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Consumer Willingness to Pay for Catechin‐enriched Yogurt: Evidence from a Stated Choice Experiment

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  • Daniele Moro
  • Mario Veneziani
  • Paolo Sckokai
  • Elena Castellari

Abstract

ABSTRACT In recent years, food manufacturers have been devoting a large portion of their R&D budgets to the development of functional foods. Although functional foods exhibit a significant level of information asymmetry, consumers appear to be increasingly appreciative, recognizing their role in preventing or reducing health risks and/or improving other physiological functions. This paper quantifies the willingness to pay of a representative sample of 600 Italian consumers for a hypothetical yogurt using a web‐based stated choice experiment. The willingness to pay for two functional attributes (probiotics and catechin enrichment) was measured using the panel data version of a Random Parameters Logit model. The results show that respondents are willing to pay a premium for a catechin‐enriched yogurt (0.38 €/jar), which is well above their willingness to pay for the probiotic attribute (0.21 €/jar). Averaging the individual values across sample sub‐groups indicates that the willingness to pay for catechin enrichment may be related to age, income, health status, lifestyle and education. [EconLit citation: C25, C93, D12]

Suggested Citation

  • Daniele Moro & Mario Veneziani & Paolo Sckokai & Elena Castellari, 2015. "Consumer Willingness to Pay for Catechin‐enriched Yogurt: Evidence from a Stated Choice Experiment," Agribusiness, John Wiley & Sons, Ltd., vol. 31(2), pages 243-258, April.
    • Handle: RePEc:wly:agribz:v:31:y:2015:i:2:p:243-258
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    File URL: http://hdl.handle.net/10.1002/agr.21401
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    Cited by:

    1. Dolgopolova, Irina & Teuber, Ramona, 2016. "Consumers’ Willingness-to-pay for Health-enhancing Attributes in Food Products: A Meta-analysis," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235390, Agricultural and Applied Economics Association.
    2. Dell’Unto, Davide & Meccariello, Giulia & Cortignani, Raffaele, 2023. "Healthy food consumption in the Covid-19 era: Empirical evidence from Italian consumers choices on functional products," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 25(1), April.
    3. Bo Chen & Wuyang Hu & Qingjie Zhou, 2020. "Effects of local and national advertising across brands: the case of yogurt in China," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 64(4), pages 1260-1281, October.
    4. Deborah Bentivoglio & Adele Finco & Giorgia Bucci & Giacomo Staffolani, 2020. "Is There a Promising Market for the A2 Milk? Analysis of Italian Consumer Preferences," Sustainability, MDPI, vol. 12(17), pages 1-16, August.
    5. Claudia Symmank, 2019. "Extrinsic and intrinsic food product attributes in consumer and sensory research: literature review and quantification of the findings," Management Review Quarterly, Springer, vol. 69(1), pages 39-74, February.
    6. Mathew T. Baker & Peng Lu & Jean A. Parrella & Holli R. Leggette, 2022. "Consumer Acceptance toward Functional Foods: A Scoping Review," IJERPH, MDPI, vol. 19(3), pages 1-40, January.

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