AGRICULTURAL PRODUCERS' WILLINGNESS TO PAY FOR REAL-TIME MESOSCALE WEATHER INFORMATION



Kenkel, Norris


Real-Time Weather Information 361

Table ɪ. Variables Hypothesized to Explain Willingness to Pay for Mesoscale Weather Data

Variable

Unit

Hypothesized
Sign

Definition

NEWS

$10

+

Annual payment for journals and magazines

DATA

7

1 if subscribes to electronic data service

ACRES

100 acres

7

Total crop acreage

DEBT

%

+

Ratio of long-term debt payments to gross farm income

FULL

7

1 if a full-time farmer

COMP

+

I if uses a computer

SALES

$10,000

+

Average annual gross sales

IRRlG

+ .

1 if irrigation is used

ALFALFA

+

I if alfalfa is produced

PEANUT

+

1 if peanuts are produced

COTTON

+

I if cotton is produced

LOSS

%

+

Average annual weather-related crop losses as percent of sales

CROPS

7

Number of crop enterprises

YEARF

IifIO years or less of farming experience

YEAR2

+

1 if 11—20 years of farming experience

YEAR3

+

I if 21—30 years of farming experience

YEAR4

+

1 if 31^40 years of farming experience

YEARS

+

I if more than 40 years of farming experience

EDUCla

I if a high school graduate

EDUC2

+

1 if some college education

EDUC3

+

I if a college graduate

a These variables denote the reference category and were excluded from the models.

higher dollar, riskier enterprises. Large producers may also operate several noncontiguous
acreages. They might, therefore, be somewhat diversified against local adverse weather
events and less likely to perceive that weather information would lower their production
risk. Similarly, a manager of a more diversified farming operation—one with a larger number
of crop enterprises—is faced with a greater number of production decisions, many of which
are affected by weather. On the other hand, more diversified operations are also less risky.
As such, farmers with more enterprises may feel that they have a lower exposure to
weather-related production risks.

Characteristics of the producer such as ownership of a computer and subscription to a
data service or other news sources might also be expected to affect willingness to pay.
Computer ownership would be expected to increase willingness to pay, since the use of a
computer suggests an interest in technology and a ready ability to access computer-based
information. However, the expected impact of data service subscription is ambiguous.
Producers who subscribe to an electronic data service or other news services have a



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