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2. Hen housing system information effects on U.S. egg demand
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Ochs, Dan (author), Wolf, Christopher A. (author), Widmar, Nicole Olynk (author), Bir, Courtney (author), and Lai, John (author)
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 136 Document Number: D11449
- Journal Title:
- Food Policy
- Journal Title Details:
- 87 : 101743
- Notes:
- 9 pages., Online via UI electronic subscription., A choice experiment was used to evaluate the U.S. public's willingness to pay for egg attributes including housing system, color, size, and certifying agency. A significant difference in willingness to pay for hen housing systems was found using video information treatments describing hen housing systems. Participants were indifferent between hen housing systems when they viewed video treatments describing hen housing systems. However, they clearly preferred the cage-free system when they viewed no video treatments. "Results point towards potential public misunderstanding of the costs and benefits associated with the "cage-free" egg label designation."
3. Molecular marketing, personalised information and willingness-to-pay for functional foods: vitamin d enriched eggs
- 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.