소비자들은 방사선조사 육류를 선호하는가?：부정적 가치의 중요성

Abstract

This study revisits consumers’ value of the food irradiation technology with consideration of negative opinions about the irradiation technology and examines whether accounting for the implications of negative opinions for the technology better explains current market behavior. We allow negative valuations for the food irradiation in both the contingent valuation survey and experimental auction, and elicit consumers’ relative values of food irradiation. The result show that consumers have negative preference for the food irradiation technology, which is stark contrast to the previous finding. We also confirm that negative information has a greater impact on consumer value than positive information. We also find that the valuation methods with real economic commitment significantly reduce hypothetical bias. Our results suggest that considering simultaneous positive and negative values in valuation methods would moderate the divergence in results from valuation studies and the real market.