AUTHOR=Lord Nick , Zhang Bo , Neill Clinton L. 

TITLE=Investigating Consumer Demand and Willingness to Pay for Fresh, Local, Organic, and “On-the-Stalk” Edamame

JOURNAL=Frontiers in Sustainable Food Systems

VOLUME=Volume 5 - 2021

YEAR=2021

URL=https://www.frontiersin.org/journals/sustainable-food-systems/articles/10.3389/fsufs.2021.651505

DOI=10.3389/fsufs.2021.651505

ISSN=2571-581X

ABSTRACT=Introduction of locally-adapted, commercially-viable edamame varieties can allow it to be marketed as fresh, local, organic, or on-the-stalk. Here, we utilized contingent valuation (CV) methodology to estimate mean WTP for these external attributes in relation to a vector of explanatory variables. Results showed 94, 88, and 33-cent premiums for fresh, local, and organic edamame. Pro-environmental attitudes drove WTP for all three of these attributes, while shopping locale significantly increased mean WTP for fresh and organic attributes. A 40-cent price discount was observed for the “on-the-stalk” attribute, suggesting that convenience also plays an important role in marketing edamame.