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TENNESSEE BEEF PRODUCERS' WILLINGNESS TO PARTICIPATE IN A STATE-BRANDED BEEF PROGRAM

  • ELIZABETH MCLEOD (a1), KIMBERLY JENSEN (a1), ANDREW P. GRIFFITH (a1) and KAREN L. DELONG (a1)
Abstract

Tennessee cattle producer willingness to participate in a hypothetical Tennessee Branded Beef Program (TBBP) was examined using 2016 survey data. Willingness to participate in the TBBP was modeled using a probit model. Among those willing to participate, a Tobit model was used to estimate the pounds of live-weight beef producers were willing to supply into a TBBP. Age, production practices, and risk attitudes influenced willingness to participate. Among those willing to participate, projected TBBP supply per farm averaged 32,329 pounds and was influenced by on-farm animal units, production practices, perceived barriers, risk attitudes, and consequentiality beliefs.

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Copyright
This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
Corresponding author
*Corresponding author's e-mail: kjensen@utk.edu
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This study was funded in part by a grant from the U.S. Department of Agriculture's Agricultural Marketing Service, Federal State Marketing Improvement Program.

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Journal of Agricultural and Applied Economics
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