Valuing traceability of imported beef in Korea: an experimental auction approach

The major objective of this study is to estimate Korean food shoppers’ willingness to pay (WTP) for imported beef with traceability. We use an experimental elicitation method, the random nth price auction, to identify consumers’ valuation for traceable imported beef. We also analyse the effect of different types of information on these valuations. Results indicate that consumers are generally willing to pay a 39 per cent premium for the traceable imported beef over similar beef without traceability. Results also suggest that in contrast to the insignificant effect of positive information, negative and two-sided information about traceability significantly reduces WTP.


Issue Date:
2011-09
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/186963
Published in:
Volume 55, Issue 3
Australian Journal of Agricultural and Resource Economics
Page range:
360-373
Total Pages:
14




 Record created 2017-04-01, last modified 2017-08-28

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