Analysis of choice inconsistencies in on-line choice experiments: impact on welfare measures
研究在线选择实验中个体对成本属性的不一致选择如何影响支付意愿估计，基于有机农业环境价值调查数据，发现剔除不一致选择可提高估计的准确性和现实性。
Individuals answering to choice experiments (CEs) are assumed to behave in concordance with standard utility theory. However, empirical evidence finds that these assumptions are frequently violated, impacting on willingness to pay (WTP) estimates. Because the cost attribute plays a key role in CEs used for environmental valuation, this study focuses on the impact of inconsistent choices with respect to cost on WTP, drawing on data from a survey aimed at valuing the environmental and social impacts of organic farming in mountainous olive orchards. An iterative process is used to identify inconsistent choices. Results provide sufficient evidence to suggest that inconsistencies can considerably bias WTP estimates. We propose that identifying and considering inconsistent choices enhances realism and accuracy of the conclusions drawn from CEs in environmental valuation.