Deliverable 2.5: Consumer choice related to meat/fish consumption and their possible replacement by plant-based products: results from lab experiments and costbenefit analysis

Paper authors
Stephan Marette (INRA)
Apr 5 2017
Description The deliverable D2.5 analyzes the results of lab experiments conducted in France and Italy. We evaluate the impact of different types of information on participants’ willingness-to-pay (WTP) and quantity choices for both beef burger meat and soy burger meat. We conducted a lab experiment in France and Italy to elicit hypothetical WTP with a multiple-price list. Explanatory messages about the impact of beef and soy on health and environment were revealed to participants, before successive rounds of WTP determinations and quantity choices. Results show a very weak impact of successive rounds of messages on WTP for both beef and soy. However, these explanatory messages lead to a significant change in chosen quantities. These results are used for determining a cost-benefit analysis on the basis of a model of diet changes induced by the adoption of nutritional and environmental recommendations. We particularly show how both relative variations in willingness-to-pay (WTP) and relative variations in chosen quantities, following messages revealed in the lab, can be used for a welfare analysis. These variations are integrated in a market equilibrium model, as a possible demand shifter or as a non-internalized damage/benefit when consumers are ignorant. A related cost-benefit analysis studies the welfare impact of a nutritional recommendation or a tax mechanism. Results suggest that these regulatory tools have a significant impact on the variation of welfare and the reduction of beef consumption. 3 working papers provided in annex were written for precisely studying these issues of this deliverable.
Corresponding Author(s)
Stephan Marette (INRA)
Authors at SUSFANS
Work package