What Is It About Organic Milk? An Experimental Analysis
通过拍卖实验研究消费者对有机、无rBST、无抗生素和常规牛奶的需求与支付意愿，发现前三种牛奶之间存在替代和互补关系，且支付意愿因人口特征和信念而异。
Abstract Auction experiments were used to examine demand relationships and willingness to pay (WTP) for organic, rBST‐free, no antibiotics used, and conventional milk. Elasticities showed strong substitute and complement relationships between organic, rBST‐free, and no antibiotics varieties. The sum of the latter two's premiums were not significantly different than the organic premium, suggesting diminishing marginal utility for added attributes. Results from a two‐stage heteroskedastic tobit model demonstrated that WTP premiums for the varieties differ significantly by demographics and beliefs regarding the conventional version. These suggest market segments for rBST‐free and no antibiotics versions could succeed alongside organic, benefiting consumers and producers.