Consumer acceptance and willingness to pay for a fresh fish-burger: A choice experiment

Abstract This study investigates consumers’ acceptance and willingness to pay for a fish burger produced with fresh Ombrina fish, tomato by-product and enriched with extra-virgin olive oil. The analysis is based on a hypothetical choice experiment study on participants’ preferences that was conducted in a lab on a random sample of consumers in Italy. The results show a positive attitude towards the burger that contain tomato by-product. Participants are, in fact, willing to pay up to 0.57 euro and 0.37 euro extra for the “Environment” and “Health” attributes, respectively. It also appears that psychometric variables in association with socio-demographic, cognitive and attitudinal factors play a role in consumers’ purchase decisions. At sensory level, 43% of participants chose the burger that contains tomato peel flour, attributing an average value of 6.75 to Burger B and 8.03 to burger C according to a scale 1 to 10.

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