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Consumers’ willingness to pay for natural food: evidence from an artefactual field experiment


  • Giuseppina Migliore

    () (Università degli Studi di Palermo)

  • Massimiliano Borrello

    () (Università degli Studi di Napoli Federico II)

  • Alessia Lombardi

    () (Università degli Studi di Napoli Federico II)

  • Giorgio Schifani

    () (Università degli Studi di Palermo)


Among foods with credence attributes, food with “natural” components have received in the last years particular attention by consumers. This study applies the BDM incentive compatible mechanism to explore young (18–35 years old) consumers’ interest and willingness to pay for chewing gums having the natural attribute. Our analysis shows that over 68% of consumers are interested in the natural attribute and are willing to pay a price premium. We also find that consumers’ higher age and interest in the environment have significant impacts on consumers’ preferences for the natural attribute.

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  • Giuseppina Migliore & Massimiliano Borrello & Alessia Lombardi & Giorgio Schifani, 2018. "Consumers’ willingness to pay for natural food: evidence from an artefactual field experiment," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 6(1), pages 1-10, December.
  • Handle: RePEc:spr:agfoec:v:6:y:2018:i:1:d:10.1186_s40100-018-0117-1
    DOI: 10.1186/s40100-018-0117-1

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    References listed on IDEAS

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    Cited by:

    1. József Tóth & Giuseppina Migliore & Giorgio Schifani & Giuseppina Rizzo, 2020. "Sustainable Value Creation in the Food Chain: A Consumer Perspective," Sustainability, MDPI, Open Access Journal, vol. 12(4), pages 1-1, February.
    2. Giuseppina Rizzo & Massimiliano Borrello & Giovanni Dara Guccione & Giorgio Schifani & Luigi Cembalo, 2020. "Organic Food Consumption: The Relevance of the Health Attribute," Sustainability, MDPI, Open Access Journal, vol. 12(2), pages 1-1, January.

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