Consumer preferences are likely to become more important in policy and market initiatives in developing countries. This study explores current and potential demand for high-quality beef in Ecuador. A survey of 547 households (including two choice experiments) was carried out in order to gather knowledge, quality perceptions, and experiences regarding Ecuadorian beef and preferences for specific beef attributes. Consumers have positive and economically significant willingness-to-pay values for all credence attributes considered in the study: sanitary control, meat maturation, animal welfare, and traceability. The results provide evidence that there is a potential market for increased-quality beef in Ecuador.

This paper analyzes the effect of labeling information on U.S. farmers' herbicide choices. Herbicide choices reported by U.S. soybean farmers are used to estimate farmer preferences for different herbicide attributes using a mixed logit model. Our results indicate that statements displayed on pesticide labels regarding risks to human health and the environment are important components in herbicide selection. We find that farmers are willing to pay an average of $27 per acre to avoid using an herbicide labeled with the word “Warning” and $38 per acre to avoid using an herbicide labeled with the word “Danger.”

We investigate heterogeneous consumer preferences and willingness to pay (WTP) for various sweet cherry attributes using choice experiments. A mixed logit model and a latent-class logit model are used to estimate consumer WTP for the attributes and identify groups of consumers based on those preferences. We find that consumers of sweet cherries will pay the greatest premium for sweetness and the smallest premium for fruit size. Three groups of consumers are identified—flavor sensitive, price sensitive, and storage sensitive. The results are useful for suppliers of sweet cherries when adopting targeted marketing strategies.

This study examined how various components of the Certified South Carolina campaign are valued by participating restaurants. A choice experiment was conducted to estimate the average willingness to pay (WTP) for each campaign component using a mixed logit model. Three existing campaign components—Labeling, Multimedia Advertising, and the “Fresh on the Menu” program—were found to have a significant positive economic value. Results also revealed that the type of restaurant, the level of satisfaction with the campaign, and the factors motivating participation significantly affected restaurants' WTP for the campaign components.