Consumer willingness to pay for locally produced hard cider in the USA

نویسندگان

چکیده

Purpose This study aims to determine whether consumers are willing pay a premium for locally produced hard apple cider and examine the factors influencing this premium. examines influence of attributes consumer characteristics on preferences local cider. Design/methodology/approach Data from 2019 survey 875 Tennessee regarding their were obtained. Probit estimates used calculate made A multivariate probit was ascertain importance (e.g. heirloom apples, sweetness/dryness, sparking/still no preservatives added) preference. Findings Consumers would $3.22 compared with $6.99 reference product. Local foods preferences, urbanization, weekly purchases other alcoholic beverages shopping venues influenced amounts. Other important sweetness/dryness preservatives. Influence demographics suggests targeted marketing ciders could be successful. Originality/value Few studies ciders. represents cross-sectional analysis attributes.

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ژورنال

عنوان ژورنال: International Journal of Wine Business Research

سال: 2021

ISSN: ['1751-1070', '1751-1062']

DOI: https://doi.org/10.1108/ijwbr-06-2020-0029