Willingness to Pay versus Expected Consumption Value in Vickrey Auctions for New Experience Goods

Over the past two decades, Vickrey auctions have been widely used to elicit willingness to pay for new food products. This article shows that in a multiperiod context, it can be optimal for consumers to bid higher than the expected consumption value for a new experience good to obtain information about how the new good fits into their preference set. The degree of uncertainty about the consumption value, the purchasing frequency, and expected future market prices affect both the expected value of the quality information and the subgame perfect bidding strategy in Vickrey auctions for new experience goods.     

International honey laundering and consumer willingness to pay a premium for local honey: an experimental study

Fraudulent activities in the international honey market affect 10% of food, and cost the global food market $50 billion per annum. Although many developed countries have created regulations to combat food fraud, illegally imported honey, especially originating from China, still enters through transshipments and relabelling to mask its true origin. This honey laundering poses a health risk to consumers, as Chinese honey potentially contains illegal and unsafe antibiotics and high levels of herbicides and pesticides. We analyse whether information about the negative health impacts of laundered honey increases the proportion of consumers willing to pay a premium for local fraud‐free honey. Using a laboratory experiment, we find when consumers are given honey laundering information, their willingness to pay a premium for local fraud‐free honey increases by as much as 27 percentage points. Our findings suggest that by conveying honey laundering information and guaranteeing their honey is fraud‐free, producers can potentially increase revenues and reduce the prevalence of food fraud. Our results further show that consumers' preference for various honey characteristics and age also influence the probability of paying a premium for local honey.     

Attitudes and Preferences of Kosovar Consumer Segments Toward Quality Attributes of Milk and Dairy Products

ABSTRACT

The dairy market is one of the fastest growing agri-food sectors in Kosovo, yet the farm structure is fragmented. The level of productivity is lower compared with European Union levels and shows potential for improvements. The consumption of dairy products is expected to rise due to income growth and segmentation of consumers that would reflect different preferences for low-fat or zero-fat products, products with natural additives, and so on. On the market level, a significant share of the consumed milk and dairy products is imported. This study aims to better understand attitudes and preferences of Kosovar consumer segments toward milk and dairy products. A quantitative survey with 300 consumers was conducted in major Kosovo cities. Applying a reduced version of the Food Related Lifestyle instrument identified three distinct consumer segments: the conservative consumer segment, the socially oriented foodie, and the information-seeking eco-consumer. The latter two segments are especially open to trying new food products and actively search information about food. All three consumer segments show strong consumer patriotism by believing that domestic milk and cheese are safer than imported products and are of higher quality. This indicates the strong market potential for dairy farmers and companies in the Kosovo, which should develop new food products having these segments in mind. The authors explore the strategies that farmers and companies should use to better target these consumer groups and gain greater access to desirable segments.     

The Effects of Multiple Health and Nutrition Labels on Consumer Food Choices

Consumers face an increasing availability of information on health and nutritional aspects of foods, especially on food package labels. Previous research has identified that this information is positively valued, but the effect of presenting several items of information simultaneously is not well understood. We conduct a choice experiment to identify the effects of multiple health and nutrition information labels for two products representing a healthy and less healthy food choice. Although our consumers attach positive utility to most of the individual labels evaluated here, the simultaneous presence of more than one label only has positive impact on utility in one of nine possible cases. Therefore, promotion of multiple labels should not be considered beneficial a priori either from a regulatory or business perspective. In addition, results show that consumers show a higher willingness to pay for nutrition and health labels for less healthy products.     

Factors Affecting the Extent to which Consumers Incorporate Functional Ingredients into their Diets

This study considers the factors that explain the consumption of food and beverages with functional ingredients to avert or offset health problems. We use an instrumental variables Poisson regression model to deal with the endogeneity of perceived health status in functional ingredient use. The first stage results indicate that perceived health status is associated with attitude towards functional foods, food consumption motives and information seeking and being female. The second stage results suggest that individuals who consume more functional ingredients tend to have a positive attitude towards functional foods, are novelty‐seeking, female and older. As expected, consumption of functional ingredients is more likely when consumers’ self‐reports indicate that they are aware of functional foods’ nutritional value and the link with their own health. Consistent with previous research, most of the socio‐demographics are poor predictors of functional ingredient consumption.     

Consumers’ preferences for fresh broccolis: interactive effects between country of origin and organic labels

While international trade in organic products has grown significantly, understanding consumers’ preferences for imported organic foods has remained limited. This research examines the impact of country‐of‐origin labeling on US consumers’ choices of organic foods. Results show that consumer valuation of domestically produced organic broccoli was significantly higher than that of imported organic broccoli. Adding information about USDA organic certification standards/rules for imported products mildly increases consumer valuation of imported organic broccoli in some cases. These findings suggest that providing such information may have a positive impact on consumer willingness to purchase imported organic products.     

Consumer Valuation of Alternative Meat Origin Labels

Results from a split‐sample survey of the US population reveal consumers prefer meat products carrying origin information to unlabelled alternatives. Consumers are largely unaware of origin labelling laws and are indifferent to an important aspect of the implementation of current mandatory country of origin information rules in the US. In particular, consumers value meat products labelled ‘Product of North America’ approximately the same as ‘Product of United States’. Despite the similarity of these two labels, they have vastly different implications in terms of trade and segregation costs. Our results suggest that a transition from one label to the other is equally satisfying for the consumer while being less costly for processors and more acceptable to trade partners.     

Information and consumer perception of the “organic” attribute in fresh fruits and vegetables

Using a double hurdle model on panel data from 3,200 Danish households (monthly observations for 2002–2007), we study the effects of health‐related media information on the demand for organic fruit and vegetables. We find that “negative” information about pesticides contained in conventional fruit and vegetables mainly influences the probability of a consumer entering the organic market, not the quantities consumed by households that are already active on the organic market. “Positive” information that links health and the consumption of organic food influences both steps of the decision process. Our dataset includes information about consumers’ media habits, which allows us to disentangle the direct effects of media information from the indirect effects of this information as it is disseminated through the population. Our results suggest that directly obtained information is the main type of information influencing consumers, while information loadings by dissemination through the population have almost no effect on consumption.     

消费者对茶油的价值认知实证研究——基于福州消费者的调查

消费者对茶油价值认知不足产生的信息不对称使得茶油市场失灵,潜在的市场需求无法转变为实际的市场需求。调查统计表明,消费者对茶油具有较好的知名度,但却只有较低的价值认知度。影响消费者对茶油价值认知的主要因素包括消费者的性别、学历、收入水平和对健康的关注程度。对茶油价值的认知不再依赖于通过直接的生产地接触获取,也不依赖于经常购买日常食品。根据实证分析可以预测,对茶油价值认知度高的消费者将越来越多,需要通过不断消除居民的性别偏好意识、促进教育资源的平等分配,降低接受高等教育的门槛、促进收入合理分配和不断提高居民对健康的关注水平来促进消费者对茶油价值的认知。     

Rural Bangladeshi consumers’ (un)willingness to pay for low-milled rice: Implications for zinc biofortification

Zinc deficiency is a severe public health problem in Bangladesh. We examine the effects of nutritional information on rural consumers’ willingness-to-pay (WTP) for two ways to increase zinc intake through rice, the main staple crop–low-milling that gives rice grains a distinctive light brown color (a visible trait) and sets it apart from the culturally preferred high-milled white rice grain and biofortification of rice with increased zinc content (an invisible trait), which is also low-milled to retain maximum zinc content. Results of our economic experiments suggest that with nutritional information, consumers are willing to pay a premium of 4.6% for zinc biofortified rice compared to non-biofortified rice, when milled at the same level. However, results confirm the strong preference for high-milled rice by Bangladeshi consumers who discounted low-milled rice by 8%–10% even after receiving information on the nutritional benefits of biofortified or low-milled rice. We find that consumers’ WTP for the two high-zinc-low-milled rice types (biofortified and non-biofortified) is positively correlated with being a female, more educated, belonging to households engaged in non-farm activities and with children under 5 years of age. Results point to the importance of nutritional awareness campaigns for increasing zinc biofortified and low-milled rice consumption and guiding the targeting strategy for such campaigns. Given the consumer preference for high-milled rice, this study also points to the need for exploring the rice fortification strategy to address the challenge of malnutrition.     

The Relationship between Contracting and Livestock Waste Pollution

This paper investigates factors and mechanisms that influence the relationship between contracting and animal waste pollution. The questions raised are whether contracting worsens livestock waste management problems and how to apportion the burden of regulation between the contracting parties in a socially optimal way. The paper shows that the potential linkages between contracting and animal waste depend on scale, specialization, and concentration of animal units, as well as on division of inputs and contract settlement rules. The long-run apportioning of an increase in costs of environmental compliance depends on the integrator's market power for grower services.     

Optimal pest control in greenhouse production of ornamental crops

In this study, we develop a conceptual bioeconomic model of floriculture production with aesthetic benefits, wherein optimal decision rules depend on an intertemporal economic objective to maximize profits subject to economic and biological processes. Necessary conditions of the model identify optimal trajectories (e.g., simultaneous, single, or cycling controls) that define decision rules and economic thresholds for profit maximizing growers producing crops with aesthetic attributes. The necessary conditions also highlight intertemporal trade‐offs between aesthetic benefits and expected future net benefits of arthropod stocks, which have important policy implications. The model is applied to the greenhouse production system of ivy geranium.     

RESPONSES TO RISK IN WEED CONTROL DECISIONS UNDER EXPECTED PROFIT MAXIMISATION

Risk is an important characteristic of decisions about weed control in crops. In this paper it is shown that risk can affect weed control decisions even if the objective of the decision maker is to maximise expected profits: that is, even if the decision maker is ‘risk-neutral’ in the usual economic sense. This is shown for two decision frameworks: the optimal rate approach and the economic threshold approach. Empirical results are presented for control of ryegrass in wheat in Western Australia. It is found that, in general, risk reduces the optimal level of herbicide use under expected profit maximisation. Although individual sources of risk have a small impact on the optimal decision rules, combinations of uncertain variables can have a relatively large effect.     

OPTIMAL BUFFER STOCK POLICIES FOR WHEAT AT THE WORLD LEVEL

Alternative wheat storage policies which maximise the expected present value of returns for consumers, producers, a monopoly storage agency and society as a whole are derived using a dynamic programming model. Results are compared with those from an earlier simulation model, and are found to justify higher investment in storage capacity compared with that suggested by the simulation model. The model is extended to derive optimal storage policies if production follows a stochastic cobweb process.     

速生造林项目投资的一种仿真优化方法

造林项目预期现金流量的影响因素较多,经营过程中需综合考虑以达到最优配置。通过确定速生造林项目现金流量种类,分析其影响因素、发生过程及变化规律,以对各种现金流量建模,并利用计算机软件建立仿真模型。为获得最优净现值,对有决策意义的影响因素进行优化求解,并通过人工测试或系统重复运行找到最优方案。     

Information,Certification and Demand for Food Safety: Evidence from an In‐store Experiment in Mumbai

Is demand for safe food in developing countries low because of limited ability to pay, or because of lack of consumer awareness and absence of credible certification? To answer this question we conducted a controlled market experiment in Mumbai, India, selling grapes with credible certification labels alongside unlabeled grapes while providing randomly selected consumers with information on salient features of food safety certification. We confirm that informed consumers are more likely to purchase labeled grapes, controlling for prior information and attitudes, and using two (intensive versus extensive) information treatments. Policies related to information/certification could be an important component of improving public health by mobilising latent demand for food safety and hence supply of safer food for the public.     

Optimal Sharing of Foodborne Illness Prevention between Consumers and Industry: The Effect of Regulation and Liability

Consumers and the food industry can both prevent foodborne illness. Two questions are explored: what is the socially optimal level of preventative effort by each and can tort and regulatory instruments induce such behavior? Analysis is complicated by two aspects of food safety technology: one party's effort can affect the marginal effectiveness of the other party's effort and damage functions can be nonconvex. Previous analysis of accidents under torts and regulation fails to consider these generalizations. Indeed, results concerning the ability of tort and regulatory instruments to induce first-best and second-best behavior often contradict previous results in the literature.     

Behavioral Incentives, Equilibrium Endemic Disease, and Health Management Policy for Farmed Animals

The article develops a dynamic capital valuation model in which farms can act with farm-varying cost to increase the probability of avoiding an infectious endemic animal disease. Multiple endemic disease equilibria can exist, and the one with the largest set of action takers is socially optimal. Costly capital markets are shown to be a factor in determining the extent of disease. Frictions, such as dealing with a veterinary public health bureaucracy, can enhance social welfare by encouraging precautionary biosecurity actions. Technical innovations can reduce social welfare, and a disease indemnification scheme is also studied. Suggestions for empirical implementation are provided.     

Labels for a Local Food Speciality Product: The Case of Saffron

We examine the potential demand for a local food speciality product, saffron, with alternative labels, using a choice experiment. The paper contributes to the literature on credence attributes, by examining Willingness to Pay (WTP) for the local, organic and PDO (Protected Designation of Origin), their differences across experimental conditions (hypothetical and non-hypothetical), and by identifying the effects of personal characteristics, in terms of socio-demographics and level of product involvement on the differences in WTP. We find that the local saffron speciality has an important appeal that could be better reinforced with the PDO rather than the organic labelling, and that consumers show a consistent pattern of preferences across experimental environments. WTP tends to be higher in the hypothetical setting and, in particular, consumers with relatively more knowledge and deeper roots in the territory tend to exhibit a larger WTP premium for local origin and its certification. These results may help producers improve their marketing of agri-food products with a high gastronomic value and differentiation potential, while they warn about an overstatement of WTP for socially desirable characteristics, such as organic labelling, which is also relevant for policymakers.     

The importance of ‘extremely unlikely’ events: tail risk and the costs of climate change

In assessing the risks associated with climate change, ‘tail risks’ (low‐probability extreme events) often play a much larger role than their probability alone might indicate. There are three main reasons for this: the linear relationship between sensitivity and warming; the convexity of the damage function; and the concavity of the utility function. Ignoring the upper tail of the distribution of possible outcomes will result in serious underestimates of the social cost of carbon dioxide (CO₂) emissions and of the socially optimal price for emissions.