Relative importance of price in forming individuals' decisions toward sustainable food: a calibrated auction-conjoint experiment

J. Avitia, M. Costa-Font, J.M. Gil, J.L. Lusk

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)

Abstract

This paper explores the importance of pricing information in dealing with sustainable food preferences. It employs the Calibrated Auction-Conjoint Valuation Method (CACM), by comparing non-adjusted values from a self-explicated (hypothetical) conjoint method to the final calibrated values entered into an adjusted (real) auction. We found consumers significantly reduced their WTP when moving from the initial stage of the CACM (hypothetical self-explicated conjoint method) to the final stage (real auction), primarily by placing more importance on product prices, implying that WTP values from a self-explicated conjoint method used alone would likely lead to overstated estimates of WTP.
Original languageEnglish
Pages (from-to)1-11
JournalFood Quality and Preference
Volume41
Early online date8 Nov 2014
DOIs
Publication statusPrint publication - Apr 2015
Externally publishedYes

Keywords

  • Calibrated auction-conjoint valuation
  • Willingness to pay
  • Sustainable farming
  • Apples

Fingerprint Dive into the research topics of 'Relative importance of price in forming individuals' decisions toward sustainable food: a calibrated auction-conjoint experiment'. Together they form a unique fingerprint.

Cite this