Purpose

This study aims to determine whether consumers are willing to pay a premium for locally produced hard apple cider and examine the factors influencing this premium. This study examines the influence of hard apple cider attributes and consumer characteristics on consumer preferences for local hard apple cider.

Design/methodology/approach

Data from a 2019 survey of 875 Tennessee consumers regarding their preferences for a local hard apple cider were obtained. Probit estimates were used to calculate the premium consumers were willing to pay for a locally made hard apple cider and factors influencing this premium. A multivariate probit was used to ascertain factors influencing the importance of attributes (e.g. heirloom apples, sweetness/dryness, sparking/still and no preservatives added) on local hard apple cider preference.

Findings

Consumers would pay a $3.22 premium for local hard apple cider compared with a $6.99 reference product. Local foods preferences, urbanization, weekly purchases of other alcoholic beverages and shopping venues influenced premium amounts. Other important attributes were sweetness/dryness and no preservatives. Influence of consumer demographics suggests targeted marketing of local ciders could be successful.

Originality/value

Few studies examine consumer preferences for hard apple ciders. This study represents a cross-sectional analysis of the premium consumers would pay for local hard apple ciders and the importance of other hard apple cider attributes.

中文翻译：

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消费者愿意为美国本地生产的硬苹果酒买单

目的

本研究旨在确定消费者是否愿意为本地生产的硬苹果酒支付溢价，并研究影响溢价的因素。本研究考察了硬苹果酒的属性和消费者特征对当地硬苹果酒消费者偏好的影响。

设计/方法/方法

获得了 2019 年对 875 名田纳西州消费者关于他们对当地硬苹果酒偏好的调查数据。Probit 估计值用于计算消费者愿意为本地制造的硬苹果酒支付的溢价以及影响该溢价的因素。使用多元概率来确定影响属性（例如传家宝苹果、甜度/干度、起泡/静止和不添加防腐剂）对当地硬苹果酒偏好的重要性的因素。

发现

与 6.99 美元的参考产品相比，消费者将为本地硬苹果酒支付 3.22 美元的溢价。当地食物偏好、城市化、其他酒精饮料的每周购买量和购物场所都会影响保费金额。其他重要属性是甜度/干度和不含防腐剂。消费者人口统计的影响表明本地苹果酒的有针对性的营销可能会成功。

原创性/价值

很少有研究调查消费者对硬苹果酒的偏好。这项研究代表了对优质消费者愿意为当地硬苹果酒支付的价格以及其他硬苹果酒属性的重要性的横断面分析。