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...

Livestock is known to play a significant role in climate change and to negatively impact global nitrogen cycles and biodiversity. However, economically efficient policies for regulating meat production and consumption are under-researched. In the absence of first-best policy instruments for the...

Many individuals have empathetic feelings towards animals but frequently consume meat. We investigate this "meat paradox" using insights from the literature on motivated reasoning in moral dilemmata. We develop a model where individuals form self-serving beliefs about the suffering of animals...