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Consumers’ Stated Choices versus Purchasing Desires: Case of Hawaii Food Baskets

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  • Hu, Wuyang
  • Cox, Linda J.

Abstract

This article uses a case study involving Hawaii food baskets to show that although a choice based conjoint experiment can elicit respondents’ most preferred alternative, this “preferred†option may not be one that respondents are willing to purchase. Thus, a choice based experiment that involves hypothetical product selection may predict different behavior, depending on the type of questions asked in the survey. This study shows that follow-up questions in a conjoint survey may serve an important role in improving model fit and the comprehensiveness of behavioral prediction.

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File URL: http://purl.umn.edu/56632
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Bibliographic Info

Article provided by Greek Association of Agricultural Economists in its journal Agricultural Economics Review.

Volume (Year): 10 (2009)
Issue (Month): 2 (June)
Pages:

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Handle: RePEc:ags:aergaa:56632

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Related research

Keywords: Gift baskets in China; preferred choice; willing to purchase; hypothetical selection; Agricultural and Food Policy; Consumer/Household Economics; Q13; D12;

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  1. Wuyang Hu & Michele M. Veeman & Wiktor L. Adamowicz, 2005. "Labelling Genetically Modified Food: Heterogeneous Consumer Preferences and the Value of Information," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 53(1), pages 83-102, 03.
  2. Loureiro, Maria L. & Umberger, Wendy J., 2003. "Estimating Consumer Willingness to Pay for Country-of-Origin Labeling," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 28(02), August.
  3. Adamowicz W. & Louviere J. & Williams M., 1994. "Combining Revealed and Stated Preference Methods for Valuing Environmental Amenities," Journal of Environmental Economics and Management, Elsevier, vol. 26(3), pages 271-292, May.
  4. Jayson L. Lusk & Jutta Roosen & John A. Fox, 2003. "Demand for Beef from Cattle Administered Growth Hormones or Fed Genetically Modified Corn: A Comparison of Consumers in France, Germany, the United Kingdom, and the United States," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(1), pages 16-29.
  5. Laura O. Taylor & Ronald G. Cummings, 1999. "Unbiased Value Estimates for Environmental Goods: A Cheap Talk Design for the Contingent Valuation Method," American Economic Review, American Economic Association, vol. 89(3), pages 649-665, June.
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