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Consumers’ preferences for private health-related and public environmentally friendly food attributes: New insights from an ABR approach

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  • De Francesco, Edi
  • Perito, Maria Angela
  • Bozzolan, Irene
  • Stefani, Gianluca
  • Cei, Leonardo Cei

Abstract

Paper explores Italian consumer appreciation for health-related and environmental friendly attributes of whole-wheat pasta and compares two approaches in the information provision: a “holistic” approach (inform consumer on the overall product characteristics) with an “attribute-specific” one. A modified version of the attribute-based referenda model (ABR) has been estimated on sequence of two dichotomous choice questions randomly administered to a sample of households, starting only with a one attribute version (“adding” treatment) or the complete product one (“subtracting”). Results suggest that taste and habits are great barriers to overcome, since only whole-wheat pasta consumers are willing to pay for the health-related attribute. It gets worse for the environmental attribute for which people are not willing to pay even if informed on the environmental-friendly method of production. However, the way in which information is provided, holistically or attribute-based, is important, with higher value attached to attributes when evaluated in the subtracting context, supporting prospect theory and endowment effect.

Suggested Citation

  • De Francesco, Edi & Perito, Maria Angela & Bozzolan, Irene & Stefani, Gianluca & Cei, Leonardo Cei, 2017. "Consumers’ preferences for private health-related and public environmentally friendly food attributes: New insights from an ABR approach," 2017 Sixth AIEAA Conference, June 15-16, Piacenza, Italy 261258, Italian Association of Agricultural and Applied Economics (AIEAA).
    • Handle: RePEc:ags:aiea17:261258
    DOI: 10.22004/ag.econ.261258
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    Agribusiness; Consumer/Household Economics;

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