Nutrition Knowledge, Sensory Characteristics and Consumersâ Willingness to Pay for Pasture-Fed Beef
Nayga, Rodolfo M. Jr.
Nutritional value is an important attribute of foods whose benefits can only be experienced by repetitive consumption in long run. Consumersâ knowledge about the importance and usefulness of specific nutrients in a food product may influence their subjective expectation of the productâs health benefits which in turn is translated into their perception of the productâs value. At the same time, the sensory characteristics of food products affect consumersâ immediate consumption gratification. This study makes a unique contribution to the literature by exploring the roles that nutrition knowledge and sensory evaluation play in shaping consumersâ pasture-fed beef purchasing behavior through economic experiments. Our results suggest that beef productsâ sensory characteristics play a central role in determining consumersâ preferences and willingness to pay. Nutrition knowledge significantly influences consumersâ willingness to pay and different types of nutrition knowledge influence consumersâ willingness to pay in distinct ways. The significant impact of consumersâ health status on their willingness to pay is identified. The study advances the literature by providing empirical evidence of the relationship between nutrition knowledge, sensory evaluation, and consumersâ purchasing behavior observed right at the point of purchase. It can help policy makers better understand consumersâ food behavior and make initiatives to improve diet and health.
Agribusiness, Agricultural and Food Policy, Food Consumption/Nutrition/Food Safety, Health Economics and Policy,
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