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Nutrients 2016, 8(12), 830; doi:10.3390/nu8120830

The Impact of Body Image on the WTP Values for Reduced-Fat and Low-Salt Content Potato Chips among Obese and Non-Obese Consumers

1
Unidad de Economía Agroalimentaria, Centro de Investigación y Tecnología Agroalimentaria de Aragón, Instituto Agroalimentario de Aragón (IA2) (CITA-Universidad de Zaragoza), Avda Montañana 930, Zaragoza 50059, Spain
2
Agricultural, Food, and Resource Economics, Michigan State University, East Lansing, MI 48824, USA
*
Author to whom correspondence should be addressed.
Received: 25 October 2016 / Revised: 12 December 2016 / Accepted: 16 December 2016 / Published: 21 December 2016
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Abstract

The aim of this study is to assess the influence of body image on consumers’ willingness to pay (WTP) for potato chips carrying nutritional claims among obese and non-obese people. About 309 non-clinical individuals participated in a Real Choice Experiment. They were recruited by a company and grouped in: (i) non-obese with good body image; (ii) non-obese with body image dissatisfaction; (iii) obese with good body image; (iv) obese with body image dissatisfaction. Results indicate differences in consumers’ willingness to pay among consumer groups. Body image dissatisfaction of normal people did not influence the WTP for healthier chips. Obese people with body image dissatisfaction were willing to pay more for healthier chips (i.e., low-salt content potato chips) than normal ones with body image dissatisfaction. Examining the role of knowledge in the light of how this could impact on body image is relevant to improve the health status of individuals and their diet. Knowledge about nutrition could improve the body image of obese people. View Full-Text
Keywords: body image; food; practice valuation and purchase; obesity; body mass index body image; food; practice valuation and purchase; obesity; body mass index
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

de-Magistris, T.; López-Galán, B.; Caputo, V. The Impact of Body Image on the WTP Values for Reduced-Fat and Low-Salt Content Potato Chips among Obese and Non-Obese Consumers. Nutrients 2016, 8, 830.

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