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.

Consumers’ responses to food fraud risks: an economic experiment / S McCallum, Chloe; Cerroni, Simone; Derbyshire, Daniel; George Hutchinson, W.; Jr., Rodolfo M Nayga. - In: EUROPEAN REVIEW OF AGRICULTURAL ECONOMICS. - ISSN 1464-3618. - ELETTRONICO. - 2021:(2021). [10.1093/erae/jbab029]

Consumers’ responses to food fraud risks: an economic experiment

Simone Cerroni;
2021

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.
S McCallum, Chloe; Cerroni, Simone; Derbyshire, Daniel; George Hutchinson, W.; Jr., Rodolfo M Nayga
Consumers’ responses to food fraud risks: an economic experiment / S McCallum, Chloe; Cerroni, Simone; Derbyshire, Daniel; George Hutchinson, W.; Jr., Rodolfo M Nayga. - In: EUROPEAN REVIEW OF AGRICULTURAL ECONOMICS. - ISSN 1464-3618. - ELETTRONICO. - 2021:(2021). [10.1093/erae/jbab029]
File in questo prodotto:
File Dimensione Formato  
ERAE FOOD FRAUD.pdf

accesso aperto

Tipologia: Versione editoriale (Publisher’s layout)
Licenza: Creative commons
Dimensione 325.47 kB
Formato Adobe PDF
325.47 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11572/316524
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact