A new stated preference technique is developed and tested. In an interactive computerized survey, respondents move continuous sliders to choose levels of environmental attributes. The total cost of the combination of attributes chosen is calculated according to a preprogrammed cost function, and continuously updated and displayed. Each registered choice reveals the respondent’s marginal willing...

This study uses a random parameters logit (RPL) model to estimate the Taiwanese preference for northern shrimp (NS) products (NSP) with Marine Stewardship Council (MSC) label. The estimated results show that, ceteris paribus, marginal willingness pay (MWTP) of consumers NSP MSC label is up New Taiwan dollar (NTD) 84.86 in comparison without Moreover, price MSC-labeled has positive effect on qua...