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The Role of Health Information in Consumers' Willingness to Pay for Canned Crushed Tomatoes Enriched with Lycopene.

ABSTRACT: The paper investigated whether information about the health benefit produced by lycopene could influence consumers' willingness to pay (WTP) for canned crushed tomatoes enriched with lycopene. An additional aim was to determine whether the main socio-demographic variables, such as sex, age, income and selected attitudinal factors, affect WTP. To this end, a non-hypothetical experimental auction was carried on with five repeated rounds. Results show a relevant impact of information on WTP in the case of lycopene-enriched products, whereas no difference in bids emerges for the conventional product, either on average or at the quantiles. Previous knowledge seems to have a modest influence upon WTP, but it shows a significant interaction with the information shock provided during the experiment, so that the effect of the latter is more pronounced when previous knowledge is low. In addition, age, sex, food technology neophobia, trust in science and implicit attitudes towards food technology significantly affect participants' WTP.

SUBMITTER: Verneau F

PROVIDER: S-EPMC6770788 | biostudies-literature | 2019 Sep

REPOSITORIES: biostudies-literature

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The Role of Health Information in Consumers' Willingness to Pay for Canned Crushed Tomatoes Enriched with Lycopene.

Verneau Fabio F La Barbera Francesco F Furno Marilena M

Nutrients 20190910 9

The paper investigated whether information about the health benefit produced by lycopene could influence consumers' willingness to pay (WTP) for canned crushed tomatoes enriched with lycopene. An additional aim was to determine whether the main socio-demographic variables, such as sex, age, income and selected attitudinal factors, affect WTP. To this end, a non-hypothetical experimental auction was carried on with five repeated rounds. Results show a relevant impact of information on WTP in the ...[more]

PMID: 31510086

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Project description:BackgroundDespite the great potential of eHealth, substantial costs are involved in its implementation, and it is essential to know whether these costs can be justified by its benefits. Such needs have led to an increased interest in measuring the benefits of eHealth, especially using the willingness to pay (WTP) metric as an accurate proxy for consumers' perceived benefits of eHealth. This offered us an opportunity to systematically review and synthesize evidence from the literature to better understand WTP for eHealth and its influencing factors.ObjectiveThis study aimed to provide a systematic review of WTP for eHealth and its influencing factors.MethodsThis study was performed and reported as per the Cochrane Collaboration and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines. PubMed, CINAHL Plus, Cochrane Library, EconLit, and PsycINFO databases were searched from their inception to April 19, 2022. We conducted random-effects meta-analyses to calculate WTP values for eHealth (at 2021 US dollar rates) and meta-regression analyses to examine the factors affecting WTP.ResultsA total of 30 articles representing 35 studies were included in the review. We found that WTP for eHealth varied across studies; when expressed as a 1-time payment, it ranged from US $0.88 to US $191.84, and when expressed as a monthly payment, it ranged from US $5.25 to US $45.64. Meta-regression analyses showed that WTP for eHealth was negatively associated with the percentages of women (β=-.76; P<.001) and positively associated with the percentages of college-educated respondents (β=.63; P<.001) and a country's gross domestic product per capita (multiples of US $1000; β=.03; P<.001). Compared with eHealth provided through websites, people reported a lower WTP for eHealth provided through asynchronous communication (β=-1.43; P<.001) and a higher WTP for eHealth provided through medical devices (β=.66; P<.001), health apps (β=.25; P=.01), and synchronous communication (β=.58; P<.001). As for the methods used to measure WTP, single-bounded dichotomous choice (β=2.13; P<.001), double-bounded dichotomous choice (β=2.20; P<.001), and payment scale (β=1.11; P<.001) were shown to obtain higher WTP values than the open-ended format. Compared with ex ante evaluations, ex post evaluations were shown to obtain lower WTP values (β=-.37; P<.001).ConclusionsWTP for eHealth varied significantly depending on the study population, modality used to provide eHealth, and methods used to measure it. WTP for eHealth was lower among certain population segments, suggesting that these segments may be at a disadvantage in terms of accessing and benefiting from eHealth. We also identified the modalities of eHealth that were highly valued by consumers and offered suggestions for the design of eHealth interventions. In addition, we found that different methods of measuring WTP led to significantly different WTP estimates, highlighting the need to undertake further methodological explorations of approaches to elicit WTP values.

Dataset Information

The Role of Health Information in Consumers' Willingness to Pay for Canned Crushed Tomatoes Enriched with Lycopene.

Publications

The Role of Health Information in Consumers' Willingness to Pay for Canned Crushed Tomatoes Enriched with Lycopene.

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