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Abstract

The dichotomous-choice contingent valuation method is applied to measure consumers' value of quality-certificated organic beef. First, a logit model is estimated like previous studies. Second is a distribution-free approach. The Turnbull empirical distribution model is employed to solve negative willingness to pay and truncation problems. The result is shown that consumers are willing to pay 7,019∼10,607 Won/per 600g more than the current price of regular beef for quality- certificated organic beef.

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