| In recent years, concerns for potential risks on human health related to the overuse of chemical pesticides have encouraged research of alternatives production methods as integrated pest management (IPM) and organic agriculture. Consumer preferences for these practices or for new product characteristics often have been evaluated using stated preference techniques such as Choice Experiment (CE). Nevertheless, it has been found that in these surveys respondents generally report higher hypothetical than real willingness to pay, providing the existence of the so-called “hypothetical bias”. While the presence of this bias has been widely reported in Contingent Valuation, its investigation in CE is still at the beginning. Moreover, in most of the cases, the... |
