Willingness to Pay for Safer Foods in Foodservice Establishments

• Published in: Journal of foodservice business research Vol. 15; no. 1; pp. 101 - 116
• Main Authors: Sharma, Amit, Sneed, Jeannie, Beattie, Sam
• Format: Journal Article
• Language: English
• Published: Taylor & Francis Group 2012
• Subjects: advertising; consumer attitudes; consumer behavior; finance and economics; food analysis; food safety; food service; foods; foodservice; higher education; prices; willingness to pay
• ISSN: 1537-8039; 1537-8020; 1537-8039
• DOI: 10.1080/15378020.2011.650531

This research evaluated consumers' perceptions regarding food safety and their attitudes toward willingness to pay more for safer foods. Evidence from this study suggests that observable concerns and consequences of food safety, and trust toward foodservice establishments, impacts consumers' willingness to pay a higher price for safer foods. Consumers that indicated a preference for advertising and posting of employee certificates were willing to pay higher prices. This is found as evidence of signaling in consumers' evaluations of food safety in foodservice establishments. Furthermore, younger consumers and those with higher education were more likely to pay a price premium for safer foods. This article fills a critical gap in the financial consequences and economic behavioral discussion of food safety in foodservice establishments. Implications for industry practices also are discussed.