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Are Consumers’ Preferences for Food Values in the U.S. and Norway Similar? A Best-Worst Scaling Approach

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  • Bazzani, Claudia
  • Gustavsen, Geir W.
  • Nayga, Rodolfo M. Jr.
  • Rickertsen, Kyrre

Abstract

Food values in Europe and the US may influence each other and be influenced by similar external factors. While a number of studies have focused on comparing consumers’ preferences for specific food attributes in the US and different European countries, this is the first study that compares food values. We compare food values in the US and Norway by using the Best-Worst scaling approach. Identical surveys involving about 1000 respondents were conducted in each country. The surveys included a series of choice sets where respondents were asked to indicate which food value they considered as the most and the least important. The food values included in the choice sets were naturalness, taste, price, safety, convenience, nutrition, novelty, origin, fairness, appearance, environmental impact, and animal welfare. The results show many similarities in preferences. Safety and taste are ranked as the most important values and novelty as the least important value in both countries. However, US respondents considered price as more important than did the Norwegian respondents.

Suggested Citation

  • Bazzani, Claudia & Gustavsen, Geir W. & Nayga, Rodolfo M. Jr. & Rickertsen, Kyrre, 2016. "Are Consumers’ Preferences for Food Values in the U.S. and Norway Similar? A Best-Worst Scaling Approach," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235844, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea16:235844
    DOI: 10.22004/ag.econ.235844
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    References listed on IDEAS

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    Keywords

    Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing;
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