Consumer Valuation of Food Safety: The Case of Postharvest Processed Oysters

Consumers’ willingness to pay for postharvest-processed (PHP) raw oysters—oysters without health risks—is studied in experimental auction markets. The experimental design decomposes the effects of taste, objective risk information, and information on four PHP technologies on consumer valuations. Results show that relatively uninformed consumers are willing to pay equivalent amounts for PHP and traditional raw oysters. However, after a blind taste test, consumers are willing to pay a significant premium for traditional raw oysters, and the premium persists after objective information on risk and processing technologies is provided. The results are robust across PHP technologies.

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Consumers’ Willingness to Pay for Foods with Traceability Information: Ex-Ante Quality Assurance or Ex-Post Traceability?

Sustainability ◽

10.3390/su11051464 ◽

2019 ◽

Vol 11 (5) ◽

pp. 1464 ◽

Cited By ~ 3

Author(s):

Bo Hou ◽

Linhai Wu ◽

Xiujuan Chen ◽

Dian Zhu ◽

Ruiyao Ying ◽

...

Keyword(s):

Quality Assurance ◽

Food Safety ◽

Willingness To Pay ◽

Individual Characteristics ◽

Quality Inspection ◽

Experimental Auction ◽

Factors Affecting ◽

Ex Post ◽

Ex Ante ◽

Measurement Deviation

In this study, traceability in pork profile information with ex-ante quality assurance and ex-post traceability are constructed. Consumers’ willingness to pay (WTP) for traceability information is investigated in Wuxi, China, by combining the Multiple Price Lists method and the Becker–DeGroot–Marschak (BDM) experimental auction. The main factors affecting consumers’ WTP are also analyzed using a Tobit model. The results demonstrate that consumers have higher WTP for ex-ante quality assurance than for ex-post traceability. The highest WTP is for the ex-ante quality assurance attribute of pork quality inspection. Consumers’ WTP for traceability information is influenced by their individual characteristics, including age, education and income, as well as their concern and satisfaction about food safety and confidence in food safety labeling. The contribution of this paper is that it improves the meaning of traceable food information attributes and measures the significance of attributes to consumers. Furthermore, this paper introduces a Becker–DeGroot–Marschak experimental auction method which amends the measurement deviation of hypothetical experiments.

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Willingness to pay for reductions in health risks under anticipated regret

Journal of Health Economics ◽

10.1016/j.jhealeco.2021.102476 ◽

2021 ◽

pp. 102476

Author(s):

Jiakun Zheng

Keyword(s):

Willingness To Pay ◽

Health Risks ◽

Anticipated Regret

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Text vs. logo: Does eco-label format influence consumers’ visual attention and willingness-to-pay for fruit plants? An experimental auction approach

Journal of Behavioral and Experimental Economics ◽

10.1016/j.socec.2019.101452 ◽

2019 ◽

Vol 82 ◽

pp. 101452 ◽

Cited By ~ 4

Author(s):

Alicia Rihn ◽

Xuan Wei ◽

Hayk Khachatryan

Keyword(s):

Visual Attention ◽

Willingness To Pay ◽

Experimental Auction ◽

Fruit Plants

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Debunking Misinformation About Genetically Modified Food Safety on Social Media: Can Heuristic Cues Mitigate Biased Assimilation?

Science Communication ◽

10.1177/10755470211022024 ◽

2021 ◽

pp. 107554702110220

Author(s):

Yuan Wang

Keyword(s):

Social Media ◽

Food Safety ◽

Experimental Design ◽

Genetically Modified ◽

Genetically Modified Food ◽

Gm Food ◽

Social Endorsement ◽

Biased Assimilation ◽

Source Cues

Focusing on debunking misinformation about genetically modified (GM) food safety in a social media context, this study examines whether source cues and social endorsement cues interact with individuals’ preexisting beliefs about GM food safety in influencing misinformation correction effectiveness. Using an experimental design, this study finds that providing corrective messages can effectively counteract the influence of misinformation, especially when the message is from an expert source and receives high social endorsements. Participants evaluate misinformation and corrective messages in a biased way that confirms their preexisting beliefs about GM food safety. However, their initial misperceptions can be reduced when receiving corrective messages.

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Quality Perceptions and Willingness-to-Pay for Imported Rice in Japan

Journal of Agricultural and Applied Economics ◽

10.1017/s1074070800021908 ◽

2004 ◽

Vol 36 (1) ◽

pp. 123-141 ◽

Cited By ~ 11

Author(s):

Hikaru Hanawa Peterson ◽

Kentaro Yoshida

Keyword(s):

Food Safety ◽

Willingness To Pay ◽

Quality Perceptions ◽

Retail Prices ◽

Negative Perceptions

Attitudes of Japanese consumers toward domestic and foreign varieties of rice were analyzed on the basis of a survey. We found that the current retail prices for imported rice are higher than the average consumers' willingness-to-pay (WTP), whereas most domestic rice was priced below the average WTP. Unfamiliarity or negative perceptions of the safety and flavor of foreign rice lowered WTP substantially. The WTP for U.S. rice was limited more by negative perceptions of flavor than from concerns about food safety.

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