Consumers’ willingness to pay for natural food: evidence from an artefactual field experiment

Migliore, Giuseppina; Borrello, Massimiliano; Lombardi, Alessia; Schifani, Giorgio

doi:10.1186/s40100-018-0117-1

Cited by 26 publications

(12 citation statements)

References 48 publications

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“…The descriptive analyzes of the sample are summarized in Table 1. 5 3.80 0.77 1 5 Monthly income 6 1.81 0.…”

Section: Socio-demographic Characteristicsmentioning

confidence: 99%

“…In this regard, over the years, changes in consumer behavior have been observed, with increasing number of individuals choosing more sustainable products in their daily dietary choice [4]. This is due to the spreading awareness of environmental impacts of the agri-food sector [5], as well as the growing interest for the health dimension of food related to nutrients intake [6] and food safety [7].…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Organic Food Consumption: The Relevance of the Health Attribute

Rizzo

Borrello

Guccione³

et al. 2020

Sustainability

Self Cite

103

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During the last decades, organic food products have become the main sustainable alternative to conventional food consumption. Among the several organic food attributes that consumers recognize in organic food, healthiness has been reported as the primary motivation to buy products certified as organic. The objective of the current study is to assess the relative weight of the health attribute among other recognized organic food attributes. To achieve this aim, a multiple price list (MPL) methodology is adopted to elicit consumers’ Willingness to Pay (WTP) for organic extra virgin olive oil (EVOO). Findings show that the contribution of the health attribute to determine the average premium price for organic EVOO is 78.9% of its total premium price. The study generates managerial implications to promote further expansion of the organic food market.

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“…The descriptive analyzes of the sample are summarized in Table 1. 5 3.80 0.77 1 5 Monthly income 6 1.81 0.…”

Section: Socio-demographic Characteristicsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Organic Food Consumption: The Relevance of the Health Attribute

Rizzo

Borrello

Guccione³

et al. 2020

Sustainability

Self Cite

103

View full text Add to dashboard Cite

show abstract

“…The widespread use of the term, even without a universal definition, suggests that it provides an advantage from the perspective of marketing and sales of products and services. Indeed, research has shown that people are willing to pay a premium for natural items (Migliore, Borrello, Lombardi, & Schifani, ).…”

Section: Introductionmentioning

confidence: 99%

Naturally better? A review of the natural‐is‐better bias

Meier

Dillard

Lappas

2019

Social & Personality Psych

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People are frequently exposed to products and services that are labeled natural (e.g., Nature Made Vitamins or GoJo Natural Orange Hand Cleaner). The frequency with which this label is used suggests that it delivers an advantage in marketing and sales. Our review examines the preference for and perception of naturalness and reveals that people have a bias for items described as natural in many domains including foods, medicine, beauty products, cigarettes, and lighting. These preferences abound even when the natural item is identical or not objectively better than the non‐natural or synthetic item. We believe this bias may be driven by a natural‐is‐better default belief as well as the belief that natural items are safer than non‐natural items. Although a bias for natural items is apparent, this literature is in its infancy, and we suggest three areas that will help build and refine the empirical research base and theory: the measurement of behavior, the examination of individual differences, and the development of methods for reducing the bias. A better understanding of the naturalness bias relevant to these areas will lead to a more comprehensive understanding of the area, including factors that may cause and reduce it.

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“…They interpret the food naturalness as an indicator of the healthiness and quality of the product, derived from the 'integral integrity of the product' [17]. As a result, natural products are perceived as good for your health as they are free of additives and other synthetic substances, perceived to reduce the healthiness of food [18][19][20][21]. Furthermore, the idea of natural eating seems to generate a perception of physical and emotional well-being [22].…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Sustainable Value Creation in the Food Chain: A Consumer Perspective

et al. 2020

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The growth of diet-related diseases is becoming an important societal concern and a challenge for a more sustainable society. This has developed important trends in food consumption, including the increasing demand for food with a natural attribute and with health claims (e.g., enriched food). Consumers tend to evaluate these two attributes as superior ones and tend to pay a premium price for them. Accordingly, the value added by producers also will upturn if they take into consideration the consumers’ preferences. However, to the best of our knowledge, consumer preference over the two types of products (natural and enriched) is not yet completely clear. The present study tries to contribute to reducing this gap by analyzing Hungarian consumer preferences for natural fruit juices over enriched ones and exploring the drivers which guide consumer choices for the two attributes. For this purpose, we analyze young consumers’ willingness-to-pay (WTP) for natural and enriched fruit juices using a seemingly unrelated regression (SUR) to derive the two value-added activities. Our results show that the fruit juice with the natural attribute is preferred over the enriched one, and that there is a common feature behind the perception of the two attributes, namely the healthiness. Based on the natural fruit juice characteristic, these results open space for local production in gardens or in small-medium sized farms. This could have beneficial effects, both for sustainable development of rural areas and for the promotion of healthy food systems towards sustainability in food consumption.

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Consumers’ willingness to pay for natural food: evidence from an artefactual field experiment

Cited by 26 publications

References 48 publications

Organic Food Consumption: The Relevance of the Health Attribute

Organic Food Consumption: The Relevance of the Health Attribute

Naturally better? A review of the natural‐is‐better bias

Sustainable Value Creation in the Food Chain: A Consumer Perspective

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