Prof. Dr. Tilman Becker, is professor of agricultural markets and marketing at the University of Hohenheim since 1997 and Head of the Gaming Research Center at the University of Hohenheim since its foundation in 2004. He is member in the Executive Committe of the European Association for the Study of Gambling and of the Editorial Board of the Journal of Consumer Policy. He has advised the Federal Ministry of Consumer Policy, Food and Agriculture and several State Ministries and Parliaments. His areas of expertise include consumer behaviour and the regulation of markets. He has published a wide range of books and articles and held talks on economic and legal issues, regulation, addictive behaviour, and others.
Http Dx Doi Org 10 1080 10454446 2012 726946, Oct 8, 2014
ABSTRACT We estimated students’ willingness to pay for golden rice by using the double-bounded co... more ABSTRACT We estimated students’ willingness to pay for golden rice by using the double-bounded contingent valuation method. We found that nearly 55% of the students are willing to buy golden rice at the same price as that of conventional rice, and around 85% at a certain discount. The estimated mean willingness to pay is a 4% price premium. Furthermore, we found that global (food security) and personal (health) benefit perceptions have a positive significant influence, and risk perceptions and sociodemographic variables have an insignificant influence on willingness to pay for golden rice. Overall, our findings indicate that India has a potential market for golden rice.
This study examines the effects of information on consumers' willingness to pay (WTP) for... more This study examines the effects of information on consumers' willingness to pay (WTP) for genetically modified food (GMF). We used Vickrey second price experimental auction method for elicitation of consumer WTP for GM potato chips and GM soya-chocolate bar. The sample used in this study was university students from Delhi, India. Four information formats (positive, negative, no information, and combined information about GM technology) were used for the examination. The results show that, when students received the combine information they were willing to pay around 17%-20% premium for GMF and when received the negative information they demanded around 22% discount for GMF. While the positive- and the no-information formats alone have no considerable effect on consumers' WTP for GMF. Overall, our findings suggest that while doing marketing of GMF in India, the best strategy is to provide combined information about GM technology.
Http Dx Doi Org 10 1080 10454446 2012 726946, Oct 8, 2014
ABSTRACT We estimated students’ willingness to pay for golden rice by using the double-bounded co... more ABSTRACT We estimated students’ willingness to pay for golden rice by using the double-bounded contingent valuation method. We found that nearly 55% of the students are willing to buy golden rice at the same price as that of conventional rice, and around 85% at a certain discount. The estimated mean willingness to pay is a 4% price premium. Furthermore, we found that global (food security) and personal (health) benefit perceptions have a positive significant influence, and risk perceptions and sociodemographic variables have an insignificant influence on willingness to pay for golden rice. Overall, our findings indicate that India has a potential market for golden rice.
This study examines the effects of information on consumers' willingness to pay (WTP) for... more This study examines the effects of information on consumers' willingness to pay (WTP) for genetically modified food (GMF). We used Vickrey second price experimental auction method for elicitation of consumer WTP for GM potato chips and GM soya-chocolate bar. The sample used in this study was university students from Delhi, India. Four information formats (positive, negative, no information, and combined information about GM technology) were used for the examination. The results show that, when students received the combine information they were willing to pay around 17%-20% premium for GMF and when received the negative information they demanded around 22% discount for GMF. While the positive- and the no-information formats alone have no considerable effect on consumers' WTP for GMF. Overall, our findings suggest that while doing marketing of GMF in India, the best strategy is to provide combined information about GM technology.
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