IDEAS home Printed from https://ideas.repec.org/a/plo/pone00/0287232.html
   My bibliography  Save this article

Perception and demand for healthy snacks/beverages among US consumers vary by product, health benefit, and color

Author

Listed:
  • Glory Esohe Okpiaifo
  • Bertille Dormoy-Smith
  • Bachir Kassas
  • Zhifeng Gao

Abstract

Concerns about the numerous health problems associated with unhealthy snacks prompted recommendations to steer individuals toward healthier eating habits. One such recommendation advises limiting unhealthy snacks and replacing them with more fruits and vegetables with significant health benefits. This study investigates US consumers’ perceptions and preferences for healthy (vegetable-based) snacks/beverages. An online survey was designed to estimate consumer perception and willingness-to-pay (WTP) for vegetable-based crackers, spreads, and beverages. A sampling company sent the survey to its national consumer panels in 2020, resulting in a sample of 402 US consumers. Eligible participants were adults, primary grocery shoppers who consumed crackers, spreads, and beverages. Consumer WTP for healthy snacks/beverages, the dependent variable, was elicited using a payment card method. Independent variables include personality traits (Innovativeness and Extraversion) and the important factors affecting healthy snack purchases, health consciousness, and demographic variables. Results show that consumers’ preferences for healthy snacking vary by product, even when the products have similar health benefits. Significant positive associations exist between WTP for healthy snacks/beverages and personality traits, health consciousness, and some demographics. This study provides critical insights to policymakers and informs marketing campaigns to promote healthy snacking in the US more effectively.

Suggested Citation

  • Glory Esohe Okpiaifo & Bertille Dormoy-Smith & Bachir Kassas & Zhifeng Gao, 2023. "Perception and demand for healthy snacks/beverages among US consumers vary by product, health benefit, and color," PLOS ONE, Public Library of Science, vol. 18(6), pages 1-23, June.
    • Handle: RePEc:plo:pone00:0287232
    DOI: 10.1371/journal.pone.0287232
    as

    Download full text from publisher

    File URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0287232
    Download Restriction: no
    File URL: https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0287232&type=printable
    Download Restriction: no
    File URL: https://libkey.io/10.1371/journal.pone.0287232?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. Zhifeng Gao & Lisa A. House & Jing Xie, 2016. "Online Survey Data Quality and Its Implication for Willingness-to-Pay: A Cross-Country Comparison," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 64(2), pages 199-221, June.
    2. Filiz Bozkurt Bekoglu & Ahu Ergen & Burcu Inci, 2016. "The Impact of Attitude, Consumer Innovativeness and Interpersonal Influence on Functional Food Consumption," International Business Research, Canadian Center of Science and Education, vol. 9(4), pages 79-87, April.
    3. Moons, Ingrid & Barbarossa, Camilla & De Pelsmacker, Patrick, 2018. "The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments," Ecological Economics, Elsevier, vol. 151(C), pages 151-161.
    4. Yanning Peng & Gale E. West & Cindy Wang, 2006. "Consumer Attitudes and Acceptance of CLA‐Enriched Dairy Products," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(4), pages 663-684, December.
    5. Raghava R Gundala & Anupam Singh, 2021. "What motivates consumers to buy organic foods? Results of an empirical study in the United States," PLOS ONE, Public Library of Science, vol. 16(9), pages 1-17, September.
    6. Daniele Moro & Mario Veneziani & Paolo Sckokai & Elena Castellari, 2015. "Consumer Willingness to Pay for Catechin‐enriched Yogurt: Evidence from a Stated Choice Experiment," Agribusiness, John Wiley & Sons, Ltd., vol. 31(2), pages 243-258, April.
    7. Armenak Markosyan & Jill J. McCluskey & Thomas I. Wahl, 2009. "Consumer Response to Information about a Functional Food Product: Apples Enriched with Antioxidants," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 57(3), pages 325-341, September.
    8. Mathew T. Baker & Peng Lu & Jean A. Parrella & Holli R. Leggette, 2022. "Consumer Acceptance toward Functional Foods: A Scoping Review," IJERPH, MDPI, vol. 19(3), pages 1-40, January.
    9. Gilberto Montibeller & Detlof von Winterfeldt, 2015. "Cognitive and Motivational Biases in Decision and Risk Analysis," Risk Analysis, John Wiley & Sons, vol. 35(7), pages 1230-1251, July.
    10. Nguyen, Ly & Gao, Zhifeng & Anderson, James L. & House, Lisa A., 2022. "The Impacts of Covid-19 on Consumers’ Willingness to Pay for Information Transparency at Casual and Fine Dining Restaurants," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322463, Agricultural and Applied Economics Association.
    11. Gao, Zhifeng & House, Lisa & Bi, Xiang, 2016. "Impact of satisficing behavior in online surveys on consumer preference and welfare estimates," Food Policy, Elsevier, vol. 64(C), pages 26-36.
    Full references (including those not matched with items on IDEAS)

    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. Mathew T. Baker & Peng Lu & Jean A. Parrella & Holli R. Leggette, 2022. "Consumer Acceptance toward Functional Foods: A Scoping Review," IJERPH, MDPI, vol. 19(3), pages 1-40, January.
    2. Nguyen, Ly & Gao, Zhifeng & Anderson, James L., 2022. "Regulating menu information: What do consumers care and not care about at casual and fine dining restaurants for seafood consumption?," Food Policy, Elsevier, vol. 110(C).
    3. Kinga Topolska & Adam Florkiewicz & Agnieszka Filipiak-Florkiewicz, 2021. "Functional Food—Consumer Motivations and Expectations," IJERPH, MDPI, vol. 18(10), pages 1-14, May.
    4. Dell’Unto, Davide & Meccariello, Giulia & Cortignani, Raffaele, 2023. "Healthy food consumption in the Covid-19 era: Empirical evidence from Italian consumers choices on functional products," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 25(01), April.
    5. Bimbo, Francesco & Bonanno, Alessandro & Viscecchia, Rosaria & Nardone, Gianluca, 2014. "Market valuation of health claims’ types and strength: the Italian yogurt market," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182738, European Association of Agricultural Economists.
    6. Chen, Xuqi & Gao, Zhifeng & Swisher, Marilyn & House, Lisa & Zhao, Xin, 2018. "Eco-labeling in the Fresh Produce Market: Not All Environmentally Friendly Labels Are Equally Valued," Ecological Economics, Elsevier, vol. 154(C), pages 201-210.
    7. Junhong Chen & Zhifeng Gao & Xuqi Chen & Lisha Zhang, 2019. "Factors Affecting the Dynamics of Community Supported Agriculture (CSA) Membership," Sustainability, MDPI, vol. 11(15), pages 1-13, August.
    8. Erpeng Wang & Zhifeng Gao, 2017. "Chinese Consumer Quality Perception and Preference of Traditional Sustainable Rice Produced by the Integrated Rice–Fish System," Sustainability, MDPI, vol. 9(12), pages 1-13, December.
    9. Chenyi He & Lijia Shi & Zhifeng Gao & Lisa House, 2020. "The impact of customer ratings on consumer choice of fresh produce: A stated preference experiment approach," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(3), pages 359-373, September.
    10. Xiong, Hang & Hu, Wuyang & Xu, Meng & Zhan, Jintao, 2024. "Revisiting heterogenous social desirability bias in consumer willingness to pay for food carbon label: Social norms and environmental concerns," Food Policy, Elsevier, vol. 128(C).
    11. Erpeng Wang & Zhenzhen Liu & Zhifeng Gao & Qin Wen & Xianhui Geng, 2022. "Consumer preferences for agricultural product brands in an E‐commerce environment," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 312-327, April.
    12. Bechtold, Kai-Brit & Abdulai, Awudu, 2013. "Combining Likert scale attitudinal statements with choice experiments to analyze pref-erence heterogeneity for functional dairy products," 87th Annual Conference, April 8-10, 2013, Warwick University, Coventry, UK 158851, Agricultural Economics Society.
    13. Chen, Xuqi & Gao, Zhifeng & House, Lisa & Gao, Yujuan, 2024. "Do color-coded Nutrition Facts Panels nudge the use of nutrition information?," Food Policy, Elsevier, vol. 129(C).
    14. Yang Hu & Lisa A. House & Brandon R. McFadden & Zhifeng Gao, 2021. "The Influence of Choice Context on Consumers’ Preference for GM Orange Juice," Journal of Agricultural Economics, Wiley Blackwell, vol. 72(2), pages 547-563, June.
    15. Zhou, Jiehong & Liu, Qing & Mao, Rui & Yu, Xiaohua, 2017. "Habit spillovers or induced awareness: Willingness to pay for eco-labels of rice in China," Food Policy, Elsevier, vol. 71(C), pages 62-73.
    16. Aleksandra Kowalska & Krzysztof Leoniak & Bartosz Grzegorz Sołowiej, 2024. "Consumers’ attitudes and intentions toward functional beverages: a lesson for producers and retailers," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 51(3), pages 321-337, September.
    17. Veneziani, Mario & Sckokai, Paolo & Moro, Daniele, 2012. "Consumers’ willingness to pay for a functional food," 2012 First Congress, June 4-5, 2012, Trento, Italy 124101, Italian Association of Agricultural and Applied Economics (AIEAA).
    18. Vecchio, Riccardo & Caso, Gerarda & Cembalo, Luigi & Borrello, Massimiliano, 2020. "Is respondents’ inattention in online surveys a major issue for research?," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 22(01), March.
    19. Shuang Liu & Kirsten Maclean & Cathy Robinson, 2019. "A cost-effective framework to prioritise stakeholder participation options," EURO Journal on Decision Processes, Springer;EURO - The Association of European Operational Research Societies, vol. 7(3), pages 221-241, November.
    20. Erlend Dancke Sandorf & Danny Campbell, 2019. "Accommodating satisficing behaviour in stated choice experiments," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 46(1), pages 133-162.

    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:pone00:0287232. 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.