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Sustainability labels convey information about different product attributes, such as its environmental impact, lifespan or ethical performance. The labelling can be either positive (only identifying the most sustainable products available on the market), negative (only identifying the least sustainable products available on the market) or graded (comparing the sustainable performance of a product with that of all other products on the market). We assess the relative performance of these three labelling approaches in terms of influencing product choices. A nationally representative sample of 1243 consumers from Germany, Spain and the Czech Republic participated in an incentive‐compatible online discrete choice experiment with random allocation to different labelling approaches. Compared with positive and negative labels, graded labels were most effective in guiding consumers towards more sustainable product choices. These findings support policy interventions that convey product sustainability with graded labels. [ABSTRACT FROM AUTHOR]

Literature shows that tourists can make significant financial contributions towards efforts of erosion prevention, but very few studies are done in the context of developing countries, especially to protect World Heritage sites. This paper provides the first estimates of willingness to pay (WTP) for differing coastal erosion measures by domestic and foreign tourists visiting Hoi An, an UNESCO World Heritage site located in Vietnam. Using a discrete choice experiment, our study presents several new and important findings. Tourists support visible protection structures and trees on beaches even though these hard measures can affect the natural aesthetics. There exists preference heterogeneity among tourists. Most importantly, our analysis shows that WTP of each tourist is USD $13.45, nearly seven times greater than WTP by local residents estimated in previous literature for a similar erosion protection program. [ABSTRACT FROM AUTHOR]

AbstractReducing carbon dioxide emissions in the aviation industry is a formidable challenge. Understanding airline travellers’ willingness to pay for emission reductions could lead to impactful changes in flight pricing and government policies. In this study, we employ a discrete choice experiment to more accurately gauge this willingness to pay. The experiment features a comprehensive analysis of both leisure and business traveller categories, utilising a realistic interface mirroring Google Flights for journeys between Los Angeles and New York. The findings demonstrate that, on average, business flyers exhibit a significantly higher willingness to pay for emission reductions compared to leisure flyers. Notably, a subset of emissions conscious leisure flyers also exhibits a markedly higher willingness to pay. Latent class modelling indicates that this emissions conscious group accounts for about 42% of the leisure flyer sample. The larger group of price focused leisure flyers does not display any significant willingness to pay for emission reduction. Another key finding is that ethical consumption behaviour, not just stronger perceptions related to climate change, is linked to emissions-reducing preferences among both types of flyers. These results provide valuable insights for policy and pricing strategies, emphasising the heterogeneity across and within the business and leisure flyer segments. [ABSTRACT FROM AUTHOR]

Purpose: This study examines the willingness of Spanish and Lithuanian grain farmers to adopt a combined approach of preventive site-specific spraying (PSSS) and selective harvesting (SH), two precision agricultural technologies (below referred to as PSSS-SH) aimed at mitigating the risk of mycotoxin contamination in barley and wheat. Methods: Data were collected from 190 commercial grain farmers using a choice experimental survey. The empirical analysis relied on the estimation of mixed logit and integrated latent class models. Results: The surveyed farmers were heterogeneous in their preference for the PSSS-SH technology, with a majority (81%) reporting that they were willing to adopt and pay for the PSSS-SH technology. Furthermore, the farmers' willingness to adopt PSSS-SH technology was influenced by the trade-offs between the potential production, economic and environmental changes. Conclusion: Profit maximization is not the only motivation for a farmer's decision to adopt PSSS-SH, there are also important non-financial benefits that align with the observed choices. Furthermore, the perceived usefulness of the technology, the willingness and readiness to use the technology, and the farmer characteristics (e.g. cooperative membership, employment status, share of household income from grain production and past experience with precision farming technology) were positively associated with uptake of the PSSS-SH technology. Therefore, extension programmes should have a special focus on the perceived usefulness of the technology, the willingness and readiness of farmers to use it, and its unique characteristics. [ABSTRACT FROM AUTHOR]

Microgreens are young plants used as ingredients and flavoring in various dishes. Their production time is short, and their production methods can be altered to enhance the nutritional content. To date, consumers’ preferences for microgreens that display different esthetic and nonesthetic traits have not been addressed. Additionally, consumers’ perceived risk of production methods used to enhance nutrition has not been investigated. An online survey and choice experiment involving a sample of 821 consumers in Tennessee were performed to investigate these topics. A mixed logit model was used to analyze the data. Both esthetic and nonesthetic traits influenced the consumers’ preferences. Green microgreens were preferred and valued more than light or dark purple microgreens. When fertilizer was used during production to enhance nutrients, consumers perceived the microgreens as riskier to the environment and for personal consumption relative to microgreens with light-induced nutrient enhancement. Using lighting during production to enhance nutrients generated a $0.47 to $0.79 premium relative to no nutrient enhancement. In general, if participants’ perceived risk aligned with the nutrient enhancement attribute (i.e., light, fertilizer), then their willingness to pay for the microgreens decreased. This was amplified for the fertilizer nutrient enhancement attribute more than it was for the light enhancement attribute. In-state production and microgreen height also impacted consumer preferences for microgreens. [ABSTRACT FROM AUTHOR]

This study provides a comprehensive understanding of the factors influencing Italian consumers' choice of biodegradable and compostable packaging by using a hybrid framework that integrates the theory of planned behaviour with a discrete choice experiment. By analysing the interplay between internal and external factors and rational consumer evaluations, the research clarifies that consumers' choices can be explained by a combination of economic and psychological models, offering a more accurate representation of the driving forces behind consumer decisions. Applying latent class analysis, we identify consumer segments based on packaging preferences for packaged salad, knowledge of waste disposal rules and the psychological characteristics of a statistically representative sample of Italian consumers. The integration of a comprehensive behavioural model allows for the identification of psychological determinants that influence consumer behaviour, outlining detailed profiles of both early adopters and those most opposed to this technology. This research contributes to the literature on sustainable packaging and offers insights to marketers and policymakers for promoting the adoption of sustainable packaging. [ABSTRACT FROM AUTHOR]

Balancing food production and biodiversity conservation is a big challenge around the world. Eco-friendly agriculture has the potential to overcome these challenges and achieve sustainability. Although some studies show the high valuation of flagship species (e.g., attractive birds and fish) in paddy land where eco-friendly rice is cultivated, limited research has been performed concerning non-specific species such as generalists inhabiting rice paddies that also contribute to agro-biodiversity and ecosystem services. Therefore, this study assesses the valuation of non-flagship vertebrates and invertebrates by applying a choice experiment to vertebrate- and invertebrate-friendly rice. To understand the spatial/regional heterogeneity of the valuation, a questionnaire survey was distributed to both urban and rural citizens in Japan. Our results demonstrated that almost all respondents expressed a desire to protect both vertebrates and invertebrates, with more appreciation for vertebrates than for invertebrates. The analysis also found regional heterogeneity between urban and rural areas in terms of vertebrate and invertebrate evaluations and purchasing intentions. Our findings indicate marketing potential in Japan to promote eco-friendly rice production in relation to vertebrate and invertebrate conservation. [ABSTRACT FROM AUTHOR]

The rapid growth of on-demand food delivery has sparked concerns about its societal and environmental impact. While alternative solutions like group ordering and electric bikes aim to address these issues, their adoption is hindered by inconveniences, mainly due to the longer delivery times, which are critical in food delivery. Price incentives such as discounts have traditionally been used as compensation, but questions about their long-term feasibility persist. This study assesses whether providing carbon footprint information can reduce the reliance on price incentives, especially when compensating for longer delivery times. Through a mixed-design experiment with 215 e-consumers in Greater Jakarta, we found that green information effectively encourages more sustainable delivery choices, similar to discounts. However, combining green information with discounts adds little value, suggesting that emphasizing green information alone could reduce financial costs and foster intrinsic motivation. Additionally, female and younger consumers are more responsive to green information, indicating the potential for targeted sustainability efforts in the on-demand food delivery sector. [ABSTRACT FROM AUTHOR]

AbstractSince the launch of ChatGPT in November 2022, the number of services providing generative AI has been steadily increasing. As different services enter the market, the generative AI interfaces users experience become more diverse. However, none of the services has yet established itself as the dominant tool, and which interface component affects user preferences the most has yet to be identified. This study investigates user preferences based on the interface of generative AI services currently on the market. We investigated users’ preferred interface components by setting the output data type, generative style, output variation, reference style, and generation history provided by the current generative AI service as properties. We collected data from 500 users through a survey and conducted conjoint analysis. Users preferred the provision of 10 generation histories the most, and the second most preferred the provision of reference style in footnote format. In addition, it was found that there was no preference for the creative generative style, which can be interpreted as users being aware of the problem of hallucination in generative AI. The results of this study will help future generative AI services design interfaces that consider user experience. [ABSTRACT FROM AUTHOR]

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Sophisticated ticketing practices have become widespread in the concert industry in recent years, with a wider range of musicians now experimenting with different ticket pricing schemes. The aim of these practices is to help musicians manage ticket capacity and maximize their concert income. However, there is limited evidence on how musicians can optimally allocate and price tickets with respect to how consumers value different ticket attributes. This study uses a stated preference discrete choice experiment and choice modeling methods to analyze consumer preferences for different attributes of concert tickets. The results of the modeling exercise highlight patterns in consumer preferences across different seating areas within a hypothetical venue, as well as average preferences for other common attributes of concert tickets. Finally, this study provides evidence of the significant welfare consumers derive from the availability of new ticketing innovations in the form of VIP packages. [ABSTRACT FROM AUTHOR]

Biofortified maize offers a potential solution to combat micronutrient deficiencies in households, yet its adoption remains low. Realizing biofortification's benefits necessitates a shift in smallholder farmers' production and consumption behavior. Social norms can significantly influence societal behaviors and have the potential to trigger substantial changes. However, their role in promoting biofortification adoption remains underexplored. This study investigates the influence of nutrition information and social norm messaging on smallholder farmers' adoption of biofortified maize seeds in Ethiopia's highlands. We conducted an experiment with 2022 randomly selected households to evaluate the effectiveness of nutrition messages and social norm messaging on farmers' willingness to pay for biofortified maize seeds. Our results reveal that nutrition information alone significantly increases farmers' interest in purchasing biofortified maize seeds, highlighting the positive influence of information‐based interventions on biofortified crop adoption. Conversely, social norm messaging on its own has a limited effect on demand. However, a combined approach demonstrates a stronger positive influence, suggesting a synergistic relationship between these interventions. These results underscore the critical role of disseminating clear information about the nutritional benefits of biofortified crops in fostering their adoption among smallholder farmers. Additionally, our study suggests that integrating social norm messaging with information‐based interventions could be a highly effective strategy for promoting biofortified maize and similar nutrition‐focused initiatives. This research offers valuable insights for policymakers and organizations aiming to improve nutritional outcomes through food‐based approaches to agricultural development among smallholder farming communities. [ABSTRACT FROM AUTHOR]

The growing number of older people has become a critical social and economic challenge globally. In Taiwan, the proportion of people aged 65 and over had exceed 14% since 2018 and the Taiwan government plans to develop housing communities for the growing population of older adults, but the public's preferences for senior housing are diversified and require further consideration. This study constructed a conceptual framework based on the choice experiment approach from social, physical and management dimensions. Five assessing attributes and one price attribute regarding senior housing were included and recombined to generate various choice alternatives. These choice alternatives were then incorporated into questionnaires to further examine respondents' preferences and willingness to pay toward senior housing construction using random parameter logit (RPL) and latent class model (LCM). We found that respondents preferred professional care service the most, followed by the inclusion of family rooms, accessible housing, and various security measures by RPL model. Using LCM analysis, this study further identified that respondents who were younger, highly educated, had older family members, and had previous experience with senior housing had stronger preferences for attributes such as professional care, convenient transportation, security, family rooms, accessible facilities and intergenerational housing. Our findings reinforce the significance of including professional care, security option, and family room for senior housing. These results can be references for authorities when planning the senior housing sector and developing senior housing welfare policy. [ABSTRACT FROM AUTHOR]

Previous studies have shown that punishment can increase and stabilize cooperation in many situations. In this study, we conducted an online stated-choice experiment in Japan to elicit respondents' preferences for different types of punishments that they thought should be imposed on uncooperative people to encourage cooperation within a team. We observed heterogeneity in preferences for different types of punishment among individuals in different preference groups, as estimated from the latent class logit model. Our results suggest that several socioeconomic characteristics are associated with the classification of preference groups. [ABSTRACT FROM AUTHOR]

[Objective] Water scarcity has become a major constraint to the development of grassland regions. From the perspective of herders, exploring the value of grassland water resources and attempting to establish a feasible pricing scheme for irrigation services is of great significance in promoting the realization of the value of grassland water resources. [Methods] Using survey data from pastoral areas of Inner Mongolia in 2021, this study employed the choice experiment method to simulate irrigation services, applied the random parameters logit regression model to analyze and estimate the value of grassland water resources, and conducted a cost-benefit analysis. [Results] (1) From the herders’ perspective, the value of water resources reaches 0.130 Yuan/m3 in the desert grassland areas, 1.366 Yuan/m3 in the typical grassland areas, and around 0.640 Yuan/m3 in the meadow grassland areas; (2) Herders are willing to pay for grassland irrigation services to improve their water scarce situation. They have differential preferences for different service providers and demonstrate a stronger preference for irrigation services provided by the government and agricultural enterprises compared to village committees. The increase in irrigation frequency can significantly improve herders’ well-being. Heterogeneity analysis indicated that herders with smaller land management area are more inclined to purchase paid irrigation services and prefer higher frequency irrigation services; (3) The fee scheme for grassland irrigation services and the results of cost-benefit analysis indicate that the cost of providing grassland irrigation services is much lower than the subjective benefits obtained by herders. (4) Taking the provision of artificial rainmaking technology as an example, herders in Inner Mongolia can obtain an annual consumer surplus of approximately 1.031 billion Yuan by purchasing irrigation services. [Conclusion] Different types of grasslands significantly influence the value of water resources. Furthermore, herders have a real demand for paid irrigation services to reduce the scarcity of grassland water resources, increasing the frequency of irrigation can enhance herders’ utility, and the government and agricultural enterprises play an important role in providing irrigation services. Finally, providing irrigation services is economically viable, and the value of grassland water resources can be realized through the provision of paid grassland irrigation services.

ies, focusing on the success of these new products and the profitability of insurance companies. Methods: The Choice Experiment method is based on two basic parts, including Lancaster's value theory and Random utility function theory. According to Lancaster, a person benefits from the attributes and characteristics of a product compared to the state where he directly uses the product. Therefore, a change in price leads to a change in the Choice of a set of goods over other goods, which creates a higher cost. The theory of random utility function is the second structural part of the selection test method. Based on this theory, all the components of the utility function that result from people's choices are not directly visible to the researcher. In this research, five attributes, moral hazard, franchise, insurance premium estimate, ability to update insurance premium, and price as the main variables in two levels were considered for investigation. In such a way that the audience has two levels for each of the attributes (has the moral hazard /does not have the moral hazard, has the franchise /does not have the franchise, has the insurance premium estimate /does not have the insurance premium estimates, can update insurance premium /cannot update insurance premium, and the price attribute is up to 3000000 Tomans/up to 3750000 Tomans). To collect the necessary data and information, in February 2024, questionnaires were sent to all active private insurance companies in Mazandaran province, which had experienced experts with more than 3 years of relevant work experience, of which 45 questionnaires were completed. The Choice Experiment was valid. The conditional logit method was used to estimate the model. Hence, to ensure the correct use of the conditional logit method to estimate the model, first, using the Hausman-McFadden test, the hypothesis of independence of irrelevant alternatives (IIA) was examined. For this purpose, first, the model was estimated in an unrestricted form with the presence of all options; Then, by removing one of the options, the model was estimated in a restricted form and according to the x2 (chi-square) statistic, a decision was made about the desired model. If the null hypothesis that there is no difference between the coefficients (in other words, the hypothesis of independence of irrelevant alternatives) is not rejected, the conditional logit method can be used to estimate the model. Results: Based on the obtained results, the value of the chi-square statistic was equal to -1.62, which indicates the confirmation of the null hypothesis and establishing the independence of irrelevant alternatives; Accordingly, conditional logit regression is the most suitable model for investigating the effective attributes of price insurance in its acceptance by insurance companies. According to the results, the sign of the coefficients of the franchise, insurance premium, and price variables is positive and by the theory; Also, the variables of moral hazard and the ability to update have an inverse relationship with the utility of price insurance by insurance companies. The coefficient of the final effect of the moral hazard variable is equal to -0.072, which means that with other variables being constant if the characteristic of a unit's moral hazard increases, the marginal utility or willingness to pay insurers will decrease by 0.072 units. The value of the final effect of the insurance premium variable is 0.098, which states that if the premium attribute increases one unit, in a situation where other attributes are constant, the willingness to pay or the marginal utility of the insurers increases by 0.098 units. Conclusion: Accordingly, the sign of the coefficients of the franchise, insurance premium calculation, and price variables is positive and according to the theory. Also, variables of moral hazard and the ability to update insurance premiums have an inverse relationship with the utility of price insurance by insurers. The effect of the attributes of price insurance is the highest in the form of franchise, insurance premium calculation, moral hazard, and the ability to update insurance premiums. Also, considering that 70% of insurance companies' experts welcome price insurance, including it in the insurance portfolio offered by insurance companies can improve the profitability of insurance companies and on the other hand, improve the business environment related to agriculture if the insurance premium is determined and strengthen food security. By developing price insurance, the policymaker can compensate to a large extent the current damage caused by insurance of agricultural products.

Abstract Consumers are demonstrating increasing awareness towards initiatives promoting sustainable practices in the food sector. This is particularly pronounced among university students, a segment known for its receptivity to sustainability initiatives. Utilizing a choice experiment, this study examines the Italian students’ preferences for fruit juice produced by a hypothetical company. Specifically, the research explicitly assesses the premium price attributable to a circular economy certification—a relatively new standard—in comparison with the widely recognized and appreciated organic certification. Furthermore, the study evaluates the potential additive value of possessing both certifications jointly. Results indicate that consumers are willing to pay a premium for products labelled with circular economy attributes. However, in the presence of an organic certification, the additive value of the circular economy certification is diminished by more than half. Finally, consumers who have received environmental training demonstrate a higher premium for such products, highlighting the role of education in promoting sustainable choices. These findings suggest that a potential market exists for circular economy-certified products, providing an incentive for businesses to adopt circular economy practices. Environmental training plays a relevant role in fostering sustainable transitions, thereby underscoring the significance of education in shaping conscious consumer behaviour.

Abstract As consumers play an increasingly active role in the energy market, understanding their preferences for renewable and non-renewable energy is essential for achieving Sustainable Development Goal 7. This study employs a labelled discrete choice experiment to investigate consumers' preferences and willingness to pay for solar PV panels, power generators, and biomass, considering service provider, service quality, and purchasing price. The survey was administered to 250 households in Kumasi, Ghana. This study finds that solar PV panels are the most preferred energy source, with the highest willingness to pay estimate. However, in cases where solar panels are not easily accessible, households turn to biomass as an alternative. Although there are similarities in choices, variations in preferences among consumers were identified. Furthermore, consumers value product or service quality but remain indifferent between foreign and domestic service providers. Based on these findings, policymakers are advised to engage in awareness campaigns and provide incentives such as subsidies and low-interest loans, to drive solar PV panel adoption among households. Energy developers should consider customized payment plans based on income levels to facilitate affordability. Additionally, recognizing the heterogeneity in preferences necessitates an inclusive policy approach that considers diverse consumer needs and addresses the energy access challenges faced by low-income households.

Mobulid species are endangered globally, and the market trade for gill plates is believed to be a major threat. Successful conservation and the sustainable use of mobulids therefore require an objective understanding of consumer characteristics and preferences for gill plates. Previous studies focused on qualitative descriptions, and reliable quantitative analyses are currently lacking. We used a latent class choice experiment method and a semistructured questionnaire to provide important new quantitative information about gill plate consumer characteristics and the heterogeneous nature of demand for gill plates. From May to July 2019, we conducted a field study in Guangzhou, the primary consumption hub for mobulid gill plates in mainland China. Utilizing a simple random sampling method, we engaged in face‐to‐face interviews with 428 consumers of gill plates in the major trading markets in Guangzhou. Our results showed that 59.8% of consumers of gill plates were over 40 years old, 62.6% were female, 80.7% had annual household incomes of <200,000 yuan, and 84.5% recognized the medical and health value of gill plates and purchased them. About seventy‐two percent of consumers preferred to purchase imported and less expensive gill plates from unprotected species, but they had a strong preference for large gill plates from protected species, such as Mobula birostris. This contradiction arose from consumers' lack of knowledge of mobulids and their conservation status. We found, for example, female consumers over 40 years old had the least understanding of conservation status of mobulid species and the link between size of gill plates and rarity of mobulids. This suggests there may be opportunities to promote mobulid conservation through education and marketing targeted at this demographic. Consumers who had a positive preference for gill plates from protected species (regardless of price) (10%) may be harder to influence. Overall, we believe education alone is not enough and that the conservation of mobulids would benefit from an integrated approach that involves conservation education and strengthened trade regulations, such as the introduction of traceability systems and a stiffer legal framework for consumption of protected species. [ABSTRACT FROM AUTHOR]

We examine how mortgage brokers affect borrower confusion about key mortgage features and assess whether brokers mitigate confusion by educating borrowers. Drawing from two lab-in-the-field experiments, we first show a correlation between the attributes borrowers find most confusing and those they find least important. Second, we show that borrowers who secure loans directly from lenders demonstrate lower confusion levels compared to those using brokers, even after accounting for self-selection bias. Despite this, broker users exhibit higher decision satisfaction and confidence after taking a loan. Third, using responses from discrete choice experiments to implement a causal mediation analysis with a single IV, we evaluate the influence of broker use, financial literacy, and subjective confusion on borrowers' willingness to pay for specific mortgage attributes. Our findings reveal that broker users are willing to pay more for attributes that increase the value and duration of loans, increasing broker commissions. [ABSTRACT FROM AUTHOR]

AbstractEconomic valuation studies of non-market goods in culture and tourism have a long and recognised track record. Many studies focus on evaluating well-defined examples such as monuments, institutions or events, leaving the valuation of cultural heritage tourism ecosystems as an important and less explored challenge. This work addresses the evaluation of a cultural tourist ensemble in which factors such as the natural landscape, elements of tangible historical heritage and intangible technological knowledge are integrated, all referring to a specific territorial demarcation, which acts as a driver of tourist appeal. Choice experiment methodology is applied to obtain the value allocated to different attributes of the ensemble by various groups of visitors, according to their origin or type of stay: first, local, national and foreign visitors; and second, the canonical distinction between excursionists and tourists. In general, locals report a greater contribution to preserve cultural expressions while nationals and foreigners do so for tourism services. Tourists report greater appreciation for cultural consumption while excursionists do so for drivers of cultural and territorial brand. Our approach and results can provide a better basis to implement strategies of management and preservation of cultural ecosystems as niches for tourism activity and economic impact. [ABSTRACT FROM AUTHOR]

Background: This study was carried out in Linguere department, Louga region of Senegal. Its objective was to explore the socio-economic factors that influence small ruminant producers’ decisions on vaccination against peste des petits ruminants. Methods: We carried out a willingness to vaccinate and willingness to pay for vaccination using a choice experiment approach with 200 small ruminant producers. Results: Results showed that the key factors that influence willingness to vaccinate, include perceived benefits of vaccination (98, 95%CI: 96–100%), the type of vaccinator (91, 95%CI: 87–95%), the access to information (86, 95%CI: 81–91%), the vaccine availability (80, 95%CI: 74–86%), and the possession of a vaccination certificate by the producer (76, 95%CI: 70–82%). Preferences of producers leaned toward home vaccination (preference weight = 0.74, p = 1%), individual herd vaccination (preference weight = 0.45, p = 1%), elective participation to vaccination (preference weight = 0.33, p = 0.01), and low-cost services (preference weight = −0.004, p = 0.1). Producers expressed a willingness to pay for vaccination per animal of XOF 184 (USD 0.3), XOF 113 (USD 0.18), and XOF 82 (USD 0.13) for home, individual herd, and elective vaccination, respectively. Conclusion: The findings underscore the importance of targeted awareness campaigns and bringing vaccination services closer to the producers. [ABSTRACT FROM AUTHOR]

Introduction: People as individual consumers are regularly targeted in sustainability campaigns or communications with the hope of enhancing sustainable behavior at an individual level, with subsequent sustainability transformation at a larger societal scale. However, psychological motivation is complex and campaigns need to be based on an understanding for what individual, and contextual, factors support or hinder sustainable behavioral choices. Methods: In a discrete choice experiment, participants made hypothetical online purchases in each of three rooms designed to evoke associations to hedonic, gain, and normative goal frames. Participants were shown a campaign message intended to prime sustainable textile consumption prior to the purchase. For each product (t-shirt or bananas) hedonic (comfort/look), gain (price), and normative (organic/fairtrade) attributes were varied in an online choice experiment. Results: Preferences for the normative attribute of t-shirts increased in the normative room compared to the room with gain associations. No effect of the rooms with hedonic or gain priming was observed on the choice. Discussion: The study supports the hypothesis that the physical room can enhance goal frame activation and behavioral choice but concludes that such priming effect is sensitive to specificity of the prime. [ABSTRACT FROM AUTHOR]

Consumers are demonstrating increasing awareness towards initiatives promoting sustainable practices in the food sector. This is particularly pronounced among university students, a segment known for its receptivity to sustainability initiatives. Utilizing a choice experiment, this study examines the Italian students' preferences for fruit juice produced by a hypothetical company. Specifically, the research explicitly assesses the premium price attributable to a circular economy certification—a relatively new standard—in comparison with the widely recognized and appreciated organic certification. Furthermore, the study evaluates the potential additive value of possessing both certifications jointly. Results indicate that consumers are willing to pay a premium for products labelled with circular economy attributes. However, in the presence of an organic certification, the additive value of the circular economy certification is diminished by more than half. Finally, consumers who have received environmental training demonstrate a higher premium for such products, highlighting the role of education in promoting sustainable choices. These findings suggest that a potential market exists for circular economy-certified products, providing an incentive for businesses to adopt circular economy practices. Environmental training plays a relevant role in fostering sustainable transitions, thereby underscoring the significance of education in shaping conscious consumer behaviour. [ABSTRACT FROM AUTHOR]

Farmland eco-compensation, as a typical payment for ecosystem services scheme, aims to address trade-offs between environmental and developmental objectives. As indispensable eco-compensation supporters, the public's willingness to pay (WTP) for farmland eco-compensation and the allocation to farmers directly affect ecological safety and sustainable development for farmland. Therefore, this study links the public's WTP for the farmland eco-compensation to the financial subsidies received by farmers and presents a theoretical framework and research approach that connects stakeholders, applying improved choice experiments for empirical study in the black soil region of northeastern China. The results showed that the public has a positive WTP for the farmland eco-compensation program that improves the area, soil thickness, and organic content expeditiously. The public's WTP allocation for eco-compensation varies considerably, with the share allocated to farmers in their WTP averaging 46.96%, showing a benchmark for compensation standards. The results revealed the influential relationship between the socioeconomic characteristics of the public with WTP allocation and the preferences for farmland eco-compensation, such as the positive correlation between age with WTP allocation and females' greater preference for eco-compensation. These findings can provide new perspectives and approaches to exploring sustainable pathways for farmland eco-compensation. [ABSTRACT FROM AUTHOR]

AbstractInvestigating the determinant of consumer preference for game meat safety is crucial in promoting game meat consumption. In this study, we examined the impact on consumer preferences for a safety attribute, taking the individual risk attitude and the risk perception into account. We used data from a survey and a labeled discrete choice experiment involving 476 Italian consumers and analyzed it with a latent class model. The results show that all consumers gain utility from game meat with this safety claim. Furthermore, consistent groups of consumers who dislike game meat are likely to be risk-averse and perceive game meat as hazardous. Therefore, a marketing or public policy strategy aimed at promoting game meat consumption should focus on reinforcing consumers’ trust in more stringent safety standards. For instance, highlighting the safety measures and inspections involved in the production of game meat can help increase consumer confidence in its safety. [ABSTRACT FROM AUTHOR]

As consumers play an increasingly active role in the energy market, understanding their preferences for renewable and non-renewable energy is essential for achieving Sustainable Development Goal 7. This study employs a labelled discrete choice experiment to investigate consumers' preferences and willingness to pay for solar PV panels, power generators, and biomass, considering service provider, service quality, and purchasing price. The survey was administered to 250 households in Kumasi, Ghana. This study finds that solar PV panels are the most preferred energy source, with the highest willingness to pay estimate. However, in cases where solar panels are not easily accessible, households turn to biomass as an alternative. Although there are similarities in choices, variations in preferences among consumers were identified. Furthermore, consumers value product or service quality but remain indifferent between foreign and domestic service providers. Based on these findings, policymakers are advised to engage in awareness campaigns and provide incentives such as subsidies and low-interest loans, to drive solar PV panel adoption among households. Energy developers should consider customized payment plans based on income levels to facilitate affordability. Additionally, recognizing the heterogeneity in preferences necessitates an inclusive policy approach that considers diverse consumer needs and addresses the energy access challenges faced by low-income households. [ABSTRACT FROM AUTHOR]

Labeling strategies are often discussed in the context of local food purchase. Substantial research has been undertaken to discern buyers' preferences for different labeling strategies associated with a production practice or a geographic location. Some studies have also emphasized the substitution or complementarity effects that may occur across these different labels. Using a large choice experiment with 1820 respondents across six US southern states, this research evaluates buyers' preferences for co-labeling strategies, focusing on the association of a production practice and certifications (USDA Organic and Certified Naturally Grown) alongside six different production locations, ranging from local to imported sources. We focus on pint baskets of cherry tomatoes, chosen due to their popularity among purchasers of fresh produce. Based on the results provided by a Bayesian Mixed Logit model, we derived the respondent-specific posterior distribution of the partworths associated with each production location and regressed each of those against demographic indicators. Our findings highlight that most buyers substitute between USDA Organic and Certified Naturally Grown (CNG), and a minority consistently opt for the same production practice option. In addition, we underscore that price, or an indication of origin predominantly guides nearly half of buyers' choices. We find that the premium for CNG is slightly superior to the organic one. Last, older respondents and respondents with a higher degree of education value produce grown within their state over neighboring states and more distant origins. [ABSTRACT FROM AUTHOR]

The concept of social enterprise is an imperative facet of modern entrepreneurship that emphasizes the potential for businesses to generate profits while promoting societal well-being. However, this dual objective presents a significant challenge for entrepreneurs as it demands a strong commitment to social responsibility. Our study aimed to investigate the emerging trend of anti-social decisions made by young people in response to complex socio-economic constraints. The inquiry involved a series of classroom experiment conducted on 240 undergraduates in a hypothetical environment. The experiments presented the participants with opportunities to make prosocial or anti-social decisions regarding their occupational choices under four different socio-economic conditions and also in a structured coordination game. The results suggest that prospective employees may be more likely to make choices that benefit themselves, rather than others, when faced with difficult social and economic situations. However, those who opt to be self-employed expressed the highest prosocial motivation, indicating a strong desire to contribute to society. It is important to take these findings into account when creating educational policies and adjusting economic policies, such as tax policies. We need to encourage and educate young people in Sri Lanka to develop and express their desire to create positive social change, by promoting pro-social values and behaviors. [ABSTRACT FROM AUTHOR]

Clarifying public willingness to pay (WTP) for farmland non‐point source pollution (FNSP) governance helps to establish an ecological compensation mechanism with public participation. This will reduce China's agricultural pollution and its environmental and food safety consequences while promoting sustainable development. Nevertheless, research has yet to reveal the public WTP within China's FNSP governance policy framework. To this end, a "2030‐oriented FNSP governance program" choice experiment with specific FNSP governance measures (fertilizer reduction, pesticide reduction, straw resource utilization, and mulch film recycling) was conducted in Gansu Province to reveal the public WTP for FNSP governance and its key influencing factors. Results from mixed logit models show that urban residents' marginal WTP (MWTP) for improving the FNSP status quo and different measures for fertilizer reduction, pesticide reduction, straw resource utilization, and mulch film recycling is ¥151.62, ¥1.33, ¥7.3, ¥4.85, and ¥3.16 annually, respectively, indicating the highest preference for reducing pesticides because of food safety problems. Meanwhile, the average individual WTP for optimal FNSP governance schemes is ¥513.02 annually, accounting for only 3.86‰ of annual household income; the regional aggregate social welfare of optimal FNSP governance is as high as ¥2038.23 million, accounting for 2.81% of GDP in 2020. This means that FNSP governance can bring substantial social welfare with a low household economic burden. In addition, the perception that food safety has improved in the past 5 years or an awareness of food safety incidents can enhance the willingness of urban residents to change the status quo of FNSP: the more serious the respondents perceive food safety problems to be, the stronger the above effects, indicating the critical impact of food safety factors on the public's WTP for FNSP governance. The study's findings highlight the potential to find socially acceptable ways to promote FNSP governance as well as provide insight into the relevant policymaking process from the standpoint of public participation and food safety. [ABSTRACT FROM AUTHOR]

This study analyzes service failures and recovery impacts on group tours using choice experiments and conditional logit models. It assesses negative word-of-mouth likelihood based on failures in food outlets, travel agencies, and scenic spots, and recovery actions like apologies, refunds, and punishment. Results show forced purchases, itinerary changes, and food sanitation significantly influence negative word-of-mouth. Preferences for recovery measures differ among Chinese, Japanese, and South Korean tourists, with Chinese favoring punitive actions, Japanese and South Koreans preferring refunds, and South Koreans finding personal apologies more acceptable. [ABSTRACT FROM AUTHOR]

Management policies are crucial for safeguarding sustained and stable marine biodiversity amidst ongoing pressures such as land use change, pollution, resource overexploitation, invasive alien species and climate change. China established a nature’s contributions to people value realization policy (NCPVR) in 2021, aiming to encourage stakeholders to prioritize environmentally beneficial production and consumption choices, thereby stimulating intrinsic public motivation for ecological conservation. Biodiversity conservation is an integral component of the NCPVR policy. A choice experiment method was employed to investigate the changes in public preferences for marine biodiversity conservation in Jiaozhou Bay before and after the enactment of the NCPVR policy (in 2017 and 2023, respectively), aiming to evaluate the effectiveness of the policy on marine biodiversity conservation. The results indicate that two years after the implementation of the NCPVR, the public’s overall breadth and depth of awareness regarding marine biodiversity increased. Additionally, public preferences for marine biodiversity conservation increased, expanding from two categories in 2017 (shallow-water swimming organisms and marine plants) to five categories in 2023 (with the addition of seabirds, plankton, and intertidal and benthic organisms). The willingness to pay (WTP) for seabirds, plankton, and intertidal and benthic organisms, as well as shallow-water swimming organisms, increased from 32.21~85.77 CNY/person·year to 98.21~140.49 CNY/person·year. China’s NCPVR policy effectively conveyed important information about biodiversity conservation in the short term, enhancing public awareness and preferences for marine biodiversity conservation. The study also revealed that economic incentive policies for NCPVR remain at the conceptual propaganda level and lack operational incentives for biodiversity conservation. It is recommended that the government deepen the design of value realization pathways and market trading arrangements to stimulate the intrinsic motivation of the public for marine biodiversity conservation and ensure the long-term effectiveness of policies.

Microgreens are young plants used as ingredients and flavoring in various dishes. Their production time is short, and their production methods can be altered to enhance the nutritional content. To date, consumers’ preferences for microgreens that display different esthetic and nonesthetic traits have not been addressed. Additionally, consumers’ perceived risk of production methods used to enhance nutrition has not been investigated. An online survey and choice experiment involving a sample of 821 consumers in Tennessee were performed to investigate these topics. A mixed logit model was used to analyze the data. Both esthetic and nonesthetic traits influenced the consumers’ preferences. Green microgreens were preferred and valued more than light or dark purple microgreens. When fertilizer was used during production to enhance nutrients, consumers perceived the microgreens as riskier to the environment and for personal consumption relative to microgreens with light-induced nutrient enhancement. Using lighting during production to enhance nutrients generated a $0.47 to $0.79 premium relative to no nutrient enhancement. In general, if participants’ perceived risk aligned with the nutrient enhancement attribute (i.e., light, fertilizer), then their willingness to pay for the microgreens decreased. This was amplified for the fertilizer nutrient enhancement attribute more than it was for the light enhancement attribute. In-state production and microgreen height also impacted consumer preferences for microgreens.

Abstract Background Common bean breeders strive to deliver farmer- and consumer-preferred varieties that are well-adapted to distinct production environments, changing markets and end uses. However, there is information gap on the key traits that customers prefer and are willing to pay for. This paper examined the preferences and willingness to pay for reduced cooking time and other selected traits in the Ugandan bean markets using a choice experiment data elicited from 1152 urban and rural bean consuming households. A latent class model was used to assess preferences and the willingness to pay for reduced cooking time. Results Results indicated that taste, cooking time, bean swelling on cooking, and grain color were the preferred attributes in decreasing order among non-bean-producers. About 72% of the urban consumers were willing to pay 41 shillings, 53 shillings and 42 shillings above prices for reduction in cooking time from 120 (status quo) to 90, 75, and 60 min, respectively. For consumers who also grow their beans for food and surplus for sale, reduced cooking time is important but not as much as yield and climate resilience. The study identified four distinct customer segments—two among bean-producing households and two among non-bean-producing households. Gender, education, level of altruism/openness to change, household economic status, and price sensitivity were the major factors influencing segment membership. Conclusions The study findings demonstrated that breeding to reduce cooking time will generate a significant social savings in terms of less cooking fuel, water and time, but cooking time ought to be considered alongside other attributes preferred by consumers and farmers to succeed. Results also suggest that women urban consumers attach more importance to higher levels of intrinsic traits (non-visible but experienced by consumers) compared to men—thus promotional campaigns popularizing new varieties should target women to stimulate demand.

Abstract Sharks, rays and their cartilaginous relatives (Class Chondrichthyes, herein ‘sharks’) are among the world's most threatened species groups, primarily due to overfishing, which in turn is driven by complex market forces including demand for fins. Understanding the high‐value shark fin market is a global priority for conserving shark and rays, yet the preferences of shark fin consumers are not well understood. This gap hinders the design of evidence‐based consumer‐focused conservation interventions. Using an online discrete choice experiment, we explored preferences for price, quality, size, menu types (as a proxy for exclusivity) and source of fins (with varying degrees of sustainability) among 300 shark fin consumers in Singapore: a global entrepôt for shark fin trade. Overall, consumers preferred lower priced fins sourced from responsible fisheries or produced using novel lab‐cultured techniques. We also identified four consumer segments, each with distinct psychographic characteristics and consumption behaviours. These preferences and profiles could be leveraged to inform new regulatory and market‐based interventions regarding the sale and consumption of shark fins, and incentivize responsible fisheries and lab‐cultured innovation for delivering conservation and sustainability goals. In addition, message framing around health benefits, shark endangerment and counterfeiting could reinforce existing beliefs among consumers in Singapore and drive behavioural shifts to ensure that market demand remains within the limits of sustainable supply. Read the free Plain Language Summary for this article on the Journal blog.

Abstract Rewilding is an emerging paradigm in restoration science and is increasingly gaining popularity as a cost‐effective ecosystem restoration option. A rewilding framework was recently proposed that contains three integral components: restoring trophic complexity, allowing for stochastic disturbances and enhancing species' potential to disperse. However, as of yet, there has been limited quantitative analysis looking at public preference for rewilding and each of its elements. We used a discrete choice experiment approach to determine public preference for rewilding in the Oder Delta. The unique geographical context of the Oder Delta, spreading evenly across two countries, allowed us to analyse differences between the German (n = 1005) and Polish (n = 1066) samples. In both countries, we found that respondents were willing to pay for rewilding interventions when compared against a status quo option. Notably, preferences were strongest for restoring trophic complexity through promoting the comeback of large mammals. In addition, we found respondents living locally to the study region had significantly different preferences than the nationwide samples, exhibiting negative willingness to pay for the restoration of natural flooding regimes and the presence of large predator species. Read the free Plain Language Summary for this article on the Journal blog.

We conducted a discrete choice experiment to explore whether providing information about a lesser-known issue related to climate change, ocean acidification (OA), affects consumers’ preferences for seafood products in a middle-income country in the southern hemisphere. Our objective was to determine whether OA information affects consumer preferences for seafood using stated preference (SP) techniques. Seafood attributes include shell size and appearance, meat color, texture, taste, nutritional composition, product assortments, and price. We applied a split-sample approach to test for information effects, with one sample receiving information about OA while the other did not. We analyze the differences between samples using visual instruments and statistical tests. The results demonstrate that although the statistical test does not identify a difference between models, we did find that OA information increases the precision of ’consumers’ responses. Moreover, using visual instruments, we found differences in specific parameters – not detected in the statistical analysis - which can lead to substantial differences in the willingness to pay for seafood attributes. The article is relevant as understanding these matters is essential when generating more effective communicational strategies regarding the impacts of global changes.

Over the last decades, consumer has evolved becoming increasingly responsible, showing a preference for those foods having a positive impact on health, society and environment. In particular, consumers are showing an increasing interest in food innovation and towards foods capable to produce health benefits, such as enriched foods, which can be considered as functional foods. As consumer acceptance is crucial to the success of food innovation, this study aims to investigate consumers’ acceptance for two innovative enriched foods: extra virgin olive oil enriched with longchain Omega-3 fatty acids (EPA and DHA), and a lutein-enriched durum wheat pasta. To achieve study's aim, a choice experiment has been realized, also to detect consumers’ WTP. The analysis involved 445 Italian consumers. Results show that price represents the attribute that most of all is able to affect consumers’ utility, followed by the presence of the functional element. Furthermore, the analysis also shows consumers’ WTP a price premium for the functional attribute, for both products considered in the study. Such results highlight useful insights for practitioners and outlines new perspectives for future research.

This study addresses a gap in cultural ecosystem service (CES) assessment of prime farmland located in peri-urban areas by presenting results from a choice experiment recently conducted in Utah’s Wasatch Front region. The choice experiment was designed to account for heterogeneous effects associated with a wide array of socio-demographic and attitudinal characteristics on household preferences for farmland preservation, including farmland used for the joint production of solar power and agricultural products. We apply a mixed-logit model to our data that controls for preference heterogeneity among Wasatch Front households along two dimensions – at the individual household level and according to different household types. We find that the typical household is willing to pay a non-trivial annual fee to preserve the region’s existing peri-urban farmland, and to a lesser extent is willing to pay for agrivoltaics on that land. We also find some evidence of preference heterogeneity among different types of households for farmland preservation and agrivoltaics; heterogeneity based upon traditional socio-demographic characteristics such as household income and location, as well as unique attitudinal differences related to how households view themselves in relation to agriculture, farmland preservation, and the extent to which taxation is an appropriate mechanism to fund local public goods. These findings can serve as crucial components of broader land-use studies designed to account for the full range of agri-environmental ecosystem services. [ABSTRACT FROM AUTHOR]

This research has investigated Italian consumers' preferences for and purchasing behaviors of strawberries utilizing the Best–Worst Scaling methodology (BWS). This approach enables the key factors that influence strawberry purchasing decisions to be identified and different choice groups to be characterized. To achieve this goal, a survey was conducted on a sample of 496 respondents living in the metropolitan area of Milan (North Italy). The declared preferences of the individuals for 12 strawberry characteristics, divided into intrinsic, extrinsic, and credence attributes, were first measured. A Latent Class Analysis (LCA) was then performed to identify different clusters of consumers according to the individuals' preferences. Subsequently, the heterogeneity of the clusters was tested, using the Chi-square test, and sociodemographic characteristics and purchasing habits were considered. The results suggest that the most important attribute in the choice of strawberries was appearance, highlighting the importance of preserving it throughout the supply chain, followed by one of the increasingly important aspects of diets, which is health benefits. The attribute considered the least important was the brand. This study demonstrates, from a holistic point of view, that sociodemographic characteristics, food habits, and perceptions of different strawberry attributes influence consumers' preferences and behaviors. Practical implications suggest a new prospective for communication marketing strategies for producers, creating a better brand identity and highlighting in their marketing all of the aspects that consumers would like to know about the fruits they choose as quality certifications. [ABSTRACT FROM AUTHOR]