Willingness to Pay for a Native Central Texan Plant as a Food Source

The purpose of this study is to test the consumer willingness to pay rate of a native Texas plant fruit product for the restaurant industry as well as for the consumer market. Farmers' markets and restaurants specializing in either local and/or organic foods were the focus of the market samples. The survey to determine market viability was two-fold: the first part was an intercept survey of farmers' markets in multiple cities where individuals were asked to participate in the survey, and the second part was a lead-user interview survey with restaurateurs in some of the same cities as the farmers' markets. Five cities all located in the geographic area of Central Texas were included: San Marcos, Austin, New Braunfels, Wimberley, and Bastrop. Approximately 400 responses were gathered from farmers' markets during market days at market locations. Approximately 400 responses were gathered from farmers' markets during market days at market locations. Seven surveys of restaurateurs provided more in-depth qualitative data on the value of the product to specialty restaurants. Results indicate that there is potential for native plant products to be introduced to the market, as long as the price is competitive.

Name thesis:degree_name

Master of Education

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Agricultural Education

Grantor

Texas State University

Year dc:date.issued

2013

Author dc:creator

• Glover, Benjamin

Advisor dc:contributor.advisor

• Waliczek, Tina Marie

Committee members dc:contributor.committeemember

• Gandonou, Jean-Marc
• Mix, Kenneth D.

• native plants
• willingness to pay

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/10877/4936

OAI identifier oai:identifier

oai:digital.library.txst.edu:10877/4936