Does Advertising Content Matter? Impacts of Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body Mass Index

Wang, Ruitong; Liaukonytė, Jūra; Kaiser, Harry M.

doi:10.1017/age.2018.1

Cited by 22 publications

(16 citation statements)

References 56 publications

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“…They also seemed more efficient than other clusters because they did not prefer to stay in the market for more than 15 min since they already knew about the personal indicators that would affect their choices. It can be said that this category was more experienced about healthy diets because of their purchasing experiences including their knowledge from mass media [89]; thus, although they are a smart buyer, they rely on nutrition information and are willing to pay more for it.…”

Section: Experienced and Proficient Buyersmentioning

confidence: 99%

Impact of Nutritional Information on Consumers’ Willingness to Pay for Meat Products in Traditional Wet Markets of Taiwan

Yang

Suhandoko

Chen

2020

Foods

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The application of nutritional labels provides information regarding the health and nutritional value of products and allows consumers to engage in healthier dietary habits. However, not all types of retail markets provide full nutrition information for meat products. Since there is no nutritional information for fresh meat products in traditional wet markets, this study aimed to investigate consumer purchasing intention and willingness to pay (WTP) for this nutritional information in Taiwanese traditional wet markets. A total of 1420 valid respondents were examined using the random utility theory to explain consumer purchasing intention and WTP for nutritional information. Results showed that most (over 60%) consumers in traditional wet markets have positive purchasing intent for meat products with the nutrition information provided. Furthermore, the nutrition information in traditional wet markets significantly boosts consumers’ purchasing intention and WTP when consumers have a personal health awareness on meat, have proficient experience in buying meat, and continuously receive information from health-related media. Specifically, consumers’ shopping background and their level of health consciousness would be the key factors that would alter their WTP, if provided nutritional claims.

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Section: Experienced and Proficient Buyersmentioning

confidence: 99%

Impact of Nutritional Information on Consumers’ Willingness to Pay for Meat Products in Traditional Wet Markets of Taiwan

Yang

Suhandoko

Chen

2020

Foods

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“…In the health sector, various studies have been estimated WTP with different methods for health services. For instance, Wang et al (2015) done study on the Impacts of Healthy Eating and Anti-Obesity Advertising on Willingness-to-Pay by Consumer Body Mass Index [ 7 , 8 ]. X Yu et al (2014) estimated WTP for the “Green Food” in China [ 9 ] Dror found that using bidding game among 3024 households at the rural location in India, about two-third of sample agree to WTP for health insurance [ 10 ].…”

Section: Introductionmentioning

confidence: 99%

Identification determinant factors on willingness to pay for health services in Iran

et al. 2017

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BackgroundA common method used to examine the relationship between internal preferences and caring externalities is willingness to pay (WTP) approach. We aimed to estimate WTP for health status with different severity level and identify determinant factors on WTP.MethodsFor determining main factors in WTP, a cross-sectional study was conducted in Shiraz in the southeast of Iran, in March to April 2015. The open-ended method was used to estimate monthly WTP in private and altruistic section. Multivariate regression analyses using ordinary least squares were applied to examine the effect of Scio–demographic factors on WTP using SPSS software 21.ResultsParticipants were willing to pay an average amount of $ 295 in health status 1 and an average amount of $ 596 in health status 6 (worst status) for internal preferences. Altruistic WTP for health status 1 was $ 294 and participants were willing to pay an average amount of $ 416 in health status 6. Multiple regression analysis identified monthly income as the key determinant of WTP for internal preferences and caring externalities (P < 0.01). With an increase of 1% in income, private WTP increase 1.38% in health status 1.ConclusionsThe finding indicates that the mean of WTP increases at severe health status; therefore, health policy maker should allocate resources toward severe health status.

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“…The results indicated a distinction between consumers in terms of weight in the understanding of the effects of the advertising content on food and beverage demand. Among overweight people, anti-obesity advertising was more effective than an advertisement for reducing the demand for unhealthy food [56].…”

Section: Previous Studies Related To Advertising and Consumer Behaviormentioning

confidence: 95%

“…They found that children used some food from the advertisements that were recently broadcast than older advertisements [55]. Wang et al (2018) investigated the impact of healthy eating advertising on demand for healthy and unhealthy foods. The results indicated a distinction between consumers in terms of weight in the understanding of the effects of the advertising content on food and beverage demand.…”

Section: Previous Studies Related To Advertising and Consumer Behaviormentioning

confidence: 99%

Exploring the Role of Advertising Types on Improving the Water Consumption Behavior: An Application of Integrated Fuzzy AHP and Fuzzy VIKOR Method

et al. 2020

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In recent years, many cities have suffered from a shortage of drinking water, mainly due to population growth. Hence, the desire to curb undue water consumption through the identification of the main factors affecting consumer behavior has become very important in managing drinking water supplies. Modifying the consumption pattern means institutionalizing of a sustainable culture in water consumption among consumers and the identification of the main criteria affecting their behavior. In 2018, a survey was applied to examine the role of mass media advertising in modifying the water consumption pattern in Iran. An integration of fuzzy AHP and fuzzy VIKOR was proposed based on group decision making, and fuzzy trapezoidal sets used to model linguistic variables and to deal with uncertainty in opinions. We devised and conducted a questionnaire with 24 main criteria and 8 sub-criteria to measure the impact of advertising on water consumption. The case study population in this study included all urban households over 15 cities of Iran. A total of 5630 questionnaires were distributed among the various populations with cluster method. Then, by analyzing the results, advertisements using animation had the highest impact on consumer behavior, among the available alternatives, and could play a significant role in modifying the water consumption pattern. Additionally, a fuzzy evaluation technique is performed to validate the result of the applied method. Subsequently, a sensitivity analysis was conducted to validate the stability of the final ranking. Finally, the prioritization results of the types of advertising by the proposed method were compared with the results of the fuzzy AHP method.

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Does Advertising Content Matter? Impacts of Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body Mass Index

Cited by 22 publications

References 56 publications

Impact of Nutritional Information on Consumers’ Willingness to Pay for Meat Products in Traditional Wet Markets of Taiwan

Impact of Nutritional Information on Consumers’ Willingness to Pay for Meat Products in Traditional Wet Markets of Taiwan

Identification determinant factors on willingness to pay for health services in Iran

Exploring the Role of Advertising Types on Improving the Water Consumption Behavior: An Application of Integrated Fuzzy AHP and Fuzzy VIKOR Method

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