The main results of a telephone survey done in order to simulate a potential market for naturally enhanced-antioxidants-compounds 'Radicchio di Chioggia' -AntiRaC- are presented. A Contingent Valuation (CV) questionnaire has been administered to a random sample of around 1250 households in the Veneto Region. In particular: i) consumer willingness to pay (WTP) a price premium with a double-bounded dichotomous choice CV method is elicited; ii) mean willingness to pay is obtained by estimating panel data random effect Probit models with controls for shift and/or anchoring effect; iii) socio-economic factors affecting consumer willingness to pay for AntiRaC are also investigated.
Functional foods: consumers willingness to pay for red chicory 'Radicchio di Chioggia' enhanced with antioxidant compounds
DEFRANCESCO, EDI;
2005
Abstract
The main results of a telephone survey done in order to simulate a potential market for naturally enhanced-antioxidants-compounds 'Radicchio di Chioggia' -AntiRaC- are presented. A Contingent Valuation (CV) questionnaire has been administered to a random sample of around 1250 households in the Veneto Region. In particular: i) consumer willingness to pay (WTP) a price premium with a double-bounded dichotomous choice CV method is elicited; ii) mean willingness to pay is obtained by estimating panel data random effect Probit models with controls for shift and/or anchoring effect; iii) socio-economic factors affecting consumer willingness to pay for AntiRaC are also investigated.
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