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THE WILLINGNESS OF CONSUMERS TO PAY FOR ATTRIBUTES OF LAMB
Author(s) -
Mullen John D.,
Wohlgenant Michael K.
Publication year - 1991
Publication title -
australian journal of agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.683
H-Index - 49
eISSN - 1467-8489
pISSN - 0004-9395
DOI - 10.1111/j.1467-8489.1991.tb00508.x
Subject(s) - willingness to pay , loin , valuation (finance) , business , price premium , cover (algebra) , contingent valuation , agricultural science , advertising , economics , food science , microeconomics , engineering , environmental science , finance , chemistry , mechanical engineering
A contingent valuation approach has been used to estimate the willingness to pay by consumers for changes in leanness and portion size in lamb loin chops. Over 800 consumers were interviewed at four major shopping centres in Sydney. Consumers were prepared to buy loin chops with more fat cover at a discounted price but were unwilling to offer a premium for chops with a larger area of red meat.