Human behaviours are driven by two different types of motives: implicit and explicit motives. Psychologists have developed two main tools, namely time pressure and cognitive load, to disentangle the two motives. It implies that the values of willingness to pay (WTP) are sensitive to time...

By conducting a meta-analysis with 50 observations collected from 15 primary studies, we systematically analyze heterogeneities in consumer preferences for the Country-of-Origin (COO) of U.S. beef products. The main findings include that consumers in Asian countries (Korea and Japan) are willing...

Consumers are facing a trade-off between the benefits of an increase in the length of the shelf life of food, such as low food costs, and the potential health damages caused by food preservatives. However, few studies in the current literature place emphasis on food preservatives, neither from a...

Media reports could help shape consumer attitudes towards food quality and safety. By introducing an information treatment with positive or negative media coverage, we study the impact on consumer preference for pork products. The hypothesis is tested by a hypothetical choice experiment with 788...

This paper uses a payment card approach to reveal consumers' willingness to pay for green food in China. We first present a brief introduction of the payment card approach and introduce several methods to estimate the WTP with payment cards, which we subsequently use to estimate WTP values...