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Analysis of Consumer Attitudes and Consumers’ Willingness to Pay for Functional Foods

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  • Di Pasquale, Jorgelina
  • Adinolfi, Felice
  • Capitanio, Fabian

Abstract

The objective of this study is to analyze consumer behaviour in relation to functional foods by a direct survey. To this end, the proposal is an analysis of the reasons for choosing to consume this type of food or not, accompanied by a supplementary investigation, mostly to assess the relationship between consumption patterns and willingness to pay (WTP) for the most common categories of functional foods, such as milk fortified with CLA (conjugated linoleic acid). Our research shows that a proportion of the population is unaware of the existence of functional foods and their properties. Moreover, it shows that when the concept of functional foods is explained to consumers, this creates a greater willingness to pay for such food, which is strongly linked to type of product carrier but not greatly to income. So the knowledge and transparency of information appear to be decisive variables in the process of choice, with significant implications in terms of policies for classification, labelling of food and public health.

Suggested Citation

  • Di Pasquale, Jorgelina & Adinolfi, Felice & Capitanio, Fabian, 2011. "Analysis of Consumer Attitudes and Consumers’ Willingness to Pay for Functional Foods," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(2), pages 1-13, December.
    • Handle: RePEc:ags:ijofsd:121857
    DOI: 10.22004/ag.econ.121857
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    References listed on IDEAS

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    2. Ngoulma, Jeannot, 2015. "Consumers’ willingness to pay for dairy products: what the studies say? A Meta-Analysis," MPRA Paper 65250, University Library of Munich, Germany.
    3. Animashaun, Jubril Olayinka & Williams, F.E. & Toye, A.A., 2013. "Towards Validating Moringa’s Nutraceutical Benefits: An Examination of Consumers’ Perspectives vis-à-vis Health Benefits Efficacy and Willingness to Pay," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 5(2), pages 1-11, June.

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