Title: Consumer Attitudes toward Freshness Indicators on Perishable Food Products
Abstract: This article analyzes the effect of freshness indicators on consumers’ attitudes—specifi cally, their willingness to pay and preference for freshness indicators. The data come from a consumer survey conducted in a United States metropolitan area of approximately 400,000 people. A logit model was used to estimate the factors that infl uence willingness to pay. Marginal effects and price elasticities were calculated to determine further economic and marketing implications associated with the freshness indicators. Even though many consumers perceive their meat and salad products to be both safe and fresh, there are still people with reservations about the food they purchase. Respondents overwhelmingly attributed advantages to the indicators. Most respondents accepted the price offered them in the dichotomous choice question. The elasticity of demand over a price range of $0.05 to $0.25 per indicator was −0.14 in the context of fresh meat and −0.25 in the context of bagged salad.
Publication Year: 2009
Publication Date: 2009-11-01
Language: en
Type: article
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Cited By Count: 14
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