“…Drawing from environmental economics, it is possible to estimate the cost of goods and services through information given by respondents about their preferences (stated preference), or through observation of behaviour (revealed preference). Stated preference methods have faced several critiques, including challenges of reliability and validity [ 14 , 15 , 16 , 17 , 18 , 19 , 20 ], since they are not based on what people actually do [ 21 ]. In addition, due to the hypothetical nature of most willingness to pay studies, it is argued that respondents may be ignorant, uncertain or unable to make a trade-off on the good or service [ 16 , 22 , 23 ].…”