How does your experiment work?

Oritz: A discrete choice experiment mimics a consumer’s shopping experience. It consists of a table with at least two variations of the same product in the columns, and a list of various attributes that a product can have, in rows, such as organic, sustainably made, vegan friendly and so on. For each variation of the product, there is information about whether each attribute applies to it. 

The price of each product is always given. Participants then evaluate the options and may choose one of the variations or choose not to purchase any of them. The option not to purchase is the same choice that is available to consumers making real purchases, where they may walk away from the available options if they are not appealing. I have decided to turn this experiment into more of a visual discrete choice experiment. I have created labels that will have information about the products, including the price. I will then use the eye tracker to see what participants are focusing on when deciding which product to choose, or whether not to purchase anything. 

Why did you want to pursue this project? What intrigues you about the topic?

Ortiz: I enjoy learning about the various preferences humans have, especially when it comes to environmentally friendly products. This is a chance for me to learn something new about how people perceive certain environmental attributes at the cost of other non-environmental attributes. I am very curious to see if this study can help participants learn something new about the environmental impact of our purchase decisions. 

For now, this is a small project that I hope to build into a bigger research study and reach more people as it continues to develop over the school year. 

Why does research like this matter?

Ortiz: The sustainable product market is in need of more honest transparency about where their raw materials come from and if they are truly making a positive impact. “Greenwashing” is a damaging tactic used by companies to gain positive purchase responses from consumers who want to trust that the company they are buying from is ethical and “green.” There should be more evidence that consumers are demanding better transparency and more affordable sustainably produced items in order to change corporations’ behavior toward a more environmentally conscious world.

What’s the coolest thing about being involved in this project? Any surprising or especially memorable experiences?

Ortiz: Learning how to use the eye-tracking device is definitely one of the coolest things about being involved in this project. Also, getting to meet other people at UD who are doing great research on sustainability and the environment is awesome because I get to extend my UD family and learn something new from them. 

One of the most memorable experiences during my research so far has been attending the Northeastern Agricultural and Resource Economics Association (NAREA) conference in Rehoboth Beach, Delaware, in June. At NAREA, I gained insight into possible future research I want to explore, met professionals and students in the field, felt inspired by the passion behind presenters’ research and had fun at the beach!

Is there anything you've discovered about yourself and your career goals as you've worked on the project?

Ortiz: Something I have discovered about myself and my career goals is that I want to work directly with people who are innovating for the sake of the environment and learn more about the agricultural sector. I have also been considering applying to grad school to learn more about economic solutions to environmental problems.

What do you enjoy doing in your spare time?

Ortiz: I love to go on long walks, read and watch my favorite TV shows.