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Willingness to Pay for Sensory Attributes in Beer

Published online by Cambridge University Press:  15 September 2016

Gnel Gabrielyan ,
Jill J. McCluskey ,
Thomas L. Marsh  and
Carolyn F. Ross
Gnel Gabrielyan
Affiliation:
School of Economic Sciences at Washington State University
Jill J. McCluskey*
Affiliation:
School of Economic Sciences at Washington State University
Thomas L. Marsh
Affiliation:
School of Economic Sciences at Washington State University
Carolyn F. Ross
Affiliation:
School of Food Science at Washington State University
*
Correspondence: Jill McCluskey ▪ School of Economic Sciences ▪ Hulbert Hall 101 ▪ Washington State University ▪ Pullman WA 99164-6210 ▪ Phone 509.335.2835 ▪ Email [email protected].
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Abstract

As microbrew beers have become more popular, the intrinsic characteristics of beer have become more important in consumer purchasing decisions. We identify sensory properties that influence consumers' willingness to pay for beer using a contingent valuation model that includes subjective sensory evaluations and socio-demographic characteristics of consumers. We find that overall taste and hoppiness of a beer have a significant and positive impact on willingness to pay.

Keywords

beercontingent valuation analysiswillingness to pay
Type
Selected Papers
Information
Agricultural and Resource Economics Review , Volume 43 , Issue 1 , April 2014 , pp. 125 - 139
Copyright
Copyright © 2014 Northeastern Agricultural and Resource Economics Association 

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