Work

Consumer Willingness to Pay for Dairy Products With the100% Canadian MilkLabel: A Discrete Choice Experiment

Year: 2016

Type: article

Abstract: A component of the supply management policy governing the Canadian dairy sector is a requirement that all milk and cream sold in Canada be sourced from Canadian producers. Cheese, yogurt, and ice cream, however, can be made using imported milk components. Recently, the Dairy Farmers of Canada launched a 100% Canadian Milk label for products that contain only milk and milk ingredients produced in Canada. Featuring a discrete choice experiment, a Canada-wide survey of dairy consumers is used to elicit their willingness-to-pay for milk and ice cream carrying the 100% Canadian Milk label. The results show that Canadian consumers are willing to pay more for milk and ice cream products that carry the label. Consumer knowledge of the dairy sector affects their willingness to pay for this labeling information. Implications for the use of the Canadian origin label and suggestions for further research are discussed.

Source: Journal of International Food & Agribusiness Marketing

DOI: 10.1080/08974438.2015.1054542

Authors: Shelicia Forbes-Brown, Eric T. Micheels, Jill E. Hobbs

Institution: University of Saskatchewan

Language: English

Topic: Economic and Environmental Valuation

Subfield: Economics and Econometrics

Field: Economics, Econometrics and Finance

Domain: Social Sciences

SDG: Zero hunger

Open Access status: green

OpenAlex ID: W2336736822