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Consumer vs. citizen willingness to pay for restaurant food safety

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  • Alphonce, Roselyne
  • Alfnes, Frode
  • Sharma, Amit

Abstract

Individuals may display different preferences for food regulations when acting as a voting citizen than as a buying consumer. In this paper, we examine whether such a duality exists between citizens and consumers in the willingness to pay for food safety standards in restaurants. Using a split-sample willingness to pay survey, we find that individuals exhibit a higher willingness to pay for improved food safety standards in restaurants when acting as voting citizens than as buying consumers. Relying on consumer studies that focus on the buying context may therefore underestimate the support found among the public for new food regulations. This finding is important for policy makers using consumer studies in decision support and for researchers attempting to understand individual preferences.

Suggested Citation

  • Alphonce, Roselyne & Alfnes, Frode & Sharma, Amit, 2014. "Consumer vs. citizen willingness to pay for restaurant food safety," Food Policy, Elsevier, vol. 49(P1), pages 160-166.
  • Handle: RePEc:eee:jfpoli:v:49:y:2014:i:p1:p:160-166
    DOI: 10.1016/j.foodpol.2014.06.009
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    7. Mouter, Niek & van Cranenburgh, Sander & van Wee, Bert, 2017. "Do individuals have different preferences as consumer and citizen? The trade-off between travel time and safety," Transportation Research Part A: Policy and Practice, Elsevier, vol. 106(C), pages 333-349.
    8. Riccioli, F. & Fratini, R. & Marone, E. & Fagarazzi, C. & Calderisi, M. & Brunialti, G., 2020. "Indicators of sustainable forest management to evaluate the socio-economic functions of coppice in Tuscany, Italy," Socio-Economic Planning Sciences, Elsevier, vol. 70(C).

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