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Does Nutrition Information Contribute to Grocery Shoppers’ Willingness to Pay?
- Source :
- Journal of Food Products Marketing. 23:591-608
- Publication Year :
- 2016
- Publisher :
- Informa UK Limited, 2016.
-
Abstract
- An experimental auction and the eye-tracking technology are used to detect the relationship between consumers’ understanding of the nutrition information and their willingness to pay for food items. Additional attention is given to health-conscious individuals. Salad mix and apple juice are selected for the experiment. A Tobit model is used for the analysis. The results show that nutrition information has some effect on consumers’ purchasing decision. Shoppers are willing to pay less for fat and mineral information, but more for ingredient, protein, sodium, and carbohydrate information of salad mix. As for apple juice, shoppers care only for energy and other nutrient information, as well as the health claim “vitamin C naturally high.” Further, health-conscious individuals are more responsive to the nutrition claims, such as “high in fiber” (salad mix) and “vitamin C naturally high” (orange juice). A possible limitation of the conclusion exists due to the small sample size.
- Subjects :
- 0301 basic medicine
Marketing
Orange juice
030109 nutrition & dietetics
05 social sciences
Small sample
Advertising
Purchasing decision
03 medical and health sciences
Ingredient
Willingness to pay
Health claims on food labels
0502 economics and business
Economics
050211 marketing
Tobit model
Nutrition information
Business and International Management
Food Science
Subjects
Details
- ISSN :
- 15404102 and 10454446
- Volume :
- 23
- Database :
- OpenAIRE
- Journal :
- Journal of Food Products Marketing
- Accession number :
- edsair.doi...........05be2624793fd42eca27f4ec740dd4c0