Consumer Segments in Urban and Suburban Farmers Markets

cluster analysis, consumer segments, farmers markets, Community/Rural/Urban Development, Consumer/Household Economics, Crop Production/Industries,

CONSUMER RESPONSE TO GMO FOODS: BRANDING VERSUS GOVERNMENT CERTIFICATION

The debate over the safety of genetically modified organisms (GMO's) has varied greatly in intensity. In Europe, the debate has been vigorous and European consumers have, in general, been extremely skeptical of the technology and unwilling to assume the risks associated with GMOs. Many retailers in Europe have promised that they will not sell food products that contain GMOs. In the U.S., consumer reaction to GMOs has been more muted. While some surveys have shown that a majority of Americans support the use of biotechnology, others have found that many Americans have reservations about the technology. Most of the research published to date has focused on consumer opinions regarding GMOs. Relatively little research has focused on understanding the basis of consumer opinion or developing or evaluating strategies targeted at gaining consumer acceptance of GMO products. The purpose of this research is to evaluate the effect of two potential strategies to gain consumer acceptance of GMO foods. Specifically, we examine the effectiveness of using a familiar brand or federal government certification on consumer acceptance of GMOs. This research is timely because the rapid pace of GMO development and adoption will soon make it difficult, if not impossible, to maintain separate products based on the presence or absence of GMO content. The conceptual basis for the model used in this paper is Lancaster's theory of consumer demand. The paper discusses the results of the analysis that was undertaken.Food Consumption/Nutrition/Food Safety, Research and Development/Tech Change/Emerging Technologies,

Who Should Certify the Safety of Genetically Modified Foods?

Two methods of addressing consumer concerns regarding the use of genetically modified foods are evaluated using conjoint analysis – the use of a familiar brand and government certification. In one survey, consumers were asked to rate hypothetical products based on brand, price, and production technology attributes. In a second survey, consumers rated hypothetical products that included government certification, price, and production technology attributes. Both the individual and aggregate results indicate that government certification would be more effective at assuaging consumers concerns than would the use of a familiar brand, although a familiar brand was sufficient to address consumer concerns for a significant number of respondents. The analysis also indicated that different factors are associated with strong consumer preferences for a familiar brand and government certification.Branding, Certification, Consumer demand, Genetically modified food, GMO, Food Consumption/Nutrition/Food Safety,

EXAMINING PRICE PATHS OF A PORTFOLIO OF AGRO-BIOTECHNOLOGY SEEDS: THE EFFECTS OF COMPETITION AND FARMERS' RESPONSE

Biotechnology techniques have played an important role in meeting farmer's needs in the seed industry given the changes in customer's preferences. This paper analytically evaluates the time paths of pricing a portfolio of seeds, which simultaneously encourages seed adoption and maximizes a firm's returns within a competitive environment while considering shorter product life cycles. Using a dynamic programming (DP) approach, the results indicate that the single pricing model and the portfolio pricing model are materially affected by the firm's initial market share, the farmer's attitude towards seed attributes, and the firm competitiveness within the industry. Farmer's acceptance of a seed variety will have an impact on seed price or actions from the seed firm even though farmers are theoretically and empirically considered as price takers in the input markets.Financial Economics, Research and Development/Tech Change/Emerging Technologies,

The Impact of Product Attribute Wording on Consumer Acceptance of Biotechnology Applications in Produce

A better understanding of consumer preferences for and behavior toward genetically modified (GM) foods is essential for designing new market strategies and information policies for GM products. A sample of Midwest consumers was administered one of two nearly identical conjoint questionnaires to identify the influence of attribute wording on consumer preferences. Respondents value “GM†negatively, while referring to the same attribute as “reduced environmental impact†(REI) results in a positive valuation. The inclusion of both the method of production (GM) and its specific benefits may provide consumers with more information with which to make choices among products.Consumer/Household Economics,

THE IMPACT OF HACCP ON FACTOR DEMAND AND OUTPUT SUPPLY ELASTICITIES OF RED MEAT

This study uses firm-level data during the hazard analysis critical control point (HACCP) implementation period (1997 - 2000) to analyze the impact of HACCP on input demand and output supply elasticities of firms in the red meat industry and derive implications for efficiency and moral hazard issues associated with the implementation of HACCP systems. The results show that HACCP causes factor demand for labor, material, and capital to be less inelastic while the elasticity of output supply did not change significantly. The interdependent relationships among HACCP and input prices and output result in efficiency gains.HACCP, factor demand, elasticities of substitution, output supply elasticities, translog cost function, efficiency, red meat, Food Consumption/Nutrition/Food Safety,

Consumer Preferences and Trade-Offs for Locally Grown and Genetically Modified Apples: A Conjoint Analysis Approach

Using conjoint analysis methodology, this study used an online survey to measure consumers’ preferences for the apple attributes as place of production, method of production, and price. The results of the conjoint analysis indicate that consumers are willing to make trade offs between the studied attributes. Segment analysis indicates Place-oriented consumers may be willing to pay 60% to 70% premiums for locally grown apples. The high consumer preferences for locally grown products combined with environmental benefits transferred through genetic modification provide an opportunity for producers to capture and build their markets, especially within certain market segments.conjoint analysis, consumer preferences, GM, locally grown, Consumer/Household Economics, Q10, Q13,

Analysis of Grain Supply Chain Performance Based on Relative Impact of Channel Coordinator's Objectives on Firm Level Objectives

A fuzzy multi-objective programming model is used to analyze the optimal decisions in a multi-objective grain supply chain in which the firm-level firm goals are conflicting with the channel coordinator's goals. The relative impact of the channel coordinator's goals on performance of the supply chain is determined through a linear weighting method. The study finds that prioritizing the channel coordinator's goals enhances the overall performance of the system.Industrial Organization,

Comparative Evaluation of the Performance of Spans of Control Designs in Grain Supply Chains

A fuzzy multi-objective linear programming model is used to analyze the performances of three spans of control designs that are observed in the U.S grain industry. Performance of the grain supply chain increases with amount of control and compromise.Crop Production/Industries,

Valuing Climate Forecasts for Midwestern Grain Producers

published or submitted for publicationis peer reviewedOpe