Athletes’ Sensory Evaluation and Willingness to Pay for High-Protein Bread
Abstract
1. Introduction
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- Research question 1 (RQ1): What is the impact of information presentation on WTP for high-protein bread?
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- Research question 2 (RQ2): How do sensory evaluations of high-protein bread affect athletes’ WTP?
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- Research question 3 (RQ3): Does the order in which information and sensory hedonic evaluation of high-protein bread are presented have a significant effect on evaluations and WTP?
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- Research question 4 (RQ4): Which sensory attributes are most correlated with WTP for high-protein bread among athletes?
2. Materials and Methods
2.1. Data Collection
2.2. High-Protein Bread Production
2.3. Auction Mechanism
2.4. Experimental Auction Procedure
2.5. Data Processing
3. Results
3.1. Sample Characteristics
3.2. Sensory Analysis
3.3. Willingness to Pay
4. Discussion
- -
- RQ1: What is the impact of information presentation on WTP for high-protein bread?
- -
- RQ2: How do sensory hedonic evaluations of high-protein bread affect athletes’ WTP?
- -
- RQ3: Does the order in which information and sensory evaluation of high-protein bread are presented have a significant effect on evaluations and WTP?
- -
- RQ4: Which sensory attributes are most correlated with WTP for high-protein bread among athletes?
5. Conclusions
Author Contributions
Funding
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Ingredient | Quantity (%) |
---|---|
Water | 31.89 |
Wheat flour | 12.75 |
Blend of cereal flour | 11.39 |
Blend of seeds | 11.39 |
Wheat gluten | 11.39 |
Chickpea flour | 4.33 |
Milk protein | 2.85 |
Yeast | 4.78 |
Skim milk powder | 2.28 |
Sunflower seed oil | 2.05 |
Soy protein | 1.37 |
Salt | 1.03 |
Round | Treatment 1 | Treatment 2 |
---|---|---|
R1 | No-info | No-info |
WTP for experimental bread | WTP for experimental bread | |
R2 | Info about protein bread | Sensory hedonic evaluation |
WTP for experimental bread | WTP for experimental bread | |
R3 | Sensory hedonic evaluation | Info about protein bread |
WTP for experimental bread | WTP for experimental bread |
Variable Description | Possible Values | Type |
---|---|---|
Willingness to pay | Bid in euros for 1 package of high-protein bread (100 g) | Continued |
Gender | 1 = male 2 = female | Dummy |
Age | Number of years | Continued |
Education level | 1 = middle school 2 = high school 3 = university degree 4 = postgraduate | Categorial |
Annual net household income | 1 = less than EUR 20,000 2 = from EUR 20,000 to EUR 39,000 3 = from EUR 40,000 to EUR 59,000 4 = from EUR 60,000 to EUR 79,000 5 = over EUR 100,000 | Categorial |
Years of sports practice | 1 = less than 1 year 2 = from 1 to 3 years 3 = over 3 years | Categorial |
Level of activity | 1 = amateur 2 = competitive 3 = elite | Categorial |
Follows an eating plan | 1 = yes 2 = no | Dummy |
How much do you like the color | 1 = extremely unpleasant 2 = very unpleasant 3 = unpleasant 4 = slightly unpleasant 5 = neither unpleasant nor pleasant 6 = slightly pleasant 7 = pleasant 8 = very pleasant 9 = extremely pleasant | Categorial |
How much do you like the smell | 1 = extremely unpleasant 2 = very unpleasant 3 = unpleasant 4 = slightly unpleasant 5 = neither unpleasant nor pleasant 6 = slightly pleasant 7 = pleasant 8 = very pleasant 9 = extremely pleasant | Categorial |
How much do you like the taste | 1 = extremely unpleasant 2 = very unpleasant 3 = unpleasant 4 = slightly unpleasant 5 = neither unpleasant nor pleasant 6 = slightly pleasant 7 = pleasant 8 = very pleasant 9 = extremely pleasant | Categorial |
How much do you like the texture | 1 = extremely unpleasant 2 = very unpleasant 3 = unpleasant 4 = slightly unpleasant 5 = neither unpleasant nor pleasant 6 = slightly pleasant 7 = pleasant 8 = very pleasant 9 = extremely pleasant | Categorial |
How much do you like the high-protein bread | 1 = extremely unpleasant 2 = very unpleasant 3 = unpleasant 4 = slightly unpleasant 5 = neither unpleasant nor pleasant 6 = slightly pleasant 7 = pleasant 8 = very pleasant 9 = extremely pleasant | Categorial |
Variable | n. | % |
---|---|---|
Gender | ||
Male | 111 | 58.72% |
Female | 77 | 40.74% |
I prefer not to answer | 1 | 0.54% |
Age | ||
18–35 | 116 | 61.38% |
36–50 | 46 | 24.34% |
over 50 | 27 | 14.28% |
Net annual household income | ||
Less than EUR 20,000 | 56 | 29.63% |
Between EUR 20,000 and EUR 39,999 | 80 | 42.33% |
Between EUR 40,000 and EUR 59,999 | 31 | 16.40% |
Between EUR 60,000 and EUR 79,999 | 13 | 6.88% |
More than EUR 80,000 | 7 | 3.70% |
I prefer not to answer | 2 | 1.06% |
Level of education | ||
Secondary school | 2 | 1.06% |
High school | 83 | 43.92% |
University degree | 78 | 41.27% |
Postgraduate | 26 | 13.75% |
How long have you been practicing sport | ||
Less than 1 year | 32 | 16.93% |
From 1 to 3 years | 27 | 14.29% |
Over 3 years | 130 | 68.78% |
Activity level | ||
Amateur | 140 | 74.07% |
Competitive | 30 | 15.87% |
Elite | 19 | 10.05% |
Following a food plan | ||
Yes | 46 | 24.34% |
No | 143 | 75.66% |
Treatment 1 | Treatment 2 | |
---|---|---|
Color | 7.51 ± 1.04 a | 6.79 ± 1.33 b |
Odor | 6.63 ± 1.52 a | 6.00 ± 1.56 b |
Taste | 6.62 ± 1.41 a | 5.83 ± 1.90 b |
Texture | 6.73 ± 1.54 a | 6.98 ± 1.19 a |
Liking degree | 6.99 ± 1.32 a | 6.21 ± 1.38 b |
T1 (98 Units) | T2 (91 Units) | |||
---|---|---|---|---|
Mean WTP [EUR] | Standard Deviation | Mean WTP [EUR] | Standard Deviation | |
R1 | 1.70 | 1.07 | 1.34 | 0.65 |
R2 | 1.89 | 1.06 | 1.41 | 0.70 |
R3 | 1.85 | 1.10 | 1.53 | 0.73 |
T1 (98 Units) | T2 (91 Units) | |||
---|---|---|---|---|
Mean WTP Differences | p-Value | Mean WTP Differences | p-Value | |
R1 vs. R2 | −0.18 | 0.0000 *** | −0.07 | 0.0417 ** |
R2 vs. R3 | 0.04 | 0.3197 | −0.12 | 0.0000 *** |
Variable | Coefficient (β) | p-Value |
---|---|---|
Treatment | 0.160 | 0.002 *** |
Color | −0.214 | 3.444 |
Odor | 0.040 | 0.040 ** |
Taste | 0.075 | 0.000 *** |
Texture | 0.004 | 0.824 |
Cons | −0.664 | 0.000 *** |
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Selvaggi, R.; Reitano, M.; Arena, E.; Grasso, A.; Pecorino, B.; Pappalardo, G. Athletes’ Sensory Evaluation and Willingness to Pay for High-Protein Bread. Foods 2025, 14, 2673. https://doi.org/10.3390/foods14152673
Selvaggi R, Reitano M, Arena E, Grasso A, Pecorino B, Pappalardo G. Athletes’ Sensory Evaluation and Willingness to Pay for High-Protein Bread. Foods. 2025; 14(15):2673. https://doi.org/10.3390/foods14152673
Chicago/Turabian StyleSelvaggi, Roberta, Matilde Reitano, Elena Arena, Antonia Grasso, Biagio Pecorino, and Gioacchino Pappalardo. 2025. "Athletes’ Sensory Evaluation and Willingness to Pay for High-Protein Bread" Foods 14, no. 15: 2673. https://doi.org/10.3390/foods14152673
APA StyleSelvaggi, R., Reitano, M., Arena, E., Grasso, A., Pecorino, B., & Pappalardo, G. (2025). Athletes’ Sensory Evaluation and Willingness to Pay for High-Protein Bread. Foods, 14(15), 2673. https://doi.org/10.3390/foods14152673