Abstract
The contingent ranking method was used to estimate the value of the human health and biodiversity impacts associated with pesticide applications, using a “green” consumer product as a payment vehicle. Specification testing showed that the standard conditional logit model provides a representation of these data preferable to the rank‐ordered logit variant. The resulting estimates ‐ which perform well in terms of standard validity tests ‐ show that, on average, consumers are only willing to tolerate between six and eight cases of human illness to save an entire species of farmland birds.
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