6533b853fe1ef96bd12ac109

RESEARCH PRODUCT

Natural versus enriched food: Evidence from a laboratory experiment with chewing gum.

Riccardo VecchioMarco LerroLuigi CembaloGiuseppina MiglioreGiorgio SchifaniFrancesco Caracciolo

subject

AdultMaleEnriched FoodEnrichedAdolescentStructural equation modelingChewing GumFood PreferencesYoung AdultWillingness to paySurveys and QuestionnairesSettore AGR/01 - Economia Ed Estimo RuraleFood choiceNatural (music)HumansWillingness to payMarketingBDM mechanismConsumer BehaviorChewing gumConsumer preferenceIncentive compatibilityStructural equation modellingResearch DesignFood FortifiedNaturalFemaleLaboratory experimentPsychologyFood Science

description

Abstract The current study explored consumers' preferences for natural versus enriched foods and identified the underlying driving forces behind consumer interest towards both attributes. A laboratory experiment with 200 respondents was carried out, applying the incentive compatible Becker-DeGroot-Marschak mechanism to measure consumers' willingness to pay for natural and enriched attributes of chewing gum. Empirical findings reveal that the two attributes are evaluated similarly by consumers. Furthermore, structural equation modelling identified a strong interdependence between the natural and the enriched attributes, suggesting they are complementary rather than substitutes/alternatives in consumers' food choices. Indeed, preferences for natural and for enriched attributes are influenced by different motivations nonetheless share a common driver: the general interest for healthy food.

yearjournalcountryeditionlanguage
2019-01-01Food research international (Ottawa, Ont.)
10.1016/j.foodres.2019.03.069https://pubmed.ncbi.nlm.nih.gov/31229133