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Consumer Valuation of Food Safety: The Case of Postharvest Processed Oysters

  • David M. Bruner (a1), William L. Huth (a2), David M. McEvoy (a1) and O. Ashton Morgan (a1)

Abstract

Consumers’ willingness to pay for postharvest-processed (PHP) raw oysters—oysters without health risks—is studied in experimental auction markets. The experimental design decomposes the effects of taste, objective risk information, and information on four PHP technologies on consumer valuations. Results show that relatively uninformed consumers are willing to pay equivalent amounts for PHP and traditional raw oysters. However, after a blind taste test, consumers are willing to pay a significant premium for traditional raw oysters, and the premium persists after objective information on risk and processing technologies is provided. The results are robust across PHP technologies.

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Corresponding author

Correspondence: Department of Economics, 3094 Raley Hall, 416 Howard Street, Appalachian State University, Boone, NC 28607, Telephone +1.828.262.2927, Email morganoa@appstate.edu.

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Keywords

Consumer Valuation of Food Safety: The Case of Postharvest Processed Oysters

  • David M. Bruner (a1), William L. Huth (a2), David M. McEvoy (a1) and O. Ashton Morgan (a1)

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