Assessing Consumer Willingness to Pay for Value-Added Blueberry Products Using a Payment Card Survey
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This study offers insights on consumer acceptance and willingness to pay for three value-added
blueberry products. A modified payment card approach was used. The analytical
framework adopted allows the researcher to attach straightforward economic interpretation to
the estimated impacts of willingness to pay factors. Results show consumer socio-economic
characteristics are important determinants but play different roles depending on the products.
Information on health benefits may also be important. However, it is found that outside information
or consumer self-stated awareness of blueberries’ health benefits have different
impacts. These impacts may function as substitutes rather than complements to each other.