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Consumer Valuation of Milk and Chicken Products Near the Best Before Date in Canada

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Title: Consumer Valuation of Milk and Chicken Products Near the Best Before Date in Canada
Author: Trottier, Julia
Department: Department of Food, Agricultural and Resource Economics
Program: Food, Agriculture and Resource Economics
Advisor: von Massow, MichaelLee, Yu Na
Abstract: This research examines consumer utility and willingness to pay (WTP) for chicken and milk products with varying best before dates and prices. Choice set data was collected though a survey experiment consisting of 1009 respondents across Canada. The conditional logit model results showed that consumer utility for both chicken and milk decrease monotonically as products get closer to and then past the best before date. WTP for short-dated products is always negative when compared to the longer 7 day best before date attribute. When compared to the 7 day option, shorter date products are less desirable. Providing reference prices, information on storage and information on best before dates, increases WTP for milk, but decreases WTP for chicken. However, these results are not statistically different for most attributes. There was also significant difference in utility among different types of consumers, when examining consumer food attitudes and sociodemographic characteristics.
Date: 2022-05
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