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Consumer Willingness to Pay for Breads Marketed as "Low-Carbohydrate"

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  • Wachenheim, Cheryl J.
  • Nganje, William E.
  • Kaitibie, Simeon
  • Johnston, Gretchen

Abstract

Bread producers are taking advantage of healthy feeding habits by developing new "low carbohydrate" products to entice customers. These low carbohydrate breads are generally more expensive than conventional types. This study tests the hypothesis that consumers are willing to pay higher premium for "low carbohydrate" breads at various locations and markets. We use retail data in a hedonic pricing framework to estimate the premium paid for the "low carbohydrate" attribute of bread. Results show that the implicit price of the "low carbohydrate" attribute of bread ranges from about 0.06¢ to 1.1¢ per gram, reflecting the amount consumers are willing to pay above the price of conventional bread.

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Bibliographic Info

Paper provided by American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association) in its series 2005 Annual meeting, July 24-27, Providence, RI with number 19428.

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Date of creation: 2005
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Handle: RePEc:ags:aaea05:19428

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Related research

Keywords: low carbohydrate bread; hedonic price; willingness to pay; Institutional and Behavioral Economics; D12;

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References

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  1. Nayga, Rodolfo M., Jr., 1998. "Consumer Characteristics Associated With Low Fat, Low Cholesterol Foods," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 1(01).
  2. Brooker, John R. & Terry, Danny E. & Eastwood, David B., 1986. "Hedonic Pricing Of Food Items Based On Nutritive Attributes," Journal of Food Distribution Research, Food Distribution Research Society, vol. 17(1), February.
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  4. Kantor, Linda Scott, 1998. "A Dietary Assessment of the U.S. Food Supply: Comparing Per Capita Food Consumption with Food Guide Pyramid Serving Recommendations," Agricultural Economics Reports 34079, United States Department of Agriculture, Economic Research Service.
  5. Lusk,Jayson L. & Shogren,Jason F., 2007. "Experimental Auctions," Cambridge Books, Cambridge University Press, number 9780521855167.
  6. Maguire, Kelly B. & Owens, Nicole N. & Simon, Nathalie B., 2004. "The Price Premium for Organic Babyfood: A Hedonic Analysis," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 29(01), April.
  7. Jayson Lusk & T Feldkamp & T Schroeder, 2004. "Experimental auction procedure: Impact on valuation of quality differentiated goods," Artefactual Field Experiments 00097, The Field Experiments Website.
  8. Alpizar, Francisco & Carlsson, Fredrik & Martinsson, Peter, 2001. "Using Choice Experiments for Non-Market Valuation," Working Papers in Economics 52, University of Gothenburg, Department of Economics.
  9. Mancino, Lisa & Lin, Biing-Hwan & Ballenger, Nicole, 2003. "The Role Of Economics In Eating Choices And Weight Outcomes," Agricultural Information Bulletins 33781, United States Department of Agriculture, Economic Research Service.
  10. Stiegert, Kyle W. & Blanc, Jean-Pierre, 1997. "Japanese Demand For Wheat Protein Quantity And Quality," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 22(01), July.
  11. Samikwa, Duncan D. & Brorsen, B. Wade & Sanders, Larry D., 1998. "Hedonic Prices Of Malawi Burley Tobacco," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 1(01).
  12. Grossman, Michael, 1972. "On the Concept of Health Capital and the Demand for Health," Journal of Political Economy, University of Chicago Press, vol. 80(2), pages 223-55, March-Apr.
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