Short Research Description
My research explores consumer motivations behind choosing sustainable food, focusing on fair trade practices and health status. The goal is to bridge the gap between favorable attitudes toward sustainable products and actual purchasing behavior. The study examines the impact of fair trade awareness, health status, and personal motivations on sustainable consumption using the theory of planned behavior (TPB) and random utility models to understand decision-making processes. Through discrete choice experiments, it assesses consumers' willingness to pay for sustainably produced food, considering both altruistic motives (e.g., fair trade) and egoistic motives (e.g., personal health).Research Interests
Discrete Choice Modeling
Environmental and Natural Resource Economics
Health Valuation
Non-market Valuation Methods
Social Preferences
Sustainable Development and Its Indicators
Keywords
Consumption
Discrete Choice Experiment
Fair Trade
Food Consumption
Health Status
Non-market Valuation
Sustainability
Sustainable Consumption