Choosing brands: fresh produce versus other products. From: American Journal of Agricultural Economics | Date: May 1, 2008| Author: Jin, Yanhong H.; Zilberman, David; Heiman, Amir | COPYRIGHT 2008 American Agricultural Economics Association. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

Assuming that brands contribute to quality risk reduction, prestige, and design, we derive and test hypothesis on the willingness to pay (WTP) for brands across different product categories (electronics, clothing, packaged food, and fresh produce). Using the random effect tobit model on the stated point value of WTP and the ordered probit model on the stated range of WTP, we find that WTP for brands of fresh produce is least among the four product categories controlling for relevant demogra...