“…Choice experiments were originally used in communication and transport research [ 20 , 24 , 25 ]. Subsequently, they were adopted in other research areas such as environmental assessment [ 26 , 27 ], market research [ 28 , 29 , 30 ], plant and animal improvement programs [ 31 , 32 , 33 ], environmental and consumer studies [ 34 , 35 ] and, recently, in agricultural value chain research [ 36 , 37 , 38 ]. Choice experiments are based on Lancaster’s consumer behavior theory and McFadden’s random utility theory [ 39 , 40 ].…”