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Assessing Consumer Willingness to Pay for Nutritional Information Using a Dietary App
Seyyedehsara Sadrmousavigargari1, Emilia Cubero Dudinskaya1, Serena Mandolesi1
1Dipartimento di Scienze Agrarie, Alimentari e Ambientali (D3A), Università Politecnica delle Marche (UNIVPM), Via Brecce Bianche, 60131 Ancona, Italy.
Nutrients
|December 11, 2022
Summary
Consumers are willing to pay more for nutrition information, especially salt and fat alerts, from dietary apps. This highlights the importance of providing clear nutritional data to support healthier food choices and reduce public health costs.
Area of Science:
- Public Health Nutrition
- Consumer Behavior Science
- Health Informatics
Background:
- Unbalanced diets are a primary driver of global noncommunicable diseases.
- Effective nutritional information and labeling can guide consumers toward healthier food choices.
- Dietary software applications offer a scalable platform for delivering nutritional insights.
Purpose of the Study:
- To investigate consumer preferences for nutritional information provided via a dietary application.
- To estimate consumers' willingness to pay for specific nutritional data and features.
- To understand the role of nutrition information labels in influencing food choices.
Main Methods:
- A discrete choice experiment was employed to assess consumer preferences.
- Mixed multinomial logit and latent class analysis were used for data analysis.
- Willingness to pay was estimated for various nutritional information attributes.
Main Results:
- Significant heterogeneity exists in consumer preferences for different types of nutritional information.
- Consumers demonstrate a higher willingness to pay for alerts related to salt and fat content.
- The study quantifies consumer interest in app-based nutritional guidance.
Conclusions:
- Providing accessible nutritional information, particularly regarding salt and fat, is crucial for promoting healthier diets.
- Dietary applications can be valuable tools in empowering consumers to make informed food decisions.
- Industry investment in such applications can contribute to public health goals by addressing dietary-related health issues.
