Transfers of landowner willingness to accept: A convergent validity and reliability test using choice experiments in two Canadian watersheds

We examined the reliability and validity of transferring estimates of marginal willingness to accept and compensating surplus. In doing so, we used data from two case studies applying choice experiments to elicit landowner preferences for incentive-based wetland conservation programs in two adjacent watersheds in Southern Ontario, Canada (Grand and Upper Thames Rivers in parallel in 2013). The choice experiment data were modeled in willingness to accept space using a generalized multinomial logit. Transfer reliability was investigated by calculating transfer errors, while validity was investigated by testing the equality of utility functions as well as by assessing the similarity of welfare estimates using traditional hypothesis tests and equivalence tests. The main findings are that transfers of willingness to accept are similar to existing transfers of willingness to pay in terms of validity and reliability. Additionally, a sensitivity analysis finds that including demographic variables in the choice model can lead to lower transfer validity though does not substantially affect reliability. Though further research is required, our results suggest that willingness to accept can be transferred as part of policy analyses.     

Choice experiment adaptive design benefits: a case study*

Efficient experimental designs offer the potential to reduce required sample sizes, or to reduce confidence intervals for parameters of interest, in choice experiments. Choice experiment designs have typically addressed efficiency of utility function parameter estimates. The recently developed concept of C‐efficiency recognises the salience of willingness to pay estimates rather than utility function parameters in studies that seek to put money values on attributes. C‐efficiency design benefits have been illustrated in a theoretical context, but have not been tested in applied settings. This study reports a choice experiment field application that used initial responses to update statistical designs to maximise C‐efficiency. Consistent with theoretical predictions, the revised design delivered significant reductions in the variance of willingness to pay estimates, illustrating that C‐efficient designs can indeed decrease costs of choice experiments by reducing required sample sizes.     

The impact of customer ratings on consumer choice of fresh produce: A stated preference experiment approach

The importance of customer ratings or reviews in online shopping has been recognized in the previous literature; however, few have studied how online customer rating scores affect consumers’ fresh produce purchases and its importance relative to other fresh produce attributes. The quality of fresh produce demonstrates high uncertainty and variation; therefore, the impact of user-generated content such as customer rating scores on the choice of fresh produce may be more complex than on other product categories. Moreover, previous studies on customer ratings have not examined the price premium that retailers can obtain based on better ratings of fresh produce. Using a stated preference approach (i.e., choice experiment), this study measures the willingness to pay for a higher customer rating score and explores its relative importance to other popular fresh produce attributes (i.e., organic, place of origin, and shelf life). The results show that customer rating is the second most important attribute after the place of origin and is more important than production methods (e.g., organic and naturally grown) for fresh strawberry purchases. Also, rating scores demonstrate a diminishing marginal impact on consumer willingness to pay. Younger consumers and households with children are willing to pay more for fresh produce with high ratings than those with low ratings.     

Information processing strategies and framing effects in developing country choice experiments: results from rice farmers in India

This study explores the effect of various information processing strategies specifically related to attribute nonattendance in stated choice experiments. Our approach includes two forms of stated choice task nonattendance, each derived from separately framed questions asked immediately following the completion of each choice task. We also evaluate a measure of inferred serial nonattendance based on the posterior distributions of random coefficient estimates. We find that choice task nonattendance question framing statistically impacts marginal utility coefficients and, to a lesser degree, willingness‐to‐pay estimates. While direct questions addressing attribute attendance or nonattendance affect these estimates, inferred indicators of serial nonattendance suggest that many attributes are not likely ignored as often as respondents may indicate. Further research is needed to assess inferred versus stated approaches to modeling respondent information processing strategies.     

Comparing Serial,and Choice Task Stated and Inferred Attribute Non‐Attendance Methods in Food Choice Experiments

A number of choice experiment (CE) studies have shown that survey respondents employ heuristics such as attribute non‐attendance (ANA) while evaluating food products. This paper addresses a set of related methodological questions using empirical consumer data from a CE on poultry meat with sustainability labels. First, it assesses whether there are differences in terms of marginal willingness to pay estimates between the two most common ways of collecting stated ANA (serial and choice task level). Second, it validates the self‐reported ANA behaviour across both approaches. Third, it explores the concordance of stated methods with that of the inferred method. Results show that WTP estimates from serial‐level data differ from those from choice task‐level data. Also, self‐reported measures on choice task ANA are found to be more congruent with model estimates than those for serial ANA, as well as with inferred ANA.     

Managing the energy trilemma of reliability,affordability and renewables: Assessing consumer demands with discrete choice experiments

In response to the looming climate crisis, many countries are adopting technologies to reduce the accumulation of greenhouse gases. However, national energy policies are often multiobjective and resolution deeply divisive. The result is a policy trilemma between the energy mix and the trade-offs with other policy objectives, including cost and reliability. Utilising a discrete choice experiment (DCE), the objective of this study is to explore Australian household preferences for alternative electricity contracts containing features reflecting changes in future energy policy. The first set of features include investments in renewable generation and community-based energy storage. The second set of features reflect demand-side management policies, including installing smart meters and consumption limits being imposed on households during peak demand. Two versions of the DCE were developed to obtain both willingness to pay and willingness to accept estimates for the same features. In line with the literature, differences in the two sets of estimates were observed, with the willingness to accept estimates being statistically larger for some features. These dollar value measures can be used to support public policy decision-making – the choice of which depending on the context of the policy problem being considered.     

Decision-making Criteria for Purchasing Milk Quota at the Individual Farm Level

Dairy farmers wishing to contemplate purchases of additional quota should first consider what the appropriate time horizon on their investment should be. If the chosen time horizon is one year or less, the problem of estimating how much they can afford to bid for quota can be solved with simple budgeting techniques. On the other hand, if the time horizon is taken as several years, and this would seem rational, then capital budgeting techniques are required. However, in either case, investment in additional quota should be compared with alternative investment opportunities before a final decision is made. Where capital budgeting techniques are used, a modification of the net present value approach permits the farmer to take account of his time preference for money, and allows calculation of the break-even price, or the maximum affordable price to pay for additional quota. This approach necessitates the provision of estimates of the expected net returns from investing in quota for each year of the selected time horizon, as well as provision of estimates of the salvage value of the quota and an appropriate discount rate. The calculation of the expected net returns figures represents the most difficult task for the farmer. If expansion of milk shipments rests upon increasing output of milk per cow, then the short-run production function and marginal cost curve provide the appropriate reference points. The expected net return on investment in quota is then given by the area under the marginal revenue line and above the relevant portion of the marginal cost curve. If, however, all short-run variable input decisions have already been implemented at the optimum level, and expansion of milk shipments depends upon expanding the number of cows, or the “fixed” plant and equipment, or both, then the average total cost curve is the appropriate reference point. The expected net return on investment in quota is then represented by the difference between total net revenue at the new planned level of output and total net revenue at the existing level of output.     

Stated Attribute Non‐attendance in Successive Choice Experiments

Attribute non‐attendance in choice experiments affects willingness‐to‐pay (WTP) estimates and therefore the validity of the method. A recent strand of literature uses attenuated estimates of marginal utilities of ignored attributes. Following this approach, we propose a generalisation of the mixed logit model, whereby the distribution of marginal utility coefficients of a stated non‐attender has a potentially lower mean and lower variance than those of a stated attender. Model comparison shows that our shrinkage approach fits the data better and produces more reliable WTP estimates. We further find that while reliability of stated attribute non‐attendance increases in successive choice experiments, it does not increase when respondents report having ignored the same attribute twice.     

CVM评估森林景区游憩价值信息偏差检验

基于福州国家森林公园游憩价值的单边界二分式调查数据,运用Probit回归分析方法定量研究CVM评估时的信息偏差问题。结果表明:游客的旅游经历、来源地可以作为检验信息偏差的重要变量;通过有效的偏差控制措施,调查样本具有较好的理论效度、内容效度。投标值显著地负向影响支付意愿;收入、满意度显著地正向影响支付意愿。因此,从问卷设计、问卷调查过程控制等方面提出检验、减少和避免信息偏差的建议。从扩大信息变量、拓展案例等方面提出进一步研究的问题。     

Willingness to Pay for Rural Landscape Improvements: Combining Mixed Logit and Random‐Effects Models

This paper reports the findings from a discrete‐choice experiment designed to estimate the economic benefits associated with rural landscape improvements in Ireland. Using a mixed logit model, the panel nature of the dataset is exploited to retrieve willingness‐to‐pay values for every individual in the sample. This departs from customary approaches in which the willingness‐to‐pay estimates are normally expressed as measures of central tendency of an a priori distribution. Random‐effects models for panel data are subsequently used to identify the determinants of the individual‐specific willingness‐to‐pay estimates. In comparison with the standard methods used to incorporate individual‐specific variables into the analysis of discrete‐choice experiments, the analytical approach outlined in this paper is shown to add considerable explanatory power to the welfare estimates.     

Strategies for integrating farmers into modern vegetable supply chains in Vietnam: farmer attitudes and willingness to accept

In Vietnam, the development of so‐called ‘modern’ vegetable supply chains is receiving considerable interest amongst researchers and governments. This interest partly stems from the view that enhancements in food safety can be achieved if farmers are willing to adopt supply chains that are often associated with ‘western’ forms of retailing. Our study investigates farmers’ willingness to change to two ‘modern’ alternatives – a supply model based on cooperatives and another based on investors facilitating the change. Using discrete choice data drawn from 412 farmers, mixed logit models in willingness to pay space are developed that reveal the relative importance of different drivers of change. The paper offers insights that can inform governments about the incentives required to bring about change. In addition, the paper illustrates the novel application of a choice experiment to enumerating the perceived costs of changes in vegetable supply chains.     

Nonmarket valuation in developing countries: incorporating labour contributions in environmental benefits estimates

There are limitations associated with the application of nonmarket valuation techniques, including choice experiments, in subsistence economies. In part, this is due to the concern that using money as a mode of contribution may not capture the potential contribution of low‐income households. To address this limitation, respondents in this study were provided with the option of contributing towards the management of invasive plants in labour terms if they were unwilling to contribute in monetary terms. The results show that the existing practice of using dollar values to estimate willingness to contribute may disproportionately exclude the concerns of some groups within the community. The analysis also indicates that allowing respondents to express their willingness to contribute in labour increases their participation in environmental decision‐making processes and hence increases the estimated value of forest ecosystem services. This study contributes to the limited empirical literature on the development of nonmarket valuation surveys, particularly choice experiments, in low‐income countries in general and rural areas in particular.     

Consumers' willingness to pay for food quality - The case of eggs

The aim of this paper is to introduce an approach to estimating the marginal willingness to pay (WTP) for food quality and safety using data on actual consumer purchases. Marginal WTP for specific food product varieties can be derived from estimated demand functions by inverting the relations, thereby expressing the prices consumers are willing to pay as functions of quantity demanded. The task addressed in the paper is isolation of the WTP for quality attributes embedded in the varieties. Two models based on the AIDS-specification are proposed and discussed. To illustrate the applicability of the models, the case of five varieties of eggs is presented. It is found that Danish consumers are willing to pay a relatively high premium for improved animal welfare and organic production methods and somewhat less for food safety.     

Empirical Specification Requirements for Two-Constraint Models of Recreation Choice

Two-constraint models are common in recreation-demand analysis because of the important role time can play in consumer choices. Two versions of Roy's identity hold for these models and imply coefficient restrictions on empirical demand functions. The two-constraint restrictions are fully observable and can be expressed in a form analogous to the Slutsky–Hicks equations in single-constraint consumer models. Empirical specifications that use full prices and full budgets can be consistent with the two-constraint models, both when the marginal value of time is exogenous and is endogenous, but models with full prices and money income alone are not.     

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.     

A Holistic vs. an Attribute‐based Approach to Agri‐Environmental Policy Valuation: Do Welfare Estimates Differ?

Different economic valuation methodologies can be used to value the non‐market benefits of an agri‐environmental scheme. In particular, the non‐market value can be examined by assessing the public’s willingness to pay for the policy outputs as a whole or by modelling the preferences of society for the component attributes of the rural landscape that result from the implementation of the policy. In this article we examine whether the welfare values estimated for an agri‐environmental policy are significantly different between an holistic valuation methodology (using contingent valuation) and an attribute‐based valuation methodology (choice experiment). It is argued that the valuation methodology chosen should be based on whether or not the overall objective is the valuation of the agri‐environment policy package in its entirety or the valuation of each of the policy’s distinct environmental outputs.     

Testing hypothetical bias in a framed field experiment

Hypothetical bias is tested based on inter- and intra-respondent comparisons of choice behavior, applying a hypothetical and real choice experiment. The inter-respondent comparison commonly applied in the environmental and agricultural economics literature consists of a control group of buyers who are asked to hypothetically choose between conventional and organic beans and an experimental group of buyers who are endowed to purchase the same beans using an identical experimental design. Hypothetical bias is tested by comparing inter- and intra-respondents’ (i) hypothetical and real choices, (ii) preference parameters of the estimated choice models related to hypothetical and real choices, and (iii) hypothetical and real willingness to pay (WTP). Choices in the experimental group are highly consistent when switching from hypothetical to real choices for this study's homegrown goods. However, after being endowed, the price sensitivity of lower income households drops, suggesting a house money effect. WTP derived from actual purchases is higher than WTP based on hypothetical choices, indicating a negative hypothetical bias, but differences are only significant in the case of the inter-respondent comparison. Actual prices paid by respondents in the field experiment appear to be considerably lower than the estimated WTP values and yield a mixed picture of hypothetical bias.     

The Value of Badger Populations and Control of Tuberculosis in Cattle in England and Wales: A Note

This note reports on the results of a choice experiment survey of 400 people in England and Wales, conducted to estimate the value that society places on changes to the size of the badger population. The study was undertaken in the context of the possible need to reduce the badger population by culling to help control bovine tuberculosis in cattle. The study found that people were concerned about the problem of bovine tuberculosis in cattle, which was reflected in their willingness to pay to control the disease, and gave a relatively low value to changes in the size of the badger population (within limits). However, people did not like the idea of a policy that intentionally killed large numbers of badgers and had a relatively very high willingness to pay not to have such a policy.     

基于CVM的宗教文化资源非使用价值评估研究——以福建三平寺为例

民间信仰在福建闽南地区十分盛行,其宗教文化资源所蕴藏的价值极其可贵,选取福建省漳州市三平寺作为研究对象,试图通过问卷调查获知景区游客对三平寺宗教文化资源保护的支付意愿（WTP）,并对三平寺宗教文化资源的非使用价值进行评估。通过相关性结果分析表明,年龄、职业、月收入与WTP值存在显著相关关系,可以通过加强宣传,形成良性互动局面,启发和提升人们的支付意愿。     

Demand for Crop Insurance in Developing Countries: New Evidence from India

Determining farmers’ real demand for crop insurance is difficult, especially in developing countries, where there is a lack of formal financial sector integration and a high reliance on informal risk mitigation options. We provide some new estimates of farmers’ willingness‐to‐pay for insurance in the context of a large‐scale subsidised programme in India. We conducted a discrete choice experiment with agricultural households across four states in India, enabling us to estimate preferences for specific insurance policy attributes such as coverage period, method of loss assessment, timing of indemnity payments and the cost of insurance. Our results suggest that farmers do value crop insurance under certain conditions and some are willing to pay a premium for such coverage in excess of the subsidised rates they are currently required to pay under this programme. In particular, farmers value the assurances that they will receive timely payouts when they incur losses, and may not have a strong preference for the method with which losses are assessed. On the other hand, farmers are quite sensitive to coverage periods. Our baseline assessment shows that when optimised to farmer requirements, there can be a sizeable demand for crop insurance by developing country farmers.