실험경매에 의한 쌀의 원산지별 가치 추정

• 영문명: Estimation of Willingness-to-Pay for Rice by Country of Origin
• 발행기관: 한국농식품정책학회
• 저자명: 윤종민 이지용 한두봉
• 간행물 정보: 『한국농식품정책학회 학술대회 논문집』2010년 동계학술대회 논문집, 1~23쪽, 전체 23쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2010.12.31

영문 초록

This study conducted estimates of consumers willingness to pay (WTP) for imported rice. To identify consumers valuations, an experimental auction, a random nth price auction, was implemented. This experimental auction creates an active market environment to determine participants accurate valuations for imported rice. Therefore, experimental auctions may minimize hypothetical bias. Moreover, real money is used to exchange for real goods, and this procedure creates an incentive for participants to reveal their true preferences. It is also essential to identify consumers taste preferences and recognition of rice varieties by country of origin. Participants were provided differing information about the rice; information on country of origin was provided to some participants to investigate the change in their bidding behaviors in considering the premium for domestic rice. The effects of taste preference on participants bidding behaviors was assessed by providing them with freshly cooked rice.

키워드

Consumer behaviour Willingness To Pay Imported rices Country of Origin Label COOL Food Mileage