Consumer Willingness to Pay for Livestock Credence Attribute Claim Verification
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A choice experiment was used to determine consumer value for verification of livestock
production process attributes. Willingness to pay for verification of production process
attributes varied for both milk and pork chops across attributes and verifying entity.
Statistically significant evidence of social desirability bias was found by comparing
estimates of consumer preferences solicited using direct and indirect questioning. Indirect
questioning may yield more accurate representations of consumer value than direct
questioning, and therefore more accurate estimates for agribusiness decision making.