Willingness to pay for environmental attributes of non-food agricultural products: a real choice experiment

This paper investigates consumers'willingness to pay a price premium for two environmental attributes of a non-food agricultural product. We study individual preferences for roses associated with an eco-label and a carbon footprint, using an economic experiment combining discrete choice questions and real economic incentives involving real purchases of roses against cash. The data are analysed with a mixed logit model and reveal significant premiums for both environmental attributes of the product. , Oxford University Press.