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Swedish Consumers' Willingness to Pay for Food Safety - a Contingent Valuation Study on Salmonella Risk

This paper examines the value to Swedish citizens of reducing the risk for salmonella bacteria in chicken filet. The contingent valuation (CV) study is based on the results of a postal questionnaire that was distributed to 2 000 randomly selected Swedish citizens aged 18-74. The valuation format used is a stated preference double bounded dichotomous choice. We employ the non-parametric Turnbull Lower Bound method in combination with Monte Carlo simulations to obtain lower bound estimates of the mean and median values of expected willingness-to-pay (WTP) for reducing the risk for salmonellosis, as well as values of a statistical case (VSC) and a statistical life (VSL). We find a VSC of between SEK 121 045 (110 297–131 814) and SEK 182 966 (167 915–197 896) depending on the format used (values in parentheses constitute a 90 percent confidence interval). VSL values of SEK 13.3 million and 48.3 million are estimated using different formats, but neither estimation is statistically significant. Since this is the first Swedish study on WTP for food safety, mean and median values of VSL and VSC cannot be directly compared with previous results, but the values obtained are in line with comparable Swedish studies on WTP for traffic safety as well as with international studies related to food safety. We do not find any strong linkage between WTP and income, age or gender. Scale sensitivity seems to depend on which model is chosen, while household size, risk perception ability and perceived Quality Adjusted Life Years (QALY:s) lost seem to be strong predictors of WTP.

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File URL: http://www.agrifood.se/Files/AgriFood_WP20091.pdf
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Paper provided by Swedish National Road & Transport Research Institute (VTI) in its series Working Papers with number 2009:2.

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Length: 52 pages
Date of creation: 15 Jan 2009
Date of revision:
Handle: RePEc:hhs:vtiwps:2009_002
Note: Fulltext provided as SLI-Working Paper 2009:1.
Contact details of provider: Postal: VTI, Transport Economics, P.O. Box 6056, SE-171 06 Solna, Sweden
Phone: +46-13-20 40 00
Fax: +46-13-14 14 36
Web page: http://www.vti.se/tek
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  1. Alberini, Anna & Cropper, Maureen & Krupnick, Alan & Simon, N.B.Nathalie B., 2004. "Does the value of a statistical life vary with age and health status? Evidence from the US and Canada," Journal of Environmental Economics and Management, Elsevier, vol. 48(1), pages 769-792, July.
  2. Andersson, Henrik & Hammitt, James & Lindberg, Gunnar & Sundström, Kristian, 2008. "Willingness to Pay for Car Safety: Sensitivity to Time Framing," Working Papers 2008:8, Swedish National Road & Transport Research Institute (VTI).
  3. Andersson, Henrik & Treich, Nicolas, 2009. "The Value of a Statistical Life," TSE Working Papers 09-015, Toulouse School of Economics (TSE).
  4. Cameron, Trudy Ann, 1988. "A new paradigm for valuing non-market goods using referendum data: Maximum likelihood estimation by censored logistic regression," Journal of Environmental Economics and Management, Elsevier, vol. 15(3), pages 355-379, September.
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