Glynn T. Tonsor

Consumer Preferences for Animal Welfare Attributes: The Case of Gestation Crates

Animal welfare concerns are having dramatic impacts on food and livestock markets. Here we examine consumer preferences for pork products with a focus on use of gestation crates. We examine underlying consumer valuations of pork attributes while considering preference heterogeneity as well as voluntary and legislative alternatives in producing gestation crate-free pork. Our results suggest that prohibiting swine producers from using gestation crates fails to improve consumer welfare in the presence of a labeling scheme documenting voluntary disadoption of gestation crates. Consumers are found to implicitly associate animal welfare attributes with smaller farms. Preference heterogeneity drives notably diverse consumer welfare impacts when pork produced with use of gestation crates is no longer available for consumption.

Consumer Food Safety Risk Perceptions and Attitudes: Impacts on Beef Consumption across Countries

Abstract Beef food safety events have contributed to considerable market volatility, produced varied consumer reactions, created policy debates, sparked heated trade disputes, and generally contributed to beef industry frustrations. Utilizing data from a total of 4,005 consumers in the United States, Canada, Mexico and Japan in a Double-Hurdle modeling framework, we examine whether consumers altered their beef consumption behavior because of their risk aversion and risk perceptions stemming from information about beef food safety in recent years. Results reveal stark differences in risk perceptions and risk aversion regarding beef food safety across consumers in the four countries and that these differences are revealed through different beef consumption behavior. An improved understanding of food safety perceptions and attitudes will enable policy makers and agricultural industries to better anticipate consumers changing consumption behavior, if a food safety event occurs. Food safety management strategies vary across countries because of identified differences in food safety risk attitudes and risk perceptions.

The Direct and Indirect Effects of 'Locally Grown' on Consumers' Attitudes towards Agri-Food Products

Recent agricultural economics literature has largely analyzed consumers’ willingness to pay (WTP) for many credence attributes, including place of origin, organic, locally grown, environment-friendly, fair trade, and animal welfare. In this study, we instead attempt to analyze why consumers value “locally grown,” which is a credence attribute receiving increasing attention in the market. Specifically, we propose a distinction between the direct effect and the indirect effect of “locally grown” on consumers’ attitudes towards agri-food products to explain consumers’ preferences for locally grown products. We collect data from an experiment with university students and analyze the data with a structural equation modeling methodology.

Cheap Talk Scripts and Online Choice Experiments: “Looking Beyond the Mean”

This paper presents the first known assessment of cheap talk effectiveness in a choice experiment conducted online with a focus on the distinction between impacts on stated willingness to pay at the population mean and in targeted sub-samples. Utilizing a large national survey and split-sample experimental design, we find cheap talk scripts may not only influence the level of willingness to pay estimated for representative consumers, but also may produce more reliable estimates. The magnitude of the impact that cheap talk has on willingness to pay is found to depend on the evaluated respondent sub-sample. Copyright 2011, Oxford University Press.

Drivers of Resident Support for Animal Care Oriented Ballot Initiatives

Recent high profile incidents and public debates in the United States have highlighted the increasing interest residents have regarding animal rearing and handling practices. This paper examines resident support for national legislation that mirrors Proposition 2, which in November 2008 passed in California. Results suggest perceptions regarding animal welfare information accuracy of livestock industry and consumer groups are particularly influential determinants of voting behavior and demand. The analysis also suggests residents may not fully appreciate price or tax implications when supporting additional animal welfare legislation. Implications for livestock industry and policy makers are provided along with suggestions for additional research.

Comparing heterogeneous consumption in U.S. and Japanese meat and fish demand

This article uses national, quarterly data to conduct an empirical analysis of pre-committed meat and fish demand by U.S. and Japanese households using the generalized almost ideal demand system (GAIDS). Pre-committed demand represents the component of demand that is insensitive to both income and price adjustments. U.S. consumers are found to hold significant positive pre-committed demand for beef and pork, while Japanese consumers appear to possess significant, positive pre-committed demand for beef and fish. This provides evidence to partially explain observed differences in Japanese and U.S. consumer reactions to nonprice and nonincome effects in beef, pork, poultry, and fish. In addition, based on in- and out-of-sample performance, the more general GAIDS is preferred to the almost ideal demand system (AIDS) for both the U.S. and Japanese demand systems. Results lend to improved demand modeling efforts and more complete understanding of true market forces at hand in meat and fish markets for these culturally diverse consumer groups.

Consumer Valuation of Alternative Meat Origin Labels

Results from a split-sample survey of the US population reveal consumers prefer meat products carrying origin information to unlabelled alternatives. Consumers are largely unaware of origin labelling laws and are indifferent to an important aspect of the implementation of current mandatory country of origin information rules in the US. In particular, consumers value meat products labelled ‘Product of North America’ approximately the same as ‘Product of United States’. Despite the similarity of these two labels, they have vastly different implications in terms of trade and segregation costs. Our results suggest that a transition from one label to the other is equally satisfying for the consumer while being less costly for processors and more acceptable to trade partners.

Animal Identification and Tracing in the United States

We examine the impacts of adopting animal identification and tracing systems on the U.S. meat and livestock industry. Using a multimarket equilibrium displacement model, we find that a modest increase in domestic demand for beef would offset the costs of an animal identification system. Similarly, an increase in beef export demand equivalent to Japans beef export market share prior to the 2003 U.S. discovery of bovine spongiform encephalopathy would offset animal identification system costs. Copyright 2010, Oxford University Press.

Livestock Identification: Lessons for the U.S. Beef Industry from the Australian System

Abstract An array of concerns about animal health, potential bio-terrorism, food safety, international trade, consumer demand for credence attributes, and improving supply chain management are igniting unprecedented change in the international meat and livestock market. One noteworthy development is accelerated advancement of national individual animal identification programs. This study reviews how these systems work and what motivates animal traceback system implementation. A case study approach is used to overview an extensive system currently being used and developed in Australia. Based upon the Australian experience, we present recommendations for pending U.S. animal identification systems.

Valuations of ‘Sustainably Produced’ Labels on Beef, Tomato, and Apple Products

This study evaluates consumer perceptions of what “sustainably produced” food labels imply and estimates corresponding demand for products carrying these labels. Results suggest that the typical U.S. consumer is not willing to pay a positive premium for beef, tomatoes, or apple products labeled as “sustainably produced.” Demand is particularly sensitive to inferences consumers make regarding what a “sustainably produced” food label implies. Suggestions for future work and implications of standardizing the definition of sustainability are provided.