Consumers’ willingness to pay and drivers of motivation to consume omega-3 enriched mozzarella cheese
Abstract
Purpose
Consumer interest and willingness to pay (WTP) for omega-3 enriched water buffalo mozzarella cheese are evaluated through an in-store experimental auction. The purpose of this paper is to estimate individual WTP for enriched mozzarella cheese and related it to self-efficacy beliefs and outcome expectations of omega-3 consumption, following regulatory focus theory.
Design/methodology/approach
Data were collected in May-June 2015 from a sample of 150 consumers in Southern Italy. A structural equation modelling procedure was implemented.
Findings
The results show a significant role is played by prevention outcome expectations on consumer behaviour. While promotion outcome expectation constructs proved non-significant, self-identity correlates with prevention outcome expectations.
Research limitations/implications
There are several limitations that the authors are aware of regarding this study. First of all, since the authors rely on self-reported measures, optimistic bias might have affected participants’ responses (Weinstein, 1980). Second, results may be influenced by the choice of the specific information provided to consumers for the analysis; different claims and different information framings should be tested (LeBoeuf and Shafir, 2003).
Practical implications
Implications stemming from the results encourage the promotion of omega-3 enriched mozzarella cheese based on stimulating outcome expectations, bearing in mind that individual motivations should be enhanced by self-identity beliefs.
Originality/value
Although the combined role of self-efficacy and outcome expectations on personal intention to adopt healthy behaviour has already been demonstrated (Keller, 2006; Tudoran et al., 2012), to the best of the knowledge no previous study relates individual behaviour to an intention measured as a WTP for an actual product. In addition, current study has applied a non-hypothetical BDM (from Becker et al., 1964) auction in-store experiment.
Keywords
Acknowledgements
The research leading to these results received funding from the European Regional Development Fund (PSR 2007-2013, Measure 124) through the project entitled “CERAMICO”.
Citation
Vecchio, R., Lombardi, A., Cembalo, L., Caracciolo, F., Cicia, G., Masucci, F. and Di Francia, A. (2016), "Consumers’ willingness to pay and drivers of motivation to consume omega-3 enriched mozzarella cheese", British Food Journal, Vol. 118 No. 10, pp. 2404-2419. https://doi.org/10.1108/BFJ-01-2016-0013
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited