Stated and Revealed Preferences for Organic and Cloned Milk: Combining Choice Experiment and Scanner Data
通过结合调查问卷和超市扫描数据，研究发现消费者愿意为避开克隆牛奶支付高额溢价，金额是有机或无激素牛奶的三倍以上，并据此评估了强制标签政策的价值。
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.