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Consumer Preferences and Willingness to Pay for Table Grapes, under different Breeding Methods
Last registered on March 06, 2020

Pre-Trial

Trial Information
General Information
Title
Consumer Preferences and Willingness to Pay for Table Grapes, under different Breeding Methods
RCT ID
AEARCTR-0005537
Initial registration date
March 05, 2020
Last updated
March 06, 2020 3:04 PM EST
Location(s)
Primary Investigator
Affiliation
Washington State University
Other Primary Investigator(s)
PI Affiliation
Washington State University
PI Affiliation
UC Davis
PI Affiliation
Cornell University
Additional Trial Information
Status
In development
Start date
2020-03-09
End date
2020-03-13
Secondary IDs
Abstract
The agricultural industry faces the increasing need to adapt to the dynamics of the production and markets environment. Changes in the production environment as for example, increase resistance to chemical for established diseases, appearance of new diseases, adaptability to climate change and so on; coupled with ever increasing consumers' expectation for food, increase the need to use novel technologies to develop improved foods. In the case of fresh fruits, the novel development technologies are breeding methods. However, consumers often exhibit and stigma to new food development technologies. This study seeks to estimate the trade-offs consumers make for improved horticultural and quality attributes of table grapes in presence of gene editing (e.g., CRISPR) a novel breeding technique.
External Link(s)
Registration Citation
Citation
Alston, Julian et al. 2020. "Consumer Preferences and Willingness to Pay for Table Grapes, under different Breeding Methods." AEA RCT Registry. March 06. https://doi.org/10.1257/rct.5537-1.0.
Experimental Details
Interventions
Intervention(s)
The data collection consists on an online questionnaire. The distribution of the questionnaire will be led by Qualtrics. The questionnaire will include questions on perceptions of new food technologies, purchase habits centered on fresh fruits, sociodemographic information; and two conjoint analyses sections. One focusing on horticultural quality and the other on fruit quality.
Intervention Start Date
2020-03-09
Intervention End Date
2020-03-13
Primary Outcomes
Primary Outcomes (end points)
Willingness to pay for different improvements in horticultural aspects of table grapes versus breeding methods. Willingness to pay for different quality attributes of table grapes.
Primary Outcomes (explanation)
Role of food neophobia on accepting the benefits of a new food technology.
Secondary Outcomes
Secondary Outcomes (end points)
Sources of information and prior information association with food neophobia.
Secondary Outcomes (explanation)
How sources of information, prior existing information, purchase habits, and sociodemographic affect neophobia and how neophobia affect acceptance of improved attributes on a fresh food item.
Experimental Design
Experimental Design
The data collection consists on 6 versions of a survey instrument. Each version differs in the language used in the food neophobia scale questions, we use three different languages: 1. Negative towards new food technologies, 2. Positive towards new food technologies, and 3. Neutral towards new food technologies. For each of the three versions, there are two additional versions. This pertains to the conjoint analyses to elicit willingness to pay for table grape quality. One version announces table grapes were developed by conventional breeding the other version announces if table tables were developed by gene editing.
Experimental Design Details
The data collection consists on 6 versions of a survey instrument. Each version differs in the language used in the food neophobia scale questions, we use three different languages: 1. Negative towards new food technologies, 2. Positive towards new food technologies, and 3. Neutral towards new food technologies. For each of the three versions, there are two additional versions. This pertains to the conjoint analyses to elicit willingness to pay for table grape quality. One version announces table grapes were developed by conventional breeding the other version announces if table tables were developed by gene editing. The two conjoint analyses in the survey instrument uses a fractional factorial design.
Randomization Method
Randomization is done by a computer.
Randomization Unit
Randomization is done per individual.
Was the treatment clustered?
No
Experiment Characteristics
Sample size: planned number of clusters
2,700 consumers, 450 responses per survey version.
Sample size: planned number of observations
2,700 consumers, 450 responses per survey version.
Sample size (or number of clusters) by treatment arms
2,700 consumers, 450 responses per survey version.
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
2,000
Supporting Documents and Materials

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IRB
INSTITUTIONAL REVIEW BOARDS (IRBs)
IRB Name
IRB Approval Date
IRB Approval Number
Post-Trial
Post Trial Information
Study Withdrawal
Intervention
Is the intervention completed?
No
Is data collection complete?
Data Publication
Data Publication
Is public data available?
No
Program Files
Program Files
Reports, Papers & Other Materials
Relevant Paper(s)
REPORTS & OTHER MATERIALS