Willingness to pay for whole turkey attributes during Thanksgiving holiday shopping in the United States.

ABSTRACT: Although whole turkeys served at Thanksgiving are the ubiquitous kickoffs to the US winter holiday season, much remains unknown about shopping behaviors for holiday food items. Given the once-a-year purchase of the whole turkey for most households, collecting data about demand and preferences necessitated the collection of data during the week before Thanksgiving, while turkey shopping was at the forefront of consumers' minds. Despite a self-reported confidence in cooking turkeys, many respondents indicated they thawed frozen meat using improper methods. Ninety-five percent of respondents indicated that they consumed meat; 89% of respondents who consumed meat or had someone in the household who did, indicated they had purchased turkey products. Positive willingness to pay (WTP) was found f

SUBMITTER: Bir CL 

PROVIDER: S-EPMC7597454 | biostudies-literature | 2020 May

REPOSITORIES: biostudies-literature