Willingness to pay for wholesome canteen takeaway
The primary objective of this study was to estimate the willingness to pay (WTP) for a new intervention at the workplace: wholesome canteen takeaways (CTA), i.e. a low fat meal with a large amount of vegetables prepared at the workplace canteen that only requires re-heating. The contingent valuation method was used to elicit the WTP. Two surveys were carried out in Denmark; one large-scale Internet based survey and one survey at a workplace that introduced CTA. The results from the large-scale survey suggest that this concept attracts relevant target groups; groups of individuals with a less healthy diet, low physical activity and a high body mass index. For males and individuals with low education, who also constitute relevant target groups, the results suggest no significant difference in WTP between males and females, whereas low educated individuals have a significantly lower WTP than highly educated individuals. However, the workplace study, carried out at a hospital, found that females have a significantly higher WTP for CTA compared with males. In conclusion, the concept appears to attract relevant target groups, although for a given price a smaller fraction of low educated individuals compared to high educated individuals would be willing to buy CTA.
|Date of creation:||07 Nov 2011|
|Date of revision:|
|Publication status:||Published as Nordström, Jonas, 'Willingness to pay for wholesome canteen takeaway' in Appetite , 2012, pages 168-179.|
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- Train,Kenneth E., 2009.
"Discrete Choice Methods with Simulation,"
Cambridge University Press, number 9780521747387.
- Jensen Jørgen Dejgaard & Mørkbak Morten Raun & Nordström Jonas, 2012.
"Economic Costs and Benefits of Promoting Healthy Takeaway Meals at Workplace Canteens,"
Journal of Benefit-Cost Analysis,
De Gruyter, vol. 3(4), pages 1-29, December.
- Jørgen Dejgaard Jensen & Morten Raun Mørkbak & Jonas Nordström, 2011. "Economic costs and benefits of promoting healthy takeaway meals at workplace canteens," IFRO Working Paper 2011/17, University of Copenhagen, Department of Food and Resource Economics.
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