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Consumer valuation of health attributes in food

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  • Smed, Sinne
  • Hansen, Lars Garn

Abstract

In modern societies it seems that the pleasures of taste often encourage the consumption of fatty, salty and sweet foods, whereas growing health awareness discourages consumption of the same foods. Numerous studies find that education and diet healthiness are highly correlated and one possible explanation is that consumers with a longer education are better at understanding and appreciating the health implication of their diet than are consumers with a short education. In this study we estimate a hedonic model of consumer’s valuation of food characteristics that allows nutrients to influence utility both through their perceived effects on health and their effects on the taste of food. The model is estimated using purchase data from a consumer panel with comprehensive coverage of food purchases for 2500 Danish households. We find that it is differences in taste valuations, rather than differences in valuation of health effects, that explains the observed differences in dietary healthiness across consumers with different educational backgrounds.

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Bibliographic Info

Paper provided by Agricultural and Applied Economics Association in its series 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA with number 122730.

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Date of creation: 2012
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Handle: RePEc:ags:aaeafe:122730

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Keywords: Hedonic model; taste; health; food consumption; Food Consumption/Nutrition/Food Safety; D12; I12;

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  7. Brester, Gary W. & Lhermite, Pascale & Goodwin, Barry K. & Hunt, Melvin C., 1993. "Quantifying The Effects Of New Product Development: The Case Of Low-Fat Ground Beef," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 18(02), December.
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  9. Adesoji O. Adelaja & Rodolfo M. Nayga & Tara C. Lauderbach, 1997. "Income and Racial Differentials in Selected Nutrient Intakes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(5), pages 1452-1460.
  10. Kenneth E. McConnell & Ivar E. Strand, 2000. "Hedonic Prices for Fish: Tuna Prices in Hawaii," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 82(1), pages 133-144.
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