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Information Customization and Food Choice


  • Kelvin Balcombe
  • Iain Fraser
  • Ben Lowe
  • Diogo Souza Monteiro


In this article, we employ a hypothetical discrete choice experiment to examine how much consumers are willing to pay to use technology to customize their food shopping. We conjecture that customized information provision can aid in the composition of a healthier shop. Our results reveal that consumers are prepared to pay relatively more for specific information as opposed to the generic nutritional information that is typically provided on food labels. In arriving at these results, we have examined various model specifications including those that use ex post de-briefing questions on attribute non-attendance and attribute-ranking information, and those that consider the time taken to complete the survey. Our main results are robust to the various model specifications we examine.

Suggested Citation

  • Kelvin Balcombe & Iain Fraser & Ben Lowe & Diogo Souza Monteiro, 2016. "Information Customization and Food Choice," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 98(1), pages 54-73.
  • Handle: RePEc:oup:ajagec:v:98:y:2016:i:1:p:54-73.

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    1. repec:eee:jeborg:v:144:y:2017:i:c:p:238-257 is not listed on IDEAS
    2. Gschwandtner, Adelina & Jang, Cheul & McManus, Richard, 2018. "Improving Drinking Water Quality in South Korea: A Choice Experiment," 92nd Annual Conference, April 16-18, 2018, Warwick University, Coventry, UK 273472, Agricultural Economics Society.
    3. Pambo, Kennedy O. & Okello, Julius J. & Mbeche, Robert & Kinyuru, John N., 2016. "Consumer Acceptance of Edible Insects for Non-Meat Protein in Western Kenya," 2016 Fifth International Conference, September 23-26, 2016, Addis Ababa, Ethiopia 246317, African Association of Agricultural Economists (AAAE).
    4. repec:kap:enreec:v:74:y:2019:i:2:d:10.1007_s10640-019-00349-4 is not listed on IDEAS
    5. Adelina Gschwandtner & Michael Burton, 2017. "The Willingness to Pay for Organic Attributes in the UK," Studies in Economics 1702, School of Economics, University of Kent.
    6. Huseynov, Samir & Krajbich, Ian & Palma, Marco A., 2018. "No Time to Think: Food Decision-Making under Time Pressure," 2018 Annual Meeting, August 5-7, Washington, D.C. 274135, Agricultural and Applied Economics Association.

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