Value elicitation for multiple quantities of new differentiated products using non-hypothetical open-ended choice experiments

A non-hypothetical open-ended choice experiment (OECE) with multi-unit value elicitation formats was conducted to elicit Italian consumer willingness-to-pay (WTP) and demand for wheat-derived products (flour, pasta and bread) that were produced by adopting ecological friendly post-harvest technique (High Heat-Treated, HHT). A sample of 270 Italian consumers were surveyed in Bologna, Catania and Palermo in June 2014. Data were analyzed using double hurdle models. Consumers’ WTP and demand schedule for HHT products were estimated. Results suggest Italian consumers are willing to pay premium prices for HHT flour and HHT pasta, while they are available to pay about the same price or less for HHT packed bread compared to conventional packed bread. Price, location, perception of green consumption and frequency of consumption significantly affect both consumers’ participation and consumption decisions. We conclude by discussing the implications of our findings for industry operators and marketers.

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Value Elicitation for Multiple Quantities of New Differentiated Products Using Non-hypothetical Open-ended Choice Experiments

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

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