Table 1 Development of discrete choice experiments

Attributes and levels Identifications (potential attributes)

 Literature Review: To investigate the attributes that are likely to be important to users

Selecting the essential attributes (removing the inappropriate attributes): expert interviews (experts panel)

Experimental design

 Create proper tasks (choice sets): Orthogonal Fractional Factorial/ Blocking/ Imposed restrictions

Instrument design/data collection

 To estimate WTP and value the risk reduction, a larger survey instruments will be needed: face to face structured administrated survey

Statistical analysis

 Statistical analysis of data with logit model