Maruyama, Atsushi; Kikuchi, Masao - In: Agribusiness 20 (2004) 2, pp. 167-179
Using data obtained from a mail survey on consumers' willingness-to-pay (WTP) and risk beliefs for reducing the risk of salmonella contamination of eggs, we have examined the risk-learning process through which individuals form their WTP. The results of estimation of the WTP function support the...