Canadian Consumer Bids for Local and Non-Local Lettuce

Encompassing individual participant data from an incentivized field experiment conducted in July 2024. It was used for a Master's thesis at the University of Guelph to study consumer preferences for six lettuce products under different production methods and local labeling, with participants randomly assigned to one of three nudge treatments or a control group.

Use Cases

• Analyze the impact of nudge treatments on WTP bids for six distinct lettuce product categories.
• Model consumer WTP bids as a function of participant age and assigned treatment group.
• Investigate correlations between answers to survey questions and elicited WTP bids for local versus non-local produce.

Strengths

• Data was collected via an incentivized field experiment using the Becker-DeGroot-Marschak mechanism to elicit true willingness-to-pay.
• The study design includes a control group and three randomly assigned nudge treatments for causal inference.
• Focuses on six clearly defined product categories combining production method and locality.

Limitations

• Sample size and demographic representativeness are unknown, limiting generalizability.
• The dataset's temporal coverage is limited to a single month (July 2024).
• Specific column definitions and data structure are not provided in the input.

Provenance

Source

Master's Thesis completed at The University of Guelph, author Emily Gibson.

Collection Method

Incentivized field experiment using the Becker-DeGroot-Marschak mechanism.

Time Range

July 2024

Freshness

Data was collected in July 2024, with the record last updated in February 2026.

Geography

Canada (implied by focus on Canadian consumers)