Combining stated and revealed preferences for valuing attributes associated with organic chicken meat

Abstract This paper examines consumer willingness to pay (WTP) for attributes of organic chicken meat in the UK, a product experiencing increasing popularity both domestically and internationally. We combine stated preference (SP) data from a discrete choice experiment with revealed preference (RP) data from supermarket scanner transactions in a joint estimation framework. This approach mitigates common limitations of analysing SP and RP data separately, such as hypothetical bias in SP and multicollinearity in RP. Using a heteroskedastic conditional logit model with interaction terms, we estimate WTP values that account for both preference heterogeneity and scale differences across datasets. Results indicate that consumers assign a substantial premium to the organic attribute, with joint estimates approximately 9 per cent higher than those based solely on SP data and more than double those from RP. These findings underscore the importance of integrating SP and RP data to inform evidence-based food policy.