This study offers insights on consumer acceptance and willingness to pay forthree value-added blueberry products. A modified payment card approach wasused. The analytical framework adopted allows the researcher to attachstraightforward economic interpretation to the estimated impacts ofwillingness to pay factors. Results show consumer socio-economiccharacteristics are important determinants but play different rolesdepending on the products. Information on health benefits may also beimportant. However, it is found that outside information or consumerself-stated awareness of blueberries' health benefits have differentimpacts. These impacts may function as substitutes rather than complementsto each other.
