عنوان مقاله [English]
Considering the bias hypothesis in the choice experiment is considered as a traditional hypothesis in the literature of the subject. But how to apply the methods of reducing this hypothesis is still a controversial issue among researchers. Considering the bias hypothesis, the present study suggests further evidence regarding the preferences of organic tea consumers in Tehran. The data and information needed for this study was obtained by 405 questionnaires completely randomly from Tehran consumers in 1395. To survey the preferences of organic tea consumers, it was used the choice experiment method and the logit model for the base group (without considering the bias hypothesis) cheap talk and the honesty priming. The results of the study showed that the average willingness to pay for the attributes for the three basic groups, the cheap talk group and the honesty priming group were 11608, 27494, and 18641 tomans, respectively. The difference in the willingness to pay for the attributes has shown that the use of bias mitigation hypothesis techniques reduces the bias and realistic tendency to pay consumers. Regarding the willing to pay consumers for organic tea characteristics, it is proposed to raise awareness about the benefits of organic tea to raise the health of the community.