where β
p
is the coefficient associated with price included as an additional characteristic and
β the parameter of unknown part-worth utilities associated with the vector of attributes X =
(x
1.
, .., x
n.
,..x
) of type of rice j. WTP answers the question of how much, everything else
being equal, the consumer would be willing to pay for a given selection criterion to maintain
his/her initial level of utility U
N
0
ij
while moving from an initial choice to the alternative one (e.g.
from the consumption of imported rice to local rice) providing him/her the utility noted U
.It
is derived as follows:
1
ij