区分价格敏感性和支付意愿:定价在消费者接受回收食品中的作用

Siddharth Bhatt, Jonathan Michael Deutsch, R. Suri
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引用次数: 13

摘要

摘要食物浪费问题继续困扰着世界。由其他食品制造过程中剩余的成分制成的回收食品是解决食品浪费问题的部分方法。对消费者接受升级食品的有限研究表明,这些食品具有商业前景。虽然令人鼓舞,但现存的研究结果几乎没有告诉我们定价在打造此类食品市场中的作用。我们调查了消费者对升级食品相对于传统替代品的价格敏感性。我们发现,与传统替代品相比,消费者对升级食品的价格敏感度更高。我们讨论了这些发现对学术和管理的影响。
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Differentiating Price Sensitivity from Willingness to Pay: Role of Pricing in Consumer Acceptance of Upcycled Foods
ABSTRACT The problem of food waste continues to plague the world. Upcycled foods, made from ingredients remaining from the manufacturing of other food products, are a partial solution to the food waste problem. Limited research on consumer acceptance of upcycled foods suggests a commercial prospect for these foods. While encouraging, extant findings tell us little about the role of pricing in crafting a market for such foods. We investigate consumers’ price sensitivity for upcycled foods vis-à-vis conventional alternatives. We find that compared to conventional alternatives, consumers exhibit a higher price sensitivity for upcycled foods. We discuss the academic and managerial implications of these findings.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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