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Consumer Willingness to Pay for Breads Marketed as "Low-Carbohydrate"

Author

Listed:
  • Wachenheim, Cheryl J.
  • Nganje, William E.
  • Kaitibie, Simeon
  • Johnston, Gretchen

Abstract

Bread producers are taking advantage of healthy feeding habits by developing new "low carbohydrate" products to entice customers. These low carbohydrate breads are generally more expensive than conventional types. This study tests the hypothesis that consumers are willing to pay higher premium for "low carbohydrate" breads at various locations and markets. We use retail data in a hedonic pricing framework to estimate the premium paid for the "low carbohydrate" attribute of bread. Results show that the implicit price of the "low carbohydrate" attribute of bread ranges from about 0.06¢ to 1.1¢ per gram, reflecting the amount consumers are willing to pay above the price of conventional bread.

Suggested Citation

  • Wachenheim, Cheryl J. & Nganje, William E. & Kaitibie, Simeon & Johnston, Gretchen, 2005. "Consumer Willingness to Pay for Breads Marketed as "Low-Carbohydrate"," 2005 Annual meeting, July 24-27, Providence, RI 19428, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea05:19428
    DOI: 10.22004/ag.econ.19428
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    References listed on IDEAS

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