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    2. Molecular marketing, personalised information and willingness-to-pay for functional foods: vitamin d enriched eggs

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Panzone, Luca (author), Garrod, Guy (author), Adinolfi, Felice (author), and Di Pasquale, Jorgelina (author)
    Format:
    Journal article
    Publication Date:
    2022-04-12
    Published:
    United States: Wiley Online
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12578
    Journal Title:
    Journal of Agricultural Economics
    Journal Title Details:
    online
    Notes:
    24pgs, Increasingly, the health claims made by food products focus on the marketing of specific molecular enrichments. Research exploring consumers’ willingness to pay (WTP) for health claims assumes that individuals hold perfect information on the benefits of the enrichment, and that their valuations depend solely on whether or not they need to improve their health. While health interventions are aimed at individuals at higher health risk, consumers may be unaware of the health risks that they face, limiting the effectiveness of a generic targeting strategy. Using an orthogonal experimental design, we explore the impact of two factors on the WTP for vitamin D enrichment in eggs: whether the information is person-specific or generic; and the presence of a health claim explaining the vitamin D enrichment. Results indicate that it is the provision of information, not the health claim, that influences WTP. Both generic and personalised information lead to similar increases in the WTP for vitamin D enrichment. While we only observe a direct effect of generic information on the WTP for vitamin D enrichment, personal information may also operate by increasing the perceived risk of vitamin D deficiency. Our results support the use of personalised health information during the choice task as a means of increasing the sales of healthy products.