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This study used and compared hypothetical conjoint analysis and nonhypothetical experimental auctions to elicit floral customers’ willingness to pay for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable...
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The PDF is very large (29MB). To download one chapter at a time, go to http://dx.doi.org/10.9752/TS041.04-2010.
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