Given that soy foods possess health-promoting attributes that offer the promise of reducing heart-related chronic diseases, this article employs choice experiments to estimate marginal willingness to pay (WTP) for soy attributes including taste, contents of soy protein, and health claim. Random...

This study used the contingent valuation method to shed light on public preferences on the multifunctional roles of the U.S. agriculture and to present a holistic estimate of the economic value of the nonmarket goods and services of the U.S. agriculture. Fishbein’s model of reasoned behavior...