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Title:Consumer preferences and willingness to pay for fresh and frozen vegetables
Author(s):Heinrichs, Pamela Anne
Department / Program:Agr & Consumer Economics
Discipline:Agricultural & Applied Econ
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(s):Choice experiment
Abstract:Americans' vegetable consumption is below the recommended levels, contributing to obesity and other health issues. While increased intake is recommended, many obstacles still impede Americans from reaching vegetable intake goals. Recommendations typically focus on promoting fresh vegetable consumption, although other forms, namely frozen, are less expensive, store longer, and are considered nutritionally equivalent to fresh. Using an online choice experiment, this study examined consumer preferences and willingness to pay for fresh and frozen vegetables. Additionally, we examined whether providing accurate nutrition information on fresh and frozen vegetables influenced preferences. Results revealed that consumers strongly preferred fresh vegetables to frozen and that information about the nutrition content of fresh and frozen vegetables did not significantly alter preferences. We found that most consumers steam vegetables, so convenient features like steamable packaging are highly valued in purchasing decisions. Finally, we found that higher levels of nutrition knowledge lessen the aversion towards frozen vegetables; however, knowledge varied across socio-demographic subgroups. Men, younger respondents, and food insecure respondents exhibited significantly lower knowledge levels. Increasing nutrition knowledge could make these groups more willing to purchase frozen vegetables.
Issue Date:2015-12-18
Rights Information:Copyright 2016 Pamela Heinrichs
Date Available in IDEALS:2016-07-07
Date Deposited:2016-05

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