Journal
FOOD RESEARCH INTERNATIONAL
Volume 89, Issue -, Pages 359-364Publisher
ELSEVIER
DOI: 10.1016/j.foodres.2016.08.039
Keywords
Pomegranate juice; Willingness to pay; Contingent valuation method; Consumer
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Funding
- CAPES (Coordination for the Improvement of Higher Education Personnel)
- FAPERJ (Foundation for Research Support of the State of Rio de Janeiro) [E 26/103.159/2011]
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This study aimed at estimating the consumer's willingness to pay (WTP) more for value-added pomegranate juice using the contingent valuation method (CVM). The WTP was estimated applying the open-ended elicitation technique with 454 consumers in two supermarkets located in Rio de Janeiro, Brazil. The average consumer's WTP more for pomegranate juice was estimated in R$2.04 (Brazilian currency) and the income elasticity coefficient at the midpoint was 0.19, i.e., a 10% increase in consumer income will increase, on average, 1.9% the WTP of pomegranate juice (ceteris paribus). Therefore, the income elasticity coefficient was considered inelastic, once an increase in income would have low effect on the WTP for these consumers. The results indicated that the consumers were interested in acquiring a non-traditional juice processed using a technology that preserves vitamins and antioxidants, maintains the flavor of fresh juice without colorants and preservatives, despite the pomegranate is not part of the Brazilian diet. (C) 2016 Elsevier Ltd. All rights reserved.
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