Estimating the demand for greener products may be challenging when these products are not yet on the market. We design an experiment to elicit the willingness-to-pay (WTP) for a novel product in a non-hypothetical way, despite the fact that the product is not marketed and thus cannot be...

We study a simple model of animal consumption where consumers are altruistic towards animals. Consumers can choose the quantity of meat they consume as well as its quality in terms of animal welfare. This model induces a public good problem: at the market equilibrium, quality is too low, and...