Consumer Preferences and Willingness to Pay for Table Grapes, under different Breeding Methods

Last registered on March 06, 2020
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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

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
March 06, 2020, 3:04 PM EST

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

Country
United States of America
Region
Washington

Primary Investigator

Name
Rosa Karina Gallardo Llanos
Affiliation
Washington State University
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Other Primary Investigator(s)

PI Name
Azhar Uddin
PI Affiliation
Washington State University
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PI Name
Julian Alston
PI Affiliation
UC Davis
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PI Name
Bradley Rickard
PI Affiliation
Cornell University
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Additional Trial Information

Status
In development
Start date
2020-03-09
End date
2020-03-13
Keywords
Agriculture
Additional Keywords
gene editing, traditional breeding, neophobia
JEL code(s)
Q13
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
Sponsors & Partners
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)

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IRB Approval Date
IRB Approval Number
Analysis Plan

Post-Trial

Post Trial Information

Study Withdrawal

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Intervention

Is the intervention completed?
No
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