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Consumers’ Stated Choices versus Purchasing Desires: Case of Hawaii Food Baskets

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  • Hu, Wuyang
  • Cox, Linda J.

Abstract

This article uses a case study involving Hawaii food baskets to show that although a choice based conjoint experiment can elicit respondents’ most preferred alternative, this “preferred” option may not be one that respondents are willing to purchase. Thus, a choice based experiment that involves hypothetical product selection may predict different behavior, depending on the type of questions asked in the survey. This study shows that follow-up questions in a conjoint survey may serve an important role in improving model fit and the comprehensiveness of behavioral prediction.

Suggested Citation

  • Hu, Wuyang & Cox, Linda J., 2009. "Consumers’ Stated Choices versus Purchasing Desires: Case of Hawaii Food Baskets," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 10(2), pages 1-12, July.
    • Handle: RePEc:ags:aergaa:56632
    DOI: 10.22004/ag.econ.56632
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    References listed on IDEAS

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