文章基本信息

标题：Consumers’ willingness to pay for food safety: the case of mycotoxins in milk
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作者：Sckokai, Paolo ; Moro, Daniele ; Cuomo, Enrica 等
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2010
期号：Suppl
出版社：Journal of Agribusiness
摘要：European statistics show that one of the most widespread source of health risks related to food is mycotoxins. The objective of this paper is to evaluate the Italian consumers’ perception of the mycotoxins’ risk and, more specifically, their willingness-to-pay (WTP) for a hypothetical bottle of milk obtained by cows in which the feed ration contains maize certified for the ‘good practices’ that reduce such risk. For this purpose, a web-based stated choice (SC) experiment involving a representative sample of 973 Italian consumers has been carried out and WTP has been measured using the panel data version of a Random Parameters Logit (RPL) model. The results show that Italian consumers are willing to pay a rather high average price premium for “reduced-micotoxin” milk. This premium becomes even higher for female, middle-age and low-education consumers.
关键词：Food safety;Mycotoxins;Willingness to pay;Mixed logit