Consumer preferences and willingness to pay for fresh and frozen vegetables

Heinrichs, Pamela Anne

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https://hdl.handle.net/2142/90706 Copy

Description

Title

Consumer preferences and willingness to pay for fresh and frozen vegetables

Author(s)

Heinrichs, Pamela Anne

Issue Date

2015-12-18

Director of Research (if dissertation) or Advisor (if thesis)

Ellison, Brenna

Department of Study

Agr & Consumer Economics

Discipline

Agricultural & Applied Econ

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

M.S.

Degree Level

Thesis

Keyword(s)

• Choice experiment
• Vegetable

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.

Graduation Semester

2016-05

Type of Resource

text

Permalink

http://hdl.handle.net/2142/90706

Copyright and License Information

Copyright 2016 Pamela Heinrichs

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