Understanding US consumers’ willingness to pay for black walnuts
Bibliographic Data
| ID | 21294979 |
|---|---|
| Authors | Edgar Marcillo-Yepez (0009-0008-7689-9282, University of Missouri), Theodoros Skevas (0000-0002-8695-5195, University of Missouri), Kelsi Stubblefield (University of Missouri), Chung-Ho Lin (University of Missouri), Soheila Abachi (0000-0002-9807-3632, University of Missouri) |
| Year | 2025 |
| Publication date | 2025-01-27 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-07-2024-0683 |
| OpenAlex | W4406768387 |
| Language | EN |
| Citations received | 1 |
| References cited | 50 |
Purpose This study investigates the determinants of consumers’ willingness to pay (WTP) for black walnuts in the US. Design/methodology/approach The study uses data from a 2023 survey of 916 US consumers and applies an ordered logit regression analysis to assess the determinants of WTP. Findings Income, consumption frequency and awareness of the health benefits of black walnuts significantly influence WTP. Moreover, 57% of individuals in our sample are willing to pay more for black walnuts than the current market price for English walnuts, the main competitor, highlighting a substantial market opportunity for black walnuts. Originality/value The demand for nuts, both domestically and globally, has seen a remarkable increase in recent years, largely driven by their perceived health benefits across various consumer segments. However, not all nut varieties have experienced commensurate growth, leading to a need for detailed analysis of consumer preferences, particularly for nuts with slower growth trajectories, such as those within the walnut industry. Within the walnut industry, black walnuts ( Juglans nigra ) stand out with unique production and commercialization dynamics – sourced predominantly from wild trees, boasting distinctive flavors and health benefits, yet facing significant challenges such as limited commercial scale, lower yields and the presence of only one processor in the US. These factors highlight the substantial market potential for black walnuts and make studying this unique crop essential for stakeholders across the nut industry who are interested in enhancing the competitiveness of the black walnut industry
Advertising · Agricultural economics · Business · Economics · Microeconomics · Public economics · Willingness to pay · Agriculture Sustainability and Environmental Impact · Culinary Culture and Tourism · Marketing · Organic Food and Agriculture
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |