Relationships Between Health and Environmental Information on the Willingness to Pay for Functional Foods: The Case of a New Aloe Vera Based Product
Relationships Between Health and Environmental Information on the Willingness to Pay for Functional Foods: The Case of a New Aloe Vera Based Product
复制标题
DOI：
10.3390/nu11112781
复制
发表时间：
2019-11-01
期刊：
影响因子：
5.9
通讯作者：
Claudio, Soregaroli
中科院分区：
文献类型：
--
作者：
Elena, Castellari;Claire, Ricci Elena;Claudio, Soregaroli
人们对健康和可持续的产品特性越来越感兴趣。消费者通过自身的选择决定饮食摄入并影响生产体系。然而，在影响这些选择方面，尤其是在考虑功能性食品时，关于健康和环境信息之间的关系知之甚少。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，利用一种添加了芦荟凝胶的类似果酱的水果蜜饯进行了支付意愿诱导实验。向参与者提供了与芦荟产品的健康和环境益处相关的不同信息，并且还要求他们品尝该产品。结果表明，提供新信息显著提高了对添加成分蜜饯的支付意愿。这种提高在基于健康和环境的益处方面都很显著，其中健康信息导致了更高的支付意愿。将健康和环境信息相结合对支付意愿产生了累加效应，且与这两种信息给出的先后顺序无关。结果与健康信息是支付意愿的主要驱动因素这一观点形成对比，并在营销策略和可持续政策目标方面开拓了更广泛的传播范围。
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 Aloe vera gel. Participants were provided with different messages related to the health and environmental benefits of Aloe vera 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.