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Elicitation formats and the WTA/WTP gap: A study of climate neutral foods

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  • Andreas C. Drichoutis

    (Department of Agricultural Economics,, Agricultural University of Athens)

  • Jayson L. Lusk

    (Department of Agricultural Economics, Oklahoma State University)

  • Valentina Pappa

    (Department of Economics, University of Ioannina)

Abstract

We conduct a field valuation experiment where we vary the valuation method (contingent valuation vs. inferred valuation) as well as the payment format (dichotomous choice vs. payment card). Willingness-to-accept and willingness-to-pay valuations are elicited in a within-subjects design for foods with climate neutral labels. We find a similar gap for valuations elicited with the contingent or the inferred valuation method. However, we also find that the gap can be muted by using a payment card elicitation format.

Suggested Citation

  • Andreas C. Drichoutis & Jayson L. Lusk & Valentina Pappa, 2014. "Elicitation formats and the WTA/WTP gap: A study of climate neutral foods," Working Papers 2014-2, Agricultural University of Athens, Department Of Agricultural Economics.
    • Handle: RePEc:aua:wpaper:2014-2
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    Cited by:

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    2. Achilleas Vassilopoulos & Niki Avgeraki & Stathis Klonaris, 2020. "Social desirability and the WTP–WTA disparity in common goods," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(7), pages 6425-6444, October.
    3. Neill, Clinton L. & Holcomb, Rodney B., 2019. "Does a food safety label matter? Consumer heterogeneity and fresh produce risk perceptions under the Food Safety Modernization Act," Food Policy, Elsevier, vol. 85(C), pages 7-14.
    4. Lopez-Becerra, E.I. & Alcon, F., 2021. "Social desirability bias in the environmental economic valuation: An inferred valuation approach," Ecological Economics, Elsevier, vol. 184(C).
    5. Fabio Boncinelli & Francesca Gerini & Benedetta Neri & Leonardo Casini, 2018. "Consumer willingness to pay for non‐mandatory indication of the fish catch zone," Agribusiness, John Wiley & Sons, Ltd., vol. 34(4), pages 728-741, October.
    6. Moon, DongWhoi & Wang, H. Holly & Hao, Na, 2023. "Consumer behavior in choosing microplastic contaminated seafood across different countries: The role of cultural and attitudinal factors," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 290-306.
    7. Medici, Marco & Di Noto, Luca & Canavari, Maurizio, 2021. "Role of sustainability attributes and price in determining consumers' fruit perceived value," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 12(04), December.
    8. Maurizio Canavari & Silvia Coderoni, 2020. "Consumer stated preferences for dairy products with carbon footprint labels in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-16, December.

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    More about this item

    Keywords

    willingness to pay; willingness to accept; contingent valuation; inferred valuation; payment card; single bounded;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments

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