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The Impact of Information on Willingness to Pay and Quantity Choices for Meat and Meat Substitute

Author

Listed:
  • Castellari Elena

    (Economia Agroalimentare, Università Cattolica del Sacro Cuore, Piacenza, Italy)

  • Marette Stéphan

    (UMR Économie Publique, INRA, Université Paris-Saclay, F-78850Grignon, France)

  • Moro Daniele

    (Economia Agroalimentare, Università Cattolica del Sacro Cuore, Piacenza, Italy)

  • Sckokai Paolo

    (Economia Agroalimentare, Università Cattolica del Sacro Cuore, Piacenza, Italy)

Abstract

We evaluate the impact of different types of information on participants' willingness-to-pay (WTP) and quantity choices for both beef and soy burger meat. To this end, we conducted a lab experiment to elicit WTP with multiple-price lists and chosen quantities of two products in a basket. Participants were provided with explanatory messages regarding the impact of beef and soy on health and environment before successive rounds of WTP determinations and quantity choices. Results show a weak impact of successive rounds of messages on WTP for both beef and soy, while leading to higher relative variations for chosen quantities. These relative changes in both WTP and quantities are then combined for computing the value of information. Results show a relatively low value of information compared to the expenditure for beef. In the last section of the paper we evaluate the effect of the introduction of a beef burger labeled “Fed without GMO” on WTP and quantity choices. Results underline a weak impact of “Fed without GMO” label on changing participants' preferences.

Suggested Citation

  • Castellari Elena & Marette Stéphan & Moro Daniele & Sckokai Paolo, 2019. "The Impact of Information on Willingness to Pay and Quantity Choices for Meat and Meat Substitute," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 17(1), pages 1-16, May.
    • Handle: RePEc:bpj:bjafio:v:17:y:2019:i:1:p:16:n:3
    DOI: 10.1515/jafio-2017-0028
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    References listed on IDEAS

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    1. Jutta Roosen & Stéphan Marette, 2011. "Making the "right" choice based on experiments: regulatory decisions for food and health," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 38(3), pages 361-381, August.
    2. Rousu, Matthew C. & Marette, Stéphan & Thrasher, James F. & Lusk, Jayson L., 2014. "The economic value to smokers of graphic warning labels on cigarettes: Evidence from combining market and experimental auction data," Journal of Economic Behavior & Organization, Elsevier, vol. 108(C), pages 123-134.
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    4. Jayson L. Lusk & Stéphan Marette, 2010. "Welfare Effects of Food Labels and Bans with Alternative Willingness to Pay Measures," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 32(2), pages 319-337.
    5. Stéphan Marette & Jutta Roosen & Sandrine Blanchemanche, 2008. "Taxes and subsidies to change eating habits when information is not enough: an application to fish consumption," Journal of Regulatory Economics, Springer, vol. 34(2), pages 119-143, October.
    6. St�phan Marette & Sandrine Blanchemanche & Jutta Roosen, 2013. "Multiple equilibria with a multiple price list," Applied Economics Letters, Taylor & Francis Journals, vol. 20(8), pages 809-812, May.
    7. Foster, William & Just, Richard E., 1989. "Measuring welfare effects of product contamination with consumer uncertainty," Journal of Environmental Economics and Management, Elsevier, vol. 17(3), pages 266-283, November.
    8. Wansink, Brian & Sonka, Steven T. & Hasler, Clare M., 2004. "Front-label health claims: when less is more," Food Policy, Elsevier, vol. 29(6), pages 659-667, December.
    9. Jayson L. Lusk & Ted C. Schroeder, 2004. "Are Choice Experiments Incentive Compatible? A Test with Quality Differentiated Beef Steaks," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(2), pages 467-482.
    10. Sanogo, Diakalia & Masters, William A., 2002. "The Value Of Quality Certification For Infant Foods: Results From A Market Experiment In Mali," 2002 Annual meeting, July 28-31, Long Beach, CA 19601, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    11. Lusk, Jayson L. & Marette, Stephan, 2010. "Appendix to: Welfare Effects of Food Labels and Bans with Alternative Willingness to Pay Measures," Applied Economic Perspectives and Policy Appendices 55428, Agricultural and Applied Economics Association.
    12. Roselyne Alphonce & Frode Alfnes, 2017. "Eliciting Consumer WTP for Food Characteristics in a Developing Context: Application of Four Valuation Methods in an African Market," Journal of Agricultural Economics, Wiley Blackwell, vol. 68(1), pages 123-142, February.
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    Cited by:

    1. Elena Castellari & Elena Claire Ricci & Stefanella Stranieri & Stephan S. Marette & Martina Sarnataro & Claudio Soregaroli, 2019. "Relationships Between Health and Environmental Information on the Willingness to Pay for Functional Foods: The Case of a New Aloe Vera Based Product [Impact de l’information sur la santé et l'envir," Post-Print hal-02627431, HAL.
    2. Orset, Caroline & Monnier, Marco, 2020. "How do lobbies and NGOs try to influence dietary behaviour?," Review of Agricultural, Food and Environmental Studies, Institut National de la Recherche Agronomique (INRA), vol. 101(1), July.
    3. Bazoche, Pascale & Guinet, Nicolas & Poret, Sylvaine & Teyssier, Sabrina, 2023. "Does the provision of information increase the substitution of animal proteins with plant-based proteins? An experimental investigation into consumer choices," Food Policy, Elsevier, vol. 116(C).
    4. Louis-Georges Soler & Alban Thomas, 2020. "Is there a win–win scenario with increased beef quality and reduced consumption?," Review of Agricultural, Food and Environmental Studies, INRA Department of Economics, vol. 101(1), pages 91-116.
    5. Andersson, Henrik & Ouvrard, Benjamin, 2024. "Not on my plate! Using mental accounting to promote meat substitutes," TSE Working Papers 24-1547, Toulouse School of Economics (TSE).
    6. Alban Thomas, 2020. "Is there a win-win scenario with both limited beef production and reduced beef consumption?," Working Papers hal-02790948, HAL.
    7. Marette, Stéphan & Roosen, Jutta, 2022. "Just a little bit more legumes! Results of an online survey in Europe," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(2), March.

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    More about this item

    Keywords

    experimental economics; meat; information; consumers' preferences;
    All these keywords.

    JEL classification:

    • C9 - Mathematical and Quantitative Methods - - Design of Experiments
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • I1 - Health, Education, and Welfare - - Health

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