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Regulation and Consumer Interest in an Antioxidant-Enriched Ham Associated with Reduced Colorectal Cancer Risks

Réglementation et intérêt des consommateurs pour un jambon enrichi en antioxydants associé à la réduction des risques de cancer colorectal

Stéphan Marette (), Françoise Guéraud () and Fabrice H.F. Pierre ()
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Françoise Guéraud: ToxAlim-PPCA - Prévention et promotion de la cancérogénèse par les aliments - ToxAlim - ToxAlim - UT3 - Université Toulouse III - Paul Sabatier - Université Fédérale Toulouse Midi-Pyrénées - ENVT - Ecole Nationale Vétérinaire de Toulouse - Toulouse INP - Institut National Polytechnique (Toulouse) - Université Fédérale Toulouse Midi-Pyrénées - Toulouse INP - Institut National Polytechnique (Toulouse) - Université Fédérale Toulouse Midi-Pyrénées - INPT - EI Purpan - Ecole d'Ingénieurs de Purpan - Toulouse INP - Institut National Polytechnique (Toulouse) - Université Fédérale Toulouse Midi-Pyrénées - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement
Fabrice H.F. Pierre: ToxAlim-PPCA - Prévention et promotion de la cancérogénèse par les aliments - ToxAlim - ToxAlim - UT3 - Université Toulouse III - Paul Sabatier - Université Fédérale Toulouse Midi-Pyrénées - ENVT - Ecole Nationale Vétérinaire de Toulouse - Toulouse INP - Institut National Polytechnique (Toulouse) - Université Fédérale Toulouse Midi-Pyrénées - Toulouse INP - Institut National Polytechnique (Toulouse) - Université Fédérale Toulouse Midi-Pyrénées - INPT - EI Purpan - Ecole d'Ingénieurs de Purpan - Toulouse INP - Institut National Polytechnique (Toulouse) - Université Fédérale Toulouse Midi-Pyrénées - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement

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Abstract: An economic experiment was conducted in France in 2020 to evaluate consumer attitudes toward two ham products associated with different colorectal cancer risks. We focused specifically on comparing a conventional ham and a new hypothetical antioxidant-enriched ham with a reduced risk of provoking colorectal cancer. Study participants were given descriptions of the two hams before carrying out successive rounds of willingness-to-pay (WTP) assessments. The results show that WTP was higher for the antioxidant-enriched ham than for the conventional ham. WTP estimates were also impacted by providing additional information about the reduction in colorectal cancer risk associated with the antioxidant-enriched ham. Based on the participants' WTP, we came up with ex ante estimates for the social impacts of introducing the antioxidant-enriched ham onto the market, and we suggest that it would be socially optimal to promote the product. Competition arising from pre-existing product labelling and marketing assertions could greatly limit the market potential of antioxidant-enriched ham, which suggests that alternative approaches may be necessary, such as regulations mandating antioxidant enrichment. These results also concern all countries with high levels of meat consumption.

Keywords: Comportement du consommateur; Santé humaine (search for similar items in EconPapers)
Date: 2021-05
Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-03219714
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Published in Nutrients, MDPI, 2021, 13 (5), pp.1542. ⟨10.3390/nu13051542⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03219714

DOI: 10.3390/nu13051542

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