Is There a Market for Branded Gulf of Mexico Oysters?

Posted: 18 Nov 2015 Last revised: 19 May 2018

Daniel R. Petrolia

Mississippi State University - Department of Agricultural Economics

William Walton

Auburn University - Alabama Cooperative Extension System

Lauriane Yehouenou

Mississippi State University - Department of Agricultural Economics

Abstract

We administered an online choice experiment to a sample of U.S. raw-oyster consumers to identify factors influencing preferences for Gulf of Mexico oysters, determined the extent of preference heterogeneity, and estimated marginal willingness to pay for specific varieties and other key attributes. Results indicate significant preference heterogeneity among select varieties, with non-Gulf respondents estimated to require a price discount on Gulf oyster varieties on the order of $3–$6/half dozen. Gulf respondents were found to be less sensitive to oyster variety, and estimated to be willing to pay a price premium only for select Gulf varieties on the order of $0–$3/half dozen.

Keywords: Best-worst scaling, branding, choice experiment, consumer preferences, economics, labeling, survey, willingness to pay

JEL Classification: D12, Q22

Suggested Citation

Petrolia, Daniel R. and Walton, William and Yehouenou, Lauriane, Is There a Market for Branded Gulf of Mexico Oysters?. Journal of Agricultural and Applied Economics Vol. 49, No. 1, 2017. Available at SSRN: https://ssrn.com/abstract=2692175 or http://dx.doi.org/10.2139/ssrn.2692175

Daniel R. Petrolia (Contact Author)

Mississippi State University - Department of Agricultural Economics ( email )

Box 5187
Mississippi State, MS 39762
United States

William Walton

Auburn University - Alabama Cooperative Extension System ( email )

United States

Lauriane Yehouenou

Mississippi State University - Department of Agricultural Economics ( email )

Box 5187
Mississippi State, MS 39762
United States

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