Eliciting vulnerable consumers’ preferences for redundant vs. organic and functional claims: Experimental auction studies among young and older adults
The growing use of redundant claims on food products pose a risk for organic and functional food producers among others, as it can mislead consumers in their products’ evaluations. Redundant claims refer to marketing statements that highlight qualities or attributes that are expected or should be in...
| Main Authors: | , , , , , , , , , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2024-03-01
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| Series: | Journal of Agriculture and Food Research |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666154323004325 |
| _version_ | 1827324749559103488 |
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| author | László Bendegúz Nagy Riccardo Vecchio Gerarda Caso Burak Atilla Eren Brigitta Unger-Plasek Zoltán Lakner Laura Pfeiffer Orsolya Tompa Zsuzsánna Bogóné Tóth Bianka Bognár Orsolya Fehér Ágoston Temesi |
| author_facet | László Bendegúz Nagy Riccardo Vecchio Gerarda Caso Burak Atilla Eren Brigitta Unger-Plasek Zoltán Lakner Laura Pfeiffer Orsolya Tompa Zsuzsánna Bogóné Tóth Bianka Bognár Orsolya Fehér Ágoston Temesi |
| author_sort | László Bendegúz Nagy |
| collection | DOAJ |
| description | The growing use of redundant claims on food products pose a risk for organic and functional food producers among others, as it can mislead consumers in their products’ evaluations. Redundant claims refer to marketing statements that highlight qualities or attributes that are expected or should be inherent to the product. Previous studies reveal that consumers are generally willing to pay more for redundantly claimed products. In this study, preferences are analyzed for organic, functional, and redundantly labeled apple juice among specific consumer groups, namely young and old adults. To elicit individual monetary preferences a lab experiment and a field study were conducted with 147 younger (average age: 21 years) and 131 older participants (average age: 70 years), in both studies an incentive compatible technique was applied. Results showed that either younger and older consumers are willing to pay higher prices for organic, functional, and redundantly claimed apple juices. Perceived healthiness was a significant factor in increasing preferences for all the added valued products in the case of younger participants, but health only influenced preferences of organic and functional apple juice among older participants. Preferences of redundantly claimed and organic products were similar in the case of young participants, as functional and redundantly claimed juices preferences in the case of older participants. |
| first_indexed | 2024-03-07T14:00:34Z |
| format | Article |
| id | doaj.art-e67a4460201d41da9ad8893dbcc51626 |
| institution | Directory Open Access Journal |
| issn | 2666-1543 |
| language | English |
| last_indexed | 2024-03-07T14:00:34Z |
| publishDate | 2024-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Agriculture and Food Research |
| spelling | doaj.art-e67a4460201d41da9ad8893dbcc516262024-03-07T05:29:31ZengElsevierJournal of Agriculture and Food Research2666-15432024-03-0115100925Eliciting vulnerable consumers’ preferences for redundant vs. organic and functional claims: Experimental auction studies among young and older adultsLászló Bendegúz Nagy0Riccardo Vecchio1Gerarda Caso2Burak Atilla Eren3Brigitta Unger-Plasek4Zoltán Lakner5Laura Pfeiffer6Orsolya Tompa7Zsuzsánna Bogóné Tóth8Bianka Bognár9Orsolya Fehér10Ágoston Temesi11Department of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, Hungary; Corresponding author.Department of Agricultural Sciences, University of Naples Federico II, Via Università 100, 80055, Portici, Naples, ItalyDepartment of Agricultural Sciences, University of Naples Federico II, Via Università 100, 80055, Portici, Naples, ItalyDepartment of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, HungaryDepartment of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, HungaryDepartment of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, HungaryDepartment of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, HungaryDepartment of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, HungaryDepartment of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, HungaryDepartment of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, HungaryDepartment of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, HungaryDepartment of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118, Budapest, Villányi Str. 29-43, HungaryThe growing use of redundant claims on food products pose a risk for organic and functional food producers among others, as it can mislead consumers in their products’ evaluations. Redundant claims refer to marketing statements that highlight qualities or attributes that are expected or should be inherent to the product. Previous studies reveal that consumers are generally willing to pay more for redundantly claimed products. In this study, preferences are analyzed for organic, functional, and redundantly labeled apple juice among specific consumer groups, namely young and old adults. To elicit individual monetary preferences a lab experiment and a field study were conducted with 147 younger (average age: 21 years) and 131 older participants (average age: 70 years), in both studies an incentive compatible technique was applied. Results showed that either younger and older consumers are willing to pay higher prices for organic, functional, and redundantly claimed apple juices. Perceived healthiness was a significant factor in increasing preferences for all the added valued products in the case of younger participants, but health only influenced preferences of organic and functional apple juice among older participants. Preferences of redundantly claimed and organic products were similar in the case of young participants, as functional and redundantly claimed juices preferences in the case of older participants.http://www.sciencedirect.com/science/article/pii/S2666154323004325Apple juiceOrganic foodFunctional foodWillingness to payField experiment |
| spellingShingle | László Bendegúz Nagy Riccardo Vecchio Gerarda Caso Burak Atilla Eren Brigitta Unger-Plasek Zoltán Lakner Laura Pfeiffer Orsolya Tompa Zsuzsánna Bogóné Tóth Bianka Bognár Orsolya Fehér Ágoston Temesi Eliciting vulnerable consumers’ preferences for redundant vs. organic and functional claims: Experimental auction studies among young and older adults Journal of Agriculture and Food Research Apple juice Organic food Functional food Willingness to pay Field experiment |
| title | Eliciting vulnerable consumers’ preferences for redundant vs. organic and functional claims: Experimental auction studies among young and older adults |
| title_full | Eliciting vulnerable consumers’ preferences for redundant vs. organic and functional claims: Experimental auction studies among young and older adults |
| title_fullStr | Eliciting vulnerable consumers’ preferences for redundant vs. organic and functional claims: Experimental auction studies among young and older adults |
| title_full_unstemmed | Eliciting vulnerable consumers’ preferences for redundant vs. organic and functional claims: Experimental auction studies among young and older adults |
| title_short | Eliciting vulnerable consumers’ preferences for redundant vs. organic and functional claims: Experimental auction studies among young and older adults |
| title_sort | eliciting vulnerable consumers preferences for redundant vs organic and functional claims experimental auction studies among young and older adults |
| topic | Apple juice Organic food Functional food Willingness to pay Field experiment |
| url | http://www.sciencedirect.com/science/article/pii/S2666154323004325 |
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