Using Choice Experiments to Measure Consumers’ Preferences for Functional Dairy Products in Germany: Are Willingness-To-Pay Estimates Affected by Starting Point Bias?

Kai-Brit Bechtold and Awudu Abdulai

No 135073, 86th Annual Conference, April 16-18, 2012, Warwick University, Coventry, UK from Agricultural Economics Society

Abstract: This study employs stated preference data from a choice experiment to address two issues related to consumer demand for functional dairy products: (1) Consumers’ preferences for functional dairy product attributes in Germany, and (2) are willingness-to-pay estimates obtained in the choice experiment affected by starting point bias? Based on a random parameter logit model, our results indicate that dairy products enriched with omega-3 fatty acids and bearing a health claim that is aimed at healthy blood vessels and healthy metabolism are highly valued. Furthermore, results reveal that willingness-to-pay is indeed susceptible to starting point bias. In a two-split sample approach, we find that varying the price levels displayed in the first choice set significantly affects respondents’ willingness-to-pay for functional dairy products.

Keywords: Demand and Price Analysis; Health Economics and Policy; Research Methods/Statistical Methods (search for similar items in EconPapers)
Pages: 24
Date: 2012
New Economics Papers: this item is included in nep-dcm
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aesc12:135073

DOI: 10.22004/ag.econ.135073

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