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2002•Journal of Agricultural and Applied EconomicsRequires access

Discovering Niche Markets: A Comparison of Consumer Willingness to Pay for Local (Colorado Grown), Organic, and GMO-Free Products

María L. Loureiro, Susan Hine

Open publisher page 513 citations

Abstract

Demand for value-added products is highly segmented among different types of consumers. In this article, we assess consumer preferences for local, organic, and GMO-free potatoes in order to discover their potential niche markets. We identify sociodemographic characteristics that affect consumer preferences and compare the effects of different attributes on consumers' willingness to pay. Results suggest that the attribute “Colorado grown” carries a higher willingness to pay than organic and GMO-free attributes.

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What this paper is about

Demand for value-added products is highly segmented among different types of consumers. In this article, we assess consumer preferences for local, organic, and GMO-free potatoes in order to discover their potential niche markets. We identify sociodemographic characteristics that affect consumer preferences and compare the effects of different attributes on consumers' willingness to pay. Results suggest that the attribute “Colorado grown” carries a higher willingness to pay than organic and GMO-free attributes.

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OpenAlex reports 513 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

Demand for value-added products is highly segmented among different types of consumers. In this article, we assess consumer preferences for local, organic, and GMO-free potatoes in order to discover their potential niche markets. We identify sociodemographic characteristics that affect consumer preferences and compare the effects of different attributes on consumers' willingness to pay. Results suggest that the attribute “Colorado grown” carries a higher willingness to pay than organic and GMO-free attributes.

Key concepts: Willingness to pay, Order (exchange), Niche, Business, Value (mathematics), Consumer demand, Organic product, Marketing

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Discovering Niche Markets: A Comparison of Consumer Willingness to Pay for Local (Colorado Grown), Organic, and GMO-Free Products — Research Paper | ScholarLens