Consumers' preferences and willingness to pay for personalised nutrition
Metadatos
Mostrar el registro completo del ítemEditorial
Springer Nature
Materia
Personalised nutrition Willingness to pay Noncommunicable diseases prevention Discrete choice experiment
Fecha
2021Referencia bibliográfica
Publisher version: Pérez-Troncoso, D., Epstein, D.M. & Castañeda-García, J.A. Consumers' Preferences and Willingness to Pay for Personalised Nutrition. Appl Health Econ Health Policy 19, 757–767 (2021). https://doi.org/10.1007/s40258-021-00647-3
Resumen
Introduction: Personalised nutrition (PN) has great potential for disease prevention,
particularly if coupled with the power and accessibility of mobile technology. However, success of
PN interventions will depend on the willingness of users to subscribe. This study investigates the
factors associated with potential users' perceived value of PN and heterogeneity in these values.
Methods: A discrete choice experiment was carried out in a representative sample (N=429 valid
responses) from the adult population in Spain. The results were analysed in line with McFadden's
Random Utility Theory, using conditional and mixed logit models in addition to a latent class logit
model. Results: The conditional and mixed logit models revealed the existence of a significant
preference and willingness to pay for personalized nutrition, but the effect on average was not
large for the highest level of personalization. The latent class logit revealed four classes of
respondent: those who would be likely to pay for a high level of personalized nutrition service,
those who would use it if it were heavily subsidized, those who would use only a basic nutrition
service, and those who would not be willing to engage. These results could be useful for the
design and targeting of effective personalized nutrition services. Conclusions: Over half of adults
currently perceive some individual benefit in a high level of PN, which may justify some degree of
public subsidy in investment and delivery of such a service.