Consumers' willingness to pay for the color of salmon: A choice experiment with real economic incentives

被引:265
作者
Alfnes, Frode [1 ]
Guttormsen, Atle G.
Steine, Gro
Kolstad, Kari
机构
[1] Norwegian Univ Life Sci, Dept Econ & Resource Management, Trondheim, Norway
[2] Norwegian Univ Life Sci, Dept Anin & Aquaculture Sci, Trondheim, Norway
关键词
choice experiment; color; mixed logit; salmon; willingness to pay;
D O I
10.1111/j.1467-8276.2006.00915.x
中图分类号
F3 [农业经济];
学科分类号
0202 ; 020205 ; 1203 ;
摘要
In most retail markets, sellers post the price and consumers choose which products to buy. We designed an experimental market with posted prices to investigate consumers' willingness to pay for the color of salmon. Salmon fillets varying in color and price were displayed in twenty choice scenarios. In each scenario, the participants chose which of two salmon fillets they wanted to buy. To induce real economic incentives, each participant drew one binding scenario; the participants then had to buy the salmon fillet they had chosen in their binding scenario. The choice data were analyzed with a mixed logit model.
引用
收藏
页码:1050 / 1061
页数:12
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