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.     

Willingness to pay for over-the-top services in China and Korea

The increasing penetration of broadband and multiscreen availability has encouraged the development of premium video consumption through over-the-top (OTT) services. Netflix, the leading global OTT provider, is aggressively expanding its international operations and has ambitiously entered the Asian market. To prepare for the shift that the streaming service giant will bring, a proper understanding of consumer acceptance and intent to pay for OTT services is crucial. Therefore, this empirical study uses conjoint analysis to investigate the key attributes and to examine consumers’ marginal willingness to pay (WTP) for OTT services. We identified recommendation systems, resolution, and viewing options as important product attributes of OTT services that influence the WTP of Chinese and Korean consumers. The most important attribute for Chinese consumers of OTT services was resolution, followed by the recommendation system and viewing options. For Korean consumers, the recommendation system was ranked as the most valuable attribute, followed by viewing options and resolution. The overall WTP of Chinese consumers was 22.6 yuan (3.4 USD) per month, while Korean consumers’ intent to pay amounted to a total of 3530 won (3.1 USD) for OTT services.     

The Impact of Cosmetic Defects on Japanese Consumers’ Preference for Fresh Grapefruit

An online survey was conducted to investigate Japanese consumer preferences for fresh grapefruit based on prices and external fruit quality. The impact of 4 types of peel disorders (windscar, rust mite, melanose, and greasy spot) was investigated. Results from a discrete-choice model based on consumer responses indicate that willingness to pay for Extra Class fruit (no to little visible damage) is 1.5 times higher than the average willingness to pay for Class II fruit (highest level of visible damage allowed). Additionally, consumers revealed different utility levels depending on the type of peel disorder.     

Estimating the benefits of recreation-oriented management in state-owned commercial forests in Finland: A choice experiment

As forestlands provide a variety of environmental services, the management of forest resources is a matter of public concern. In the present case of state-owned commercial forests in Finland, legislation requires specific management practices to enhance recreational benefits free of charge to the public. This choice experiment considers Finnish people's valuation of the recreation-oriented management of state-owned commercial forests to evaluate whether the recreational benefits produced justify the related loss of profits from timber sales. We focus on three management attributes: scenic buffer zones along lakes and rivers, habitats for game birds, and the quality of scenery as reflected by the frequency of clear-cut areas along hiking trails. Marginal willingness-to-pay (WTP) effects for the attributes are estimated with random parameters logit models specified in the WTP space, while preference-space models are used to estimate in physical terms the attribute levels that maximize the benefits to the public. Despite regional differences in preferences, people in all parts of Finland valued the current recreation-oriented management of state-owned commercial forests considerably. Nationwide, the aggregate benefits of recreation-enhancing management clearly exceeded the estimated opportunity costs. The most preferred levels of management attributes were slightly above the current levels, suggesting an increase in the provision of recreational services when not considering the associated costs.     

Contingent values as implicit contracts: estimating minimum legal willingness to pay for conservation of large carnivores in Sweden

Mean willingness-to-pay (WTP) based on multiple bounded, discrete choice responses from contingent valuation surveys are normally obtained using some kind of parametric estimator. This paper instead exploits the possibility to interpret the response to the discrete-choice question as an implicit contract between the researcher and the respondent, resulting in a minimum legal WTP (MLW) estimator. Never previously used in valuation literature, it is used in this paper to estimate the WTP for the preservation of large carnivores in Sweden, based on a large scale, national survey. Results show that MLW estimates only were 12–19% of the comparable parametric estimates. In keeping with other results in contingent valuation literature, we find that the MLW estimates are positively related to the educational level, income and the fraction of urban population, while negatively related to age. Among the advantages of the MLW estimator is its transparency as well as the fact that it rests on a contractual notion of WTP.      

Can Hypothetical Questions Reveal True Values? A Laboratory Comparison of Dichotomous Choice and Open-Ended Contingent Values with Auction Values

Can hypothetical questions reveal true values? An examination of thelaboratory experimental literature examining contingent valuation (CV)lends some support for using open-ended hypothetical willingness to payquestions. However, experimental studies examining dichotomous choicehave found that hypothetical answers overstate demand. Consistent withthe experimental literature, published CV studies comparing open-ended todichotomous choice questions have shown that values from the dichotomouschoice method equal or exceed those of the open-ended method in everycase. This paper presents a series of experiments employing more than 800subjects to test this hypothesis for CV and compares the CV results toactual auction values in a single controlled experimental environment.     

南京市公众对长江水质改善的支付意愿及支付方式的调查

本文以南京市为例．利用支付卡式的条件价值评估（OVM）技术．通过发放调查问卷及访谈的形式对公众改善长江水质的支付意愿进行了深入研究。结果表明：（1）南京市居民对长江水质恢复的户均年支付意愿为100．66元．76．5％的受访者的支付意愿大于零，8．4％的受访问者虽有支付意愿但限于低经济收入原因支付意愿为零．15.1％的受访者拒绝支付；（2）影响居民支付意愿的主要因素包括家庭收入、环境意识及文化程度；（3）南京市居民偏爱的支付方式依次为捐款、交税、存取基金方式及提高水价．水价上涨并不是面向公众筹集长江水质改善资金的唯一有效方式。根据调查结果，本文认为增加收入，提高水环境保护意识．引入“谁收益、谁支付”观点是提高居民支付意愿的有效途径。     

A cost-benefit analysis of restoring the Em River in Sweden: valuation of angling site characteristics and visitation frequency

This article uses Cost-Benefit Analysis (CBA) to evaluate restoration scenarios aimed at improving angling on the Em River in Sweden. We find that none of the proposed projects are socially profitable when considering only values associated with angling. We rely on a Choice Experiment (CE) to derive utilities and estimate the monetary value of angling site characteristics and then also use the utilities derived in a visitation frequency using a two-stage budgeting approach. The visitation frequency is then used to extract values for fishing license sales and business-related income. The case study illustrates how CBA can provide useful insights into the potential economic returns of environmental restoration projects. Our case study also indicates that the results in terms of Willingness-To-Pay (WTP) and visitation frequency are general findings – i.e. they appear similar across angling sites – which is particularly useful from a policy point of view because it supports the use of benefit transfer for more cost-effective river management.     

RETESTING THE UNCERTAINTY EFFECT USING LOTTERIES WITH REAL PRODUCTS AND MONEY

In the current study, several experiments re‐examine the uncertainty effect using lotteries that include real products, monetary outcomes and electronic gift cards in a between‐subjects design. The study also takes the selling position into consideration, in addition to the buying position considered by all previous works on the uncertainty effect. The results indicate that for all types of lotteries, the bids are higher than the bids for the worst possible realization. These findings are consistent with the internality axiom and do not support the uncertainty effect.     

Consumer Willingness to Pay Price Premiums for Credence Attributes of Livestock Products – A Meta‐Analysis

Livestock products, such as dairy and beef, are increasingly regarded as resource intensive and concerns are raised about animal welfare and environmental sustainability. As a result, consumer awareness of these issues has led to an increasing demand for products with high quality credence attributes (CAs) that cannot be directly experienced or identified. A number of empirical studies have attempted to estimate consumers' willingness to pay (WTP) for CAs, which represents the additional value placed on the benefits that they derive from those products. However, there are significant differences in these WTP estimates, mainly because both consumers' perceptions of CAs and the conditions of the studies vary. We conduct a meta‐analysis to examine consumers' WTP for different CAs of livestock products based on a systematic review of relevant studies. Meta‐regression models are used to control for the heterogeneity of WTP estimates and investigate factors that affect the estimation of WTP. Overall 555 estimates derived from 94 papers reporting WTP are included in this study. Meta‐regression results establish the presence of systematic WTP variation associated with types of products, CAs, and locations, though also indicate that WTP is subject to systematic variation associated with study methodology.