Shihang Zhen , Xianli Xia , Luchen Huang , Yihan Cao , Hanliang Fu , Yanjun Ren
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引用次数: 0
Abstract
With the prominence of nutrition-related health issues worldwide, functional food is supposed to be an efficient way to address this challenge by achieving its nutrition and health benefits. However, whether consumers are willing to pay (WTP) for high-nutritional value foods of this kind and what is the role of consumers’ risk preferences in their WTPs are unclear. This study employs a discrete choice experiment (DCE) to investigate the effect of risk preferences on consumers’ preferences and WTPs for functional food, focusing on four attributes of dairy products: origin, organic label, functionality and price. We also seek to understand the physiological mechanisms underlying this effect by a lab experiment using eye-tracking technology. The results show that consumers have various preferences and WTPs for different attributes of milk, but they are reluctant to pay for functional milk. Compared to consumers with low-risk preferences, consumers with high-risk preferences are more willing to purchase functional milk. The evidence from eye-tracking experiments indicates that visual attention to the attributes considered positively correlates with their consumption preference. Consumers with high-risk preferences tend to pay more attention to the functional attribute and therefore have a higher probability of purchasing functional milk. This study implies that consumers’ risk preferences should be considered when promoting consumers to purchase functional food, as different consumers have significantly distinct preferences.
期刊介绍:
Food Quality and Preference is a journal devoted to sensory, consumer and behavioural research in food and non-food products. It publishes original research, critical reviews, and short communications in sensory and consumer science, and sensometrics. In addition, the journal publishes special invited issues on important timely topics and from relevant conferences. These are aimed at bridging the gap between research and application, bringing together authors and readers in consumer and market research, sensory science, sensometrics and sensory evaluation, nutrition and food choice, as well as food research, product development and sensory quality assurance. Submissions to Food Quality and Preference are limited to papers that include some form of human measurement; papers that are limited to physical/chemical measures or the routine application of sensory, consumer or econometric analysis will not be considered unless they specifically make a novel scientific contribution in line with the journal''s coverage as outlined below.