Investigating Consumers' Preference for Acrylamide-Free Cassava Snacks

Area of Science:

• Food Science
• Consumer Behavior
• Agricultural Economics

Background:

• Potato chips commonly contain acrylamide, a carcinogen.
• Cassava chips offer a less-risky alternative.
• Consumer acceptance of cassava chips as a substitute is key for market viability.

Purpose of the Study:

• To investigate consumer preference for acrylamide-free cassava chips.
• To determine factors influencing willingness to pay a premium for these healthier chips.
• To provide insights for commercializing cassava chips as a safer snack option.

Main Methods:

• Questionnaire surveys were conducted with 1077 respondents across Thailand.
• Ordinary Least Squares (OLS) regression was used to estimate marginal willingness to pay.
• Socio-economic characteristics, behavior, and perceptions were analyzed as independent variables.

Main Results:

• Consumers demonstrated a preference for acrylamide-free cassava chips.
• The average marginal willingness to pay a premium was THB 5.86.
• Positive factors included perceptions of food safety and family size; negative factors included adult consumers and northeastern region residents. Sale promotions increased willingness to pay.

Conclusions:

• Consumers are willing to pay more for healthier, acrylamide-free cassava chips.
• Understanding consumer behavior, particularly perceptions of food safety and acrylamide risks, is crucial for market success.
• Strategic use of sale promotions can further drive demand for healthier snack alternatives.