Consumer Willingness to Pay for Livestock Credence Attribute Claim Verification

Abstract

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.animal welfare, certification, consumer demand, credence attribute, social desirability bias, verification, willingness to pay, Food Consumption/Nutrition/Food Safety, Livestock Production/Industries,