6533b7d9fe1ef96bd126c272
RESEARCH PRODUCT
Consumers' willingness to pay for natural food: Evidence from an artefactual field experiment
Massimiliano BorrelloGiorgio SchifaniAlessia LombardiGiuseppina Miglioresubject
0301 basic medicineEconomics and EconometricsField experimentCredenceBDMlcsh:TX341-641Price premium03 medical and health sciencesWillingness to pay0502 economics and businessddc:330lcsh:Agricultural industriesWillingness to payMarketing030109 nutrition & dieteticsInformation effectbusiness.industryCredence attributes05 social scienceslcsh:HD9000-9495Chewing gumAgricultural and Biological Sciences (miscellaneous)Chewing gumIncentive compatibilityNatural foodAgriculture050211 marketingbusinesslcsh:Nutrition. Foods and food supplyCredence attributeFood Sciencedescription
Abstract Among foods with credence attributes, food with “natural” components have received in the last years particular attention by consumers. This study applies the BDM incentive compatible mechanism to explore young (18–35 years old) consumers’ interest and willingness to pay for chewing gums having the natural attribute. Our analysis shows that over 68% of consumers are interested in the natural attribute and are willing to pay a price premium. We also find that consumers’ higher age and interest in the environment have significant impacts on consumers’ preferences for the natural attribute.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2018-01-01 |