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R. Karina Gallardo, Eugene Kupferman, and Ann Colonna

defined by consumers, are associated with willingness to pay premiums for fruit ( Carew, 2000 ; McCluskey et al., 2007 ; Quagrainie et al., 2003 ). This article investigates the effects of eating quality characteristics on the value consumers place on

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

whether and how much above the current price they would be willing to pay for commodities that were produced with techniques not harmful to the environment. Willingness to pay responses were used as a dependent variable and analyzed with respect to a

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Benjamin J. Glover, Tina M. Waliczek, and Jean-Marc Gandonou

with the texas persimmon. The participants were allowed to examine the fruit. One question asked consumers how much more they would be willing to pay in increasing increments of $0.10 from $0.10 to a maximum of $0.70, with the options of “other” and

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Qingbin Wang, Junjie Sun, and Robert Parsons

2.01 for the second apple profile suggests that they were willing to pay 102% more for apples that were conventionally grown in Vermont and not certified as compared with the reference apples that were conventionally grown in other regions and not

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Shuoli Zhao, Chengyan Yue, James Luby, Karina Gallardo, Vicki McCracken, James McFerson, and Desmond R. Layne

. Table 4 shows the ML estimation results and California and non-California producer WTP values for fresh peach fruit attributes. For producers in California, flavor is the most important attribute, and they are willing to pay $0.277/lb to enhance fruit

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Choong-Ki Lee, Sin-Ae Park, James W. Mjelde, Tae-Kyun Kim, and Jae-Hwan Cho

capacity and mood ( Diette et al., 2003 ; Lohr and Pearson-Mims, 2000 ; Ulrich, 1981 ). Despite growing interest in HT, few studies have addressed people's willingness-to-pay (WTP) for HT in terms of rehabilitation and recreation activities. The

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Kuan-Ju Chen, Suzette P. Galinato, Thomas L. Marsh, Peter R. Tozer, and Hayley H. Chouinard

returns will outweigh the costs of adoption. A 10% premium for strawberries ( Fragaria × ananassa ) grown with BDMs could be obtained from U.S. consumers ( Chen et al., 2019 ). Consumers were willing to pay a 5% premium for eco-labeled apples ( Loureiro

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Omer Hoke, Benjamin Campbell, Mark Brand, and Thao Hau

had similar discounts in WTP that were significantly lower than what a consumer would pay for blueberries. Table 4. Northeastern U.S. consumer willingness to pay for several berry varieties. Marginal WTP: Information treatments. The WTP for aronia

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Alba J. Collart, Marco A. Palma, and Charles R. Hall

determinants and the consumers' willingness-to-pay (WTP) for Texas Superstar™ and Earth-Kind™ plant materials. Research regarding the effects of brand awareness on consumer choice has shown that brand awareness precedes the development of concepts such as

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Chengyan Yue and Cindy Tong

other new and existing varieties. An objective of this study was to determine if consumers are willing to pay more for ‘SweeTango®’, ‘Honeycrisp’, and ‘Zestar!™’ in comparison with other apple varieties. If so, by how much? What quality attributes do