The Marginal Willingness-to-Pay for Health Related Food Characteristics
AbstractWith food, consumers often face a trade-off between taste and nutrition. A priori, it is not obvious which would be more important to the average consumer, so it is an empirical question how consumers value food characteristics that simultaneously affect taste and nutritional value. In this paper, Swedish consumer preferences regarding food characteristics in breakfast cereals, hard bread and potato products are analyzed. In particular, the value consumers attach to fat, fibre, salt and sugar is studied, as well as the value of easily accessible nutritional information provided by a nutrition symbol. The equations estimated are derived from a hedonic price model. The price data originates from a household panel and scanner data, whereas the corresponding data on food characteristics was collected manually in supermarkets or from producers. The value consumers attach to food characteristics are found to vary by product and the results also imply that these values could be sensitive to changes in the combination of characteristics in a product.
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Bibliographic InfoPaper provided by HUI Research in its series HUI Working Papers with number 12.
Length: 26 pages
Date of creation: 06 Nov 2007
Date of revision:
Publication status: Published as Thunström, Linda, 'The Marginal Willingness-to-Pay for Health Related Food Characteristics' in Food Economics- Acta Agriculturae Scandinavica, 2009, pages 194-206.
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hedonic pricing; willingness to pay; food characteristics;
Find related papers by JEL classification:
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
- I10 - Health, Education, and Welfare - - Health - - - General
This paper has been announced in the following NEP Reports:
- NEP-AGR-2007-11-17 (Agricultural Economics)
- NEP-ALL-2007-11-17 (All new papers)
- NEP-HEA-2007-11-17 (Health Economics)
- NEP-MKT-2007-11-17 (Marketing)
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- Schollenberg, Linda, 2011. "So how much do you pay for ethical consumption? Estimating the hedonic price for Fair Trade coffee in Sweden," HUI Working Papers 31, HUI Research.
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