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Functional Foods in the Marketplace: Willingness to Pay for Apples Enriched with Antioxidants

Author

Listed:
  • Markosyan, Armenak
  • Wahl, Thomas I.
  • McCluskey, Jill J.

Abstract

The attention on so-called functional foods has been growing as consumers become more concerned with diet and nutrition. This article aims to measure consumers' response to apples with naturally enriched antioxidant coatings. Surveys were conducted in grocery stores in Seattle, Washington and Spokane, Washington. The results suggest that consumers have a somewhat positive attitude towards functional foods in general and with apples enriched with antioxidants in particular. A contingent valuation technique was used to assess factors affecting consumers' willingness to pay for the apples with antioxidant coatings. Consumers in the Spokane grocery stores are more likely to pay a premium for the new type of apples than consumers in Seattle. Consumers who look for a wide variety of product in choosing where to shop for food are more likely to pay a premium for apples enriched with antioxidants. Also, it is estimated that consumers, on average, are willing to pay from 4% to 8% premium for these apples.

Suggested Citation

  • Markosyan, Armenak & Wahl, Thomas I. & McCluskey, Jill J., 2007. "Functional Foods in the Marketplace: Willingness to Pay for Apples Enriched with Antioxidants," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 9787, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea07:9787
    DOI: 10.22004/ag.econ.9787
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    Cited by:

    1. Dolgopolova, Irina & Teuber, Ramona, 2016. "Consumers’ Willingness-to-pay for Health-enhancing Attributes in Food Products: A Meta-analysis," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235390, Agricultural and Applied Economics Association.
    2. Huffman, Wallace E., 2010. "Consumer Acceptance of Genetically Modified Foods: Traits, Labels and Diverse Information," Working Papers 93168, Iowa State University, Department of Economics.
    3. Shi, Lijia & Gao, Zhifeng & Chen, Xuqi, 2014. "The cross-price effect on willingness-to-pay estimates in open-ended contingent valuation," Food Policy, Elsevier, vol. 46(C), pages 13-21.
    4. Jaqueline Garcia-Yi, 2014. "Identification of Dried Native Chili Markets in the International Tourism Sector in Peru: An Open-Ended Contingent Valuation Study," Sustainability, MDPI, vol. 6(2), pages 1-14, February.

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