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Hayk Khachatryan, Ben Campbell, Charles Hall, Bridget Behe, Chengyan Yue, and Jennifer Dennis

for assessing the relationship between consumer demand and environmentally friendly goods is investigating the WTP price premiums for underlying product attributes. Previous literature has mainly focused on the effects of product attributes or

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Chengyan Yue and Cindy Tong

prices ( Brown, 2002 , 2003 ). Organically grown produce is considered to be healthy and environmentally friendly because of the use of less-damaging pesticides ( Magnusson et al., 2001 ; Thompson and Kidwell, 1998 ). For some consumers, premium price

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Ariana P. Torres and Maria I. Marshall

USDA-certified organic producers chose to decertify. Most of the existing organic foods literature focused on investigating what motivated (or not) farmers to certify organic. Access to markets, price premiums, environmental concerns, and philosophical

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Olya Rysin and Frank J. Louws

prices. Table 4. Additional yield per plant required in the grafted system to compensate for various grafted transplant price premiums at various sale price levels presented on a per plant basis. Table 4 rows represent various possible price premiums for

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Madiha Zaffou and Benjamin L. Campbell

preference and price premiums. For instance, Collart et al. (2010) showed dichotomy in the market with some consumers (i.e., those aware of a local plant brand) willing to pay more, while other consumers (i.e., those not aware of a local plant brand

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Gianna Short, Chengyan Yue, Neil Anderson, Carol Russell, and Nicholas Phelps

Tong, 2009 ). Organic foods also command a premium price, although the proportion of consumers who will pay a premium decreases as the premium level increases ( Yiridoe et al., 2005 ). Reasons consumers buy organic products include their perceptions of

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Tiffany L. Maughan, Kynda R. Curtis, Brent L. Black, and Daniel T. Drost

interested in buying local products at premium prices year-round ( Curtis, 2014 ; Martinez et al., 2010 ). For example, between 1992 and 2007, local food sales grew three times faster in the Far West and Rocky Mountain regions than in other areas of the

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Jeffrey G. Norcini and James H. Aldrich

Growing demand for premium value, prevariety germplasm of site or regionally specific ecotype seeds of native forbs (hereafter referred to as wildflowers) for use in ecological restoration, reclamation, and along roadsides has resulted in a

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Phillip M. Mohebalian, Francisco X. Aguilar, and Mihaela M. Cernusca

adapted from the U.S. Census Bureau (2000 ). The potential market shares for jelly and juice products for two different scenarios were estimated based on specific marginal effects of incremental price premiums as performed by Aguilar and Cai (2010) and

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Benjamin L. Campbell, Isabelle Lesschaeve, Amy J. Bowen, Stephen R. Onufrey, and Howard Moskowitz

their effect on the likelihood of purchase. A majority of previous research has determined the effectiveness of both local and organic labeling as important only if it generates a premium over the base price; however, the goal of some labeling may not be