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This research project investigates the influence that subjective risks have on people’s stated preferences. More specifically, this project refers to the risk of having contaminated apples and to preferences expressed by the population of the Province of Trento over alternative R&D programs which are geared to control the future spread of new apple diseases. As compared to the farmers’ standard practice, which is to use pesticides, the implementation of new methods is based on natural organism and resistant varieties of apples. Hence, these methods will reduce the risk of having contaminated apples in the future. People’s stated preferences are examined by using innovative discrete choice models that take into account risk. An existing dataset is used.
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