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Thai Consumers' Willingness to Pay for Different Front-of-Package Nutrition Labels |
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| รหัสดีโอไอ | |
| Creator | 1. Thitiporn Thanavutwatthana 2. Yingyot Chiaravutthi |
| Title | Thai Consumers' Willingness to Pay for Different Front-of-Package Nutrition Labels |
| Publisher | School of Development Economic |
| Publication Year | 2557 |
| Journal Title | Development Economic Review |
| Journal Vol. | 8 |
| Journal No. | 2 |
| Page no. | 8 |
| Keyword | Front-of-package nutrition label, Guideline Daily Amounts label, Traffic light label, Willingness to pay, nth price auction |
| ISSN | 1906-2540 |
| Abstract | 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 colorcoded GDA 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 GDA label. The nth price auction was the method employed in this experiment to elicit the willingness to pay from seventy two Thai consumers. The participants had to bid for two types of seaweed and two types of almonds, affixed with three different types of FOP labels or a plain label. The grilled and fried seaweeds contain 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 to both healthy and unhealthy foods. The traffic light label is effective in influencing consumers' demand, since consumers are willing to pay higher prices for healthier products. In addition, participants were also divided into two groups, after providing one group with additional information about the meanings of the different FOP labels. Under the traffic light label, the group provided with the extra information gave higher valuations on healthier foods. |
