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Consumers’ responses to food fraud risks: an economic experiment

Chloe S McCallum, Simone Cerroni, Daniel Derbyshire, W George Hutchinson and Rodolfo Nayga (rnayga@tamu.edu)

European Review of Agricultural Economics, 2022, vol. 49, issue 4, 942-969

Abstract: This artefactual field experiment explores consumers’ willingness-to-pay (WTP) price premiums for fish products to avoid the risk and uncertainty of purchasing inauthentic produce. The influence of subjective probabilistic beliefs, risk and ambiguity preferences is investigated. Participants’ WTP is elicited using experimental auctions, while behavioural factors are elicited using incentivised and incentive-compatible methods: the quadratic scoring rule and multiple price lists. Results show that consumers are willing to pay a premium to avoid food fraud and purchase an authentic fish product. This premium is higher under uncertainty than risk, likely driven by ambiguity preferences which affect consumers’ purchasing under uncertainty.

Keywords: authenticity; food fraud; risk and ambiguity preferences; willingness to pay; experimental auctions; C91; D12; D81; Q13 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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European Review of Agricultural Economics is currently edited by Timothy Richards, Salvatore Di Falco, Céline Nauges and Vincenzina Caputo

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