Are Consumers’ Preferences for Food Values in the U.S. and Norway Similar? A Best-Worst Scaling Approach

Food values in Europe and the US may influence each other and be influenced by similar external factors. While a number of studies have focused on comparing consumers’ preferences for specific food attributes in the US and different European countries, this is the first study that compares food values. We compare food values in the US and Norway by using the Best-Worst scaling approach. Identical surveys involving about 1000 respondents were conducted in each country. The surveys included a series of choice sets where respondents were asked to indicate which food value they considered as the most and the least important. The food values included in the choice sets were naturalness, taste, price, safety, convenience, nutrition, novelty, origin, fairness, appearance, environmental impact, and animal welfare. The results show many similarities in preferences. Safety and taste are ranked as the most important values and novelty as the least important value in both countries. However, US respondents considered price as more important than did the Norwegian respondents.

Issue Date:
May 25 2016
Publication Type:
Conference Paper/ Presentation
DOI and Other Identifiers:
Record Identifier:
PURL Identifier:
Page range:
Total Pages:
Series Statement:
Agricultural & Applied Economics Association Association Annual Meeting, Boston, Massachusetts, July 31-August 2, 2016

 Record created 2017-04-01, last modified 2020-10-28

Download fulltext

Rate this document:

Rate this document:
(Not yet reviewed)