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  • Модель условной оценки отношения потребителей к продуктам питания, не содержащим искусственные добавки

Article

Модель условной оценки отношения потребителей к продуктам питания, не содержащим искусственные добавки

Ёрмирзоев М., Роженцова Е. В., Попов А. В.

This article discusses the attitude of consumers to food without synthetic additives. The practical part of the study is devoted to the assessment of the willingness to pay for mayonnaise, which does not contain synthetic preservatives, by Perm consumers. The paper uses the contingent valuation method to determine the willingness to pay for the product.  The results of the analysis suggest that the average consumer of mayonnaise in Perm is ready to buy mayonnaise, which does not contain a synthetic preservative, with a 23,55 % premium to the price of mayonnaise with a synthetic preservative. Previously, there were no studies of the willingness to pay by Russian consumers for a product without synthetic preservatives and this work fills this gap. The results of the study will help companies and government to assess the attitude of consumers to synthetic preservatives.