This artefactual field experiment explores consumers’ willingness-to-pay (WTP) price premiums for fish products to avoid the risk and uncertainty of purchasing inauthentic produce. The influence of subjective probabilistic beliefs, risk and ambiguity preferences is investigated. Participants’ WTP is elicited using experimental auctions, while behavioural factors are elicited using incentivised and incentive-compatible methods: the quadratic scoring rule and multiple price lists. Results show that consumers are willing to pay a premium to avoid food fraud and purchase an authentic fish product. This premium is higher under uncertainty than risk, likely driven by ambiguity preferences which affect consumers’ purchasing under uncertainty.

中文翻译：

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消费者对食品欺诈风险的反应：一项经济实验

该人工现场实验探讨了消费者对鱼产品的支付意愿 (WTP) 溢价，以避免购买不真实产品的风险和不确定性。调查了主观概率信念、风险和模糊偏好的影响。参与者的 WTP 是通过实验性拍卖得出的，而行为因素是使用激励和激励兼容的方法得出的：二次评分规则和多个价目表。结果表明，消费者愿意支付溢价以避免食品欺诈并购买正宗的鱼产品。这种溢价在不确定性下高于风险，可能是由影响消费者在不确定性下购买的模糊偏好驱动的。