Date of Award

8-2026

Document Type

Thesis

Degree Name

Master of Science (MS)

Department

Agricultural and Applied Economics

Committee Chair/Advisor

Dawoon Jeong

Committee Member

Michael Vassalos

Committee Member

Marzieh Motallebi

Committee Member

Amy E. Scaroni

Abstract

This thesis applies the discrete choice experiment methodology to explore two questions in environmental and agricultural economics.

The first study explores on-site wastewater treatment systems (OWTS, or "septic systems") that are commonly used for treating domestic wastewater in the U.S. In coastal communities, the application of OWTS expands with population growth and urbanization. While functioning OWTS can effectively treat wastewater, they require regular maintenance. Poorly maintained OWTS can fail, allowing untreated wastewater to leach into waterways, posing risks for public health and the environment. Such risks are particularly high in South Carolina's coastal areas, where OWTS failure may be exacerbated by coastal floods, sea level rise, and rising groundwater tables.

South Carolina currently relies on voluntary policies to encourage better wastewater management decisions. We identify two main behavioral challenges that limit homeowners from taking appropriate action: uncertainty about actual water quality improvement under voluntary collective action, and substantial upfront costs of connecting to sewer systems.

To formally test these hypotheses, we conducted a discrete choice experiment. Data was collected through an online survey administered by Qualtrics in April 2025 across eight coastal counties in South Carolina, with 439 complete responses. We analyzed the results using a mixed logit model. Our findings support the first hypothesis: homeowners significantly undervalue water quality improvements under a voluntary policy compared to a mandatory one. However, our results do not support the second hypothesis — hesitation to connect appears driven by concerns about being locked into a utility service and fears of future development pressures.

The second chapter estimates consumer WTP for heritage and heirloom rice in the United States. Using a latent class model estimated with the Apollo package in R, we identify three consumer classes: Rice Lovers, who derive utility from heirloom attributes but are price-insensitive; Local Buyers, who value U.S.- or locally grown rice but not heritage or heirloom rice; and Experience Seekers, the only class willing to pay a premium for heritage rice, despite buying rice less frequently and being less likely to use direct marketing channels. Our main contribution comes from the contrast between the Experience Seekers and Rice Lovers: the consumers most willing to pay for heritage rice are not those typically reached at farmers' markets, suggesting that heritage rice may be better positioned in conventional grocery stores.

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Available for download on Tuesday, August 31, 2027

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