Molecular marketing, personalised information and willingness‐to‐pay for functional foods: Vitamin D enriched eggs

• Published in: Journal of agricultural economics Vol. 73; no. 3; pp. 666 - 689
• Main Authors: Panzone, Luca, Garrod, Guy, Adinolfi, Felice, Di Pasquale, Jorgelina
• Format: Journal Article
• Language: English
• Published: Oxford Wiley Subscription Services, Inc 01.09.2022
• Subjects: Calciferol; choice experiment; Claims; Consumers; Customization; Design of experiments; Eggs; Enrichment; Experimental design; functional food; Functional foods & nutraceuticals; health claims; Health information; Health risks; Healthy food; Marketing; Personal information; personalised marketing; Risk perception; Sales; Vitamin D; vitamin D enrichment; Vitamin deficiency; Willingness to pay

Increasingly, the health claims made by food products focus on the marketing of specific molecular enrichments. Research exploring consumers’ willingness to pay (WTP) for health claims assumes that individuals hold perfect information on the benefits of the enrichment, and that their valuations depe...