safety, and belief that the watermelon was local all increased at least the 5% level of statistical significance. Therefore, the addition of a label conveying minimal information made participants believe that the watermelon would taste better, was safer in terms of food safety, and was more likely to meet their definition of local.
520 $a Results showed that the addition of a local label, regardless of actual additional information provided, increases consumer's trust that the food product will taste better, has a higher level of food safety, and is local. This finding could have significant impact for both farmers within the Mar-Del Watermelon Association, and have a more widespread impact on farmers across the U.S. In broader applications, simply including a label, even if it does not convey significant information, could result in consumers willing to pay more for a watermelon grown at any farm across the U.S., resulting in increased profits for the farmers, and a higher trust on behalf of the consumers that their food will taste good, will be safe, and is local. It is possible these findings could apply to any food product, although further studies would be required to establish this effect.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Agricultural economics. $3 1179138
650 4 $a Economics. $3 555568
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0503
690 $a 0501
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a University of Delaware. $b Economics. $3 1187274
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10599237 $z click for full text (PQDT)