A reference‐price‐informed experiment to assess consumer demand for beef with a reduced carbon footprint
提出一种参考价格告知的设计方法，在离散选择实验中直接纳入消费者的参考价格，以更准确地评估低碳肋眼牛排的市场需求，发现其市场份额很小（3%-5%），且该方法能避免传统设计对市场潜力的高估。
Abstract Accurately reflecting expected prices in stated preference designs can be challenging for foods like ribeye steak, which exhibit stark fluctuations in prices across time and space. To address this issue, we introduce a novel price vector design, the reference‐price‐informed (RP‐informed) design, which directly incorporates individual's reference prices into discrete choice experiments. By presenting consumers with posted prices that align with their expected prices, this design reflects real‐world food markets. We test this design in a discrete choice experiment evaluating consumer preferences for “low carbon” beef. Our results project a very small market share of low‐carbon ribeye (3%–5%) with conventional meat taking up most of the market. Our results also show that a reference‐price‐informed design reduces reference price uncertainty and leads to more conservative market share estimates than traditional designs, thus preventing the potential overestimation of product's market potential.