Author
Listed:
- Rodolfo M. Nayga
- Richard Woodward
- Wipon Aiew
Abstract
This paper focuses on estimating willingness to pay for reducing risk of getting foodborne illness using a nonhypothetical field experiment utilizing real food products (i.e., ground beef ), real cash, and actual exchange in a market setting. Respondents were given information about the nature of food irradiation. Single‐bounded and one and one‐half bounded models are developed using dichotomous choice experiments. Our results indicate that individuals are willing to pay for a reduction in the risk of foodborne illness once informed about the nature of food irradiation. Our respondents are willing to pay a premium of about $0.77 for a pound of irradiated ground beef, which is higher than the cost to irradiate the product. Le présent article porte sur l'estimation de la volonté de payer des consommateurs pour diminuer le risque de contracter une maladie d'origine alimentaire. L'étude a été réalisée en effectuant une expérience sur le terrain à l'aide de vrais produits alimentaires (à savoir du bœuf haché), d'argent réel et d'échange réel en situation de marché. Les répondants avaient reçu de l'information sur l'irradiation des aliments. Nous avons mis au point des modèles à une limite et à une limite et demie utilisant la méthode des choix dichotomiques. Nos résultats ont montré que les consommateurs étaient prêts à payer pour diminuer le risque de contracter une maladie d'origine alimentaire, une fois informés sur l'irradiation des aliments. Nos répondants étaient prêts à payer une prime d'environ 0,77$ la livre pour obtenir du bœuf haché irradié, soit une somme supplémentaire supérieure au coût de l'irradiation du produit.
Suggested Citation
Rodolfo M. Nayga & Richard Woodward & Wipon Aiew, 2006.
"Willingness to Pay for Reduced Risk of Foodborne Illness: A Nonhypothetical Field Experiment,"
Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(4), pages 461-475, December.
Handle:
RePEc:bla:canjag:v:54:y:2006:i:4:p:461-475
DOI: 10.1111/j.1744-7976.2006.00061.x
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