Willingness to pay for wholesome canteen takeaway

Abstract

The primary objective of this study was to estimate the willingness to pay (WTP) for a new intervention at the workplace: wholesome canteen takeaways (CTA), i.e. a low fat meal with a large amount of vegetables prepared at the workplace canteen that only requires re-heating. The contingent valuation method was used to elicit the WTP. Two surveys were carried out in Denmark; one large-scale Internet based survey and one survey at a workplace that introduced CTA. The results from the large-scale survey suggest that this concept attracts relevant target groups; groups of individuals with a less healthy diet, low physical activity and a high body mass index. For males and individuals with low education, who also constitute relevant target groups, the results suggest no significant difference in WTP between males and females, whereas low educated individuals have a significantly lower WTP than highly educated individuals. However, the workplace study, carried out at a hospital, found that females have a significantly higher WTP for CTA compared with males. In conclusion, the concept appears to attract relevant target groups, although for a given price a smaller fraction of low educated individuals compared to high educated individuals would be willing to buy CTA.

A modified model of the willingness to pay for functional foods

“…Unlike several previous research findings (e.g. Bower et al, 2003;Gajdoš Kljusuric et al, 2015;Nordström, 2012;Øvrum et al, 2012;Teratanavat and Hooker, 2006), among consumer background variables, only education and subjective income level played a significant role in the model. The positive relationship between the background of the consumer and WTP means that higher education and income level will increase the willingness to pay for the 3 functional foods remaining in the model (foods enriched by vitamins or minerals and probiotic products with live flora).…”

“…Barreiro-Hurlé et al, 2008;Di Pasquale et al, 2011;Hellyer et al, 2012;Hu et al, 2011;Markosyan et al, 2007); and still others found that all of the examined demographic variables significantly influenced WTP (e.g. Gajdoš Kljusuric et al, 2015;Maynard and Franklin, 2003;Nordström, 2012;Øvrum et al, 2012;Teratanavat and Hooker, 2006). The situation is further complicated by the fact that in many cases the presence and direction of the relationship are different for different product types (e.g.…”

Modelling the Effect of Compliance with Nordic Nutrition Recommendations on Cardiovascular Disease and Cancer Mortality in the Nordic Countries

“…Danes need to reduce their salt intake while Finns need to increase their fruit and vegetable intake. The next question would be to investigate how decision makers can intervene to modify the consumption of dietary components (e.g., increase fruit and vegetable intake or decrease salt intake by using taxes or subsidies [72,73,74] or by interventions at the workplace, for example, free fruit or healthy meals in the canteen [75,76,77]). A subsidy on grain products can modify the dietary fiber intake to the recommended level in the Swedish population [78,79].…”

Aceptación de variedades tradicionales de tomate en mercados locales. Un estudio de valoración contingente

“…Pese a las controversias que rodean a esta metodología, la VC sigue siendo un método ampliamente utilizado para medir la DAP. En el contexto agroalimentario, podemos encontrar aplicaciones recientes del VC para analizar la disposición a pagar por alimentos que representan alguna novedad (Grunert et al, 2009, Bett et al, 2013, Lacaze, 2014, Nordström, 2012) o por nuevas formas de distribución, como la venta directa aplicada a la carne de ternera (Sanjuán et al, 2012).…”