... were gathered from surveying 1,365 consumers and then discrete choice experiment methodology was applied to measure consumers’ willingness to pay for safety attributes displayed on food labels in different market outlets. Findings Empirical evidence shows that certification is the most preferred...

... is not sufficient to guarantee adoption by users. Hence, this study explores how to make the agricultural platform more attractive for farmers. Design/methodology/approach The present study is based on a discrete choice experiment performed on 126 Indian farmers using agricultural platforms. The data were...