Crafter preferences for alligator leather in an online hypothetical and real discrete choice experiment

Abstract A decrease in the price of alligator hides has led to identifying new markets for wild alligator leather. This study investigates crafters' preferences for using alligator leather as a crafting material. In an online survey, we implement hypothetical and real Discrete Choice Experiments to assess crafters' willingness to pay for alligator craft kit items and characteristics of alligator leather. Results indicate crafters do not significantly discount scars as industry, revealing a market opportunity for scarred alligator leather products. We observe especially large hypothetical bias in willingness to purchase kits versus past studies, but little hypothetical bias for attributes.