Does Nutrition Information Contribute to Grocery Shoppers’ Willingness to Pay?

Tao Ran, Chengyan Yue, Alicia Rihn

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

An experimental auction and the eye-tracking technology are used to detect the relationship between consumers’ understanding of the nutrition information and their willingness to pay for food items. Additional attention is given to health-conscious individuals. Salad mix and apple juice are selected for the experiment. A Tobit model is used for the analysis. The results show that nutrition information has some effect on consumers’ purchasing decision. Shoppers are willing to pay less for fat and mineral information, but more for ingredient, protein, sodium, and carbohydrate information of salad mix. As for apple juice, shoppers care only for energy and other nutrient information, as well as the health claim “vitamin C naturally high.” Further, health-conscious individuals are more responsive to the nutrition claims, such as “high in fiber” (salad mix) and “vitamin C naturally high” (orange juice). A possible limitation of the conclusion exists due to the small sample size.

Original languageEnglish (US)
Pages (from-to)591-608
Number of pages18
JournalJournal of Food Products Marketing
Volume23
Issue number5
DOIs
StatePublished - Jul 4 2017

Keywords

  • Eye-tracking
  • nutrition information
  • willingness to pay

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