Journal
FOOD QUALITY AND PREFERENCE
Volume 46, Issue -, Pages 79-91Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.foodqual.2015.07.008
Keywords
Experimental auctions; Russian consumers; Health-enhancing grain products; Anthocyanins; Old wheat variety
Categories
Funding
- Science Campus Halle - plant-based bioeconomy (WCH)
Ask authors/readers for more resources
Our study provides first empirical evidence on young Russian consumers' attitudes towards novel functional bakery products. We employ two different bakery products, namely bread rolls and biscuits, in our experimental auctions. Both products are derived from purple wheat, an old wheat variety that is naturally rich in anthocyanins (ACNs). ACNs are assumed to possess anti-inflammatory, anti-cancer, anti-diabetic and ocular-health-enhancing properties. Participants are 207 students aged 18-30 years from Moscow and Irkutsk. Our results indicate a low level of knowledge about ACNs among participants. However, our results also show that in the presence of information about the health-enhancing characteristics most participants value these products over base products. Our findings also reinforce the idea that the base product matters. Purple wheat bread rolls were better accepted than purple wheat biscuits. Moreover, our results also highlight that the information strategy matters. Participants in our study exhibited a higher willingness to pay for purple wheat biscuits under an old variety information scenario in comparison to an anthocyanin information scenario. Moreover, while our results indicate no significant difference in the perception of the anthocyanin attribute between the two cities, the perception of old grain variety products was slightly different. The share of respondents considering old variety products as healthy was significantly higher in Irkutsk, whereas the share of respondents considering these products as exclusive was significantly higher in Moscow. Thus, while planning future marketing strategies such differences in underlying motives should be taken into account. (C) 2015 Elsevier Ltd. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available