Willingness to Pay for Niche Fresh Produce across the States: Why Are Consumers Willing to Pay More for the Less Favorite?
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Willingness to pay (WTP) has been one of the most widely used methodologies to reveal consumer preference. In this study, we assess the consumer's preference for several types of fresh strawberry, including organic, locally produced, naturally grown, GMO-free, and estimate the corresponding WTP through the method of open-ended contingent valuation (CV). Results showed that although consumers generally preferred locally produced and naturally grown over organic, however, WTP for organic was oppositely higher than locally produced and naturally grown. Furthermore, this disparity was indicated not to be homogenous across all regions based on our national survey.