Nothing Special   »   [go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/p/ags/eaae14/182734.html
   My bibliography  Save this paper

Consumers’ valuation of soft drinks labeled with calorie and sweetener information: the impact of taste

Author

Listed:
  • Lewis, Karen E.
  • Grebitus, Carola
  • Nayga, Rodolfo M.
Abstract
In the U.S., soft drink consumption has been considered one culprit for the obesity epidemic. Improved product labeling is considered a policy tool that can help consumers choose healthier products. This research uses an auction to determine consumers’ willingness to pay (WTP) for soft drinks labeled with sweetener and calorie information after consumers tasted the soft drinks. Soft drink taste is the primary driver of consumers’ WTP for soft drinks, while sweetener labeling also influences WTP. Calorie labeling has little impact on WTP. Consumers’ least preferred soft drink label was “sweetened with HFCS”; sugar was consumers’ most preferred sweetener ingredient.

Suggested Citation

  • Lewis, Karen E. & Grebitus, Carola & Nayga, Rodolfo M., 2014. "Consumers’ valuation of soft drinks labeled with calorie and sweetener information: the impact of taste," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182734, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae14:182734
    DOI: 10.22004/ag.econ.182734
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/182734/files/Lewis-Consumers__valuation_of_soft_drinks_labeled_with_calorie_and_sweetener_information-359_a.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.182734?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
    ---><---

    References listed on IDEAS

    as
    1. Ty Feldkamp & Ted C. Schroeder, 2004. "Experimental Auction Procedure: Impact on Valuation of Quality Differentiated Goods," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(2), pages 389-405.
    2. Robert H. Lustig & Laura A. Schmidt & Claire D. Brindis, 2012. "The toxic truth about sugar," Nature, Nature, vol. 482(7383), pages 27-29, February.
    3. James Murphy & P. Allen & Thomas Stevens & Darryl Weatherhead, 2005. "A Meta-analysis of Hypothetical Bias in Stated Preference Valuation," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 30(3), pages 313-325, March.
    4. Vartanian, L.R. & Schwartz, M.B. & Brownell, K.D., 2007. "Effects of soft drink consumption on nutrition and health: A systematic review and meta-analysis," American Journal of Public Health, American Public Health Association, vol. 97(4), pages 667-675.
    5. repec:ebl:ecbull:v:3:y:2004:i:6:p:1-13 is not listed on IDEAS
    6. Laurian J. Unnevehr, 2013. "Food and Health: Can Economics Contribute to Improved Outcomes?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 95(2), pages 220-227.
    7. Grebitus, Carola & Lusk, Jayson L. & Nayga, Rodolfo M., 2013. "Effect of distance of transportation on willingness to pay for food," Ecological Economics, Elsevier, vol. 88(C), pages 67-75.
    8. Wendy J. Umberger & Dillon M. Feuz, 2004. "The Usefulness of Experimental Auctions in Determining Consumers' Willingness-to-Pay for Quality-Differentiated Products," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 170-185.
    9. Joseph Little & Robert Berrens, 2004. "Explaining Disparities between Actual and Hypothetical Stated Values: Further Investigation Using Meta-Analysis," Economics Bulletin, AccessEcon, vol. 3(6), pages 1-13.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Karen E. Lewis & Carola Grebitus & Rodolfo M. Nayga Jr, 2016. "The Importance of taste in experimental auctions: consumers’ valuation of calorie and sweetener labeling of soft drinks," Agricultural Economics, International Association of Agricultural Economists, vol. 47(1), pages 47-57, January.
    2. Alfnes, Frode & Rickertsen, Kyrre & Ueland, Oydis, 2005. "Experimental Evidence of Risk Aversion in Consumer Markets: The Case of Beef Tenderness," 2005 Annual meeting, July 24-27, Providence, RI 19285, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Mywish K Maredia & Brian Bartle, 2023. "Excess demand amid quality misperceptions: the case for low-cost seed quality signalling strategies," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 50(2), pages 360-394.
    4. Faical Akaichi & Rodolfo M. Nayga & Lawton Lanier Nalley, 2017. "Are there trade-offs in valuation with respect to greenhouse gas emissions, origin and food miles attributes?," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 44(1), pages 3-31.
    5. Printezis, Iryna & Grebitus, Carola, 2018. "Marketing Channels for Local Food," Ecological Economics, Elsevier, vol. 152(C), pages 161-171.
    6. Mark Morrison & Christine M Hill, 2017. "Understanding the Non-Market Value and Equity Implications of the Walsh Bay Arts Precinct Redevelopment," The Economic Record, The Economic Society of Australia, vol. 93(301), pages 302-313, June.
    7. Menapace, Luisa & Raffaelli, Roberta, 2020. "Unraveling hypothetical bias in discrete choice experiments," Journal of Economic Behavior & Organization, Elsevier, vol. 176(C), pages 416-430.
    8. Araña, Jorge E. & León, Carmelo J., 2013. "Dynamic hypothetical bias in discrete choice experiments: Evidence from measuring the impact of corporate social responsibility on consumers demand," Ecological Economics, Elsevier, vol. 87(C), pages 53-61.
    9. Bishop, Richard C., 2018. "Warm Glow, Good Feelings, and Contingent Valuation," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 43(3), September.
    10. Haefele, Michelle A. & Loomis, John B. & Lien, Aaron M. & Dubovsky, James A. & Merideth, Robert W. & Bagstad, Kenneth J. & Huang, Ta-Ken & Mattsson, Brady J. & Semmens, Darius J. & Thogmartin, Wayne E, 2019. "Multi-country Willingness to Pay for Transborder Migratory Species Conservation: A Case Study of Northern Pintails," Ecological Economics, Elsevier, vol. 157(C), pages 321-331.
    11. Sooriyakumar Krishnapillai & Linoja Sajanthan & Sivashankar Sivakumar, 2023. "Households’ willingness to pay for sustainable sanitation and wastewater management in Jaffna municipal area, Sri Lanka," Journal of Environmental Studies and Sciences, Springer;Association of Environmental Studies and Sciences, vol. 13(2), pages 312-320, June.
    12. Yangui, Ahmed & Akaichi, Faical & Costa-Font, Montserrat & Gil, Jose Maria, 2019. "Comparing results of ranking conjoint analyses, best–worst scaling and discrete choice experiments in a nonhypothetical context," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 63(2), April.
    13. Helga Fehr-Duda & Robin Schimmelpfennig, 2018. "Wider die Zahlengläubigkeit: Sind Befragungsergebnisse eine gute Grundlage für wirtschaftspolitische Entscheidungen?," ECON - Working Papers 297, Department of Economics - University of Zurich, revised Dec 2018.
    14. Haghani, Milad & Bliemer, Michiel C.J. & Rose, John M. & Oppewal, Harmen & Lancsar, Emily, 2021. "Hypothetical bias in stated choice experiments: Part I. Macro-scale analysis of literature and integrative synthesis of empirical evidence from applied economics, experimental psychology and neuroimag," Journal of choice modelling, Elsevier, vol. 41(C).
    15. Frode Alfnes, 2007. "Willingness to Pay versus Expected Consumption Value in Vickrey Auctions for New Experience Goods," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 89(4), pages 921-931.
    16. Jayson L. Lusk & F. Bailey Norwood, 2009. "An Inferred Valuation Method," Land Economics, University of Wisconsin Press, vol. 85(3), pages 500-514.
    17. Krčál, Ondřej & Peer, Stefanie & Staněk, Rostislav & Karlínová, Bára, 2019. "Real consequences matter: Why hypothetical biases in the valuation of time persist even in controlled lab experiments," Economics of Transportation, Elsevier, vol. 20(C).
    18. Daniele Asioli & Adriana Mignani & Frode Alfnes, 2021. "Quick and easy? Respondent evaluations of the Becker–DeGroot–Marschak and multiple price list valuation mechanisms," Agribusiness, John Wiley & Sons, Ltd., vol. 37(2), pages 215-234, April.
    19. Krčál, Ondřej & Peer, Stefanie & Staněk, Rostislav, 2021. "Can time-inconsistent preferences explain hypothetical biases?," Economics of Transportation, Elsevier, vol. 25(C).
    20. Rhodes, Charles, 2012. "A Dynamic Model of Failure to Maximize Utility in the Chronic Consumer Choice to Consume Foods High in Added Sugars," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124693, Agricultural and Applied Economics Association.

    More about this item

    Keywords

    Consumer/Household Economics;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:eaae14:182734. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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/eaaeeea.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.