Relative importance of price in forming individuals' decisions toward sustainable food: A calibrated auction-conjoint experiment

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dc.contributor	Universitat Politècnica de Catalunya. Departament d'Enginyeria Agroalimentària i Biotecnologia
dc.contributor	Universitat Politècnica de Catalunya. CREDA - Centre de Recerca en Economia i Desenvolupament Agroalimentari
dc.contributor.author	Avitia, Jessica
dc.contributor.author	Costa Font, Montserrat
dc.contributor.author	Gil Roig, José María
dc.contributor.author	Lusk, Jayson L.
dc.date	2015-04-01
dc.identifier.citation	Avitia, J., Costa-Font, M., Gil, J.M., Lusk, J. Relative importance of price in forming individuals' decisions toward sustainable food: A calibrated auction-conjoint experiment. "Food quality and preference", 01 Abril 2015, vol. 41, p. 1-11.
dc.identifier.citation	0950-3293
dc.identifier.citation	10.1016/j.foodqual.2014.10.008
dc.identifier.uri	http://hdl.handle.net/2117/85201
dc.language.iso	eng
dc.rights	info:eu-repo/semantics/openAccess
dc.rights	http://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.subject	Àrees temàtiques de la UPC::Enginyeria agroalimentària
dc.subject	Prices--Developed countries
dc.subject	Calibrated Auction-Conjoint Valuation
dc.subject	Willingness-to-pay
dc.subject	Sustainable farming
dc.subject	Apples
dc.subject	WILLINGNESS-TO-PAY
dc.subject	CHOICE EXPERIMENTS
dc.subject	CONSUMERS WILLINGNESS
dc.subject	VALUATION METHOD
dc.subject	PREFERENCES
dc.subject	MECHANISM
dc.subject	PORK
dc.subject	Preus industrials -- Espanya
dc.title	Relative importance of price in forming individuals' decisions toward sustainable food: A calibrated auction-conjoint experiment
dc.type	info:eu-repo/semantics/publishedVersion
dc.type	info:eu-repo/semantics/article
dc.description.abstract	This paper explores the importance of pricing information in dealing with sustainable food preferences. It employs the Calibrated Auction-Conjoint Valuation Method (CACM), by comparing non-adjusted values from a self-explicated (hypothetical) conjoint method to the final calibrated values entered into an adjusted (real) auction. We found consumers significantly reduced their WTP when moving from the initial stage of the CACM (hypothetical self-explicated conjoint method) to the final stage (real auction), primarily by placing more importance on product prices, implying that WTP values from a self-explicated conjoint method used alone would likely lead to overstated estimates of WTP. (C) 2014 Elsevier Ltd. All rights reserved.

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