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

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Author Info

  • 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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  5. 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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  10. 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).
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  12. repec:feb:artefa:0069 is not listed on IDEAS
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