Combining contingent valuation with the analytical hierarchy process to decompose the value of rabbit meat

Our paper uses the analytical hierarchy process (AHP) to derive the willingness to pay (WTP) for complex goods with a range of attributes and attribute levels. The weights obtained from the AHP are used to decompose the aggregate WTP obtained from contingent valuation (CV) in a hypothetical simulated market. The empirical analysis uses consumer-level questionnaires to elicit information regarding consumer attitudes and preferences about rabbit meat in Catalonia (Spain). Our results demonstrate the suitability of our approach for analysing the consumer WTP for complex goods. Furthermore, the results demonstrate a relatively strong preference for entire rabbit meat from the “Catalan” region and a secondary strong preference for high-quality certification information.

► We face the limitation of introducing the monetary attribute in the AHP.
► Contingent valuation (CV) was combined with a multicriteria method (AHP).
► Individual-specific values for attributes of complex goods can be estimated.
► CV-AHP approach could be a valid tool compared to choice experiments.
► Catalan consumers exhibit high preference for the origin of the rabbit meat.