Consumers' Willingness to Pay for Health Benefits in Food Products: A Meta-Analysis.

Irina Dolgopolova; Ramona Teuber

doi:10.1093/aepp/ppx036

Consumers' Willingness to Pay for Health Benefits in Food Products: A Meta-Analysis.

Irina Dolgopolova^*, Ramona Teuber

^*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

Abstract

This article analyzes the existing literature on consumers' marginal willingness to pay (MWTP) for health benefits in food products. Results indicate that the presence of a health claim does not only increase MWTP for health benefits in foods but also reduces heterogeneity among MWTP estimates. Hypothetical methods significantly positively affect MWTP. The most popular product category "dairy" negatively influences MWTP. The popular health claim of "lowering cholesterol" has a significantly positive influence on MWTP. In addition, our review highlights that existing studies significantly differ in their setup, which renders the inference of clear-cut conclusions rather problematic.

Original language	English
Pages (from-to)	333-352
Number of pages	20
Journal	Applied Economic Perspectives and Policy
Volume	40
Issue number	2
DOIs	https://doi.org/10.1093/aepp/ppx036
Publication status	Published - 1 Jun 2018
Externally published	Yes

Keywords

Willingness to pay
Consumer behavior
Public health
Nutrition
Meta-analysis
health benefits in foods
marginal willingness to pay
meta-analysis
metaanalysis

Access to Document

10.1093/aepp/ppx036

Cite this

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title = "Consumers' Willingness to Pay for Health Benefits in Food Products: A Meta-Analysis.",

abstract = "This article analyzes the existing literature on consumers' marginal willingness to pay (MWTP) for health benefits in food products. Results indicate that the presence of a health claim does not only increase MWTP for health benefits in foods but also reduces heterogeneity among MWTP estimates. Hypothetical methods significantly positively affect MWTP. The most popular product category {"}dairy{"} negatively influences MWTP. The popular health claim of {"}lowering cholesterol{"} has a significantly positive influence on MWTP. In addition, our review highlights that existing studies significantly differ in their setup, which renders the inference of clear-cut conclusions rather problematic.",

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AB - This article analyzes the existing literature on consumers' marginal willingness to pay (MWTP) for health benefits in food products. Results indicate that the presence of a health claim does not only increase MWTP for health benefits in foods but also reduces heterogeneity among MWTP estimates. Hypothetical methods significantly positively affect MWTP. The most popular product category "dairy" negatively influences MWTP. The popular health claim of "lowering cholesterol" has a significantly positive influence on MWTP. In addition, our review highlights that existing studies significantly differ in their setup, which renders the inference of clear-cut conclusions rather problematic.

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