Experimental auctions are normally conducted using single‐unit auctions. In this paper, we use the multiunit Vickrey auction to assess the determinants of consumers’ willingness to pay (WTP) for organic milk in a multiunit shopping scenario. We also analyze the effect of positive and negative information about organic farming on WTP. Our results suggest that consumers are willing to pay a premium for organic milk but that this WTP decreases with the number of units purchased. Results also suggest that health issues, high price of organic foods, taste, and lack of information on organic foods are factors that influence WTP for organic milk. The type of information provided also plays a relevant role. Specifically, we found that subjects’ WTP responds positively to positive information about organic farming and responds negatively to negative information. The provision of both positive and negative information does not affect WTP.Les enchères expérimentales sont en règle générale effectuées sous un cadre d’enchères de Vickrey à une seule unité. Dans le présent article, nous avons utilisé l’enchère de Vickrey à unités multiples pour évaluer les déterminants du consentement à payer (CAP) des consommateurs pour du lait biologique dans un contexte d’achats multiples. Nous avons également examiné les répercussions que l’information positive et négative à l’égard de l’agriculture biologique a sur le CAP. Nos résultats autorisent à penser que les consommateurs sont prêts à payer un prix plus élevé pour obtenir du lait biologique, mais que ce CAP diminue avec le nombre d’unités achetées. Nos résultats autorisent aussi à penser que les aspects liés à la santé, le prix élevé des aliments biologiques, le goût et le manque d’information sur ces aliments sont des facteurs qui influencent le CAP pour du lait biologique. Le type d’information joue également un rôle important. Nous avons observé que le CAP réagit favorablement à de l’information positive sur l’agriculture biologique et défavorablement à de l’information négative. La diffusion simultanée d’information positive et négative n’influence pas le CAP.

Simple SummaryAggression between pigs is an important animal welfare issue in commercial farming, and is caused by an unstable social structure due to regular regrouping of unfamiliar pigs. The behavior has been extensively researched and several strategies to reduce aggression have been identified, however, they are not commonly used by farmers in practice. We conducted a survey of 122 UK and Irish pig farmers with the aim of understanding why farmers do not adequately implement aggression control strategies. This was important in order to identify targets for encouraging a change in practice. We found that the majority of farmers mixed pigs at least once during production and had tried at least one mitigation strategy in the past. However, farmers expressed limited willingness to implement strategies in the future, and this was influenced by: (1) their beliefs about the outcome of controlling aggression; (2) their perception of their ability to implement the necessary changes; (3) their perceptions of aggression as a problem and; (4) their views of relevant stakeholder groups. Based on these findings we make important recommendations on how to bridge the gap between research and practice.AbstractAggression between pigs remains an important animal welfare issue despite several solutions existing. Uptake of livestock welfare research relies on various stakeholders being willing to recommend or adopt changes to farm structure or management (e.g., veterinarians, researchers, farmers). This survey provides insight into the attitudes and practices of 122 UK and Irish pig farmers regarding aggression between growing pigs. Our aim was to understand why mitigation strategies are not adequately implemented. The majority of farmers mixed pigs at least once during production and had tried at least one mitigation strategy in the past. Farmers expressed limited willingness to implement strategies in the future, and a structural equation model revealed that this was directly influenced by their beliefs about the outcome of controlling aggression, and their perception of their ability to implement the necessary changes. Willingness was indirectly influenced by their perceptions of aggression as a problem and views of relevant stakeholder groups. Veterinarians had the greatest impact on farmer behavior. We recommend that researchers test research findings in practice, calculate cost-benefits of implementation, and transfer knowledge through various sources. This study showed that structural equation modeling is a valuable tool to understand farmer behavior regarding specific and entrenched animal welfare issues.

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This study investigates the substitution and complementary effects for beef mince attributes drawing on data from large choice experiments conducted in the UK and Spain. In both countries, consumers were found to be willing to pay a price premium for the individual use of the labels “Low Fat” (UK: €3.41, Spain: €1.94), “Moderate Fat” (UK: €2.23, Spain: €1.57), “Local” (UK: €1.54, Spain: €1.61), “National” (UK: €1.33, Spain: €1.37), “Organic” (UK: €1.02, Spain: €1.09) and “Low Greenhouse Gas Emissions (GHG)” (UK: €2.05, Spain: €0.96). The results showed that consumers in both countries do not treat desirable food attributes as unrelated. In particular, consumers in Spain are willing to pay a price premium for the use of the labels “Local”, “Organic” and “Low GHG” on beef mince that is also labelled as having low or moderate fat content. By contrast, consumers in the UK were found to discount the coexistence of the labels “Low Fat” and “Organic”, “Low Fat” and “Low GHG” and “Moderate Fat” and “Low GHG”. The results, however, suggest that in the UK the demand for beef mince with moderate (low) fat content can be increased if it is also labelled as “Organic” or “Low GHG” (“Local”).

Conflicting findings have been found in previous research that compared choice‐based conjoint analysis and ranking conjoint analysis in a public good setting. The present paper revisits this issue for a private good in a non‐hypothetical context using small and large choice sets. Our results suggest that in a small choice set setting, participants' preferences and willingness to pay are similar across the two conjoint analysis formats. However, in large choice sets, a divergence between the two conjoint analysis formats emerges. Hence, the two conjoint analysis formats can only be used interchangeably in small choice sets, not in large choice sets.

Greenhouse gas (GHG) emissions associated with food consumption have become particularly pertinent issues given recent warnings that the planet recently has experienced its hottest year. One way proposed to reduce those emissions is through a carbon consumption taxes. This study uses consumption, nutrient and GHG emission data to estimate the impact of two ad-valorem taxes: one applied by food category and another by the carbon emission of the products. The results suggest that the carbon consumption tax scenarios would reduce GHG emissions by a greater quantity relative to the ad-valorem tax scenario; however, the intake of important nutrients will also decrease in these scenarios. Therefore, creating an environmentally sustainable and nutritious diet through taxation is challenging and requires compromise between the nutrition and environmental sustainability.

As human life expectancy increases, the potential for nutraceutical products expands. Economic theory and sensory science were integrated to determine (1) consumer acceptance of potential health statements about a juice blend and (2) the relative satisfaction consumers derived from sensory and nutraceutical characteristics of a juice blend. Four nonhypothetical experimental auction sessions with 11–12 consumers/session were held (n = 47) to elicit willingness‐to‐pay (WTP) for an optimized juice blend (87% Concord grape and 13% blackberry). Participants in two sessions tasted the product first and then received a potential health statement about the juice blend regarding positive benefits of anthocyanins before the third round (vice versa for the other two sessions). The WTP for the juice blend was higher when subjects tasted the product first and then received the potential health statement, which indicated a contrast effect caused by treatment order. Agreement with the potential health statement was not correlated to WTP. Nutraceutical product launch should be accompanied with in‐store taste sessions to introduce consumers to product sensory properties. Practical Applications Consumers' willingness‐to‐pay for nutraceuticals can be assessed through nonhypothetical experimental auctions. Nonhypothetical value elicitation methods use real money and products to advantageously eliminate hypothetical bias. Experimental auctions allow product attributes such as nutraceutical status to be assessed along with sensory characteristics; hence, auctions can more easily capture all product aspects that contribute to consumer liking. Understanding how consumers value all attributes can provide crucial information about a product's marketplace sustainability.