IDEAS home Printed from https://ideas.repec.org/a/plo/pone00/0267726.html

Consumer demand for healthy beverages in the hospitality industry: Examining willingness to pay a premium, and barriers to purchase

Author

Listed:
  • Rob Hallak
  • Ilke Onur
  • Craig Lee

Abstract

This study empirically examines consumer demand for healthy beverages within the hospitality industry. The research investigates sociodemographic and motivational factors that influence consumers’ ‘willingness to pay a premium’ (WTPP) price for healthy beverages using survey data from 1021 consumers in Australia and New Zealand (NZ). Water and juice are rated as representing ‘healthy’ beverages sold by hospitality businesses. Under 2% of respondents consider sugar free drinks as being healthy. Consumers rate a ‘healthy’ beverage as having low/no sugar, natural/no additives, or containing vitamins and minerals. Less than 1% of respondents identify ‘probiotics’ or ‘organic’ as a healthy beverage. Censored Poisson finds consumers who frequently eat out or are younger have higher WTPP. Healthy eating goals increase WTPP, whereas food economizing goals decreases WTPP. Food hedonism goals reduces consumers’ WTPP, and gender differences moderates this relationship. The findings present new insights on consumer behavior and healthy consumption in hospitality.

Suggested Citation

  • Rob Hallak & Ilke Onur & Craig Lee, 2022. "Consumer demand for healthy beverages in the hospitality industry: Examining willingness to pay a premium, and barriers to purchase," PLOS ONE, Public Library of Science, vol. 17(5), pages 1-22, May.
    • Handle: RePEc:plo:pone00:0267726
    DOI: 10.1371/journal.pone.0267726
    as

    Download full text from publisher

    File URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0267726
    Download Restriction: no
    File URL: https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0267726&type=printable
    Download Restriction: no
    File URL: https://libkey.io/10.1371/journal.pone.0267726?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Basu, S. & McKee, M. & Galea, G. & Stuckler, D., 2013. "Relationship of soft drink consumption to global overweight, obesity, and diabetes: A cross-national analysis of 75 countries," American Journal of Public Health, American Public Health Association, vol. 103(11), pages 2071-2077.
    2. Giles Atkinson & Andrew Healey & Susana Mourato, 2005. "Valuing the costs of violent crime: a stated preference approach," Oxford Economic Papers, Oxford University Press, vol. 57(4), pages 559-585, October.
    3. Navrud, StAle & Mungatana, E. D., 1994. "Environmental valuation in developing countries: The recreational value of wildlife viewing," Ecological Economics, Elsevier, vol. 11(2), pages 135-151, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ren, Yanjun & Liu, Qi & Wu, Guanzhang & Loy, Jens-Peter, 2025. "Consumer preferences for sugar-sweetened beverages: Evidence from online surveys and laboratory eye-tracking choice experiments," Food Policy, Elsevier, vol. 130(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ilde Rizzo & Anna Mignosa (ed.), 2013. "Handbook on the Economics of Cultural Heritage," Books, Edward Elgar Publishing, number 14326, June.
    2. Kirsti Iivonen, 2018. "Defensive Responses to Strategic Sustainability Paradoxes: Have Your Coke and Drink It Too!," Journal of Business Ethics, Springer, vol. 148(2), pages 309-327, March.
    3. Menon Martina & Perali Federico & Veronesi Marcella, 2017. "“Leaving No Child Behind:” Preferences for Social Inclusion and Altruism," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 17(3), pages 1-19, July.
    4. Tisdell, Clement A. & Wilson, Clevo, 2003. "Economics of Wildlife Tourism," Economics, Ecology and Environment Working Papers 48969, University of Queensland, School of Economics.
    5. Melissa Neuman & Ichiro Kawachi & Steven Gortmaker & SV Subramanian, 2014. "National Economic Development and Disparities in Body Mass Index: A Cross-Sectional Study of Data from 38 Countries," PLOS ONE, Public Library of Science, vol. 9(6), pages 1-18, June.
    6. Ahuja, Vinod & McConnell, Kenneth E. & Umali-Deininger, Dina & de Haan, Cornelis, 2003. "Are the Poor Willing to Pay for Livestock Services? Evidence from Rural India," Indian Journal of Agricultural Economics, Indian Society of Agricultural Economics, vol. 58(01), March.
    7. Joong Seob Lee & Tae Jun Kim & Sung Kwang Hong & Chanyang Min & Dae Myoung Yoo & Jee Hye Wee & Hyo Geun Choi, 2021. "Impact of Coffee/Green Tea/Soft Drink Consumption on the Risk of Hyperuricemia: A Cross-Sectional Study," IJERPH, MDPI, vol. 18(14), pages 1-11, July.
    8. Goryakin, Yevgeniy & Lobstein, Tim & James, W. Philip T. & Suhrcke, Marc, 2015. "The impact of economic, political and social globalization on overweight and obesity in the 56 low and middle income countries," Social Science & Medicine, Elsevier, vol. 133(C), pages 67-76.
    9. Bekabil, Fufa & Anemut, Belete, 2009. "Park with People Conservation Strategy: Local Residents Willingness to Pay and Expected Net Losses in Ethiopia," 2009 Conference, August 16-22, 2009, Beijing, China 50318, International Association of Agricultural Economists.
    10. Ritter, Patricia I., 2023. "Soda expansion in the tropics: The effect on obesity rates among women without piped water at home," Economics & Human Biology, Elsevier, vol. 51(C).
    11. Mariel, Petr & Khan, Mohammad Asif & Meyerhoff, Jürgen, 2022. "Valuing individuals’ preferences for air quality improvement: Evidence from a discrete choice experiment in South Delhi," Economic Analysis and Policy, Elsevier, vol. 74(C), pages 432-447.
    12. Wada, Roy & Han, Euna & Powell, Lisa M., 2015. "Associations between soda prices and intake: Evidence from 24-h dietary recall data," Food Policy, Elsevier, vol. 55(C), pages 54-60.
    13. Seidl, Andrew, 2014. "Cultural ecosystem services and economic development: World Heritage and early efforts at tourism in Albania," Ecosystem Services, Elsevier, vol. 10(C), pages 164-171.
    14. Jonathan Darkwah Baffoe & Takeshi Mizunoya & Helmut Yabar, 2021. "Determinants of Rice Farmers’ Willingness to Pay for Conservation and Sustainable Use of Swampy Wetlands in Ghana’s Northern and Ashanti Regions," Agriculture, MDPI, vol. 11(6), pages 1-18, May.
    15. Himayatullah Khan, 2006. "Willingness to Pay for Margalla Hills National Park: Evidence from the Travel Cost Method," Lahore Journal of Economics, Department of Economics, The Lahore School of Economics, vol. 11(2), pages 43-70, Jul-Dec.
    16. Viteri Mejía, César & Brandt, Sylvia, 2015. "Managing tourism in the Galapagos Islands through price incentives: A choice experiment approach," Ecological Economics, Elsevier, vol. 117(C), pages 1-11.
    17. Wickramasekera, Nyantara & Wright, Judy & Elsey, Helen & Murray, Jenni & Tubeuf, Sandy, 2015. "Cost of crime: A systematic review," Journal of Criminal Justice, Elsevier, vol. 43(3), pages 218-228.
    18. Francesconi, Marco & James, Jonathan, 2015. "The Cost of Binge Drinking," IZA Discussion Papers 8849, IZA Network @ LISER.
    19. Gelo, Dambala & Koch, Steven F., 2015. "Contingent valuation of community forestry programs in Ethiopia: Controlling for preference anomalies in double-bounded CVM," Ecological Economics, Elsevier, vol. 114(C), pages 79-89.
    20. Tisdell, Clement A., 2012. "Economic Benefits, Conservation and Wildlife Tourism," Economics, Ecology and Environment Working Papers 126229, University of Queensland, School of Economics.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:plo:pone00:0267726. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: plosone (email available below). General contact details of provider: https://journals.plos.org/plosone/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.