The purpose of this paper is to estimate consumers' willingness to pay (WTP) and investigate factors that affect participation in therapy to reduce weight or prevent obesity. As for the decision to participate in obesity prevention therapy, the results show that the price charged for therapy is...

This study develops a conceptual framework based on the random utility model to estimate smokers' willingness to pay (WTP) for the hypothetical low-lung-cancer-risk cigarettes in Taiwan. Following the approach taken by Viscusi (J Polit Econ 1990; <B>98</B>: 1253-1269), an individual's subjective risk...</b>

We use data collected from a consumer survey of face-to-face interviews to determine consumer demand for genetically modified (GM) tofu attributes in Taiwan. Conjoint analysis using logit models reveals that, on average, brand is the most important attribute in terms of influence on consumers'...