Alternative approaches for analyzing preference heterogeneity in choice experiments

Abstract

This paper represents an empirical application to investigate the heterogeneity of social demand of agricultural multifunctionality using the Choice Experiment. For this purpose the work focuses on a methodological framework based on a concatenated scheme of different Mixed Conditional Logit and Random Parameters Logit models. This methodological proposal has been implemented empirically to a case study: the agricultural system of cereal steppes in Tierra de Campos in Spain. The results suggest the importance to rely on a joint estimation of different Mixed Conditional Logit models that mitigate the violation of the ceteris paribus condition allowing for a suitable heterogeneity preference analysis for individual attributes.