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- Title
Consumer Attitudes and Preferences for Healthy Boxed Meal Attributes in Taiwan: Evidence from a Choice Experiment.
- Authors
Chang, Min-Yen; Lin, Jui-Chi; Chen, Han-Shen
- Abstract
Consumers have realized the importance of a healthy diet, hoping to reduce the occurrence of obesity and chronic diseases. Therefore, healthy boxed meals with low calories and high protein are gaining attention. This study divided the attributes of healthy boxed meals into five categories, namely, taste, nutrition facts, traceability certification, carbon footprint label, and price, and investigated the relationship between consumer preferences and willingness to pay (WTP) using a choice experiment. A purposive sampling procedure was used to collect 495 valid questionnaires. The results indicate the following: (1) when purchasing healthy boxed meals, the respondents were most concerned with traceability certification and nutrition facts; (2) the respondents were willing to pay a premium for meals with traceability certification (NTD 4.6) and nutrition facts (NTD 4.4); (3) respondents > 40 years with an average monthly salary of > NTD 30,000 who worked out regularly and were in the process of muscle building, fat loss, or weight control had higher WTP for meals with nutrition labels; and (4) female respondents who were 30–39 years old with a college or university education or above had higher WTP for meals with traceable ingredients. The results may help healthy boxed meal companies understand and pay attention to consumer needs, which will, in turn, provide a reference for future product development and marketing strategies.
- Subjects
TAIWAN; PREVENTION of obesity; REGULATION of body weight; FOOD labeling; NUTRITIONAL value; GREENHOUSE gases; AGE distribution; CONSUMER attitudes; FOOD packaging; STRENGTH training; FOOD preferences; ECOLOGICAL impact; SEX distribution; HEALTH behavior; COST analysis; WAGES; QUESTIONNAIRES; DESCRIPTIVE statistics; NATURAL foods; TASTE; FOOD quality; JUDGMENT sampling; MEALS; FOOD service; EDUCATIONAL attainment
- Publication
Nutrients, 2023, Vol 15, Issue 4, p1032
- ISSN
2072-6643
- Publication type
Article
- DOI
10.3390/nu15041032