Equine life and health insurance policies provide coverage for veterinary expenses or the loss of use (or life) of a horse, making horse health care accessible to more owners. Utilizing a best-worst scaling choice experiment targeted to horse owners, the rate of insurance adoption is explored, along with factors influencing insurance decisions and willingness-to-pay for policy attributes. Results indicate owners with lower-valued horses prefer insurance policies which cover medical expenses and routine care, whereas owners with higher-valued horses are willing to pay higher premiums to insure the market value of a horse but are not willing to pay extra for programs covering routine care.
Keywords: Choice experiment; Equine insurance; Willingness-to-pay.
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