Exploring Consumer Valuation and Preference Heterogeneity for Functional Foods Using a Choice Experiment: A Case Study of Tomato Juice Containing Soy in Ohio

Teratanavat, Ratapol P.; Hooker, Neal H.

doi:10.22004/ag.econ.19556

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Exploring Consumer Valuation and Preference Heterogeneity for Functional Foods Using a Choice Experiment: A Case Study of Tomato Juice Containing Soy in Ohio

Teratanavat, Ratapol P. ; Hooker, Neal H.

A discrete choice experiment is applied to examine consumer valuation of a new generation of functional foods. Data were collected from 1,704 households in Ohio through a mail survey. Results indicate health benefits and ingredient naturalness are positively valued but such preferences depend on individual's education, income, and food purchase behavior.

Subject(s):

Consumer/Household Economics

Issue Date:

2005

Publication Type:

Conference Paper/ Presentation

DOI and Other Identifiers:

10.22004/ag.econ.19556

Record Identifier:

https://ageconsearch.umn.edu/record/19556

PURL Identifier:

http://purl.umn.edu/19556