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Consumer valuation of European nutritional and health claims: Do taste and attention matter?

Publicado en:Food Quality And Preference. 79 (103793): Not Available- - 2020-01-01 79(103793), doi: 10.1016/j.foodqual.2019.103793

Ballco P; De-Magistris T;

Afiliaciones

Agricultural, Food, and Resource Economics, Michigan State University, East Lansing, MI 48824, United States - Autor o Coautor
Centro de Investigación y Tecnología Agroalimentaria de Aragón - Entidad de origen
Ctr Invest & Tecnol Agroalimentaria Aragon CITA, Unidad Econom Agroalimentaria & Recursos Nat, Avda Montanana 930, Zaragoza 50059, Spain - Autor o Coautor
Instituto Agroalimentario de Aragón-IA2 (CITA-Universidad de Zaragoza), Zaragoza, Spain - Autor o Coautor
Michigan State Univ, Agr Food & Resource Econ, E Lansing, MI 48824 USA - Autor o Coautor
National Institute of Food and Agriculture, NIFA - Financiador
Unidad de Economía Agroalimentaria y de los Recursos Naturales, Centro de Investigación y Tecnología Agroalimentaria de Aragón (CITA), Avda. Montañana 930, Zaragoza, 50059, Spain - Autor o Coautor
Univ Zaragoza, IA2, CITA, Zaragoza, Spain - Autor o Coautor
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Resúmen

Resúmen: © 2019 Elsevier Ltd Healthier eating and convenience are two important and often divergent aspects of contemporary diet patterns. With the intention of guiding consumers to make more informed food purchase decisions, policy makers, such as the European Union, emphasize the need to shift dietary patterns toward healthier food by introducing nutritional claims (NCs) and health claims (HCs). The purpose of this study is to (i) explore the impact of NCs and HCs on a healthy food product (yogurt), (ii) investigate consumer choices through a discrete choice experiment (DCE), (iii) examine the role of taste as a key food attribute influencing the purchase decision process, and (iv) explore the visual attention that consumers pay to NCs and HCs. The results from a generalized mixed logit model suggest that there is a relationship between the most highly valued NCs and HCs from the stated preferences and visual attention in terms of fixation count. This relationship affirms that the final product selection is based not only on the type of labeling on the package but also on the visual attention that consumers pay to it. Tasting a healthy food product resulted in negative utility, but greater visual attention attached to NCs and HCs and a lower percentage of attribute non-attendance (ANA).

Palabras clave: Attribute non-attendance; Consumer; Discrete choice experiment; Eye tracking; Health claim; Nutritional claim

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