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Evaluating Willingness‐to‐Pay for Bison Attributes: An Experimental Auction Approach

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  • Jill E. Hobbs
  • Kim Sanderson
  • Morteza Haghiri
Abstract
Domestic bison herds in Canada and the United States have grown rapidly over the past decade. For this growth to be sustainable, viable markets for bison meat products are necessary. Bison products are available at the retail level to only a limited extent in some localized markets. Very little is known about consumer preferences for bison in Canada. A consumer research study was conducted across five Canadian locations. An experimental auction was used to evaluate willingness‐to‐pay (WTP) for bison versus beef, plus the marginal WTP for bison with additional health‐related attributes. Bison products verified to be lower in fat than beef, and bison verified to have been produced without the use of growth hormones were evaluated. Results suggest that there was no significant WTP for bison over beef, either with or without the additional quality assurances. Delivering a positive eating experience to consumers was more important than the health‐related attributes per se. Distinct market segments with significantly different WTP for bison are identified. Some regional differences are also apparent. The industry cannot rely solely on the touted health benefits of bison to deliver a competitive advantage over beef. While some consumers may be willing to pay more for these health‐related attributes, consumers in general are unlikely to compromise eating experience. Au Canada et aux États‐Unis, les troupeaux de bisons domestiques ont crû rapidement au cours de la dernière décennie. Pour que cette croissance soit durable, il faut développer des marchés viables pour le bison. Le bison est vendu au détail dans quelques marchés locaux seulement. Au Canada, les préférences des consommateurs pour le bison sont peu connues. Une étude à cet effet a été réalisée dans cinq villes canadiennes. La volonté de payer (VDP) des consommateurs pour du bison plutôt que pour du bœuf de même que la VDP marginale des consommateurs pour du bison ayant des propriétés supplémentaires pour la santé ont étéévaluées à l'aide d'enchères expérimentales. Des produits du bison ayant une teneur en gras inférieure à celle du bœuf et provenant d'élevages sans hormones de croissance ont étéévalués. Les résultats ont montré qu'il n'existait pas de VDP significative pour du bison plutôt que pour du bœuf, et ce, avec ou sans assurance de qualité supplémentaire. L'expérience alimentaire s'est révélée plus importante que les propriétés pour la santé en soi. Nous avons identifié des segments de marché distincts où la VDP pour du bison était significativement différente. Certaines différences régionales étaient aussi apparentes. L'industrie ne peut pas se fier qu'aux avantages vantés de la viande de bison pour la santé pour offrir un avantage concurrentiel par rapport au bœuf. Bien que certains consommateurs soient prêts à payer davantage pour des propriétés favorables pour la santé, il est peu probable que les consommateurs en général compromettent une nouvelle expérience alimentaire.

Suggested Citation

  • Jill E. Hobbs & Kim Sanderson & Morteza Haghiri, 2006. "Evaluating Willingness‐to‐Pay for Bison Attributes: An Experimental Auction Approach," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(2), pages 269-287, June.
    • Handle: RePEc:bla:canjag:v:54:y:2006:i:2:p:269-287
    DOI: 10.1111/j.1744-7976.2006.00049.x
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    References listed on IDEAS

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    1. Menkhaus, Dale J., 2001. "Experimental Auctions: New Theoretical Developments And Empirical Findings - Discussion," 2001 Annual Meeting, July 8-11, 2001, Logan, Utah 36112, Western Agricultural Economics Association.
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    1. Baba, Yasmina & Kallas, Zein & Gil, Jose M. & Realini, Carolina, 2015. "Impact of hedonic evaluation on consumers’ preferences for beef enriched with Omega 3: A Generalized Multinomial Logit Model approach," 2015 Conference, August 9-14, 2015, Milan, Italy 211191, International Association of Agricultural Economists.
    2. Hans D. Steur & Jeroen Buysse & Shuyi Feng & Xavier Gellynck, 2013. "Role of Information on Consumers’ Willingness-to-pay for Genetically-modified Rice with Health Benefits: An Application to China," Asian Economic Journal, East Asian Economic Association, vol. 27(4), pages 391-408, December.
    3. Bodo Steiner & Fei Gao & Jim Unterschultz, 2010. "Alberta Consumers’ Valuation of Extrinsic and Intrinsic Red Meat Attributes: A Choice Experimental Approach," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 58(2), pages 171-189, June.
    4. Stefania Testa & Paolo Roma & Maria Vasi & Silvano Cincotti, 2020. "Crowdfunding as a tool to support sustainability‐oriented initiatives: Preliminary insights into the role of product/service attributes," Business Strategy and the Environment, Wiley Blackwell, vol. 29(2), pages 530-546, February.
    5. Mwiti, Florine Karuru & Okelo, Julius & Munei, Kimpei, 2015. "Assessment Of Willingness To Pay For Quality Sweetpotato Planting Materials: The Case Of Smallholder Farmers In Tanzania," Dissertations and Theses 269713, University of Nairobi, Department of Agricultural Economics.
    6. Dila Ikiz & R. Karina Gallardo & Amit Dhingra & Seanna Hewitt, 2018. "Assessing consumers’ preferences and willingness to pay for novel sliced packed fresh pears: A latent class approach," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 321-337, March.
    7. Giovannucci, Daniele & Josling, Timothy & Kerr, William & O'Connor, Bernard & Yeung, May T., 2009. "Guide to Geographical Indications: Linking Products and Their Origins (Summary)," MPRA Paper 27955, University Library of Munich, Germany.
    8. Bo Hou & Linhai Wu & Xiujuan Chen & Dian Zhu & Ruiyao Ying & Fu-Sheng Tsai, 2019. "Consumers’ Willingness to Pay for Foods with Traceability Information: Ex-Ante Quality Assurance or Ex-Post Traceability?," Sustainability, MDPI, vol. 11(5), pages 1-14, March.
    9. Hellyer, Nicole Elizabeth & Fraser, Iain & Haddock-Fraser, Janet, 2010. "Food Choice, Nutritional Information And Functional Ingredients: An Experimental Auction Employing Bread," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116424, European Association of Agricultural Economists.
    10. Higgins, Kieran & Hutchinson, W. George & Longo, Alberto, 2020. "Willingness-to-Pay for Eco-Labelled Forest Products in Northern Ireland: An Experimental Auction Approach," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 87(C).
    11. Steiner, Bodo E. & Srivastava, Lorie & Gao, Fei, 2007. "Assessing the Consumer Acceptance and Market Potential of Alternative Meats," Project Report Series 7708, University of Alberta, Department of Resource Economics and Environmental Sociology.
    12. Lucio CECCHINI & Biancamaria TORQUATI & Massimo CHIORRI, 2018. "Sustainable agri-food products: A review of consumer preference studies through experimental economics," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 64(12), pages 554-565.
    13. Aye Chan Myae & Ellen Goddard, 2020. "Household behavior with respect to meat consumption in the presence of BSE and CWD," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(3), pages 315-341, September.
    14. Hellyer, Nicole Elizabeth & Fraser, Iain & Haddock-Fraser, Janet, 2012. "Food choice, health information and functional ingredients: An experimental auction employing bread," Food Policy, Elsevier, vol. 37(3), pages 232-245.
    15. Combris, Pierre & Pinto, Alexandra Seabra & Fragata, Antonio & Giraud-Heraud, Eric, 2007. "Does taste beat food safety? Evidence from the "Pera Rocha" case in Portugal," 105th Seminar, March 8-10, 2007, Bologna, Italy 7879, European Association of Agricultural Economists.
    16. Simon Tielkes & Brianne A. Altmann, 2021. "The Sustainability of Bison Production in North America: A Scoping Review," Sustainability, MDPI, vol. 13(24), pages 1-13, December.
    17. Maria Aguiar Fontes & Eric Giraud-Héraud & Alexandra Seabra Pinto, 2013. "Consumers' behaviour towards food safety: A litterature review," Working Papers hal-00912476, HAL.

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