Consumers' rationality and home-grown values for healthy and environmentally sustainable food

• Published in: Bio-based and applied economics Vol. 8; no. 2; p. 101
• Main Authors: Cerroni, Simone, Watson, Verity, Macdiarmid, Jennie I
• Format: Journal Article
• Language: English
• Published: Firenze Firenze University Press 01.01.2019; Firenze University Press Università degli Studi di Firenze
• Subjects: discrete choice experiment; experimental auction; Experiments; Food; Hierarchies; Home-grown value; induced value; Public assistance; Rationality; Sustainable agriculture; United Kingdom

Consumers' food choices often deviate from rationality. This paper explores whether deviations from rationality impact home-grown values elicited using either bid- or choice-based value elicitation techniques. The paper focuses on second-price Vickrey auctions and discrete choice experiments, w...