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Stated and Revealed Preferences for Organic and Cloned Milk: Combining Choice Experiment and Scanner Data

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  • Kathleen Brooks
  • Jayson L. Lusk

Abstract

The U.S. Food and Drug Administration's recent announcement that milk from cloned cows is as safe to drink as that from conventionally bred cows prompted interest among farmers, food retailers, and regulators in the market impacts of the introduction of milk from clones. Because milk from cloned animals is not currently labeled in the market, we utilized a stated preference experiment to determine consumer preferences for the attribute, but also sought to determine whether the survey-based choices were consistent with people's revealed preferences given by scanner data. Our analysis indicates that a pooled model combining stated and revealed preference data exhibits overall better out-of-sample prediction performance than either data set used alone. Results from the pooled model indicate that consumers are willing to pay large premiums to avoid milk from cloned cows--an amount that is over three times that for organic or rBST-free milk. The results are used to calculate the value of a mandatory labeling program. Copyright 2010, Oxford University Press.

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Bibliographic Info

Article provided by Agricultural and Applied Economics Association in its journal American Journal of Agricultural Economics.

Volume (Year): 92 (2010)
Issue (Month): 4 ()
Pages: 1229-1241

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Handle: RePEc:oup:ajagec:v:92:y:2010:i:4:p:1229-1241

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Cited by:
  1. Vanessa von Schlippenbach & Isabel Teichmann, 2012. "The Strategic Use of Private Quality Standards in Food Supply Chains," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(5), pages 1189-1201.
  2. Yue, Chengyan & Hugie, Kari & Watkins, Eric, 2012. "Are consumers willing to pay more for low-input turfgrasses on residential lawns? Evidence from choice experiments," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 44(04), November.
  3. Li, Xianghong & Peterson, Hikaru Hanawa & Xia, Tian, 2012. "U.S. Consumer Demand for Organic Fluid Milk by Fat Content," Journal of Food Distribution Research, Food Distribution Research Society, vol. 43(1), March.
  4. Christoph, Inken B. & Buergelt, Doreen & Salamon, Petra & Weible, Daniela & Zander, Katrin, 2012. "A Holistic Approach to Consumer Research on Expectations Regarding Animal Husbandry," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144963, International European Forum on Innovation and System Dynamics in Food Networks.
  5. Wolf, Christopher A. & Tonsor, Glynn T. & Olynk, Nicole J., 2011. "Understanding U.S. Consumer Demand for Milk Production Attributes," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 36(2), August.
  6. Su, Lianfan & Adam, Brian D. & Lusk, Jayson L. & Arthur, Frank, 2011. "A Comparison of Auction and Choice Experiment: An Application to Consumer Willingness to Pay for Rice with Improved Storage Management," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103975, Agricultural and Applied Economics Association.
  7. Michael P. Keane & Nada Wasi, 2013. "The Structure of Consumer Taste Heterogeneity in Revealed vs. Stated Preference Data," Economics Papers 2013-W10, Economics Group, Nuffield College, University of Oxford.

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