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Molecular marketing, personalised information and willingness-to-pay for functional foods: Vitamin D enriched eggs

Lookup NU author(s): Dr Luca Panzone, Professor Guy Garrod, Dr Jorgelina Di Pasquale



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


© 2022 The Authors. Journal of Agricultural Economics published by John Wiley & Sons Ltd on behalf of Agricultural Economics Society. Increasingly, the health claims made by food products focus on the marketing of specific molecular enrichments. Research exploring consumers’ willingness to pay (WTP) for health claims assumes that individuals hold perfect information on the benefits of the enrichment, and that their valuations depend solely on whether or not they need to improve their health. While health interventions are aimed at individuals at higher health risk, consumers may be unaware of the health risks that they face, limiting the effectiveness of a generic targeting strategy. Using an orthogonal experimental design, we explore the impact of two factors on the WTP for vitamin D enrichment in eggs: whether the information is person-specific or generic; and the presence of a health claim explaining the vitamin D enrichment. Results indicate that it is the provision of information, not the health claim, that influences WTP. Both generic and personalised information lead to similar increases in the WTP for vitamin D enrichment. While we only observe a direct effect of generic information on the WTP for vitamin D enrichment, personal information may also operate by increasing the perceived risk of vitamin D deficiency. Our results support the use of personalised health information during the choice task as a means of increasing the sales of healthy products.

Publication metadata

Author(s): Panzone L, Garrod G, Adinolfi F, Di Pasquale J

Publication type: Article

Publication status: Published

Journal: Journal of Agricultural Economics

Year: 2022

Volume: 73

Issue: 3

Pages: 666-689

Print publication date: 01/09/2022

Online publication date: 12/04/2022

Acceptance date: 17/02/2022

Date deposited: 17/05/2022

ISSN (print): 0021-857X

ISSN (electronic): 1477-9552

Publisher: John Wiley and Sons Inc.


DOI: 10.1111/1477-9552.12489


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Funder referenceFunder name
Marco Polo visting grant
Università di Bologna