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Food Choice, Nutritional Information And Functional Ingredients: An Experimental Auction Employing Bread

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  • Hellyer, Nicole Elizabeth
  • Fraser, Iain
  • Haddock-Fraser, Janet

Abstract

In this paper we present the results of an experimental auction conducted to examine the influence of nutritional information on food choice and in particular estimate consumer willingness to pay for bread that contains functional ingredients which is used to make sandwiches. We find that consumers are willing to pay more for a whole grain and whole grain granary bread sandwich than other bread types. We also find that consumers do react positively to the provision of nutritional and health benefit information but that this effect occurs regardless of whether we supply specific or nonspecific health benefit information. We discuss information provision and health policy implications that emerge from our analysis.

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Bibliographic Info

Paper provided by European Association of Agricultural Economists & Agricultural and Applied Economics Association in its series 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany with number 116424.

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Date of creation: 2010
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Handle: RePEc:ags:eaa115:116424

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Related research

Keywords: Functional foods; bread; willingness-to-pay; Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy; D44; I1;

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References

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  1. Ty Feldkamp & Ted C. Schroeder, 2004. "Experimental Auction Procedure: Impact on Valuation of Quality Differentiated Goods," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(2), pages 389-405.
  2. Glenn W. Harrison & Ronald M. Harstad & E. Elisabet Rutstr–m, 2004. "Experimental Methods and Elicitation of Values," Experimental Economics, Springer, vol. 7(2), pages 123-140, 06.
  3. Depositario, Dinah Pura T. & Nayga Jr., Rodolfo M. & Wu, Ximing & Laude, Tiffany P., 2009. "Should students be used as subjects in experimental auctions?," Economics Letters, Elsevier, vol. 102(2), pages 122-124, February.
  4. Jill E. Hobbs & Kim Sanderson & Morteza Haghiri, 2006. "Evaluating Willingness-to-Pay for Bison Attributes: An Experimental Auction Approach," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(2), pages 269-287, 06.
  5. Lusk,Jayson L. & Shogren,Jason F., 2007. "Experimental Auctions," Cambridge Books, Cambridge University Press, number 9780521855167, October.
  6. Matthew Rousu & Wallace E. Huffman & Jason F. Shogren & Abebayehu Tegene, 2007. "Effects And Value Of Verifiable Information In A Controversial Market: Evidence From Lab Auctions Of Genetically Modified Food," Economic Inquiry, Western Economic Association International, vol. 45(3), pages 409-432, 07.
  7. JoAnne Labrecque & Maurice Doyon & François Bellavance & Jane Kolodinsky, 2006. "Acceptance of Functional Foods: A Comparison of French, American, and French Canadian Consumers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(4), pages 647-661, December.
  8. List, John A, 2003. "Using Random nth Price Auctions to Value Non-market Goods and Services," Journal of Regulatory Economics, Springer, vol. 23(2), pages 193-205, March.
  9. Poole, Nigel D. & Marti'nez, Laura Marti'nez-Carrasco & Gimenez, Fernando Vidal, 2007. "Quality perceptions under evolving information conditions: Implications for diet, health and consumer satisfaction," Food Policy, Elsevier, vol. 32(2), pages 175-188, April.
  10. Drichoutis, Andreas C. & Lazaridis, Panagiotis & Nayga Jr., Rodolfo M., 2008. "The role of reference prices in experimental auctions," Economics Letters, Elsevier, vol. 99(3), pages 446-448, June.
  11. Bernard, John C. & He, Na, 2010. "Confounded by the Field: Bidding in Food Auctions When Field Prices Are Increasing," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 39(2), April.
  12. Marette, Stéphan & Roosen, Jutta & Blanchemanche, Sandrine & Feinblatt-Mélèze, Eve, 2010. "Functional food, uncertainty and consumers' choices: A lab experiment with enriched yoghurts for lowering cholesterol," Food Policy, Elsevier, vol. 35(5), pages 419-428, October.
  13. repec:feb:artefa:0069 is not listed on IDEAS
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