Purpose Development of new cultivars requires extensive genetic knowledge, trained personnel, and significant financial resources, so it is crucial for breeders to focus on the attributes most preferred by the key supply chain stakeholders such as consumers and producers. This study aims to identify which attributes generate the highest total revenue or social surplus, information that breeders can take into account as they allocate resources to focus on attributes in their breeding programs. Design/methodology/approach This study used mail-in and online surveys to collect consumer and producer choice experiment data, and then employed mixed logit models to analyze and simulate individual producer and consumer willingness to pay (WTP) for the apple attributes. Findings Based on the simulation results, this study derived the supply and demand curves and the market equilibrium prices and quantities for each apple attribute. Based on the WTP analysis for both consumer and producer, this paper found the highe...

中文翻译：

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苹果属性的市场均衡值估计

目的开发新品种需要广泛的遗传知识，训练有素的人员和大量的财务资源，因此对于育种者而言，重点关注关键供应链利益相关者（如消费者和生产者）最喜欢的属性至关重要。这项研究旨在确定哪些属性产生最高的总收入或社会盈余，育种者在分配资源以专注于其育种计划时可以考虑的信息。设计/方法/方法这项研究使用邮寄和在线调查收集消费者和生产者选择的实验数据，然后采用混合logit模型来分析和模拟个体生产者和消费者对苹果属性的支付意愿（WTP）。根据模拟结果，这项研究得出了每个苹果属性的供求曲线以及市场均衡价格和数量。基于对消费者和生产者的WTP分析，本文发现了最高的...