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Stated and Revealed Preferences for Organic and Cloned Milk: Combining Choice Experiment and Scanner Data

American journal of agricultural economics, 2010-07, Vol.92 (4), p.1229-1241 [Peer Reviewed Journal]

Copyright © Agricultural and Applied Economics Association 2010 ;The Author (2010). Published by Oxford University Press on behalf of the Agricultural and Applied Economics Association. All rights reserved. For permissions, please e-mail: journals.permissions@oxfordjournals.org 2010 ;2010 Agricultural and Applied Economics Association ;Copyright Oxford University Press, UK Jul 2010 ;ISSN: 0002-9092 ;EISSN: 1467-8276 ;DOI: 10.1093/ajae/aaq054 ;CODEN: AJAEBA

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Title:
Stated and Revealed Preferences for Organic and Cloned Milk: Combining Choice Experiment and Scanner Data
Author: Brooks, Kathleen ; Lusk, Jayson L.
Subjects: Animal cloning ; Cattle ; choice experiment ; Cloning ; Consumer economics ; Consumer preferences ; Consumer research ; Data models ; Datasets ; Food safety ; Genetically modified organisms ; Milk ; Milk consumption ; Modeling ; organic ; Organic foods ; Organic produce ; Preferences ; Product labeling ; Q11 ; Q13 ; Q18 ; Retail stores ; revealed preference ; Revealed preferences ; scanner data ; stated preference ; Studies ; U.S.A ; Willingness to pay
Is Part Of: American journal of agricultural economics, 2010-07, Vol.92 (4), p.1229-1241
Description: The U.S. Food and Drug Administration’s recent announcement that milk from cloned cows is as safe to drink as that from conventionally bred cows prompted interest among farmers, food retailers, and regulators in the market impacts of the introduction of milk from clones. Because milk from cloned animals is not currently labeled in the market, we utilized a stated preference experiment to determine consumer preferences for the attribute, but also sought to determine whether the survey-based choices were consistent with people’s revealed preferences given by scanner data. Our analysis indicates that a pooled model combining stated and revealed preference data exhibits overall better out-of-sample prediction performance than either data set used alone. Results from the pooled model indicate that consumers are willing to pay large premiums to avoid milk from cloned cows—an amount that is over three times that for organic or rBST-free milk. The results are used to calculate the value of a mandatory labeling program.
Publisher: Malden: Oxford University Press
Language: English
Identifier: ISSN: 0002-9092
EISSN: 1467-8276
DOI: 10.1093/ajae/aaq054
CODEN: AJAEBA
Source: Alma/SFX Local Collection

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Stated and Revealed Preferences for Organic and Cloned Milk: Combining Choice Experiment and Scanner Data

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