Farmers’ Willingness to Pay for a Tuberculosis Cattle Vaccine

We use contingent valuation (CV) and choice experiment (CE) methods to assess cattle farmers’ attitudes to and willingness to pay (WTP) for a bovine tuberculosis (bTB) cattle vaccine, to help inform vaccine development and policy. A survey questionnaire was administered by means of telephone interviews to a stratified sample of 300 cattle farmers in annually bTB‐tested areas in England and Wales. Farmers felt that bTB was a major risk for the cattle industry and that there was a high risk of their cattle getting the disease. The CE estimate produced a mean WTP of £35 per animal per single dose for a vaccine that is 90% effective at reducing the risk of a bTB breakdown and an estimated £55 for such a vaccine backed by 100% insurance of loss if a breakdown should occur. The CV estimate produced a mean WTP of nearly £17 per dose/per animal/per year for a vaccine (including 100% insurance) which, given the average lifespan of cattle, is comparable to the CE estimate. These WTP estimates are substantially higher than the expected cost of a vaccine which suggests that farmers in high risk bTB ‘hotspot’ areas perceive a substantial net benefit from buying the vaccine.     

Choice of Rice Production Practices in Ghana: A Comparison of Willingness to Pay and Preference Space Estimates

Rice has been identified as an important food security crop in Ghana. However, there is a production deficit and new technologies to reduce the deficit are not widely adopted. Although poor adoption by farmers’ is often linked to constraints such as access to information, farmers’ perceptions of the technologies are also important. We apply an advanced discrete choice experiment to evaluate farmers’ preferences for rice production practices. Specifically, we generate willingness to pay (WTP) estimates using willingness to pay space (WS) and compare these with values from the indirect or preference space (PS) method. Our modelling also accounts for the effects on WTP estimates of farmers’ stated attribute importance (SAI) information. Empirical results from WS and PS models reveal that on average, farmers value higher yields and are negatively affected by higher risk of crop failure and labour requirements. Comparing the performance of the two models, we find the WS model provides a superior fit to our data and reduces the likelihood of producing implausible WTP estimates. Further, SAI inclusion did not produce much variation in our WTP estimates.     

Cotton farmers’ willingness to pay for pest management services in northern Benin

This study was carried out to assess cotton farmers’ willingness to pay (WTP) for pest management services in northern Benin. Targeted staggered control (TSC) has been introduced to reduce pesticide use in cotton cropping and generate an estimated benefit of FCFA48,800 (€74.40) per cotton hectare accruing from increased productivity and reduced pesticide cost. However, TSC application requires extra time for pest identification and scouting, and its adoption remains low due to the lack of funding to boost farmers’ awareness and cover training costs. An interval regression model was used to analyze responses to a double‐bounded contingent valuation survey with data collected from 300 cotton farmers. The results showed that 87.3% of cotton farmers were willing to pay for TSC services. Annual WTP per cotton hectare was estimated at FCFA16,962 (€25.80), revealing an existing demand for TSC adoption. Respondents' WTP was driven by farm and socio‐economic characteristics. Financial mechanisms managed by farmers could thus potentially foster technology adoption, and in turn, generate economic and environmental benefits.     

Vietnamese Consumers’ Willingness to Pay for Safe Pork in Hanoi

Abstract

Food safety is one of the main concerns and the biggest challenge for consumers due to its direct influence on human health. In order to deal with unsafe food situation, the demand for food hygiene has increased in recent years as well as the consequent increase in price accepted by consumers. This study aimed to estimate consumers’ willingness to pay (WTP) and to examine the determining factors influencing their WTP for safe pork using double-bounded dichotomous choice contingent valuation method (DBDC CVM). The data were collected from a survey with a sample size of 134 respondents in Hanoi, Vietnam using two sets of questionnaires on the consumption of rib and shoulder of pork. The results revealed that the percentages of the consumers willing to pay a premium for more hygiene shoulder and rib of pork were 81.75% and 73.01%, respectively. The mean WTP was 129,000 VND (US$6.07) for both safe shoulder and rib, 48.7% and 37.8% higher than the regular market price, respectively. The results showed that consumers’ awareness of the risk of unhealthy pork, household income and expenditure were the positive determinants to WTP; meanwhile, the amount of pork consumption per month negatively affected the willingness to pay more for shoulder and rib of pork.     

Can willingness‐to‐pay values be manipulated? Evidence from an organic food experiment in China

Human behaviors are driven by implicit and explicit motives. Psychologists have developed two main tools, namely time pressure and cognitive load, to disentangle the two motives. This implies values of willingness to pay (WTP) may be sensitive to time pressure and cognitive load levels in practice. An experiment with 233 students was conducted in China to study the willingness to pay for organic food with consideration of different time pressures and cognitive load levels. Results show that (1) increasing cognitive load could significantly reduce consumers’ WTP for organic food; and (2) time pressure does not have a significant impact on WTP values. Such results suggest researchers should be particularly cautious about the cognitive load situations of respondents during a WTP survey.     

Valuing traceability of imported beef in Korea: an experimental auction approach*

The major objective of this study is to estimate Korean food shoppers’ willingness to pay (WTP) for imported beef with traceability. We use an experimental elicitation method, the random nth price auction, to identify consumers’ valuation for traceable imported beef. We also analyse the effect of different types of information on these valuations. Results indicate that consumers are generally willing to pay a 39 per cent premium for the traceable imported beef over similar beef without traceability. Results also suggest that in contrast to the insignificant effect of positive information, negative and two‐sided information about traceability significantly reduces WTP.     

Assessing the benefit of the agroecosystem services: Lithuanian preferences using a latent class approach

This study represents a first analysis of citizens’ willingness to pay (WTP) for agroecosystem services in a Baltic country (Lithuania). Since it is part of the European Union, Lithuania applied environmental agriculture schemes to support the production of agroecosystem services by farmers. Therefore, understanding the demand of such services may help policy makers to allocate funds. This study revealed that Lithuanian residents are concerned about environmental problems that may be caused by agriculture. Moreover, while the provision of agroecosystem services is demanded, citizens show very different tastes concerning these services. The application of a latent class model highlights three groups of citizens with different tastes and levels of WTP. Among the ecosystem services tested, the landscape provisions show the highest level of heterogeneity across the class. This study’s findings provide quantitative information concerning the demand for improvements in agroecosystem services through agri-environmental protection programmes. The obtained data supports the conclusion that choice experiments are a reliable tool to analyse consumers’ preferences related to environmental protection in Lithuania.     

Consumers’ Willingness to Pay for Sustainable Seafood Made in Europe

Sustainability of increasing relevance also for seafood markets. The aim of this contribution is to analyze consumer preferences and their willingness to pay (WTP) for different sustainability claims, and to identify consumer segments according to their WTP. The contingent valuation method was applied to elicit consumers’ WTP in eight European countries. The WTP varies between seven and almost 20%, depending on attribute and country. Three consumer groups become apparent: the largest group without any additional WTP, a smaller group with a moderate additional WTP of plus 17%, and a very small group with an additional WTP of more than 40%. Clear differences between countries are obvious regarding preferences for different sustainability attributes, particularly in the segment with the highest WTP. A fraction of the consumers is willing to pay significantly higher prices for sustainably produced fish from Europe: given that trustful standards are applied and well communicated.     

淡水养殖系统环境损害成本的条件价值评估——以淀山湖水源保护区为例

水产养殖生态系统为人类提供了巨大的生态服务价值,但也造成一定程度的环境污染。本文利用CVM方法调查了淀山湖区域居民对水产养殖系统环境损害成本的支付意愿。分析结果表明,只有23.5%的居民对解决水产养殖造成的淀山湖生态环境损害存在支付意愿。利用单边界两分式问卷调查发现,对于水产养殖生态系统的环境污染治理的平均支付意愿为15.92元/人·年。据此计算,淀山湖周边三镇水产养殖系统的环境损害成本为每年276.7万元。居民治理水产养殖环境污染的支付意愿受收入、性别等社会经济因素的影响。     

农户对耕地外部效益支付意愿的实证分析

从耕地保护补偿激励外部效益供给的角度,运用意愿调查法探讨了宜昌市农户对耕地外部效益的支付意愿及其影响因素。研究表明:农户对保护当地耕地外部效益的年平均支付意愿为103元,耕地外部效益年经济价值达1876万元;影响农户是否意愿支付的显著因素有耕地保护必要性的认识、教育水平、家庭主要收入来源等。该研究为探索适合我国国情的耕地外部效益评估技术、推进耕地保护经济补偿政策等提供参考和启示。     

Assessing Consumer and Producer Preferences for Animal Welfare Using a Common Elicitation Format

We assess pig farmers’ willingness‐to‐accept (WTA) higher farm animal welfare (FAW) standards and consumers’ willingness‐to‐pay (WTP) for thus enhanced standards. The analysis is based on discrete choice experiments with nearly identical choice sets for both farmers (N=140) and consumers (N=554). Based on preference estimates from a random parameter logit (RPL) model, supply and demand curves for high‐welfare pork in Germany are estimated and market equilibria are derived for alternative levels of FAW. We find that estimates of consumer WTP are significantly positive for all FAW attributes: consumers value more surface space per pig, more bedding and manipulable material, less surgical interventions and shorter transportation times. In contrast, our model revealed significant producer WTA estimates only for surface area per pig and the amount of bedding material on offer, but not for the other FAW attributes. Farmers who expect to continue farming and engage in direct marketing are more likely to adopt higher FAW standards. Male consumers and those who find price more important than brand, origin or taste are less likely to buy high‐welfare pork, as are consumers who never purchase organic meat products. Market simulations for high‐welfare pork indicate increasing divergence between demand and supply with rising FAW standards. We estimate a market share of 44.6% for pork produced in compliance with an entry‐level FAW programme with standards only slightly above the legal minimum. Programmes with more demanding standards are estimated to gain much smaller market shares.     

Beef Credence Attributes: Implications of Substitution Effects on Consumers’ WTP

Consumers’ food choices are influenced by a wide variety of credence attributes, but the food industry faces problems assessing whether the price premiums that consumers are willing to pay for these attributes will be sufficient to offset higher production costs. In this context, consumers’ willingness to pay (WTP) for safer, cleaner and animal friendlier beef was investigated through a choice experiment. The relative importance of WTP for these attributes shows that consumers place the highest values on food safety, followed by animal welfare and finally environmental protection. WTP for different combinations of the three attributes cannot be obtained by independent valuation and summation due to the presence of significant substitution relationships. However, some suggestions for the relationships between these attributes can be proposed through an after‐survey analytical solution. The bias involved in separately valuing closely related attributes can potentially jeopardise the success of a differentiation strategy.     

Consumers' Willingness to Pay for Locally Produced Ground Beef: A Case Study of the Rural Northern Great Plains

This study examined consumers’ preferences and willingness to pay (WTP) for locally produced ground beef with an emphasis on the impacts of product attributes and the heterogeneity caused by rural consumers’ characteristics. We applied the choice-based conjoint technique to analyze data collected from a typical rural town in the Northern Great Plains. The results indicate that location associated product brand differences and leanness were dominant components affecting consumers’ WTP. The premium of locally produced ground beef for consumers with a close tie to local production is $0.48/lb. Cut difference, grass-fed, and organic were trivial factors in determining consumers’ WTP.     

Willingness to Pay for Pesticide Free Fruits: Evidence from Pakistan

ABSTRACT

This paper analyzes factors influencing consumption decision of pesticide free fruits (PFF) and estimates the willingness to pay (WTP) price premium for PFF in Pakistan. A contingent valuation survey of 200 households was conducted using face to face interview and payment card method. Results suggested that 93.5% respondents were WTP higher prices for PFF. Remarkably, around 35% respondents were WTP 16–20% higher prices and 24% respondents were WTP 6–10% higher prices for PFF than the existed conventional price. In addition, our ordered logit regression suggests that demographic and socio-economic variables such as age, education, income, household’s size and perception about health benefits are significantly associated with higher WTP for PFF.     

On the value of drovers’ routes as environmental assets: A contingent valuation approach

The aim of this study was to evaluate the non-market benefits resulting from the restoration of an old drovers’ route for recreation uses in Valencia (Spain). The valuation was carried out using the Contingent Valuation Method (CVM) through the elicitation of individuals’ willingness to pay (WTP). Since 52% of the respondents stated a zero WTP response, in order to inform decision-making processes more accurately, special attention was paid to the problem of zero and protest responses, and also to the possible presence of self-selection by those that protested. For the different specifications considered, results suggest that mean WTP estimates are higher for “rural areas” than for “the Valencia area”.     

Information Barriers to Adoption of Agricultural Technologies: Willingness to Pay for Certified Seed of an Open Pollinated Maize Variety in Northern Uganda

We examine smallholder farmers’ willingness to pay for agricultural technology and whether information is a constraint to adoption of certified maize seed in Northern Uganda. The uptake of improved maize varieties by smallholder farmers in Uganda remains persistently low, despite the higher yield potential compared to traditional varieties. A recently growing body of literature identifies information constraints as a potential barrier to adoption of agricultural technologies. We used incentive compatible Becker‐DeGroot‐Marschak auctions to elicit willingness to pay for quality assured improved maize seed by 1,009 smallholder farmers, and conducted a randomised evaluation to test the effect of an information intervention on farmers’ knowledge of seed certification. Our results show that the randomised information treatment enhanced farmers’ knowledge of certified seed. However, using the information treatment as an instrumental variable for knowledge, we find no evidence of a causal effect of knowledge on willingness to pay, suggesting that even though farmers are information constrained, this constraint does not affect adoption of certified seed directly. Nevertheless, only 14% of sampled farmers were willing to pay the market price, which corresponds closely with actual observed demand for certified seed in the previous season. This suggests that there are other barriers to adoption than information and awareness.     

Heterogeneity in male and female farmers’ preference for a profit-enhancing and labor-saving technology: The case of Direct-Seeded Rice (DSR) in India

Labor-saving and income-increasing technologies may affect women farmers differently from men. However, very few studies explicitly account for women's preferences for new technologies. We carried out a discrete choice experiment with 337 female and 329 male farmers in Maharashtra, India, to measure their willingness to pay (WTP) for direct-seeded rice (DSR) with drum seeder and to understand the gender differences in marginal valuations of key attributes. We used the Women's Empowerment in Agriculture Index (WEAI) to collect self-reported data on the role and say of women in different domains of decision making. The respective gender roles of women and men in the family and on the farm are aligned with their preferences. Men have a greater say over how the family spends the cash. Accordingly, men tend to have a higher WTP for attributes that increase income (increase in yield) or reduce cash costs (reduction in seed rate). Women contribute a large share of the labor for transplanting rice, much of which is unpaid work on family farms. Women, therefore, seem to value labor saving more. Women in our sample were more interested in the new technology and had a higher WTP for it.     

CVM 评估休闲农地的存在价值——以武汉市和平农庄为例

研究目的：以武汉市和平农庄为例，对休闲农地的存在价值进行估算。研究方法：在武汉市对和平农庄样本游客进行问卷调查的基础上，采用条件价值法（CVM）进行估算。研究结果：（1）年龄与支付意愿呈显著负相关；（2）被调查者是否为公务员与支付意愿值显著负相关；（3）取支付意愿值的中位值41.5元计算得出和平农庄的存在价值为33684166.67元。研究结论：休闲农地的存在价值量巨大，应在估算农地总价值及农地保护决策中引起重视。     

How Local Is Local? A Reflection on Canadian Local Food Labeling Policy from Consumer Preference

We conducted a nationwide choice experiment to gauge Canadian consumers’ willingness to pay (WTP) for local beef assigned with various mileage and geopolitical connotations. Results revealed that consumers are mostly indifferent between products labeled generically as “local” and as “local: from within 160 km,” implying that the 160‐km radius fits perception of local of the representative consumers. Additionally, consumers are willing to pay significantly more for home‐province products over products generically labeled “local.” We also found significant positive WTP for enhanced bovine spongiform encephalopathy tested beef as well as for grass‐ over grain‐fed beef.     

Convergent validity in contingent valuation: an application to the willingness to pay for national climate change mitigation targets in Germany

This stated preferences survey determines the willingness to pay (WTP) for climate change mitigation policies using a representative sample of the German population. WTP is compared across three valuation question formats in a split sample design: the dichotomous choice (DC) referendum, the dissonance minimizing (DM) referendum and the two‐way payment ladder (TWPL). The influence of multinational cooperation on WTP is assessed by variation in the hypothetical scenarios. We demonstrate that the DM referendum and the TWPL, two question formats that induce similar response incentives, yield equal mean WTPs. Multinational cooperation did not change WTP in any of the question formats. Implications for current contingent valuation practice are discussed.