In this study, we conduct a series of BDM auctions at multiple marketing outlets to elicit consumers’ willingness-to-pay (WTP) for organic and local blueberries. We find that consumers’ attitudes and their reported valuation of organic and local production of blueberries vary across different types of marketing outlets. Participants’ purchase intentions are controlled in the auction process to see how participants’ purchase intentions for the auctioned product affect their partial bids (WTP for an additional attribute) as well as full bids (WTP for the auctioned product). The results suggest that purchase intention affects full bids, but not partial bids.

在这项研究中，我们在多个营销网点进行了一系列的BDM拍卖，以激发消费者购买有机和本地蓝莓的意愿。我们发现，消费者的态度和他们报告的评价有机和本地生产的蓝莓在不同类型的营销渠道不同。拍卖过程中控制参与者的购买意图，以了解参与者对已拍卖产品的购买意图如何影响其部分出价(对于附加属性的WTP)和全部出价(对于已拍卖产品的WTP)。结果表明，购买意愿对完全投标有影响，但对部分投标无影响。