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Exploring Consumer Valuation and Preference Heterogeneity for Functional Foods Using a Choice Experiment: A Case Study of Tomato Juice Containing Soy in Ohio

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  • Teratanavat, Ratapol P.
  • Hooker, Neal H.

Abstract

A discrete choice experiment is applied to examine consumer valuation of a new generation of functional foods. Data were collected from 1,704 households in Ohio through a mail survey. Results indicate health benefits and ingredient naturalness are positively valued but such preferences depend on individual's education, income, and food purchase behavior.

Suggested Citation

  • Teratanavat, Ratapol P. & Hooker, Neal H., 2005. "Exploring Consumer Valuation and Preference Heterogeneity for Functional Foods Using a Choice Experiment: A Case Study of Tomato Juice Containing Soy in Ohio," 2005 Annual meeting, July 24-27, Providence, RI 19556, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea05:19556
    DOI: 10.22004/ag.econ.19556
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    References listed on IDEAS

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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.

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