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Consumer willingness to pay for food safety interventions: The role of message framing and issue involvement

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  • Britwum, Kofi
  • Yiannaka, Amalia

Abstract

The study examines the impact of gain and loss message framing and issue involvement elicitation on consumer willingness to pay (WTP) for two food safety enhancing technologies; cattle vaccines against E. coli and direct-fed microbials. A random sample of 1,842 US consumers completed a survey instrument that included six information treatments and a choice experiment. Empirical results show strong consumer preference and WTP for the technologies and consumer welfare gains from their introduction. Consistent with loss aversion, the loss-framed message induced the highest WTP, while elicitation of issue involvement reinforced (weakened) the influence of the loss (gain)-framed message.

Suggested Citation

  • Britwum, Kofi & Yiannaka, Amalia, 2019. "Consumer willingness to pay for food safety interventions: The role of message framing and issue involvement," Food Policy, Elsevier, vol. 86(C), pages 1-1.
    • Handle: RePEc:eee:jfpoli:v:86:y:2019:i:c:10
    DOI: 10.1016/j.foodpol.2019.05.009
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    More about this item

    Keywords

    Food safety technologies; Gain and loss message framing; Issue involvement; Willingness to pay;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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