Combining Stated and Revealed Preferences for valuing attributes associated with Organic Chicken Meat

This paper examines consumer willingness to pay (WTP) for attributes of organic chicken meat in the UK, a product experiencing increasing popularity both domestically and internationally. We combine stated preference (SP) data from a discrete choice experiment with revealed preference (RP) data from supermarket scanner transactions in a joint estimation framework. This approach mitigates common limitations of analysing SP and RP data separately, such as hypothetical bias in SP and multicollinearity in RP. Using a heteroskedastic conditional logit model with interaction terms, we estimate WTP values that account for both preference heterogeneity and scale differences across datasets. Results indicate that consumers assign a substantial premium to the organic attribute, with joint estimates approximately 9% higher than those based solely on SP data and more than double those from
RP. These findings underscore the importance of integrating SP and RP data to inform evidence-based food policy.