Department of Agri-Food Economics, Università Cattolica del Sacro Cuore, Piacenza, Via Emilia Parmense, 84, 29122 Piacenza, Italy.
Department of Business Administration, Università degli Studi di Verona, Via Cantarane 24, 37129 Verona, Italy.
Nutrients. 2019 Nov 15;11(11):2781. doi: 10.3390/nu11112781.
There is an increasing interest in healthy and sustainable product characteristics. Consumers determine their dietary intake and frame production systems with their choices. However, little is known about the relationships between health and environmental information in influencing these choices, especially when considering functional foods. This study assessed the influence of health-related and environmental-friendliness-related product information on the willingness to pay (WTP) for functional foods. To this end, a WTP elicitation experiment was set up using a jam-like fruit compote enriched with gel. Participants were provided with different messages related to the health and environmental benefits of products, and were also asked to taste the product. Results indicated that providing new information significantly increased the WTP for the enriched compote. This increase was significant for both health and environmentally based benefits, with the health message leading to a higher WTP. Combining health and environmental messages produced an additive effect on WTP which was independent of the sequential order in which the two messages were given. Results contrasted the view that health messages are the main drivers of WTP, and open a broader range of communication in terms of marketing strategies and sustainable policy objectives.
人们对健康和可持续产品特性越来越感兴趣。消费者通过他们的选择来确定他们的饮食摄入和塑造生产系统。然而，对于健康和环境信息在影响这些选择方面的关系，人们知之甚少，尤其是在考虑功能性食品时。本研究评估了与健康相关和与环境友好相关的产品信息对功能性食品支付意愿 (WTP) 的影响。为此，使用富含凝胶的果酱状水果果泥进行了 WTP elicitation 实验。参与者获得了与产品的健康和环境效益相关的不同信息，并被要求品尝产品。结果表明，提供新信息显着增加了对富含果泥的 WTP。对于基于健康和环境的益处，这种增加都是显著的，而健康信息导致了更高的 WTP。将健康和环境信息结合起来产生了对 WTP 的附加影响，这与两个信息给出的顺序无关。结果与健康信息是 WTP 的主要驱动因素的观点形成对比，并为营销策略和可持续政策目标提供了更广泛的沟通范围。
