Purpose - This research studies the factors influencing willingness to pay and to evaluate the value of willingness to pay for Chaiya organic salted egg in smart label packaging among consumers in Surat Thani province. Research methodology - The Conjoint Analysis method was used to analyse...

Food labels are supposed to quickly inform consumers about the nutritional values of products. We provide evidence that in a system where labels are voluntary, they are systematically distorted. The probability of finding a label on a product of the category with the highest nutritional value is...