Fish is a low-fat protein source high in omega-3 fatty acids, but in 2004 consumers also heard that farmed salmon had high levels of polychlorinated biphenyl (PCBs). This research evaluated how Canadian consumers and processors reacted to the conflicting health messages. Demand estimates and...

A dairy products manufacturer wishing to expand into university foodservice operations collaborated with a graduate marketing class to research student preferences regarding the Company’s products. Baseline and follow-up stated choice surveys and conditional logit analyses were conducted at a...

Coffee consumption in China is increasing rapidly over the recent years. This study offers one of the few initial attempts to not only understand general consumption behavior associated with Chinese coffee, but to explore the viability of niche markets for coffee with the credence attribute...

It is a common practice to rescale data to assist the model estimation process. This paper describes a case where care is called upon when interpreting the results after rescaling. The case is shown as associated with the lognormally distributed coefficient in a mixed logit model. Implications...

The purpose of this article is to explore how much farmers may engage their lands in Best Management Practices (BMPs) through a water quality trading (WQT) program in Kentucky. We conducted a survey of farmers in the Kentucky River watershed from 2011 to 2012. The questions in our survey are...

Nanotechnology has tremendous potential in food and agriculture. Few economic studies focused on specific products made using nanotechnology, let alone food or food related products. Using a national choice experiment survey, this analysis examines consumers’ valuations for nano-attributes. As...

Conventionally, studies examining the impacts of choice complexity only consider complexity introduced exogenously from the tasks respondents face. In the context of a stated conjoint survey, this article establishes endogenous complexity measures through decision-makers' experience known as the...