Combining Likert scale attitudinal statements with choice experiments to analyze pref-erence heterogeneity for functional dairy products

Kai-Brit Bechtold and Awudu Abdulai

No 158851, 87th Annual Conference, April 8-10, 2013, Warwick University, Coventry, UK from Agricultural Economics Society

Abstract: This study employs a discrete choice experiment to examine preferences for functional dairy product attributes and willingness-to-pay estimates with a focus on heterogeneity among con-sumers in Germany. The intent of this paper is to estimate preference heterogeneity by linking stated preference choice data not only to socioeconomic characteristics but also to attitudinal statements in a latent class framework. The empirical results indicate the existence of class-specific preference heterogeneity based on the consumers’ attitude towards functional foods emphasizing the importance of attitudinal data in explaining consumers’ choice behavior. Our estimates demonstrate that within a class consumers’ preferences are in accordance with their responses to attitudinal statements, that is functional food skeptics prefer non-functional dairy products, while functional food advocates have a negative preference for non-functional dairy products. The findings also show that all consumers place high value on dairy products en-riched with known functional ingredients such as omega-3 fatty acids. Finally, we find that different groups of consumers reveal differing preferences for the same set of health benefits.

Keywords: Consumer/Household Economics; Demand and Price Analysis; Research and Development/Tech Change/Emerging Technologies (search for similar items in EconPapers)
Pages: 28
Date: 2013
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:aesc13:158851

DOI: 10.22004/ag.econ.158851

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