Visual Attention's Influence on Consumers' Willingness-to-Pay for Processed Food Products

ABSTRACT The primary objective of our study was to investigate the impact of extrinsic cues (specifically production method, origin, and nutrient content claim labels) on consumers’ willingness‐to‐pay (WTP) for processed foods (apple juice and salad mix). Data were collected using an experimental au...

Full description

Saved in:
Bibliographic Details
Published in:Agribusiness (New York, N.Y.) N.Y.), 2016-07, Vol.32 (3), p.314-328
Main Authors: Rihn, Alicia L., Yue, Chengyan
Format: Article
Language:English
Subjects:
Apples
Consumers
Consumption patterns
Food
Fruit juices
Malus
Nutrient content
Processed foods
Supply chains
Willingness to pay
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:ABSTRACT The primary objective of our study was to investigate the impact of extrinsic cues (specifically production method, origin, and nutrient content claim labels) on consumers’ willingness‐to‐pay (WTP) for processed foods (apple juice and salad mix). Data were collected using an experimental auction in combination with eye‐tracking analysis. Tobit models were used to analyze the data. We found that participants were willing to pay a premium for local or domestically produced apple juice. Organic production methods positively impacted participants’ WTP for both products. Additionally, results suggest that consumer visual attention increases for important product attributes that positively or negatively impact their WTP bids. Supply chain members (producers, processors, and retailers) can promote important product attributes using labels and in‐store promotions to give consumers additional information and influence their food selection preferences. In turn, these promotions may help supply chain members acquire additional customers and encourage healthy consumption patterns. [EconLit citations: D120, M310]
ISSN:0742-4477
1520-6297
DOI:10.1002/agr.21452