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Consumer Willingness to Pay for Livestock Credence Attribute Claim Verification

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  • Olynk, Nicole J.
  • Tonsor, Glynn T.
  • Wolf, Christopher A.

Abstract

A choice experiment was used to determine consumer value for verification of livestock production process attributes. Willingness to pay for verification of production process attributes varied for both milk and pork chops across attributes and verifying entity. Statistically significant evidence of social desirability bias was found by comparing estimates of consumer preferences solicited using direct and indirect questioning. Indirect questioning may yield more accurate representations of consumer value than direct questioning, and therefore more accurate estimates for agribusiness decision making.

Suggested Citation

  • Olynk, Nicole J. & Tonsor, Glynn T. & Wolf, Christopher A., 2010. "Consumer Willingness to Pay for Livestock Credence Attribute Claim Verification," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(2), pages 1-20, August.
    • Handle: RePEc:ags:jlaare:93215
    DOI: 10.22004/ag.econ.93215
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    References listed on IDEAS

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    1. Marta-Pedroso, Cristina & Freitas, Helena & Domingos, Tiago, 2007. "Testing for the survey mode effect on contingent valuation data quality: A case study of web based versus in-person interviews," Ecological Economics, Elsevier, vol. 62(3-4), pages 388-398, May.
    2. Jayson L. Lusk & F. Bailey Norwood, 2009. "An Inferred Valuation Method," Land Economics, University of Wisconsin Press, vol. 85(3), pages 500-514.
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