| We present research findings on consumers’ willingness to pay (WTP) for reductions in the level of foodborne health risks. The research addresses how such valuations are affected by the means of which the risk reduction is delivered and the methods of risk presentations used in choice tasks. In this case, the research has two treatments. In the first treatment, the comparison is between risk reductions achieved by an improvement in the food system in general (e.g., more stringent regulations and inspection regimes) within the slaughter and meat processing stages of the food chain, as opposed to a risk reduction achieved via innovations in food packaging using nanotechnology, which is the use of nanosensors in packaging. If there is a contamination in... |
