Evaluating front-of-pack voluntary well-being messaging for milk powders targeting Chinese older adults: A hedonic price model

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dc.citation.issue12
dc.citation.volume106
dc.contributor.authorChen A
dc.contributor.authorMoradi S
dc.contributor.authorHort J
dc.coverage.spatialUnited States
dc.date.accessioned2025-01-07T02:20:16Z
dc.date.available2025-01-07T02:20:16Z
dc.date.issued2023-12
dc.description.abstractThis study examines the price structure of milk powders targeting Chinese older adults, with special emphasis on the assessment of front-of-pack (FOP) voluntary well-being messaging (VWM), using a hedonic price model. Data of 456 sets of product prices and attributes were collected from official stores at online shops, TMALL.com and JD.com, in China. Prices were recorded 10 d before, during, and 10 d after a major online promotion event (November 11, 2021). A hedonic price model was employed to decompose explicit market prices into individual product attributes implicit prices, including essential attributes, such as milk source, brand origin, package material, and nutritional composition, and nonessential attributes conveyed by FOP VWM, regarding nutrition, ingredients, health, sensory qualities, and certification. Results showed that above and beyond essential attributes, nonessential attributes conveyed by FOP VWM were significantly associated with price. Specifically, significant price premiums were associated with dietary fiber claims (+12.7%), no added sugar (+19.0%) and potential health benefits (+19.3%), as nutrition-, ingredient-, and health-related FOP VWM respectively. However, nutrition claims regarding calcium and fat were negatively associated with price (-21.2% and -8.0%, respectively, when they were presented). Additionally, nutrition claims for protein and vitamin D, introducing farm environment, referring to imported ingredients, declaring specific ingredients added, describing sensory characterizes and providing certificates on FOP were not significantly associated with price in this market. These findings provide manufacturers with information to better differentiate their products by producing and advertising attributes most valued by consumers.
dc.description.confidentialfalse
dc.edition.editionDecember 2023
dc.format.pagination8551-8560
dc.identifier.author-urlhttps://www.ncbi.nlm.nih.gov/pubmed/37641254
dc.identifier.citationChen A, Moradi S, Hort J. (2023). Evaluating front-of-pack voluntary well-being messaging for milk powders targeting Chinese older adults: A hedonic price model.. J Dairy Sci. 106. 12. (pp. 8551-8560).
dc.identifier.doi10.3168/jds.2023-23502
dc.identifier.eissn1525-3198
dc.identifier.elements-typejournal-article
dc.identifier.issn0022-0302
dc.identifier.piiS0022-0302(23)00564-7
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/72326
dc.languageeng
dc.publisherElsevier Inc and Fass Inc on behalf of the American Dairy Science Association
dc.publisher.urihttps://www.sciencedirect.com/science/article/pii/S0022030223005647
dc.relation.isPartOfJ Dairy Sci
dc.rights(c) 2023 The Author/s
dc.rightsCC BY 4.0
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjecthealth claim
dc.subjecthedonic price model
dc.subjectnutrition claim
dc.subjectvoluntary well-being messaging
dc.subjectAnimals
dc.subjectPowders
dc.subjectMilk
dc.subjectNutritional Status
dc.subjectDietary Fiber
dc.subjectChina
dc.subjectConsumer Behavior
dc.subjectFood Labeling
dc.subjectNutritive Value
dc.titleEvaluating front-of-pack voluntary well-being messaging for milk powders targeting Chinese older adults: A hedonic price model
dc.typeJournal article
pubs.elements-id480231
pubs.organisational-groupOther
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