“…Originally, the DCE method has been used in the transport economics (Hensher & Truong, ) and marketing literature (Louviere & Woodworth, ), but increasingly applied in other research areas, including environment (Adamowicz et al., ; Colombo, Hanley, & Louviere, ), food safety and quality (Ifft, Roland‐Holst, & Zilberman, ), and other related disciplines. There is also a growing literature in application of DCE in valuation of animal and plant genetic resources (Elbakidze, Nayga Jr., Li, & McIntosh, ; Eric, Guy, & Riccardo, ; Kassie et al., ; Ouma, Abdulai, & Drucker, ; Scarpa et al., ; Vestal, Lusk, DeVuyst, & Kropp, ).…”