Modification of Costanza's model of valuing ecosystem services and its application in China

In the past, evaluations of ecosystem functions were mostly based on Costanza's model, whereas the spatial, quality and temporal characteristics of regional ecosystems were not considered in the model.Focusing on these Issues, coefficients of regional difference, spatial heterogeneity and willingness-to-pay (WTP) were established to modify Costanza's model, and a new comprehensive valuation model of ecosystem functions is proposed.The analytical results indicate that the comprehensive model could evaluate regional ecosystem functions in China accurately and provide more helpful information for decision-making.The empirical study on Zhangbei County in Hebei Province shows that the intensive human activities could limit the provision of ecosystem functions while the planned ecological programs might promote the restoration of ecosystem functions.     

Valuing environmental and health risk in agriculture: A choice experiment approach to pesticides in Italy

The widespread use of pesticides in agriculture shows a complex ramification of multiple negative externalities, ranging from food safety-related effects to the deterioration of farmland ecosystems. Recent research has demonstrated that the assessment of the economic implications of such negative processes is fraught with many uncertainties. This paper presents the results of an empirical study recently conducted in Northern Italy aimed at estimating the economic value of reducing the wide-ranging impacts of pesticide use, by deploying a Choice Experiment approach. The experimental design provides a meaningful tool to assign monetary values to the negative environmental effects associated with agrochemicals use. In this connection, the paper addresses in particular the reduction of farmland biodiversity, groundwater contamination and harm to human health. The resulting estimates confirm that, on average, respondents demonstrate a substantial willingness-to-pay a premium for agricultural goods (in particular, foodstuffs) produced in environmentally-benign ways.     

Strategy and response to purchase intention questions

Purchase intention and willingness-to-pay (WTP) questions are often analyzed without considering that a respondent's utility maximizing answer need not correspond to a truthful answer. In this paper, we argue that individuals act, at least partially, in their own self-interest when answering survey questions. Consumers are conceptualized as thinking along two strategic dimensions when asked hypothetical purchase intention and WTP questions: (a) whether their response will influence the future price of a product and (b) whether their response will influence whether a product will actually be offered. Results provide initial evidence that strategic behavior may exist for some goods and some people.     

On the Edge of Buying: A Targeting Approach for Indecisive Buyers Based on Willingness-to-Pay Ranges

Targeting the “right” consumers is a core part of marketing. Whereas existing techniques to identify these consumers use demographic or psychographic variables or behaviors such as response probabilities, a proposed new targeting approach builds on consumers’ incremental responses to identify them by their willingness-to-pay (WTP) ranges. These WTP ranges reveal a consumer as a definite buyer, a definite non-buyer, or an indecisive buyer. The proposed theoretical framework indicates that indecisive buyers offer the highest incremental responses to targeted marketing mix activities and thus should be the most preferred targeting group. A sequence of three laboratory experimental studies validates the proposed approach for targeted price discounts and non-price tactics. In addition, a large-scale field experiment involving a consumer engagement campaign that includes observed purchase behavior demonstrates the high external validity and applicability of this approach.     

Heterogeneity distributions of willingness-to-pay in choice models

We investigate direct and indirect specification of the distribution of consumer willingness-to-pay (WTP) for changes in product attributes in a choice setting. Typically, choice models identify WTP for an attribute as a ratio of the estimated attribute and price coefficients. Previous research in marketing and economics has discussed the problems with allowing for random coefficients on both attribute and price, especially when the distribution of the price coefficient has mass near zero. These problems can be avoided by combining a parameterization of the likelihood function that directly identifies WTP with a normal prior for WTP. We show that the typical likelihood parameterization in combination with what are regarded as standard heterogeneity distributions for attribute and price coefficients results in poorly behaved posterior WTP distributions, especially in small sample settings. The implied prior for WTP readily allows for substantial mass in the tails of the distribution and extreme individual-level estimates of WTP. We also demonstrate the sensitivity of profit maximizing prices to parameterization and priors for WTP.

Corporate social and environmental responsibility in services: Will consumers pay for it?

Two studies investigate consumer awareness of and response toward socially and environmentally responsible practices in the hospitality industry. Results suggest that consumers exhibit more positive response toward establishments exhibiting higher levels of social responsibility, although many are uninformed of the extent to which the organizations they patronize engage in such practices. Most consumers are willing to incur a modest price increase while patronizing an organization that behaves in an environmentally and socially responsible fashion, but that willingness declines dramatically as the price premium escalates. Consumers with high involvement in and positive attitudes toward corporate social responsibility practices are most willing to pay a premium.