Consumer Willingness to Pay for Livestock Credence Attribute Claim Verification

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.


Issue Date:
2010-08
Publication Type:
Journal Article
Record Identifier:
http://ageconsearch.umn.edu/record/93215
PURL Identifier:
http://purl.umn.edu/93215
Published in:
Journal of Agricultural and Resource Economics, Volume 35, Number 2
Page range:
261-280
Total Pages:
20




 Record created 2017-04-01, last modified 2018-01-22

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