 Consumer Willingness to Pay for Catechin‐enriched Yogurt: Evidence from a Stated Choice ExperimentDaniele Moro, Mario Veneziani, Paolo Sckokai and Elena Castellari () Agribusiness, 2015, vol. 31, issue 2, 243-258 Abstract: ABSTRACT In recent years, food manufacturers have been devoting a large portion of their R&D budgets to the development of functional foods. Although functional foods exhibit a significant level of information asymmetry, consumers appear to be increasingly appreciative, recognizing their role in preventing or reducing health risks and/or improving other physiological functions. This paper quantifies the willingness to pay of a representative sample of 600 Italian consumers for a hypothetical yogurt using a web‐based stated choice experiment. The willingness to pay for two functional attributes (probiotics and catechin enrichment) was measured using the panel data version of a Random Parameters Logit model. The results show that respondents are willing to pay a premium for a catechin‐enriched yogurt (0.38 €/jar), which is well above their willingness to pay for the probiotic attribute (0.21 €/jar). Averaging the individual values across sample sub‐groups indicates that the willingness to pay for catechin enrichment may be related to age, income, health status, lifestyle and education. [EconLit citation: C25, C93, D12] Date: 2015 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:31:y:2015:i:2:p:243-258 Access Statistics for this article Agribusiness is currently edited by Ronald W. Cotterill More articles in Agribusiness from John Wiley & Sons, Ltd. |
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