Choosing brands: Fresh produce versus other products

Yanhong H. Jin, David Zilberman, Amir Himan

Research output: Contribution to journalArticlepeer-review

18 Scopus citations


Assuming that brands contribute to quality risk reduction, prestige, and design, we derive and test hypothesis on the willingness to pay (WTP) for brands across different product categories (electronics, clothing, packaged food, and fresh produce). Using the random effect tobit model on the stated point value of WTP and the ordered probit model on the stated range of WTP, we find that WTP for brands of fresh produce is least among the four product categories controlling for relevant demographic variations. Simulations show that fresh produce has a higher optimal price premium for brands but with a much smaller market share.

Original languageAmerican English
Pages (from-to)463-475
Number of pages13
JournalAmerican Journal of Agricultural Economics
Issue number2
StatePublished - May 2008


  • Brands
  • Fresh produce
  • Hedonic pricing
  • Maximumen tropy
  • Ordered probit
  • Tobit
  • Willingness to pay


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