Consumer willingness to pay for production attributes of cotton apparel

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dc.creatorBoufous, Sawssan
dc.creatorHudson, Darren (TTU)
dc.creatorCarpio, Carlos (TTU)
dc.date.accessioned2023-04-13T18:12:54Z
dc.date.available2023-04-13T18:12:54Z
dc.date.issued2023
dc.description© 2023 The Authors. Agribusiness published by Wiley Periodicals LLC.
dc.description.abstractWe investigate US consumers' willingness to pay for cotton apparel production and country of origin attributes. Using a choice-based conjoint experiment and information treatments, we examine the preferences of 727 US shoppers for the attributes: cotton fiber production systems and country of manufacture of the cotton fiber. Random utility theory is the basis for the survey's responses analysis to estimate willingness to pay (WTP) values for the attributes. Choices made by consumers are modeled using a mixed logit model in WTP space estimated using simulated maximum likelihood procedures. Results show that consumers are willing to pay more for cotton apparel from the United States than apparel from other countries, and more for apparel made from fiber produced in organic systems than in conventional systems. Only some subgroups of consumers were found to be affected by exposure to an information treatment regarding potential labor exploitation in cotton farms and textile mills.
dc.identifier.citationBoufous, S., Hudson, D., & Carpio, C.. 2023. Consumer willingness to pay for production attributes of cotton apparel. Agribusiness. https://doi.org/10.1002/agr.21802
dc.identifier.urihttps://doi.org/10.1002/agr.21802
dc.identifier.urihttps://hdl.handle.net/2346/92789
dc.language.isoeng
dc.subjectchoice experiments
dc.subjectconsumer preferences
dc.subjectCOO
dc.subjectmixed logit model
dc.subjectsustainability
dc.subjectWTP
dc.titleConsumer willingness to pay for production attributes of cotton apparel
dc.typeArticle

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