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Thai Consumers’ Willingness to Pay for Different Front-of-Package Nutrition Labels

NIDA Economic Review Journal

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Title Thai Consumers’ Willingness to Pay for Different Front-of-Package Nutrition Labels
 
Creator Thanavutwatthana, Thitiporn
Chiaravutthi, Yingyot
 
Description This research study focuses on the willingness to pay for food products that have different front-of-package(FOP) nutrition labels, namely include the monochrome Guideline Daily Amounts (GDA) label, the colorcodedGDA label, and the traffic light label. While there has been a proposal to adopt the traffic light label,Thailand’s Ministry of Public Health currently requires five types of snacks to display the monochrome GDAlabel. The nth price auction was the method employed in this experiment to elicit the willingness to pay fromseventy two Thai consumers. The participants had to bid for two types of seaweed and two types ofalmonds, affixed with three different types of FOP labels or a plain label. The grilled and fried seaweedscontain different amounts of fat, whilst the unsalted and salted almonds contain different levels of sodium.The results show that all of the FOP labels, including the monochrome GDA label, add price premiums toboth healthy and unhealthy foods. The traffic light label is effective in influencing consumers’ demand, sinceconsumers are willing to pay higher prices for healthier products. In addition, participants were also dividedinto two groups, after providing one group with additional information about the meanings of the different FOPlabels. Under the traffic light label, the group provided with the extra information gave higher valuations onhealthier foods.
 
Publisher Development Economic Review (พัฒนาการเศรษฐกิจปริทรรศน์)
 
Date 2014-01-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier //tci-thaijo.org/index.php/NER/article/view/22407
 
Source Development Economic Review (พัฒนาการเศรษฐกิจปริทรรศน์); Vol 8 No 2 (2557): NIDA Economic Review Journal; 45
1906-2540
 
Language eng
 
Relation //tci-thaijo.org/index.php/NER/article/view/22407/19231
 
Rights Copyright (c) 2017 Development Economic Review (พัฒนาการเศรษฐกิจปริทรรศน์)