Assessing Consumers' Valuation of Cosmetically Damaged Apples Using a Mixed Probit Model

A mixed probit model was applied to survey data to analyze consumers' willingness to buy apples with cosmetic damage caused by the sooty blotch and flyspeck (SBFS) disease complex. The analysis finds consumers will pay a premium for organic production methods and for apples with low amounts of SBFS damage. Behavioral variables such as experience in growing fruit significantly affect the willingness to buy apples of different damage levels. Consumers' tolerance of very blemished apples is limited and they trade off production technology attributes for cosmetic appearance. Better understanding of this trade-off is important to organic producers' decisions about disease control.

Issue Date:
Publication Type:
Working or Discussion Paper
PURL Identifier:
Total Pages:
Replaced with revised version of paper 01/18/06.
Series Statement:
CARD Working Paper 05-WP 419

 Record created 2017-04-01, last modified 2018-01-22

Download fulltext

Rate this document:

Rate this document:
(Not yet reviewed)