Functional ingredients and food choice: Results from a dual-mode study employing means-end-chain analysis and a choice experiment

In this paper we present the results of a choice experiment (CE) conducted to examine how the inclusion of a functional ingredient (to increase the quantity and effectiveness of fibre) affects consumer attitudes towards bread. An novel feature of the design of our CE was that it was informed by a means-end-chain (MEC) to reveal key attributes to be included in the CE. In addition, we included the Dutch eating behaviour questionnaire (DEBQ) to collect information on all participants underlying eating behaviours. We find that bread type is a major factor in determining choice, and that the inclusion of a functional ingredient yielded relatively small measures of value. We also find that there are differences in willingness-to-pay (WTP) between respondent segments and that segment membership is explained by the DEBQ information. Finally, we find that respondents have a stronger preference for a simple health statement compared to, or in addition to, the implied benefits that result from consuming a functional food product. These findings are important in informing both pricing and promotional messages for a functional bread product.     

Altruism,reciprocity and health: A social experiment in restaurant choice

We used an experimental game to determine whether people imitate restaurant choice, reciprocate food gifts, and thus spread health choices. We randomly paired 138 subjects and recorded their decision to give or keep restaurant vouchers and their choice of restaurant. The majority (83.3%) chose an unhealthy restaurant if their randomly assigned partner chose an unhealthy restaurant. Similarly, 77.8% chose a healthy restaurant if their partner did (p = 0.005). The altruistic were more likely to choose a healthy restaurant (p = 0.017). In sum, restaurant choice is influenced by reciprocity. A cycle of projection, gifting and reciprocation may explain the social dynamics of food choice. We propose policies that capitalize on people’s tendency towards altruism and imitation.     

Differences between older and younger Poles in functional food consumption,awareness of metabolic syndrome risk and perceived barriers to health improvement

The aim of the study was to analyze the differences between older and younger Poles in functional food consumption, awareness of metabolic syndrome risk and perceived barriers to health improvement. A national representative sample of 1005 adults aged 15+ was selected for the study. The eldest age group (65+ years) more often than the youngest age group (15–24 years) reported having high blood cholesterol (OR = 12.30), high blood pressure (OR = 10.61), central obesity (OR = 7.94), high blood sugar (OR = 4.33), high stress level (OR = 2.12). A smaller number of the older in comparison to the younger consumed probiotic yoghurt drinks (OR = 0.48), foods with added vitamins and/or minerals (OR = 0.31), energy drinks (OR = 0.05) at least once a week. Younger people were more likely to report that they were ready to increase physical activity (OR = 0.21), cut down on or stop smoking (OR = 0.48) or drink less alcohol (OR = 0.46), but more of them would prefer to take medicines than food-related intervention (OR = 3.05). Older people rarely complained about a lack of time (OR = 0.26) to improve their health. In conclusion, intervention to promote a healthy lifestyle to prevent and treat metabolic syndrome would need to target older Poles.     

Quality perceptions under evolving information conditions: Implications for diet,health and consumer satisfaction

Consumers’ perception of, and satisfaction with, fruit quality is an important issue for both public policy and commercial reasons. However, because of information problems, consumers cannot easily choose fruits of a quality most likely to satisfy their preferences and health needs. The research reported here employed an experimental auction method to test perceptions of fruit quality by evaluating the willingness to pay (WTP) of consumers for five different varieties of soft citrus under three different information conditions: visual inspection of the fruit before peeling; visual inspection after peeling; and after consumption. Significant differences were found in valuations of the different varieties as consumers gained information. Conclusions are drawn about the value of the methodology and the results themselves, and implications are inferred for policy and for growers and traders. It is argued that product information should be oriented not just towards nutritional education but also towards increasing the pleasure of healthy eating.