Consumers’ willingness to pay for beef products derived from RNA interference technology

This study estimates, for the first time in the meat sector, consumer willingness to pay (WTP) for genetically modified foods produced using RNA interference (RNAi), a new gene editing technology. We examine WTP in four different choice experiment designs involving beef steaks with varying number of attributes, label setting and label wording to assess consumer demand. Results suggests consumers will require a discount for beef products produced using RNAi, with specific magnitudes varying substantially based upon the labeling wording faced by consumers. Therefore, ultimate RNAi adoption will reflect the magnitude of inner-supply chain, cost reductions given consumer demand.     

Role of unfamiliarity and information on consumers’ willingness to try new healthy foods

The purpose of this paper is to examine the role of type of unfamiliarity and information on willingness-to-try unfamiliar healthy native foods in males and females. Specifically, the intuition of “healthy = not tasty” is investigated by probing into the effect of high and low taste expectations in the presence and absence of information on health benefits. Defining Type of unfamiliarity of a dish based on its ingredient and format is a unique contribution of this research. This paper uses a 3 * 2 * 2 full factorial experimental design (Type of unfamiliarity * Health Benefits * Taste Expectations; n = 367). ANCOVA was performed to analyse the quantitative data. Findings suggest that the information on health benefits or taste expectations does not have a main effect on willingness to try a new healthy native food, in both males and females. Type of unfamiliarity does not matter for males but females consider it important to try a new food. Males may possibly be inclined towards choosing healthy foods that set high taste expectations; however, providing information on health benefits may lower their interest levels.     

Acceptance and willingness to pay for health-enhancing bakery products – Empirical evidence for young urban Russian consumers

Our study provides first empirical evidence on young Russian consumers’ attitudes towards novel functional bakery products. We employ two different bakery products, namely bread rolls and biscuits, in our experimental auctions. Both products are derived from purple wheat, an old wheat variety that is naturally rich in anthocyanins (ACNs). ACNs are assumed to possess anti-inflammatory, anti-cancer, anti-diabetic and ocular-health-enhancing properties. Participants are 207 students aged 18–30 years from Moscow and Irkutsk. Our results indicate a low level of knowledge about ACNs among participants. However, our results also show that in the presence of information about the health-enhancing characteristics most participants value these products over base products. Our findings also reinforce the idea that the base product matters. Purple wheat bread rolls were better accepted than purple wheat biscuits. Moreover, our results also highlight that the information strategy matters. Participants in our study exhibited a higher willingness to pay for purple wheat biscuits under an old variety information scenario in comparison to an anthocyanin information scenario. Moreover, while our results indicate no significant difference in the perception of the anthocyanin attribute between the two cities, the perception of old grain variety products was slightly different. The share of respondents considering old variety products as healthy was significantly higher in Irkutsk, whereas the share of respondents considering these products as exclusive was significantly higher in Moscow. Thus, while planning future marketing strategies such differences in underlying motives should be taken into account.     

How does animal welfare taste? Combining sensory and choice experiments to evaluate willingness to pay for animal welfare pork

Although consumers show considerable interest in higher animal welfare, the market share for such products remains low. To provide consumers with a choice regarding different levels of animal welfare, animal welfare labels have been developed. Such product options are intended to serve as intermediate products between conventional products and more expensive organic options that are often associated with high animal welfare standards. This study aims to evaluate whether information about animal welfare practices affects consumers’ liking and willingness to pay (WTP) for a pork product. Using a within-subject design with three evaluation rounds (blind, expectation, and full information) we combine hedonic liking where subjects rate four different types of ham with a choice experiment. Hams differ in the animal husbandry conditions during the rearing and fattening process: conventional rearing, a specific treatment of mother sows, a general animal welfare label, and organic production. Results show an effect of information on consumers’ sensory evaluation of the different products, although products were evaluated to be similar in the blind condition. Consumers rated the organic product higher than those with animal welfare labels while the conventional option had the lowest liking scores. Results from the choice experiment concur with the hedonic rating. Estimates indicate that consumers are willing to pay more for ham bearing a general animal welfare or organic label in the expectation and full information condition. Consequently, information regarding animal welfare affects both consumers’ hedonic liking and WTP for ham.     

Analysis of urban consumers’ willingness to pay a premium for African Leafy Vegetables (ALVs) in Kenya: a case of Eldoret Town

This study surveyed urban consumers in Eldoret Town, Kenya to determine the willingness to pay (WTP) a premium for African leafy vegetables (ALVs) and the underlying determinants using the semi-double bounded contingent valuation choice and logit models, respectively. Consumers generally preferred ALVs to exotic leafy vegetables and were willing to pay an average premium of 79 % for them: 88 % and 70 % in open air and supermarkets, respectively. The WTP premium was positively influenced by age, presence of children in the household, years of schooling of the household decision maker and the number of years the consumers had been consuming ALVs. Implications for policy are drawn.     

Dimensions of parents’ attitudes to unhealthy foods and beverages

Effective health interventions rely on a detailed understanding of the target audience’s attitudes relevant to the desired behavioural change. In the context of obesity interventions targeting parents, understanding parents’ attitudes to unhealthy foods and beverages is necessary to overcome barriers to adopting recommended behaviours. The aim of the present study was to assess the factors influencing parents’ attitudes to unhealthy foods and beverages to identify potential elements to incorporate into future obesity prevention programs. A sample of 1302 parents responded to an online survey that assessed their perceptions of the two product categories of soft drinks and energy dense, nutrient poor (EDNP) foods. Overall, attitudes to these products were favourable, with perceived convenience and enjoyment receiving higher scores than value for money and health considerations. The results suggest that interventions designed to improve children’s diets should aim to enhance perceptions of the convenience and taste of healthier alternatives, while also addressing factors such as food advertising and child pestering that can influence parents’ attitudes to unhealthy products.     

Consumers’ attitudes towards and acceptance of 3D printed foods in comparison with conventional food products

Little research currently exists in the literature on consumers’ perceptions of 3D printed foods; thus, present research aimed to investigate this topic. Two focus groups (n = 8 and 12) were conducted to identify what consumers believe about 3D food printing. Responses from the focus groups were used to create an online survey investigating consumer attitudes towards 3D printed foods in comparison with conventional foods, as well as consumer beliefs about 3D food printing. Based on the results of the survey, three clusters were identified: the markedly interested cluster (n = 140), moderately interested cluster (n = 98) and the not interested cluster (n = 91). The markedly interested cluster wanted to know more about 3D printed food, and believed it could reduce the cost of food and benefit people in the future. The moderately interested cluster was excited to try printed food. Conversely, the third cluster believed 3D printed foods were unacceptable and not safe to consume.     

What are domestic apples worth? Hedonic responses and sensory information as drivers of willingness to pay

The effects of written information of key sensory characteristics of apple cultivars on hedonic ratings and willingness to pay (WTP) were measured in an experimental auction. Participants (n = 118, 95F, 23M, mean age 37 y.) rated, in three subsequent rounds, pleasantness and WTP based on (1) appearance only (n = 25), (2) appearance, written information and tasting (n = 44), or (3) appearance, tasting and written information (n = 49). Four domestic cultivars were described as medium sour and crispy (‘Amorosa’), sour and medium crispy (‘Konsta’), medium sweet and medium crispy (‘Lobo’) and sweet and medium crispy (‘Tobias’). The differences between the cultivars in pleasantness and WTP were minimal when the evaluation was based on appearance only. The effect of tasting after visual inspection was positive in three cultivars and negative in one (‘Konsta’). Written information after tasting did not affect pleasantness or WTP. For one cultivar (‘Tobias’), information given before tasting created expectations that were not fulfilled, thus tasting decreased hedonic ratings and WTP. Mean WTP was 2.36 euro/kg. When pleasantness increased by one point, WTP increased by 0.31–0.45 euro/kg. Regression models showed that pleasantness explained 38–55% of WTP. Respondents who reported consuming domestic apples more often than once a week had 0.52–0.74 euro/kg higher WTP than those who consumed them less frequently, suggesting that familiarity with the product increases WTP. Results indicate that both written information and tasting contribute to the ratings of pleasantness and WTP.     

Do labels that convey minimal,redundant, or no information affect consumer perceptions and willingness to pay?

With more labels appearing on food products, it becomes questionable how many add relevant information to consumers. Some products have labels conveying no, redundant, or minimal information, while others have multiple labels that contain overlapping information. The expansion of these types of minimal-information labeling suggests a perception among marketers that labels improve consumers’ perceptions and increase willingness to pay (WTP). Using watermelons, field experiments with 328 participants were conducted to estimate WTP differences between (1) a product with a minimal-information label and no label; and (2) a product with a minimal-information label with and without an overlapping label. While the minimal-information label added nothing new about the origin of the watermelon (redundant information), added minimal information on taste, and provided no mention of food safety (no information), perceptions among participants of all these attributes positively and significantly increased in both label comparisons. The WTP for the product with a minimal-information label also increased, demonstrating consumers will sacrifice real money for products with these labels. The evidence suggests that labels have capabilities to shape perceptions and influence WTP even beyond those attributes they make a claim regarding.     

The nanostructure's management is the basis for a functional fatty foods’ production

For the first time the functional types of butter with herbal supplements (HS) are developed. The effect of HS on micro-and nanostructure of developed types of butter was studied. It was established that the introduction of HS reduces the value of nanostructure's elements of butter in a 5 - 25 times. The nature and properties of HS influence the formation of the butter's nanostructure, the architecture and morphology of its nanoelements. According to comprehensive studies it was found that the decreasing of the size of butter's nanostructure's elements improves the structure, texture and rheological parameters of butter - it increases the thermal stability and plasticity, the ability of the structure to retain the liquid phase of fat and a structure's connection, prevents the formation of layered and brittle consistency of butter, promotes the formation of coagulation-crystallization structure dominated by coagulation, inhibits microbiological and biochemical spoilage of butter. According to the results of clinical trials and the conclusions of the Ministry of Health developed the kinds of butter are recommended to use in health care and dietary nutrition. Based on the results of the study it was recommended to use HS to control the formation of the butter's nanostructure and its quality, physical and chemical properties.     

Consumers’ expectations and willingness-to-pay for local animal products produced with local feed

What is local food? To answer this question, past consumer research focused on a definition based on distances between the point of production and the point of purchase or political and landscape boundaries. Nonetheless, there are few findings about what consumers expect or know about the origin of input factors for locally labelled products. Most consumers do not know that animal food production in Europe is dependent on protein feed imports from third countries that come with negative environmental effects. Local supply chains with domestic protein feedstuffs are only economically feasible when consumers pay higher prices. This study analyses whether consumers are willing to pay higher prices for the use of local feed in local products. For this purpose, a German wide survey of 1602 consumers in food retail shops was carried out. The findings reveal a high potential demand for local animal products produced with local feed.     

Effect of multiple extrinsic cues on consumers’ willingness to buy apples: A scenario-based study

Price, origin, and type of production are all known to influence consumer choices when it comes to fresh food. However, the interactions between these factors have received limited attention in the food choice literature. With the growth of online grocery shopping services, another under-investigated issue is the willingness to buy (WTB) fresh food products sold online. Our aim was to partially fill these gaps, by applying a scenario-based methodology. We exposed 324 individuals to 54 scenarios describing a situation in which a character goes to buy apples. The scenarios featured all possible combinations of four within-participants factors: purchase site (traditional market or online grocery shopping service), origin (within 50 km of the character’s home, elsewhere in France, or foreign country), price (low, average, or high), and type of production (organic, sustainable or conventional farming). For each scenario, participants rated their WTB for the apples on sale. Analyses conducted on the whole sample showed that consumers’ WTB was higher for locally grown, organic, and low-priced apples. Furthermore, cluster analysis revealed three consumer segments with different behavioral profiles. Price-sensitive consumers’ WTB was higher for imported apples at a low price than for local apples at a high price. Non-online consumers unconditionally rejected the online grocery shopping service regardless of the apples’ price, origin, and type of production. Organic consumers were more willing to buy imported organic apples than domestic conventional ones. Hence, consumers’ preferences for domestic products should be interpreted in the light of factors such as price and type of production.     

Are Australian wine consumers willing to pay for the expert service of wine retailers?

Retailing is continually evolving with different strategies used over time. In this era of customer relationships building, this study investigated an innovation gap; about Australian consumers' willingness to pay (WTP) a premium for the expert service of wine retailers. The study objectives were to evaluate factors that influence WTPs of wine retailers and to measure WTPs. A 2099 usable survey was obtained Australia-wide. The contingent valuation method was used to elicit the willingness of consumers. The data were analysed using the ordered probit model. On average, the premium respondents indicated WTP was $0.60 for the expert service of wine retailers. This study found that consumers are willing to pay for the expert service of wine retailers, and that consumers rely on the use of risk reduction strategy not only because of their perception of risk but they are also more desirous of wine knowledge and are willing to acquire it, even at a cost. This makes a strong case for the development and provision strategies of store dynamic elements such as expert service. The study has limitation as it is exploratory and cross-sectional. Confirmatory and longitudinal surveys amongst others are recommended.     

Cannabis-infused food and Canadian consumers’ willingness to consider “recreational” cannabis as a food ingredient

At the time of this study, the Canadian government intends to legalize the use of recreational cannabis. Despite its intentions, the regulatory framework remains ambiguous. Food businesses, with their constant search for growth, are considering launching several food products with cannabis as an ingredient, once the drug is legalized. This study does not look at the health effects of cannabis per se, but rather consumers’ perception of cannabis as a food ingredient through the lens of food innovation, if it were to be legalized. It explores several dimensions, including cannabis-infused food products sold in grocery stores and dishes served at restaurants. It evaluates potential times when consumers would consume these products, in addition to their preferred food products. The survey also looks at perceived risks related to specific demographics such as children and pregnant women. The survey assesses both perceived risks and anticipated behaviour in a market in which a former illicit product becomes readily available.The results show that Canadians, although mostly favourable to cannabis's legalization and willing to try cannabis-infused food products, are concerned about health risks the drug represents, especially for young children. Results also suggest that most Canadians do not feel knowledgeable enough to cook with cannabis at home, which opens an opportunity for leaders in the industry. Finally, the study presents limitations and suggested future paths for research.     

Consumers’ associations with herbal infusions and home preparation practices

The consumption of infusions is affected by many factors, namely those associated with culture, health and sensory properties. The main goal of this research was to explore and understand consumers’ perceptions and behaviours regarding consumption and preparation of herbal infusions, applying a mixed methodology: the evaluation of consumers’ behaviours, assessed through direct self-reported measures, and indirect methods, such as free word association and auto-videography. A total of 489 Portuguese consumers replied to a web-based questionnaire. Based on their frequency of consumption and availability, 60 participants were selected for an observational study. Over 27% of the participants had at least a daily cup of herbal infusion, and over 74% had it at least every week. At home, participants reported the use of teapots (44.1%) or mugs/cups (52.0%) to prepare their infusions, and mostly chose bags (77.7%). Approximately 80% of the respondents removed the bags or loose leaves after steeping, mainly based on the infusion colour (53.1%). The freeword association results show that daily and weekly consumers establish a stronger connection with the sensory, emotional, health and wellbeing dimensions of the product, while less frequent consumers only consider the composition of the herbal infusion. From the observational study, it was noticeable that most of the consumers take less than one minute to steep the infusions, clearly below the four to ten minutes recommended for the most popular herbal infusions, like lemon verbena or peppermint. These results emphasize the need for communication strategies focused on the preparation process to give consumers tools to improve their sensory experience.