Consumers’ Willingness-to-pay for Organic and Local Blueberries: A Multi-store BDM Auction Controlling for Purchase Intentions

In this study, we conduct a series of BDM auctions at multiple marketing outlets to elicit consumers’ willingness-to-pay (WTP) for organic and local blueberries. We find that consumers’ attitudes and their reported valuation of organic and local production of blueberries vary across different types of marketing outlets. Participants’ purchase intentions are controlled in the auction process to see how participants’ purchase intentions for the auctioned product affect their partial bids (WTP for an additional attribute) as well as full bids (WTP for the auctioned product). The results suggest that purchase intention affects full bids, but not partial bids.