Consumer Valuation of Thanksgiving Items and the Role of Organic Certifications

Abstract

Previous research links organic purchasing motivations to personal and family health. We conduct a national survey to explore whether this preference intensifies when preparing family meals, especially during Thanksgiving. We find that approximately 83% of consumers change their consumption habits for Thanksgiving, with a notable preference for organic products. Results from the choice experiment indicate willingness to pay premiums for Thanksgiving-themed items, especially those with USDA-certified organic or certified naturally grown labels. These findings underscore policy initiatives that strengthen consumer understanding of organic certifications and support producers in securing them, capitalizing on the seasonal demand surge.

Description
© The Author(s), 2023. Published by Cambridge University Press on behalf of the Southern Agricultural Economics Association. cc-by-nc-nd
Keywords
Consumer demand, organic labels, thanksgiving, willingness to pay
Citation
Sarasty, O., & Amin, M.D.. 2023. Consumer Valuation of Thanksgiving Items and the Role of Organic Certifications. Journal of Agricultural and Applied Economics, 55(4). https://doi.org/10.1017/aae.2023.32
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