Double-bounded Dichotomous Choice Research Articles

Willingness to Pay for Agricultural Soil Quality Protection and Improvement

Understanding and estimating the economic value that society places on agricultural soil quality protection and improvement can guide the development of policies aimed at mitigating pollution, promoting conservation, or incentivizing sustainable land management practices. We estimate the general public’s willingness to pay (WTP) for agricultural soil quality protection and improvement in Spain (n = 1000) and the UK (n = 984) using data from a cross-sectional survey via Qualtrics panels in March–April 2021. We use a double-bound dichotomous choice contingent valuation approach to elicit the individuals’ WTP. We investigate the effect of uncertainty on the success of policies aiming at achieving soil protection. In addition, to understand the heterogeneity in individuals’ WTP for agricultural soil quality protection and improvement, we model individuals’ WTP through individuals’ awareness and attitudes toward agricultural soil quality protection and the environment; trust in institutions; risk and time preferences; pro-social behavior; and socio-demographics in Spain and the UK. We found that there is significant public support for agricultural soil quality protection and improvement in Spain and the UK. We also found that the support does not vary significantly under uncertainty of success of policies aiming at achieving soil protection. However, the individual’s reasons for supporting agricultural soil quality protection and improvement are found to depend on the level of uncertainty and country. Hence, promoting public support for soil protection needs to be tailored according to the level of the general public’s perceived uncertainty and geographic location.

Willingness to pay for chronic disease management services provided by primary care nurses

BackgroundDue to the rapid increase in chronic diseases in South Korea, the Korean government has expanded chronic disease management to primary care. Thus, the role of primary care nurses is critical. However, the fee for chronic disease management services provided by primary care nurses has not been set, and few studies have evaluated the value of nursing services. This study aimed to estimate the willingness to pay (WTP) for chronic disease management services provided by primary care nurses and to identify the factors that affect WTP.MethodsThis study adopted a descriptive research design and conducted a cross-sectional online survey from January 16 to 18, 2023. The inclusion criteria were community residents aged ≥ 20 years living in South Korea and capable of participating in online surveys. A total of 520 people participated in this study. A contingent valuation method (CVM) was used with double-bound dichotomous choice questions along with open-ended questions. The mean WTP was calculated using a Tobit model.ResultsThe mean WTP of the 520 study participants for one chronic disease management service provided by primary care nurses was 15,390.71 Korean won ($11.90). Factors affecting WTP were having a chronic disease, recognition of primary care nurses, and the first-bid price. Community residents with fewer chronic diseases, high awareness of primary care nurses, and a higher first-bid price showed higher WTP for chronic disease management services provided by primary care nurses.ConclusionsPrimary care is important worldwide due to the increasing number of chronic diseases, and Korea is no exception. However, payment for services by primary care nurses is undervalued compared to their critical role and skills. This has led to problems such as a primary care nurse shortage and burnout. This study estimated individuals’ WTP for chronic disease management services provided by primary care nurses. The results can be used as a basic resource for setting the fee for services provided by primary care nurses. It is also a good starting point to understand the benefits of primary care nurse services.

Willingness to pay for chronic disease management services provided by primary care nurses

BackgroundDue to the rapid increase in chronic diseases in South Korea, the Korean government has expanded chronic disease management to primary care. Thus, the role of primary care nurses is critical. However, the fee for chronic disease management services provided by primary care nurses has not been set, and few studies have evaluated the value of nursing services. This study aimed to estimate the willingness to pay (WTP) for chronic disease management services provided by primary care nurses and to identify the factors that affect WTP.MethodsThis study adopted a descriptive research design and conducted a cross-sectional online survey from January 16 to 18, 2023. The inclusion criteria were community residents aged ≥ 20 years living in South Korea and capable of participating in online surveys. A total of 520 people participated in this study. A contingent valuation method (CVM) was used with double-bound dichotomous choice questions along with open-ended questions. The mean WTP was calculated using a Tobit model.ResultsThe mean WTP of the 520 study participants for one chronic disease management service provided by primary care nurses was 15,390.71 Korean won ($11.90). Factors affecting WTP were having a chronic disease, recognition of primary care nurses, and the first-bid price. Community residents with fewer chronic diseases, high awareness of primary care nurses, and a higher first-bid price showed higher WTP for chronic disease management services provided by primary care nurses.ConclusionsPrimary care is important worldwide due to the increasing number of chronic diseases, and Korea is no exception. However, payment for services by primary care nurses is undervalued compared to their critical role and skills. This has led to problems such as a primary care nurse shortage and burnout. This study estimated individuals’ WTP for chronic disease management services provided by primary care nurses. The results can be used as a basic resource for setting the fee for services provided by primary care nurses. It is also a good starting point to understand the benefits of primary care nurse services.

Assessing the market opportunities for pesticide-free vegetables in Bangladesh: consumers’ preferences and willingness to pay

The excessive use of fertilizers and pesticides in agriculture poses threats to ecosystems and human health. To mitigate these risks, researchers have turned their attention to pesticide-free production methods. This study aimed to assess the market opportunities for pesticide-free vegetables (PFVs) through determining consumers’ preferences and willingness to pay (WTP), along with identifying factors influencing consumers' WTP decision in three major cities of the country, namely Dhaka, Khulna, and Mymensingh. Employing a multistage cluster sampling method, 150 samples were selected and data collection utilized the android-based app Kobo through direct interviews. The contingent valuation method (CVM) and double-bounded dichotomous choice model (DBDC) were used to estimate WTP and preferences while ordered logit model were employed to identify influencing factors. The findings indicated that over 90% of consumers in Mymensingh and over 92% in Dhaka and Khulna were willing to pay a premium for pesticide-free tomatoes and brinjal. Additionally, more than 18% and 19% of consumers expressed willingness to pay a 20% premium for brinjal and tomato, while over 39% were willing to pay for both a 10% premium. The study revealed that factors such as age, sex, education, household size, and income significantly influenced consumers’ WTP decisions, with age showing a negative correlation, while education and income were positively associated with interest in consuming pesticide-free vegetables. Overall, the study underscores the increasing demand for pesticide-free vegetables in urban areas, emphasizing the need for governments and stakeholders to develop supportive policies for sustainable market development. Res. Agric. Livest. Fish. Vol. 11, No. 1, April 2024: 69-77

Are retail investors willing to buy green bonds? A case for Japan

ABSTRACT With the growing importance of the financial sector in mitigating environmental pressure, many financial institutions have begun issuing green bonds. This study investigated retail investors’ willingness to pay for green bonds using the double-bounded dichotomous choice contingent valuation method. The findings from the survey performed on Japanese respondents reveal that, on average, respondents are willing to invest in green bonds when offered an annual interest rate of around 1.1%. The results also indicate that respondents with higher altruism and environmental awareness levels, information about green bonds, and frequent investors have a higher preference for investing in green bonds. The results suggest financial institutions’ importance in providing information on how green bonds can help reduce environmental pressure and raise investors’ awareness of green bonds.

Willingness to Pay for forest corridor conservation: A contingent valuation study of Similipal-Satkosia corridor affected by mining in Odisha, India

The forest corridor connecting the Similipal and Satkosia Tiger Reserve in Odisha, India is vital for several wide-ranging animals and the sustenance of a unique lineage of tigers in the landscape. However, this corridor is fragmented in its status quo with mining, road, and rail networks, along with heavy human dependency on the forest. Highlighting the non-use value of ecological goods like forest corridor can support the conservation of the ecosystem against developmental activities. We determine the local communities' willingness to pay (WTP) for the conservation and management of the Similipal-Satkosia corridor using the Contingent Valuation Method. A total of 340 households in 44 villages located within the peripheral development zone of mines were surveyed between January 2020 and March 2021. Double Bounded Dichotomous Choice (DBDC) technique was used to elicit maximum WTP, and spike modelling was employed due to the prevalence of zero WTP in the surveyed responses. The estimated mean willingness to pay for the conservation of the Similipal-Satkosia corridor was ₹ 28.2/household/month (USD 0.37) (without covariates) at a 1 % significant level. WTP was significantly associated with the respondents' higher education level and the household's further distance from the mine. Our study is expected to facilitate policymakers in developing effective forest management and conservation strategies while adhering to sustainable development goals.

Determinants of Khat Farmers' Willingness to Pay for Agricultural Insurance

Khat farming is an important source of revenue and a possible source of potential investment in Kenya. Despite the benefits, various production and marketing risks, which negatively influence productivity, profitability, economic growth and farmers' livelihood, remains a challenge. Insurance for agricultural enterprises has the ability to open up access to essential services that boost productivity and marketing. This study aimed at determining the effect of socio-economic and institutional factors on khat farmers' willingness to pay for agricultural insurance. The data used in this study was obtained from khat farmers in Meru County, Kenya, from a sample of 323 farmers. The study employed the utility maximization theory and the double-bounded dichotomous choice model. Empirical results propose that the household size, size of land owned, awareness of agricultural insurance, credit access and the amount of khat bushes possessed by the family positively and significantly affected willingness to pay. The farmer's age and income earned from khat production negatively and significantly influenced willingness to pay. This study concluded that awareness of agricultural insurance and credit access greatly influence khat farmers' willingness to pay. The study recommends improving farmers' credit facilities to allow them access more financial capability since the study showed that the willingness to pay for insurance was proportional to credit access. The study further recommends strengthening on awareness on the importance of agricultural insurance to enhance khat farmers' involvement in agricultural insurance scheme. The results of this study will equip decision-makers with evidence-based tools to excellently market and establish demand-driven insurance products to meet the demands of khat farmers.

Willingness-To-Pay for Health Insurance: Protocol for a Comparative Study Between Formal and Informal Health-Workers

INTRODUCTION People in low- to middle-income countries (LMICs), such as Bangladesh, have less access to healthcare than those in wealthier nations with less than 1% of the population having access to social health protection, which is mostly limited to those who work in the formal sector (14.9% of all jobs). This comparative study aims to use the contingent valuation method (CVM) to determine the factors affection and compare the mean willingness-to-pay (WTP) for community-based health insurance (CBHI) between formal and informal health workers. METHODS AND ANALYSIS This comparative study will be conducted among 250 doctors who will be selected by a convenience sampling technique from various formal and informal workstations in Dhaka City. Of the 250 participants, 125 will be from each group. To collect data, a semi-structured questionnaire will be used via face-to-face interviews. Data will be processed and analyzed using R (v4.3.0) and RStudio (v2023.03.1). WTP for CBHI will be estimated using the “DCchoice” package. The primary outcome is to estimate the proportion and mean WTP across the groups and compare it using double bound dichotomous choice (DBDC) method. Secondary outcomes include identifying the socio-demographic, job-related and healthcare seeking-related factors that influence the WTP. ETHICS AND DISSEMINATION Ethics approval has been obtained from Institutional Review Board (IRB) of the National Institute of Preventive and Social Medicine (NIPSOM). Informed consent will be taken from each participant before data collection. The results of the study will be published in scientific, peer-reviewed journals. STRENGTHS AND LIMITATIONS OF THIS STUDY – The contingent valuation method is a well-established method of eliciting WTP for health insurance. – The current study will be among the first of its nature as it will focus on formal and informal healthcare workers. – Starting point bias may affect the result as this type of bias comes with the Double bounded dichotomous choice (DBDC) method used in this study.

Telehealth Consultation for Malaysian Citizens' Willingness to Pay Assessed by the Double-Bounded Dichotomous Choice Method.

Re-envisioning healthcare in technology tools includes robust utilisation of telehealth, improvement in access, quality, care efficiencies and cost-effectiveness of healthcare services. In reality, the technology's potential to transform healthcare may be limited by the ability to pay for it. This study aims to estimate Malaysian citizens' willingness to pay (WTP) for telehealth consultations and determine the factors contributing to it. This is vital to inform decision-making about expansion, preferences and deployment of a pricing strategy for telehealth services. A random sample of 220 adult Malaysians was surveyed using social network services (SNS). Three different WTP bid arrays were identified and each respondent received a randomly drawn bid price. The WTP fee for using the telehealth consultation for 30 min was measured and estimated using a Double-Bounded Dichotomous Choice (DBDC) and the Random Utility Logit Model. The median WTP was estimated to be RM58 (JPY2,198), RM78 (JPY2,956) for 132 respondents' willingness to use telehealth consultation and RM26 (JPY985) for 51 respondents who were unwilling. Further analysis found that WTP is correlated with the perception and willingness of the respondents to use it. Despite most respondents being willing to pay for telehealth consultations, sociodemographic characteristics and affordability influenced the process of making decisions about WTP for telehealth consultation. This finding suggests that the private sector can play a crucial role in the deployment of telehealth. However, there may be a need to consider affordability and how to increase access and use of telehealth services.

Estimating the Social Value of Digital Signage Landmarks as Sustainable Tourist Attractions

As urban tourism increases, digital signage landmarks are frequently utilized to develop and enhance the attractiveness of cities for tourism. However, the benefits of this development for local residents have not been fully explored from a sustainability perspective. Thus, this study aims to quantitatively analyze local residents’ perceptions of digital signage landmarks in urban areas using one of the prominent icons, the Samseong-dong free display zone in Seoul, Korea. To measure the overall value of the landmarks, this study used a double-bounded dichotomous choice contingent valuation method and spike model. Based on the surveys of 600 respondents in Korea, the results show that a household’s willingness to pay to support the landmark annually is KRW 5401 (USD 4) on average in the form of income tax. The perceived annual value for the landmark is about KRW 790 million (USD 60 million), surpassing that of typical tourism attractions in Korea.

Willingness to pay for pesticide-free vegetables in Hokkaido, Japan: the relationship between appearance and pesticide use

Most Japanese consumers focus on the appearance of vegetables, for example, their shape, color, or size. However, giving consumers precise information about the growing process of vegetables may change their preferences. Therefore, in order to reduce food loss, it is important to change consumers’ preferences for vegetables and for producers to understand consumers’ preferences and select vegetable production methods. Japanese supermarkets sell vegetables containing legally permissible amounts of pesticides and chemical fertilizers, and chemical-free vegetables are generally hard to find. Therefore, in this study, pesticide-free vegetables were cultivated from scratch to analyze whether consumers are willing to pay a premium when presented with pesticide-free vegetables. The contingent valuation method and double-bound dichotomous choice were used for analysis. The results revealed that consumers’ willingness to pay was not related to the appearance of the pesticide-free vegetables. In other words, they cared neither about the color nor the shape of the vegetables so long as they were pesticide-free. In Japan, some farmers continue to grow organic or pesticide-free vegetables, although they are few. Therefore, if producers know the actual needs of consumers’ vegetables, they may reduce their dependence on pesticides and chemical fertilizers and expand the market for environmentally friendly and healthy vegetables. Such a change could, in turn, reduce food loss.

Parents' willingness to pay for COVID-19 vaccination for children in Malaysia using the contingent valuation method.

Children are susceptible and a potential source of transmission for coronavirus disease 2019 (COVID-19). However compulsory COVID-19 vaccination programs among children have not been a focus in Malaysia. The aim of this study was to measure parents' willingness to pay (WTP) for the COVID-19 vaccine and analyze the effects of socioeconomic variables on parents' WTP. An online cross-sectional study was conducted in Malaysia with two waves of surveys (i.e., different samples for each wave), March and June 2021. The study participants were Malaysian parents above 18 years old. Parents were randomized between two vaccine effectiveness profiles (95% and 50% effectiveness) and two risk levels of an adverse event (5% and 20% risk of fever). The WTP was estimated using a double-bounded dichotomous choice. Socioeconomic variables such as age of parent, gender, insurance, income, and education were examined. A total of 292 parents in March 2021 and 271 in June 2021 were included in the study. The vaccine safety and effectiveness profile did not significantly impact the WTP. In March 2021, the estimated WTP ranged from RM344.74 to RM399.64 (US$82.5 to US$95.6) across vaccine profiles and between RM377.55 and RM444.33 (US$90.3 to US$106.3) in June. Insurance status was associated with the parents' WTP, and during the June wave, the age of parents influenced the WTP. Implementing subsidies or free vaccinations is considerable to increase herd immunity and prevent transmission of COVID-19 in Malaysia.

An Estimation of Ecosystem Service Value of Rice Paddy Wetland in Korea Using Contingent Valuation Method

Agricultural land is an important ecosystem that is essential for human life, and rice paddies, in particular, provide many ecosystem services such as food production and the maintenance of biodiversity. Although the value of rice paddy wetlands is high, they are rapidly disappearing due to urbanization and development. This study aims to estimate the monetary value of the rice paddy wetland ecosystem and investigate the proportion of benefits for each rice paddy wetland function to provide policy implications for rice paddy wetland management. To this end, this study conducted a survey with 988 South Korean citizens regarding rice paddy wetlands and adopted the contingent valuation method (CVM) with various approaches (double-bounded dichotomous choice pooled model, double-bounded dichotomous choice panel model, pseudo referendum model, open-ended question model, etc.). Considering the characteristics of each approach, the present value of the total willingness to pay (WTP) per household was estimated to range from 327 to 347 USD. When extrapolated to the entire country, the total WTP of all households in South Korea is estimated from 6.7 to 7.1 billion USD. This study also finds that households have an average WTP distribution ratio by paddy wetlands function as follows: food supply 33.8%, biodiversity 27.2%, disaster and pollution control 24.2%, and cultural services 14.8%. These findings have policy implications by providing valuable insights for decision-making in determining the priority and allocation levels of financial resources in the future design of policies related to paddy wetlands.

Regional Differences in Willingness to Pay for Mitigation of Air Pollution from Coal-Fired Power Plants in South Korea

This study examined whether people who reside in different regions of South Korea exhibit different WTP for the mitigation of PM2.5 emissions from coal-fired power plants by restricting their operation during the winter and spring when air pollution becomes severe. The eastern portions of the country are relatively insulated from the harmful effects of PM2.5 emissions due to northwest winds which cause air pollutants generated from coal-fired power plants to be carried out to the East Sea (Sea of Japan). Consequently, our sample group was divided into central, western, eastern, and southern regions, and a contingent valuation method, combined with a double-bounded dichotomous choice, was used to derive people’s WTP for the mitigation of PM2.5 emissions. Our estimation results indicated that respondents who live in eastern regions showed a significantly lower WTP (about KRW 1280/month) than the mean WTP of other regions (above KRW 1337/month). Thus, we suggest that the current Seasonal Management System of PM2.5 emissions should be modified to consider regional differences. Statistical results from this study reinforce our suggestions—almost 78 percent of survey respondents support a revision of the current SMS policy and are in favor of a revised SMS policy—one that exempts eastern regions from a nationwide shutdown of coal-fired generation from December to March. Exempting coal-fired power plants in eastern regions from the Seasonal Management System might result in significant fiscal savings without a corresponding increase in nationwide PM2.5 concentrations.

ECONOMIC COST OF MITIGATING HOUSEHOLD AIR POLLUTION — A STUDY OF HOUSEHOLDS IN RURAL WEST BENGAL, INDIA

By exploiting unique contingent valuation data from rural Indian households, we estimate the individuals’ willingness to pay to reduce risk from household air pollution, using the double-bounded dichotomous choice model. The estimated mean annual willingness to pay for such risk reduction is obtained as INR 886.59 accounting for approximately 1% of the annual household income. Although conducted in a different time and sample, the ratio of our estimated WTP to average household expenditure lies in a comparable range with extant literature. Furthermore, the estimated WTP lies in a moderately comparable range to the market price of devices that reduces HAP exposure. The sensitivity analysis of the estimated willingness to pay with respect to relevant behavioral and health factors further provides scope for policy prescriptions.

ANALYSIS OF HOUSEHOLDS’ WILLINGNESS TO PAY FOR SOLID WASTE MANAGEMENT SERVICES IN KUALA NERUS, TERENGGANU

Solid Waste Management (SWM) is a multifaceted development issue that municipal authorities face, particularly in emerging nations like Malaysia. The population’s willingness to pay was determined using a double-bounded dichotomous choice approach to obtain responses for a finance mechanism to improve SWM services in Kuala Nerus. A structured questionnaire survey was conducted on 300 households, including all the major towns and villages. According to the bid questions, most respondents (72.48%) said they would be willing to pay RM2 for solid waste management in their area, and 27.52% were not willing to pay RM2. For bid2, 65.74% of the respondents were willing to pay RM4 for the solid waste management. As a result, 30.9% of respondents stated they did not want to pay for solid waste management in their area. The survey found that when the bid was high, the respondent’s WTP value decreased from 72.48% (bid1) to 65.74% (bid2). This research adds to the body of knowledge on a key aspect of the financing mechanism, WTP, for better SWM services. The findings will benefit efforts to build a long-term finance structure for waste management services in Kuala Nerus, Terengganu.

Public willingness to pay for personal carbon trading of green travel: based on survey data from five capital cities in eastern China

Personal carbon trading is a form of pollution rights trading that is worth exploring as an innovative tool to cut back carbon emissions from travel. This paper proposes a policy scenario in which car users who exceed the average distance traveled quota are required to purchase travel credits from those who do not reach the quota and pay for them on a per hundred kilometer basis. Willingness to pay (WTP) for personal carbon trading is introduced to calculate the travel cost and its influencing factors are analyzed from the perspective of green travel. Using the double-bounded dichotomous choice contingent valuation method (DBDC), 2712 residents’ data from five provincial capital cities in eastern China is obtained. Based on this, this study first uses a binary logistic regression model to analyze the characteristics of people who are not willing to pay for green travel carbon trading, and then leverages an interval regression model to explore the willingness and intrinsic motivation of being willing to pay more or less for green travel. The results suggest that perceived usefulness is a key influencing factor of residents’ willingness to pay or pay more for green travel; Personal habits have a significant positive effect among those willing to pay; Subjective norms and moral norms can well account for the unwillingness to pay; Attitudes, perceived behavioral control, and environmental awareness fail to predict the willingness to pay among those who are unwilling to pay. In addition, WTP is also affected by demographic variables such as income and educational background. The empirical results as well indicate that the final average level of respondents’ WTP is 39.95 yuan per 100 km. The findings of this paper can provide a pricing basis while formulating personal travel carbon trading policies.

Social Monetary Valuation for Protecting Forests and Protected Wild Animals in North Sulawesi, Indonesia

Many protected wild animal species are threatened with extinction because of degraded forest habitats. We conducted a monetary assessment of social responses to this issue in North Sulawesi, Indonesia. Respondents were asked to determine a monetary value for forest services, and we measured willingness to pay (WTP) using the collection of compensation funds every year for five years. A descriptive statistical model, a correlation analysis, and a double-bounded dichotomous choice (DBDC) model were used in this study. There were 92.1% of respondents who claimed to be aware of the environment, as well as 96% of protected animals, and 89.8% who agreed with the compensation fund. There is a need for current socialization of the environmental situation, and it is necessary to consider education and income factors for real actions in the future. The estimated monetary value probability for WTP was determined using accepting the median estimate of IDR 264,820 (USD 18.26). These results estimated the value of annual forest protection over five years.

HOUSEHOLDS’ WILLINGNESS TO PAY FOR NATURAL HAZARD INSURANCE IN THE SOUTHWESTERN COASTAL REGION OF BANGLADESH

The southwestern coastal region of Bangladesh is enormously susceptible to natural hazards due to global environmental change, triggering economic instability in coastal households every year. Hazard microinsurance might be a decent option to build financial resilience; considering the assorted consumers’ preferences is essential for policy scheming. Therefore, this research estimated households’ willingness to pay (WTP) for natural hazard insurance (NHI) in Bagerhat Sadar and Rampal upazila of Bagerhat district in southwestern coastal Bangladesh. The contingent valuation method’s double-bounded dichotomous choice (DBDC) technique was exerted on the 120 randomly interviewed households’ dataset to estimate the WTP for NHI considering three experimental bid values (i.e., initial bid of BDT 300, maximum bid of BDT 500, and lower bid of BDT 200 as the NHI premium per month). This assessment revealed that, on average, around three-fourth of coastal household experienced financial losses (i.e., damage to crops, fish-shrimp enclosures, integrated farms, and houses) yearly due to natural hazards. Almost two-third of the total sample was interested in taking such alternative financial support after a massive coastal hazard, and the mean WTP was approximately BDT 284. Amongst those households, more than four-fifth were willing to pay for the initial bid value. Moreover, a logit analysis was performed to identify WTP’s probability and maximum likelihood; the Pearson goodness-of-fit test to estimate the chi-square ( =5.29; p<0.01) value; and Kendall’s tau-b ( ) test to clarify the level of significance and associations [Highest correlation-coefficient (WTP and initial bid) =0.837**; **p<0.01; strongly associated; optimal value] between WTP and three experimental bid values. Besides, this research has attempted to give policymakers a vivid understanding of households’ behavior in adopting such microinsurance. Government and development agencies are highly recommended to implement such a microinsurance scheme as post-hazard economic facilitation for coastal victims.

Evaluating factors influencing Tennessee and Kentucky farmers’ willingness to sell produce through fresh stop markets

IntroductionThe food justice movement focuses on resolving food system inequalities, including, but not limited to, income, ethnicity, and race differences related to household access to food, farmer access to markets, and the fair treatment of farmworkers. Previous studies have focused on food system inequalities from the consumer demand side, but only a few studies have focused on the role farmers play in creating more equitable food systems. An example of a market model aiming to fulfill various missions of the food justice movement is Fresh Stop Markets (FSMs). FSMs aggregate food from local farmers and sell shares on a sliding scale based on consumers’ income. Lower income households pay less than higher-income households for the same food. A vital component of this market concept is farmers’ willingness to sell produce through FSMs.MethodsWe used data from a 2020 survey of Tennessee and Kentucky fruit and vegetable farmers and the double-bounded dichotomous choice contingent valuation approach to assess farmers’ willingness to sell produce through FSMs when faced with a price discount scenario. A probit regression was used to investigate the factors correlated with farmers’ willingness to sell produce through FSMs.Results and discussionResults suggest gross farm revenue, farmer age, education, experience selling produce through farmers markets, and running programs on the farm to educate communities about sustainable agriculture and food systems are associated with farmers’ willingness to sell produce through FSMs.ConclusionFarmer and farm business characteristics, as well as prior experience running education programs on the farm related to sustainable agriculture and food systems are important factors to consider when trying to engage farmers willing to sell produce through FSMs.