Eliciting Consumer WTP for Food Characteristics in a Developing Context: Application of Four Valuation Methods in an African Market
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Date
2016
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
WILEY
Abstract
We elicit willingness to pay for conventional, organic and/or food-safety-inspected
tomatoes in a traditional African food market. We identify four elicitation methods
that can be conducted with one respondent at a time, and use them in a field setting:
the Becker–DeGroot–Marschak mechanism, multiple price lists, multiple price
lists with stated quantities, and real-choice experiments. All four methods give sim ilar results; showing that consumers are willing to pay a premium for organic and
food-safety-inspected tomatoes. However, the size of the premium is significantly
larger when consumers choose between alternatives than when they indicate their
reservation price. The new multiple price lists with stated quantities were easy to
explain in the busy market setting, gave the respondents the opportunity to deter mine the amount they wanted to buy, and had valuations in line with the other
non-comparative valuation methods
Description
Journal Article
Keywords
Becker–DeGroot–Marschak mechanism, choice experiment, field experiments, food safety, field experiments, organic, price lists, Tanzania, willingness to pay
Citation
25