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Parental Response to Health Risk Information: A Lab Experiment on Evaluating Willingness-to-Pay for Safer Infant Milk Formula

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Listed:
  • Goldberg, Isabell
  • Roosen, Jutta
  • Nayga, Rodolfo M., Jr.

Abstract

Enterobacter sakazakii, a pathogen that can be found in powdered infant milk formula, can cause adverse health effects on infants. Using Vickrey auction, this study examines parents' willingness to pay (WTP) for a quality assurance label on powdered infant milk formula. The influence of ambiguity with the incidence rate information and provision of safe-handling information on WTP are also evaluated using three experiments/treatments. Results generally suggest that parents are willing to pay for quality assurance label. The mean price premium parents are willing to pay for the safer and quality assurance labelled powdered infant milk formula ranges from 61 to 133 Eurocents per 100 grams depending on the treatment. While no ambiguity effects are generally found, provision of safe-handling information has a significant influence on WTP. When the safe-handling information was given, WTP for the quality assurance label was significantly reduced and ranged from 39 to 69 Eurocents per 100 grams depending on the treatment.

Suggested Citation

  • Goldberg, Isabell & Roosen, Jutta & Nayga, Rodolfo M., Jr., 2006. "Parental Response to Health Risk Information: A Lab Experiment on Evaluating Willingness-to-Pay for Safer Infant Milk Formula," 2006 Annual Meeting, August 12-18, 2006, Queensland, Australia 25672, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae06:25672
    DOI: 10.22004/ag.econ.25672
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    References listed on IDEAS

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    1. Dickie, Mark & Messman, Victoria L., 2004. "Parental altruism and the value of avoiding acute illness: are kids worth more than parents?," Journal of Environmental Economics and Management, Elsevier, vol. 48(3), pages 1146-1174, November.
    2. Chow, Clare Chua & Sarin, Rakesh K, 2001. "Comparative Ignorance and the Ellsberg Paradox," Journal of Risk and Uncertainty, Springer, vol. 22(2), pages 129-139, March.
    3. Daniel Ellsberg, 1961. "Risk, Ambiguity, and the Savage Axioms," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 75(4), pages 643-669.
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    Cited by:

    1. Rodríguez, Elsa Mirta M. & Lacaze, María Victoria & Lupín, Beatriz, 2007. "Willingness to pay for organic food in Argentina: evidence from a consumer survey," Nülan. Deposited Documents 1300, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.

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