IDEAS home Printed from https://ideas.repec.org/a/eee/soceco/v100y2022ics2214804322000970.html
   My bibliography  Save this article

Do the prices of a preventive animal health product affect dairy farmers’ willingness to pay and product use? Evidence from an experimental study

Author

Listed:
  • Cariappa, A.G. Adeeth
  • Chandel, B.S.
  • Sendhil, R.
  • Dixit, Anil Kumar
  • Sankhala, Gopal
  • Mani, Veena
  • Meena, B.S.

Abstract

Should we distribute preventive animal health products for free or charge a positive price? The decision depends on the price sensitivity of the product and the effect prices have on product use. We explore this idea through a field experiment in which we randomize the price a farmer faces for an animal health product. We find that the demand for the product is highly sensitive to offer prices; willingness to pay (WTP) decreased from 44% at ₹ 100 to 18% at ₹ 500. Further, among farmers who were willing to pay, the product usage rate was 71% and usage did not increase in offer prices (lack of screening effect). Furthermore, we find that farmers whose animals were sick in the baseline had a higher WTP. These findings support the human capital model relating to demand for human health products. We argue that individuals behave in a similar way when the decisions concern their own health or the health of an animal they rear for commercial purposes. A highly subsidized distribution of the product is recommended due to high price sensitivity, lack of screening effect, equitable distribution among poor and lesser implementation costs found in this study.

Suggested Citation

  • Cariappa, A.G. Adeeth & Chandel, B.S. & Sendhil, R. & Dixit, Anil Kumar & Sankhala, Gopal & Mani, Veena & Meena, B.S., 2022. "Do the prices of a preventive animal health product affect dairy farmers’ willingness to pay and product use? Evidence from an experimental study," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 100(C).
    • Handle: RePEc:eee:soceco:v:100:y:2022:i:c:s2214804322000970
    DOI: 10.1016/j.socec.2022.101925
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S2214804322000970
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.socec.2022.101925?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Michael Kremer & Edward Miguel, 2007. "The Illusion of Sustainability," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 122(3), pages 1007-1065.
    2. James Berry & Greg Fischer & Raymond Guiteras, 2020. "Eliciting and Utilizing Willingness to Pay: Evidence from Field Trials in Northern Ghana," Journal of Political Economy, University of Chicago Press, vol. 128(4), pages 1436-1473.
    3. Dean E. Spears, 2009. "Bounded Rationality as Deliberation Costs: Theory and Evidence from a Pricing Field Experiment in India," Working Papers 1199, Princeton University, Department of Economics, Center for Economic Policy Studies..
    4. Kremer, Michael & Glennerster, Rachel, 2011. "Improving Health in Developing Countries," Handbook of Health Economics, in: Mark V. Pauly & Thomas G. Mcguire & Pedro P. Barros (ed.), Handbook of Health Economics, volume 2, chapter 0, pages 201-315, Elsevier.
    5. Dean Karlan & Jonathan Zinman, 2009. "Observing Unobservables: Identifying Information Asymmetries With a Consumer Credit Field Experiment," Econometrica, Econometric Society, vol. 77(6), pages 1993-2008, November.
    6. Nava Ashraf & James Berry & Jesse M. Shapiro, 2010. "Can Higher Prices Stimulate Product Use? Evidence from a Field Experiment in Zambia," American Economic Review, American Economic Association, vol. 100(5), pages 2383-2413, December.
    7. Alessandro Tarozzi & Aprajit Mahajan & Brian Blackburn & Dan Kopf & Lakshmi Krishnan & Joanne Yoong, 2014. "Micro-loans, Insecticide-Treated Bednets, and Malaria: Evidence from a Randomized Controlled Trial in Orissa, India," American Economic Review, American Economic Association, vol. 104(7), pages 1909-1941, July.
    8. Pascaline Dupas, 2014. "Short‐Run Subsidies and Long‐Run Adoption of New Health Products: Evidence From a Field Experiment," Econometrica, Econometric Society, vol. 82(1), pages 197-228, January.
    9. Abhijit Banerjee & Esther Duflo & Rachel Glennerster & Cynthia Kinnan, 2015. "The Miracle of Microfinance? Evidence from a Randomized Evaluation," American Economic Journal: Applied Economics, American Economic Association, vol. 7(1), pages 22-53, January.
    10. repec:pri:cepsud:195spears is not listed on IDEAS
    11. Paul, Debabrata & Chandel, B.S. & Ray, Jui, 2013. "Quantity and Value of Milk Losses Due to Technical Constraints - A Case of Crossbred Cows in North-Eastern States of India," Indian Journal of Agricultural Economics, Indian Society of Agricultural Economics, vol. 68(4), pages 1-11.
    12. A. D. Roy, 1951. "Some Thoughts On The Distribution Of Earnings," Oxford Economic Papers, Oxford University Press, vol. 3(2), pages 135-146.
    13. Thaler, Richard, 1980. "Toward a positive theory of consumer choice," Journal of Economic Behavior & Organization, Elsevier, vol. 1(1), pages 39-60, March.
    14. Jessica Cohen & Pascaline Dupas & Simone Schaner, 2015. "Price Subsidies, Diagnostic Tests, and Targeting of Malaria Treatment: Evidence from a Randomized Controlled Trial," American Economic Review, American Economic Association, vol. 105(2), pages 609-645, February.
    15. Grossman, Michael, 2000. "The human capital model," Handbook of Health Economics, in: A. J. Culyer & J. P. Newhouse (ed.), Handbook of Health Economics, edition 1, volume 1, chapter 7, pages 347-408, Elsevier.
    16. Thirunavukkarasu, M. & Kathiravan, G. & Kalaikannan, A. & Jebarani, W., 2010. "Quantifying Economic Losses due to Milk Fever in Dairy Farms," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 23(1), January.
    17. A. G. A. Cariappa & B. S. Chandel & G. Sankhala & V. Mani & R. Sendhil & A. K. Dixit & B. S. Meena, 2021. "Estimation of economic losses due to milk fever and efficiency gains if prevented: evidence from Haryana, India," Papers 2105.09782, arXiv.org, revised May 2021.
    18. Dean E. Spears, 2009. "Bounded Rationality as Deliberation Costs: Theory and Evidence from a Pricing Field Experiment in India," Working Papers 1199, Princeton University, Department of Economics, Center for Economic Policy Studies..
    19. Global Facility for Disaster Reduction and Recovery, 2020. "Road Geohazard Risk Management Handbook," World Bank Publications - Reports 34677, The World Bank Group.
    20. Jessica Cohen & Pascaline Dupas, 2010. "Free Distribution or Cost-Sharing? Evidence from a Randomized Malaria Prevention Experiment," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 125(1), pages 1-45.
    21. A. G. Adeeth Cariappa & B. S. Chandel & Gopal Sankhala & Veena Mani & Sendhil R & Anil Kumar Dixit & B. S. Meena, 2021. "Prevention Is Better Than Cure: Experimental Evidence From Milk Fever Incidence in Dairy Animals of Haryana, India," Papers 2106.03643, arXiv.org.
    22. Timothy N. Cason & Charles R. Plott, 2014. "Misconceptions and Game Form Recognition: Challenges to Theories of Revealed Preference and Framing," Journal of Political Economy, University of Chicago Press, vol. 122(6), pages 1235-1270.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Paulina Oliva & B. Kelsey Jack & Samuel Bell & Elizabeth Mettetal & Christopher Severen, 2020. "Technology Adoption under Uncertainty: Take-Up and Subsequent Investment in Zambia," The Review of Economics and Statistics, MIT Press, vol. 102(3), pages 617-632, July.
    2. Gunther Bensch & Jörg Peters, 2020. "One‐Off Subsidies and Long‐Run Adoption—Experimental Evidence on Improved Cooking Stoves in Senegal," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(1), pages 72-90, January.
    3. Sylvain Chassang & Gerard Padro I Miquel & Erik Snowberg, 2012. "Selective Trials: A Principal-Agent Approach to Randomized Controlled Experiments," American Economic Review, American Economic Association, vol. 102(4), pages 1279-1309, June.
    4. Hoffmann, Bridget, 2018. "Do non-monetary prices target the poor? Evidence from a field experiment in India," Journal of Development Economics, Elsevier, vol. 133(C), pages 15-32.
    5. James Berry & Greg Fischer & Raymond Guiteras, 2020. "Eliciting and Utilizing Willingness to Pay: Evidence from Field Trials in Northern Ghana," Journal of Political Economy, University of Chicago Press, vol. 128(4), pages 1436-1473.
    6. Sylvia, Sean & Ma, Xiaochen & Shi, Yaojiang & Rozelle, Scott, 2022. "Ordeal mechanisms, information, and the cost-effectiveness of strategies to provide subsidized eyeglasses," Journal of Health Economics, Elsevier, vol. 82(C).
    7. Pascaline Dupas & Edward Miguel, 2016. "Impacts and Determinants of Health Levels in Low-Income Countries," NBER Working Papers 22235, National Bureau of Economic Research, Inc.
    8. Ricardo Maertens & Alessandro Tarozzi & Kazi Matin Ahmed & Alexander van Geen, 2018. "Demand for Information on Environmental Health Risk, Mode of Delivery, and Behavioral Change: Evidence from Sonargaon, Bangladesh," Working Papers id:12934, eSocialSciences.
    9. B Kelsey Jack, "undated". "Market Inefficiencies and the Adoption of Agricultural Technologies in Developing Countries," CID Working Papers 50, Center for International Development at Harvard University.
    10. Okeke, Edward N. & Adepiti, Clement A. & Ajenifuja, Kayode O., 2013. "What is the price of prevention? New evidence from a field experiment," Journal of Health Economics, Elsevier, vol. 32(1), pages 207-218.
    11. Jacopo Bonan & Stefano Pareglio & Massimo Tavoni, 2014. "Access to Modern Energy: a Review of Impact Evaluations," Working Papers 2014.96, Fondazione Eni Enrico Mattei.
    12. Lybbert, Travis J. & Vosti, Stephen A. & Adams, Katherine P. & Guissou, Rosemonde, 2018. "Household demand persistence for child micronutrient supplementation," Journal of Health Economics, Elsevier, vol. 62(C), pages 147-164.
    13. Jörg Peters & Jörg Langbein & Gareth Roberts, 2018. "Generalization in the Tropics – Development Policy, Randomized Controlled Trials, and External Validity," The World Bank Research Observer, World Bank, vol. 33(1), pages 34-64.
    14. Molina Millán, Teresa & Macours, Karen, 2017. "Attrition in Randomized Control Trials: Using Tracking Information to Correct Bias," IZA Discussion Papers 10711, Institute of Labor Economics (IZA).
    15. Meredith, Jennifer & Robinson, Jonathan & Walker, Sarah & Wydick, Bruce, 2013. "Keeping the doctor away: Experimental evidence on investment in preventative health products," Journal of Development Economics, Elsevier, vol. 105(C), pages 196-210.
    16. Eduard Marinov, 2019. "The 2019 Nobel Prize in Economics," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 78-116.
    17. Alem, Yonas & Ruhinduka, Remidius D., 2020. "Saving Africa's tropical forests through energy transition: A randomized controlled trial in Tanzania," Ruhr Economic Papers 885, RWI - Leibniz-Institut für Wirtschaftsforschung, Ruhr-University Bochum, TU Dortmund University, University of Duisburg-Essen.
    18. Grimm, Michael & Hartwig, Renate, 2018. "Unblurring the Market for Vision Correction: A Willingness to Pay Experiment in Rural Burkina Faso," IZA Discussion Papers 11929, Institute of Labor Economics (IZA).
    19. Barnwal, Prabhat & van Geen, Alexander & von der Goltz, Jan & Singh, Chander Kumar, 2017. "Demand for environmental quality information and household response: Evidence from well-water arsenic testing," Journal of Environmental Economics and Management, Elsevier, vol. 86(C), pages 160-192.
    20. Sadoff, Sally & Samek, Anya, 2019. "The effect of recipient contribution requirements on support for social programs," Journal of Public Economics, Elsevier, vol. 169(C), pages 1-16.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:soceco:v:100:y:2022:i:c:s2214804322000970. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/inca/620175 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.