The Impact of Health Risk Information on Food Demand: A Case Study of Alar and Apples

One method used for overcoming the problem of preference revelation for safety improvements is to infer willingness-to-pay from consumer choice of private goods (Blomquist 1979, Dardis 1980, Hammitt 1986, Ippolito and Ippolito 1984). This strategy may be useful for estimating willingness-to-pay for food safety because in recent years information on risks from food additives has been widely reported by the news media and these reports have been found to affect food demand (Brown 1969, Brown and Folsom 1983, Johnson 1988, Shulstad and Stoevener 1978, Smith et al. 1988, Swartz and Strand 1981).

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