期刊
JOURNAL OF CLEANER PRODUCTION
卷 318, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jclepro.2021.128478
关键词
Consumer survey; Sustainable attributes; Willingness to pay; Best worst scaling; Hard apple cider
资金
- National Science Foundation [1555123]
- U.S. Department of Agriculture National Institute of Food and Agriculture [2012-67009-19742]
- Clean Energy and Sustainability Analytics Center (CESAC) of Montclair State University
- Direct For Social, Behav & Economic Scie
- Division Of Behavioral and Cognitive Sci [1555123] Funding Source: National Science Foundation
Hard apple cider is a rapidly growing sector in the US alcoholic beverage industry, providing an opportunity for apple orchard owners. Understanding consumer values and willingness to pay for sustainability attributes is crucial for industry development. The study found that 'local' and 'organic' were highly valued attributes, while agricultural practices like 'IPM' and 'biodiversity restoration' also influenced consumer perception and willingness to pay a premium.
Hard apple cider is the smallest, but fastest growing sector within the alcoholic beverage industry in the United States (US), and opens a unique opportunity for agricultural entrepreneurship amongst apple orchard owners of all sizes. To support sustainable industry development, it is important to understand which attributes of 'sustainability' are most valued by customers, and how those values translate to their willingness to pay a premium for sustainably produced goods. This study surveyed 630 hard apple cider consumers residing in the US Mid Atlantic region. By using the best-worst choice approach, we presented a two-tiered method which estimated a hierarchal relationship among sustainability attributes that affects a cider consumer's intention to purchase at different price points. 'Local' and 'organic' held the largest utility and were both highly valued attributes, where consumers will be willing to pay a $10.05 and $6.39 premium, respectively. Agricultural management practices, 'IPM' and 'supporting biodiversity restoration,' had a positive impact on consumer perception, and commanded a premium of $5.81 and $5.68 respectively. While 'eco-conscious packaging' and 'using renewable energy' did not show substantial utility to the consumer, respondents were still willing to pay a premium for these attributes. Social responsibility attribute levels showed negative utility, however, our analysis found that consumers were still willing to pay a premium of $5.89 for 'charitable donations' and $7.49 for 'community volunteering'. This analysis points to a key challenge in consumer behavior research: the attitude-behavior gap. Effective communication of the specific actions and inactions that take place in sustainable management practices is necessary to convey the proper message to potential consumers. By bridging this gap, hard apple cider producers can better position their product, convey important environmental information for agricultural and business management, and have consumers value their products in a way that make the additional resources allocations to incorporate sustainability metrics prudent in terms of enhanced product profitability.
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