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Other publication2014Peer reviewed

Consumer preferences for riding lessons in Finland, Sweden and Latvia

Tienhaara, Annika; Pouta, Eija; Lunner Kolstrup, Christina; Pinzke, Stefan; Janmere, Lana; Järvinen, Maija


Services by equine sector offer a new livelihood for farms around cities, but studies focusing on the demand for these services are limited. Knowledge of the clients’ preferences enables systematic development of the riding services. We examined a riding lesson choice, and attributes affecting it, in Finland, Sweden and Latvia using a choice experiment method. The latent class model revealed three distinctive consumer groups in each country: one with low interest in lessons, one with recreational focus and one interested in skills. Based on the model, we estimated willingness to pay for a riding lesson with different attribute combinations.


equine sector, riding lesson, choice experiment, preference heterogeneity

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Publisher: European Association of Agricultural Economists