TY - JOUR
T1 - Willingness to pay for reduced risk of foodborne illness
T2 - A nonhypothetical field experiment
AU - Nayga, Rodolfo M.
AU - Woodward, Richard
AU - Aiew, Wipon
PY - 2006/12
Y1 - 2006/12
N2 - This paper focuses on estimating willingness to pay for reducing risk of getting foodborne illness using a nonhypothetical field experiment utilizing real food products (i.e., ground beef), real cash, and actual exchange in a market setting. Respondents were given information about the nature of food irradiation. Single-bounded and one and one-half bounded models are developed using dichotomous choice experiments. Our results indicate that individuals are willing to pay for a reduction in the risk of foodborne illness once informed about the nature of food irradiation. Our respondents are willing to pay a premium of about $0.77 for a pound of irradiated ground beef, which is higher than the cost to irradiate the product.
AB - This paper focuses on estimating willingness to pay for reducing risk of getting foodborne illness using a nonhypothetical field experiment utilizing real food products (i.e., ground beef), real cash, and actual exchange in a market setting. Respondents were given information about the nature of food irradiation. Single-bounded and one and one-half bounded models are developed using dichotomous choice experiments. Our results indicate that individuals are willing to pay for a reduction in the risk of foodborne illness once informed about the nature of food irradiation. Our respondents are willing to pay a premium of about $0.77 for a pound of irradiated ground beef, which is higher than the cost to irradiate the product.
UR - http://www.scopus.com/inward/record.url?scp=33750556413&partnerID=8YFLogxK
U2 - 10.1111/j.1744-7976.2006.00061.x
DO - 10.1111/j.1744-7976.2006.00061.x
M3 - Article
AN - SCOPUS:33750556413
SN - 0008-3976
VL - 54
SP - 461
EP - 475
JO - Canadian Journal of Agricultural Economics
JF - Canadian Journal of Agricultural Economics
IS - 4
ER -