Food safety in developing countries has always been a concern, and deciding to purchase foods with a healthy label can be challenging. The goal of this study was to investigate the behavior of consumers for healthy foods by evaluating the factors influencing the prevalence of purchasing them despite having to pay a premium. Required data were collected in 2022 from 359 households in Mashhad, Iran, through an online questionnaire. A Generalized Poisson model was employed for analysis and the results indicate that the consumer’s field of study, the importance of food shape and size, the importance of food healthiness, the level of government supervision, practicing the 5Rs, awareness of the harmful effects of fast food on health (1% level) and variables of trust in a brand of healthy food, and the level of knowledge about the harmful effects of chemical fertilizers and toxins on human health (10% level) have a direct and significant relationship with consumers’ willingness to purchase more healthy foods for which they are willing to pay a premium. On the other hand, the relationship of some other factors, such as the importance of food price (1% level) and household size, household expenses, presence of individuals over 60 years old in the household, and the importance of food taste and flavor (5% level) became negative and significant. Therefore, to promote the consumption of foods with a healthy label for the purpose of reducing environmental issues and human health problems, it is recommended to produce and offer various healthy foods, create local markets, provide discounts and economic incentives to the public, and use attractive packaging with accurate and readable labels.
Exploring Factors Influencing Consumers’ Willingness to Pay Healthy-Labeled Foods at a Premium Price
	
	
	
		
		
		
		
		
	
	
	
	
	
	
	
	
		
		
		
		
		
			
			
			
		
		
		
		
			
			
				
				
					
					
					
					
						
						
							
							
						
					
				
				
				
				
				
				
				
				
				
				
				
			
			
		
			
			
				
				
					
					
					
					
						
						
							
							
						
					
				
				
				
				
				
				
				
				
				
				
				
			
			
		
			
			
				
				
					
					
					
					
						
							
						
						
					
				
				
				
				
				
				
				
				
				
				
				
			
			
		
			
			
				
				
					
					
					
					
						
							
						
						
					
				
				
				
				
				
				
				
				
				
				
				
			
			
		
			
			
				
				
					
					
					
					
						
							
						
						
					
				
				
				
				
				
				
				
				
				
				
				
			
			
		
		
		
		
	
Daniela Covino;Flavio Boccia
;Nadia Palmieri
	
		
		
	
			2024-01-01
Abstract
Food safety in developing countries has always been a concern, and deciding to purchase foods with a healthy label can be challenging. The goal of this study was to investigate the behavior of consumers for healthy foods by evaluating the factors influencing the prevalence of purchasing them despite having to pay a premium. Required data were collected in 2022 from 359 households in Mashhad, Iran, through an online questionnaire. A Generalized Poisson model was employed for analysis and the results indicate that the consumer’s field of study, the importance of food shape and size, the importance of food healthiness, the level of government supervision, practicing the 5Rs, awareness of the harmful effects of fast food on health (1% level) and variables of trust in a brand of healthy food, and the level of knowledge about the harmful effects of chemical fertilizers and toxins on human health (10% level) have a direct and significant relationship with consumers’ willingness to purchase more healthy foods for which they are willing to pay a premium. On the other hand, the relationship of some other factors, such as the importance of food price (1% level) and household size, household expenses, presence of individuals over 60 years old in the household, and the importance of food taste and flavor (5% level) became negative and significant. Therefore, to promote the consumption of foods with a healthy label for the purpose of reducing environmental issues and human health problems, it is recommended to produce and offer various healthy foods, create local markets, provide discounts and economic incentives to the public, and use attractive packaging with accurate and readable labels.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.


