FOOD CHOICE, NUTRITIONAL INFORMATION AND FUNCTIONAL INGREDIENTS: AN EXPERIMENTAL AUCTION EMPLOYING BREAD

In this paper we present the results of an experimental auction conducted to examine the influence of nutritional information on food choice and in particular estimate consumer willingness to pay for bread that contains functional ingredients which is used to make sandwiches. We find that consumers are willing to pay more for a whole grain and whole grain granary bread sandwich than other bread types. We also find that consumers do react positively to the provision of nutritional and health benefit information but that this effect occurs regardless of whether we supply specific or nonspecific health benefit information. We discuss information provision and health policy implications that emerge from our analysis.