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Abstract

This study utilized and compared hypothetical conjoint analysis and non-hypothetical experimental auctions to elicit floral customers' WTP for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable containers but the premium is not the same for different types of containers. This paper also shows the mixed ordered probit model generates more accurate results when analyzing the conjoint analysis internet survey data than the ordered probit model.

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