Consumer willingness to pay for food safety interventions: The role of message framing and issue involvement

Kofi Britwum and Amalia Yiannaka

Food Policy, 2019, vol. 86, issue C, -

Abstract: The study examines the impact of gain and loss message framing and issue involvement elicitation on consumer willingness to pay (WTP) for two food safety enhancing technologies; cattle vaccines against E. coli and direct-fed microbials. A random sample of 1,842 US consumers completed a survey instrument that included six information treatments and a choice experiment. Empirical results show strong consumer preference and WTP for the technologies and consumer welfare gains from their introduction. Consistent with loss aversion, the loss-framed message induced the highest WTP, while elicitation of issue involvement reinforced (weakened) the influence of the loss (gain)-framed message.

Keywords: Food safety technologies; Gain and loss message framing; Issue involvement; Willingness to pay (search for similar items in EconPapers)
JEL-codes: D12 Q13 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jfpoli:v:86:y:2019:i:c:10

DOI: 10.1016/j.foodpol.2019.05.009

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