Working Papers, Department of Economics, Lund University
Willingness to pay for wholesome canteen takeaway
Abstract: The primary objective of this study was to estimate the
willingness to pay (WTP) for a new intervention at the workplace: wholesome
canteen takeaways (CTA), i.e. a low fat meal with a large amount of
vegetables prepared at the workplace canteen that only requires re-heating.
The contingent valuation method was used to elicit the WTP. Two surveys
were carried out in Denmark; one large-scale Internet based survey and one
survey at a workplace that introduced CTA. The results from the large-scale
survey suggest that this concept attracts relevant target groups; groups of
individuals with a less healthy diet, low physical activity and a high body
mass index. For males and individuals with low education, who also
constitute relevant target groups, the results suggest no significant
difference in WTP between males and females, whereas low educated
individuals have a significantly lower WTP than highly educated
individuals. However, the workplace study, carried out at a hospital, found
that females have a significantly higher WTP for CTA compared with males.
In conclusion, the concept appears to attract relevant target groups,
although for a given price a smaller fraction of low educated individuals
compared to high educated individuals would be willing to buy CTA.
Keywords: Workplace intervention; healthy; contingent valuation; diet; willingness to pay; fast food; takeaway meal; demand; (follow links to similar papers)
JEL-Codes: D12; I10; (follow links to similar papers)
35 pages, November 7, 2011
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- This paper is published as:
Nordström, Jonas, (2012), 'Willingness to pay for wholesome canteen takeaway', Appetite, Vol. 58, pages 168-179
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