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Buying Your Way into a Healthier Lifestyle: A Latent Class Analysis of Healthy Food Purchases

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  • Segovia, Michelle
  • Palma, Marco

Abstract

A non-hypothetical second-price Vickrey auction was conducted to elicit consumer preferences and willingness to pay for vegetable attributes, including production technique, origin, taste, and health benefits. Using a Latent Class Analysis (LCA) we segmented participants based on health-driven motivations, willingness to pay estimates, and socio-economic characteristics. Two latent classes were found and characterized as: “Health Conscious”, and “Health Redeemers”. In particular, the “Health Conscious” consumers presented healthy lifestyle habits, expressed price premiums for domestic and local-specialty food products after a blind tasting treatment, but they did not have price premiums for health benefits of the products. On the contrary, the “Health Redeemers” presented unhealthy lifestyles but they were willing to pay more for healthy food products, perhaps in an attempt to make up for their unhealthy habits.

Suggested Citation

  • Segovia, Michelle & Palma, Marco, 2015. "Buying Your Way into a Healthier Lifestyle: A Latent Class Analysis of Healthy Food Purchases," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 229779, Southern Agricultural Economics Association.
    • Handle: RePEc:ags:saea16:229779
    DOI: 10.22004/ag.econ.229779
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    Cited by:

    1. Stephan G.H. Meyerding & Annemone Kürzdörfer & Birgit Gassler, 2018. "Consumer Preferences for Superfood Ingredients—the Case of Bread in Germany," Sustainability, MDPI, vol. 10(12), pages 1-20, December.

    More about this item

    Keywords

    Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Health Economics and Policy;
    All these keywords.

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