The browser you are using is not supported by this website. All versions of Internet Explorer are no longer supported, either by us or Microsoft (read more here: https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Please use a modern browser to fully experience our website, such as the newest versions of Edge, Chrome, Firefox or Safari etc.

Determinants of food demand and the experienced taste effect of healthy labels – An experiment on potato chips and bread

På svenska

Author

Summary, in English

This paper examines the importance of taste and health in food demand, as well as the effect on consumers’ experienced taste of the non-intrinsic value of healthy labels. Our analysis is based on taste experiments and Vickrey second price auctions on potato chips and bread. Our findings imply a large positive effect on demand, as measured by willingness to pay, for potato chips from higher taste scores. The estimated effect from taste on bread demand is smaller, but may be sizeable for subgroups of consumers. Our evidence suggests that demand for chips and bread may be positively affected by the healthy label, but the effect is not statistically significant when one control for taste. Finally, we find that consumers’ experienced taste of a food is unaffected by the food carrying a healthy label.

Publishing year

2015

Language

English

Pages

13-20

Publication/Series

Journal of Behavioral and Experimental Economics

Volume

56

Document type

Journal article

Publisher

Elsevier

Topic

  • Economics and Business

Keywords

  • Willingness-to-pay for food
  • Revealed preferences
  • Taste
  • Non-intrinsic value
  • Healthy label

Status

Published

ISBN/ISSN/Other

  • ISSN: 2214-8043