Effects of Food-Additive-Information on Consumers' Willingness to Accept Food with Additives.

Abstract:

:This study tested whether information on positive food additives and negative food additives had an effect on consumers' risk perception and their willingness to accept (WTA) food with additives. Consumers' WTA was examined via a random nth-price auction of exchanging freshly squeezed orange juice without additives for orange juice with additives. Results show that consumers' WTA differs with the order in which information was provided. Consumers are generally more sensitive to negative than positive information on additives. Female, middle-educated consumers are more susceptible to additive information and their WTA is more likely to change, while postgraduate-educated consumers are less sensitive to additive information. Consumers with higher food-safety satisfaction have lower WTA than those who are not satisfied with food safety. However, their satisfaction is easily affected by the negative-information intervention. Interestingly, consumers with relatively good knowledge of additives had higher WTA than those with no such knowledge. This study provides insight on how to establish effective food-safety-risk communication. Government and non-government agencies need to timely and accurately eliminate food-safety scares through the daily communication and disclosure of food-safety information, as well as prevent the misguidance of negative food safety-risk information.

authors

Zhong Y,Wu L,Chen X,Huang Z,Hu W

doi

10.3390/ijerph15112394

subject

Has Abstract

pub_date

2018-10-29 00:00:00

issue

11

eissn

1661-7827

issn

1660-4601

pii

ijerph15112394

journal_volume

15

pub_type

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