An Italian Explorative Study of Willingness to Pay for a New Functional Pasta Featuring Opuntia ficus indica
Abstract
:1. Introduction
2. Data Collection and Methods
3. Results
4. Discussion
5. Conclusions
Supplementary Materials
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Conflicts of Interest
References
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WTP a Premium Price for Functional Pasta (%) Compared with the Price of Conventional Pasta | % |
---|---|
0 | 12.50 |
≤50% | 73.17 |
>50% | 14.33 |
Total | 100.00 |
Variable | Mean | Standard Deviation |
---|---|---|
Willingness to pay for functional pasta (WTP) | 1.02 | 0.62 |
Aspects respondents pay attention to when they consume food | ||
Health effects | 7.25 | 2.00 |
Proteic_aspects | 5.91 | 2.79 |
Food neophobia | ||
Respondents do not trust new food (do_not_trust) | 3.96 | 2.44 |
If the respondents do not know what is in a food, they will not try it (do_not_try) | 5.75 | 2.99 |
Food technology neophobia | ||
New food technologies decrease the natural quality of food (low_quality) | 4.44 | 2.81 |
New food technologies are unnecessary (no_tecnology) | 3.78 | 2.72 |
Agreement or disagreement with some statements | ||
Italian pasta is produced only with Italian durum wheat (Italy) | 3.09 | 2.60 |
Respondents’ behavior towards functional pasta | ||
People’s willingness to consume functional pasta (willing) | 0.88 | 0.1 |
Functional pasta characteristics could affect respondents’ decision to eat it | ||
People’s curiosity towards functional food (curiosity) | 6.65 | 3.20 |
If functional pasta production is less environmentally impactful than conventional pasta, consumers would eat it (low_env_impact) | 6.24 | 3.14 |
If the respondents get more information about functional pasta comprising Opuntia, they would eat it (more_info) | 6.38 | 3.01 |
Respondents’ sociodemographic information | ||
Education (edu) | 0.77 | 0.20 |
Annual income (income) | 2.50 | 1.20 |
Variables | % |
---|---|
Gender | |
male | 39.00 |
female | 61.00 |
Total | 100.00 |
Education | |
low education (primary or secondary school) | 11.00 |
high education (degree, master and/or PhD) | 89.00 |
Total | 100.00 |
Annual Income | |
<10,000 | 4.39 |
10,001–20,000 | 13.60 |
20,001–30,000 | 35.08 |
30,001–40,000 | 28.07 |
40,001–50,000 | 11.84 |
>50,001 | 7.02 |
Total | 100.00 |
Coef. | Std.Err | |||
---|---|---|---|---|
Dept variable: Willingness to pay for functional pasta (WTP) | Number of observations = 342 | |||
LR chi2 = 96.55 | ||||
Prob > chi2 = 0.0001 | ||||
PseudoR2 = 0.41 | ||||
Wald z | P > |Z| | |||
health_effects | 0.2743 | 0.0790 | 3.47 | 0.0005 |
proteic_aspects | 0.3812 | 0.0773 | 4.93 | <0.0001 |
The respondent does not trust new food (do_not_trust) | −0.2083 | 0.0835 | −2.49 | 0.0126 |
If the respondent does not know what is in a food, they will not try the new food (do_not_try) | −0.1786 | 0.0673 | −2.65 | 0.8002 |
New food technologies decrease the natural quality of food (low_quality) | −0.1762 | 0.0680 | −2.59 | 0.0010 |
New food technologies are unnecessary (no_tecnology) | 0.0166 | 0.0703 | 0.24 | 0.8134 |
The respondent believes Italian pasta is produced only with Italian durum wheat (Italy) | −0.0968 | 0.0609 | −1.59 | 0.1117 |
The respondent’s willingness to consume functional pasta featuring Opuntia Ficus Indica (willing) | 1.5178 | 0.4614 | 3.29 | 0.0010 |
The respondent’s curiosity towards functional food (curiosity) | 0.1467 | 0.0701 | 2.09 | 0.0003 |
If functional pasta production is less environmentally impactful than conventional pasta one, the respondent would eat it (low_env_impact) | 0.0589 | 0.0779 | 0.76 | 0.4496 |
If the respondent gets more information about functional pasta comprising Opuntia, they would eat it (more_info) | 0.0767 | 0.0742 | 1.03 | 0.001 |
The respondent’s education (edu) | 0.1515 | 0.2491 | 0.61 | 0.001 |
The respondent’s annual income (income) | 0.1648 | 0.1255 | 1.31 | 0.001 |
Threshold 1 | 0.1248 | 0.6743 | ||
Threshold 2 | 4.2120 | 0.7570 |
Odds Ratio | Std. Err | |||||
---|---|---|---|---|---|---|
Dept variable: Willingness to pay for functional pasta (WTP) | Number of observations = 342 | |||||
LR chi2 = 96.55 | ||||||
Prob > chi2= 0.0001 | ||||||
PseudoR2 = 0.41 | ||||||
Wald z | P > |Z| | 95% Conf | Interval | |||
health_effects | 1.097 | 0.31587 | 3.47 | 0.0005 | 0.478 | 1.716 |
proteic_aspects | 1.524 | 0.30930 | 4.93 | <0.0001 | 0.918 | 2.131 |
The respondent does not trust new food (do_not_trust) | −0.833 | 0.33395 | −2.49 | 0.0126 | −0.178 | 1.487 |
If the respondent does not know what is in a food, they will not try the new food (do_not_try) | −0.892 | 0.336 | −2.65 | 0.8002 | −1.552 | 0.233 |
New food technologies decrease the natural quality of food (low_quality) | −0.704 | 0.271 | −2.59 | 0.0010 | −1.237 | 0.171 |
New food technologies are unnecessary (no_tecnology) | 0.066 | 0.281 | 0.24 | 0.8134 | −0.484 | 0.617 |
The respondent believes Italian pasta is produced only with Italian durum wheat (Italy) | −0.387 | 0.243 | −1.59 | 0.1117 | −0.864 | 0.089 |
The respondent’s willingness to consume functional pasta featuring Opuntia Ficus Indica (willing) | 1.517 | 0.461 | 3.29 | 0.0010 | 0.613 | 2.422 |
The respondent’s curiosity towards functional food (curiosity) | 0.880 | 0.420 | 2.09 | 0.0003 | 0.056 | 1.704 |
If functional pasta production is less environmentally impactful than conventional pasta one, respondent would eat it (low_env_impact) | 0.353 | 0.467 | 0.76 | 0.4496 | −0.562 | 1.269 |
If the respondent gets more information about functional pasta comprising Opuntia, they would eat it (more_info) | 0.383 | 0.371 | 1.03 | 0.001 | −0.343 | 1.110 |
The respondent’s education (edu) | 0.302 | 0.498 | 0.61 | 0.001 | 0.006 | 1.279 |
The respondent’s annual income (income) | 0.164 | 0.125 | 1.31 | 0.001 | 0.081 | 0.410 |
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Palmieri, N.; Stefanoni, W.; Latterini, F.; Pari, L. An Italian Explorative Study of Willingness to Pay for a New Functional Pasta Featuring Opuntia ficus indica. Agriculture 2021, 11, 701. https://doi.org/10.3390/agriculture11080701
Palmieri N, Stefanoni W, Latterini F, Pari L. An Italian Explorative Study of Willingness to Pay for a New Functional Pasta Featuring Opuntia ficus indica. Agriculture. 2021; 11(8):701. https://doi.org/10.3390/agriculture11080701
Chicago/Turabian StylePalmieri, Nadia, Walter Stefanoni, Francesco Latterini, and Luigi Pari. 2021. "An Italian Explorative Study of Willingness to Pay for a New Functional Pasta Featuring Opuntia ficus indica" Agriculture 11, no. 8: 701. https://doi.org/10.3390/agriculture11080701