Abstract
This study investigates consumer preferences and willingness to pay (WTP) for novel local food, specifically focusing on cold-hardy table grape cultivars. We conducted the second-price auction with 99 Minnesota participants to compare their preferences and WTP for five newly developed cold-hardy table grapes and three existing warm-climate table grapes. Comparing participants’ bids for novel cold-hardy table grapes to existing warm-climate table grapes, we construct three segment groups: “like all new grapes,” “mixed,” and “dislike all new grapes.” The majority of participants (81%) belong to “like all new grapes” and “mixed” groups, indicating a potential market opportunity for the novel local cold-hardy grape cultivars. We also conduct WTP estimates for each table grape cultivar. In addition, by examining the differences in attribute ratings, sociodemographics, table grape purchasing behaviors, and attitudes toward novel foods among three groups, we provide valuable insights into factors that influence consumer WTP for these novel local cold-hardy table grapes and discuss corresponding strategies for promoting and expanding the market.