Estimating of Willingness to Pay of Buyers for Nutritional Information Technology, a Case Study of Sari's Citizens

Subject Areas : Agricultural Economics Research

سید مجتبی مجاوریان ¹ (عضو هیئت علمی)
Seyyedehsara Sadrmousavigargari ² (Department of Agricultural Economics, Sari Agricultural Sciences and Natural Resources University.)
Esmaeil Pishbahar ³ (Associate Professor of Agricultural Economics, University of Tabriz)
Raffaele Zanoli ⁴ (Department of Agricultural, Food and Environmental Sciences, Marche Polytechnic University)

Received: 2020-01-06 Accepted : 2023-03-11 Published : 2023-02-20

Keywords: Willingness to pay, Choice Experiment, Nutrition label, nutrition information technology, polynomial logit,

Abstract :

A healthy society is the foundation of development in every country and one way to achieve such a goal is enjoying healthy nutrition. If food is selected and consumed properly, the problems of overeating and lack of nutritional are solved to large extent, helping decreased costs of public health. One important way is to provide information and required alert to a buyer on a shopping trip. The purpose of this study is to identify the importance of label of nutritional information to consumers through estimating their willingness to pay for technologies for providing nutritional information. Multinomial logit is used to get it. The data were collected through designing and filling the survey from 203 respondents from citizens of Sari in 1398. The results of the estimation of willing to pay show fat alert attribute has the highest willing to pay (23000 Tomans) and basket attribute has the lowest willing to pay. The positive willing to pay provides investment analysis for nutritional information technology.

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