Lung Cancer Research Today is a free monthly online journal that collates and summarizes the latest research about Lung Cancer, including details on symptoms, smoking, genetics, treatment, causes.

Willingness to pay for low-lung-cancer-risk cigarettes in Taiwan.

Jan MS, Fu TT, Huang CL

Economics Department, Chinese Culture University, Taipei, Taiwan, ROC. mjan@faculty.pccu.edu.tw

This study develops a conceptual framework based on the random utility model to estimate smokers' willingness to pay (WTP) for the hypothetical low-lung-cancer-risk cigarettes in Taiwan. Following the approach taken by Viscusi (J Polit Econ 1990; 98: 1253-1269), an individual's subjective risk perception on the probability of developing lung cancer from smoking cigarettes was measured and used in the estimation of demand for safer cigarettes. Other factors that may affect a smoker's purchase decision toward the hypothetically safer cigarettes are also identified. The average WTP for one pack of low-lung-cancer-risk cigarettes is estimated to be 44.15 NT dollars, which represents a 152% price increase over the average price of cigarettes currently sold in the market.

Published 4 January 2005 in Health Econ, 14(1): 55-67.
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