IDEAS home Printed from https://ideas.repec.org/p/ags/aaea07/9787.html
   My bibliography  Save this paper

Functional Foods in the Marketplace: Willingness to Pay for Apples Enriched with Antioxidants

Author

Listed:
  • Markosyan, Armenak
  • Wahl, Thomas I.
  • McCluskey, Jill J.

Abstract

The attention on so-called functional foods has been growing as consumers become more concerned with diet and nutrition. This article aims to measure consumers' response to apples with naturally enriched antioxidant coatings. Surveys were conducted in grocery stores in Seattle, Washington and Spokane, Washington. The results suggest that consumers have a somewhat positive attitude towards functional foods in general and with apples enriched with antioxidants in particular. A contingent valuation technique was used to assess factors affecting consumers' willingness to pay for the apples with antioxidant coatings. Consumers in the Spokane grocery stores are more likely to pay a premium for the new type of apples than consumers in Seattle. Consumers who look for a wide variety of product in choosing where to shop for food are more likely to pay a premium for apples enriched with antioxidants. Also, it is estimated that consumers, on average, are willing to pay from 4% to 8% premium for these apples.

Suggested Citation

  • Markosyan, Armenak & Wahl, Thomas I. & McCluskey, Jill J., 2007. "Functional Foods in the Marketplace: Willingness to Pay for Apples Enriched with Antioxidants," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 9787, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea07:9787
    DOI: 10.22004/ag.econ.9787
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/9787/files/sp07ma12.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.9787?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Huffman, Wallace E., 2010. "Consumer acceptance of genetically modified foods: traits, labels and diverse information," ISU General Staff Papers 201008270700001120, Iowa State University, Department of Economics.
    2. Dolgopolova, Irina & Teuber, Ramona, 2016. "Consumers’ Willingness-to-pay for Health-enhancing Attributes in Food Products: A Meta-analysis," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235390, Agricultural and Applied Economics Association.
    3. Jaqueline Garcia-Yi, 2014. "Identification of Dried Native Chili Markets in the International Tourism Sector in Peru: An Open-Ended Contingent Valuation Study," Sustainability, MDPI, vol. 6(2), pages 1-14, February.
    4. Shi, Lijia & Gao, Zhifeng & Chen, Xuqi, 2014. "The cross-price effect on willingness-to-pay estimates in open-ended contingent valuation," Food Policy, Elsevier, vol. 46(C), pages 13-21.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aaea07:9787. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/aaeaaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.