Consumer Perception of Skinning Injury in Sweetpotatoes and Implications for Marketability: An Experimental Auction
Skinning of sweetpotato ( Ipomoea batatas ) storage roots is one of the greatest concerns of sweetpotato producers. Although skinning injury is very common, the severity of the injury can vary widely. At an undefined threshold, sweetpotatoes with skinning injury are no longer sold for fresh consumpt...
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Published in | HortTechnology (Alexandria, Va.) Vol. 29; no. 4; pp. 468 - 475 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
Published |
American Society for Horticultural Science (ASHS)
01.08.2019
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Abstract | Skinning of sweetpotato ( Ipomoea batatas ) storage roots is one of the greatest concerns of sweetpotato producers. Although skinning injury is very common, the severity of the injury can vary widely. At an undefined threshold, sweetpotatoes with skinning injury are no longer sold for fresh consumption. The objectives of this study were to examine how skinning injury influences consumers’ willingness-to-pay (WTP) for sweetpotatoes and to identify differences in valuations when the extent of skinning injury is labeled. Image analysis was used to quantify skinning injury and then an incentive-compatible, nonhypothetical laboratory experimental auction was conducted to collect data on consumers’ WTP for five categories of sweetpotatoes: 0% to <1% skinning injury, 1.0% to 3.0%, 3.1% to 5.0%, 5.1% to 7.5%, and 7.6% to 10.0%. On average, consumers were willing to pay the most for sweetpotatoes with 0% to <1% skinning injury (up to $1.51/lb to $1.67/lb) and the least for sweetpotatoes with 7.6% to 10% (up to $0.76/lb to $0.85/lb), yet mean WTP values were nonzero for all skinning levels. Moreover, when the extent of skinning was labeled (relative to when they bid blindly), consumers were willing to pay price premiums for sweetpotatoes with low skinning injury levels (0% to 5%) and discounted sweetpotatoes with the highest skinning injury level (7.6% to 10.0%), suggesting that skinning levels of 7.6% and above may not be acceptable by consumers. |
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AbstractList | Skinning of sweetpotato ( Ipomoea batatas ) storage roots is one of the greatest concerns of sweetpotato producers. Although skinning injury is very common, the severity of the injury can vary widely. At an undefined threshold, sweetpotatoes with skinning injury are no longer sold for fresh consumption. The objectives of this study were to examine how skinning injury influences consumers’ willingness-to-pay (WTP) for sweetpotatoes and to identify differences in valuations when the extent of skinning injury is labeled. Image analysis was used to quantify skinning injury and then an incentive-compatible, nonhypothetical laboratory experimental auction was conducted to collect data on consumers’ WTP for five categories of sweetpotatoes: 0% to <1% skinning injury, 1.0% to 3.0%, 3.1% to 5.0%, 5.1% to 7.5%, and 7.6% to 10.0%. On average, consumers were willing to pay the most for sweetpotatoes with 0% to <1% skinning injury (up to $1.51/lb to $1.67/lb) and the least for sweetpotatoes with 7.6% to 10% (up to $0.76/lb to $0.85/lb), yet mean WTP values were nonzero for all skinning levels. Moreover, when the extent of skinning was labeled (relative to when they bid blindly), consumers were willing to pay price premiums for sweetpotatoes with low skinning injury levels (0% to 5%) and discounted sweetpotatoes with the highest skinning injury level (7.6% to 10.0%), suggesting that skinning levels of 7.6% and above may not be acceptable by consumers. |
Author | Meyers, Stephen L. Collart, Alba J. Ward, Jason K. |
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References | Edmunds (B6) 2008 Wright (B21) 1994; 10 Collart (B5) 2018; 10 Gallardo (B7) 2015; 25 (B13) 2014 Alfnes (B1) 2003; 85 List (B9) 2001; 20 Arancibia (B3) 2013 Vickrey (B17) 1961; 16 Bouwkamp (B4) 1972; 7 McAdams (B11) 2013; 45 (B16) 2018 Yue (B24) 2012; 47 Ward (B18) 2014 (B15) 2005 Woolridge (B20) 2010 Schultheis (B12) 2000; 35 Yue (B22) 2009; 41 Yue (B23) 2010; 42 Lusk (B10) 2007 (B14) 2017 (B8) 2018 Yue (B25) 2015; 32 Wang (B19) 2013; 48 Alfnes (B2) 2008; 3 |
References_xml | – volume: 3 start-page: 468 issue: 3 year: 2008 ident: B2 article-title: European consumers’ acceptance of US hormone-treated beef contributor: fullname: Alfnes – year: 2007 ident: B10 contributor: fullname: Lusk – volume: 20 start-page: 241 year: 2001 ident: B9 article-title: What experimental protocol influence disparities between actual and hypothetical stated values? contributor: fullname: List – volume: 45 start-page: 35 year: 2013 ident: B11 article-title: A nonhypothetical ranking and auction mechanism for novel products contributor: fullname: McAdams – year: 2017 ident: B14 – year: 2018 ident: B16 – volume: 41 start-page: 29 year: 2009 ident: B22 article-title: Discounting spotted apples: Investigating consumers’ willingness to accept cosmetic damage in an organic product contributor: fullname: Yue – volume: 7 start-page: 473 year: 1972 ident: B4 article-title: Rapid determination of “skin-toughness” in sweetpotato contributor: fullname: Bouwkamp – volume: 32 start-page: 222 year: 2015 ident: B25 article-title: Consumer preferences for sustainable attributes in plants: Evidence from experimental auctions contributor: fullname: Yue – volume: 85 start-page: 396 year: 2003 ident: B1 article-title: European consumers’ willingness to pay for U.S. beef in experimental auction markets contributor: fullname: Alfnes – year: 2010 ident: B20 contributor: fullname: Woolridge – volume: 42 start-page: 757 year: 2010 ident: B23 article-title: Are consumers willing to pay more for biodegradable containers than for plastic ones? Evidence from hypothetical conjoint analysis and nonhypothetical experimental auctions contributor: fullname: Yue – year: 2008 ident: B6 contributor: fullname: Edmunds – year: 2005 ident: B15 – volume: 25 start-page: 575 year: 2015 ident: B7 article-title: Crop load management and the market profitability of ‘Honeycrisp’ apples contributor: fullname: Gallardo – year: 2013 ident: B3 contributor: fullname: Arancibia – volume: 10 start-page: 3835 year: 2018 ident: B5 article-title: Consumer imperfect information in the market for expired and nearly expired foods and implications for reducing food waste contributor: fullname: Collart – year: 2014 ident: B13 – year: 2018 ident: B8 – volume: 47 start-page: 1091 year: 2012 ident: B24 article-title: Heterogeneous consumer preferences for native and invasive plants: Evidence from experimental auctions contributor: fullname: Yue – volume: 10 start-page: 637 year: 1994 ident: B21 article-title: Surface areas of sweet potatoes using shrink wrap contributor: fullname: Wright – volume: 48 start-page: 1270 year: 2013 ident: B19 article-title: Preharvest foliar applications of ethephon increase skin lignin/suberin content and resistance to skinning in sweetpotato storage roots contributor: fullname: Wang – volume: 35 start-page: 444 year: 2000 ident: B12 article-title: Preharvest methods to reduce skinning in ‘Beauregard’ sweetpotato contributor: fullname: Schultheis – volume: 16 start-page: 8 year: 1961 ident: B17 article-title: Counterspeculation, auctions and competitive sealed tenders contributor: fullname: Vickrey – year: 2014 ident: B18 contributor: fullname: Ward |
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Snippet | Skinning of sweetpotato ( Ipomoea batatas ) storage roots is one of the greatest concerns of sweetpotato producers. Although skinning injury is very common,... Skinning of sweetpotato (Ipomoea batatas) storage roots is one of the greatest concerns of sweetpotato producers. Although skinning injury is very common, the... |
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Title | Consumer Perception of Skinning Injury in Sweetpotatoes and Implications for Marketability: An Experimental Auction |
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