As ready-to-eat (RTE) meals and dining out become increasingly popular, limited empirical evidence exists on how domestically produced ingredients are positioned relative to other food values in these contexts. Using online survey data from Japanese consumers collected in 2024, this study applies best–worst scaling to samples of 786 respondents for RTE meals and 771 for dining out to estimate the relative importance of 11 food values. Aggregated scores summarize overall rankings, and latent class analysis characterizes heterogeneity in stated priorities. Across both contexts, taste, price, and safety consistently rank highest, while domestically produced ingredients rank fifth, indicating a secondary yet meaningful position relative to core experiential and economic attributes. Ranking patterns are highly similar across contexts, suggesting substantial stability in food value prioritization. Segmentation reveals recurring consumer profiles, including a large price-oriented segment and a substantial hedonic segment, alongside smaller health-/safety-concerned and societal impact-centered segments, which differ systematically in gender, age, income, and perceptions of domestically produced ingredients and – particularly in the dining-out context – in usage frequency. Overall, the findings provide benchmark evidence on the role of domestic origin within the hierarchy of food values, highlighting its secondary importance unless credibly linked to tangible benefits such as taste and safety.

Insulin affordability remains a significant challenge for many individuals with diabetes, creating interest in alternative production technologies that may reduce costs and expand supply. This study examines consumer acceptance of insulin produced via a gene-edited production system compared with insulin produced using conventional genetically modified microbial methods. A discrete choice experiment was administered to U.S. adults diagnosed with diabetes (n = 386), in which respondents evaluated insulin alternatives varying by production technology and out-of-pocket cost. A mixed logit model was used to estimate willingness to pay and assess preference heterogeneity. Results indicate that out-of-pocket cost was the primary factor influencing insulin choice, with respondents exhibiting strong sensitivity to out-of-pocket costs. On average, respondents expressed acceptance of gene-edited insulin, and relative perceived safety was positively associated with willingness to pay for the product. Additional analysis revealed substantial heterogeneity in consumer preferences across respondents. Collectively, these findings suggest that affordability plays a more influential role than perceived safety in shaping consumer acceptance of emerging biotechnology-based insulin production systems and provide insights for stakeholders considering future commercialization pathways for insulin.

Using 2014–2022 NielsenIQ Homescan data, we estimate an Almost Ideal Demand System for powder, ready-to-use, and concentrate infant formula, correcting for censoring and unit-value price endogeneity. Powder and ready-to-use demand are approximately unit elastic, with asymmetric substitution between the two. Comparing elasticities across income groups and between participants and non-participants in the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC), we find price responsiveness broadly stable across groups, an informative result given prior expectations of heterogeneity, providing descriptive, category-level evidence that household demand for infant formula is homogeneous, consistent with the essential nature of infant nutrition.

Glucagon-like peptide-1 (GLP-1) medications are changing consumers’ appetites. Little is known about how GLP-1 use is associated with U.S. meal location choices and protein preferences. Using meal reporting from a consumer survey and a random parameters logit model, we examine associations between GLP-1 use, duration of use, meal location choices, and protein preferences. Results indicate that GLP-1 users differ substantially from non-users in their outlet choices, meal skipping rates, and certain protein preferences. These differences are most prominent among shorter-term users. Our findings highlight notable patronage patterns associated with GLP-1 use, with implications for food retailers and opportunities for foodservice.

This paper investigates the effects on consumer welfare of changing food-at-home (FAH) and food-away-from-home (FAFH) prices in a period that witnessed two major economic shocks: the COVID-19 pandemic and subsequent abnormal inflation. Even though FAFH prices increased more than FAH during this period, we find that FAH price increases have led to more significant and volatile welfare losses compared to changes in FAFH prices. The article makes two contributions to the literature. First, using a complete demand system that is comprised of nine expenditure categories, including FAH, FAFH, and seven other broad non-food aggregates, we estimate the household welfare losses in consumer surplus from changing prices of FAH and FAFH incorporating the own- and cross-price effects. Our findings reveal that own-price effects dominate welfare losses with negligible cross effects, resulting in 11.2% and 7% losses in consumer welfare from FAH and FAFH price increases, respectively, as a percentage of total food spending after the COVID-19 pandemic. Second, the dominance of the own price effects suggests that the easier-to-estimate conditional demand systems (foods only) may be sufficient for conducting welfare analysis of changes in food prices.

We build an experiment to uncover the bandit-like nature of consumer behavior usually masked by the product and time aggregation of consumption data. Subjects make repeated choices between musical styles (either all familiar or unfamiliar), and post-choice satisfaction is observed. We estimate Bayesian bandit models of learning taste by consuming with satiation. Our best model features decreasing random exploration, with openness being associated with higher exploration. Early exploration is more intensive in the unfamiliar treatment and persists throughout the experiment in both treatments. Overall, subjects make choices that deviate from their best prediction 61.5% of the time in the unfamiliar treatment versus 44.7% in the familiar treatment. Our model offers a rational interpretation of random utility in discrete consumer choices which does not rest on perception and/or decision errors.

After a period of stable prices in advanced economies, inflation surged in 2022, largely driven by substantial increases in international food and energy prices. Using electronic payments data to estimate a demand system, we derive expenditure and price elasticities and evaluate the welfare effects of these relative price changes for Portuguese consumers. Our results indicate an average welfare loss of approximately 10% of total expenditure, disproportionately affecting lower-spending consumers. Furthermore, we observe that lower-expenditure consumers generally have larger price elasticities than their higher-spending counterparts. These results reinforce the evidence of the unequal welfare costs of inflation on consumers.

Changes in the Supplemental Nutrition Assistance Program (SNAP) after the start of the COVID-19 pandemic included emergency benefit allotments and operation waivers. Using five expenditure-based measures of the nutritional quality of food purchases, we tested whether changes in SNAP during the first year of the pandemic were associated with better nutritional quality of food purchases by participating households with children relative to income-eligible nonparticipating households. Most nutritional quality measures declined from 2019 (pre-pandemic) to 2020 (pandemic) with larger decreases for SNAP households. SNAP participation was associated with small negative differences for nutritional quality of food purchases from stores.

This study investigates how in-game virtual currencies influence consumer spending behaviour. In an incentivized randomized controlled trial with 753 UK participants, we estimate the willingness-to-pay (WTP) for loot boxes represented as risky and ambiguous lotteries. We test the effects of virtual currencies, money illusion, and cognitive-demanding (non-intuitive) exchange rates, three practices commonly used to sell loot boxes. Our results show that WTP is significantly higher when transactions are conducted in virtual currencies with a 1:1 exchange rate compared to British pounds, contributing to the debate on the neutrality of virtual currencies and experimental currency units. Moreover, participants in our study are affected by money illusion distortions, regardless of the exchange rate’s intuitiveness. However, we find no evidence that non-intuitive exchange rates affect participants’ WTP compared to intuitive exchange rates of comparable size. These findings highlight the behavioural distortions induced by common monetization practices in games and provide empirical support for the European Commission’s call for stricter regulation of virtual currencies in digital environments.

Using NielsenIQ Homescan data (2012–2022) and a censored QUAIDS system, we estimate U.S. household demand for vitamin supplements across national brands (NBs), premium private labels (PPLs), and standard private labels (SPLs). During COVID-19, consumers’ spending shifted from NBs toward private labels, and brand-tier budget shares differ across socioeconomic groups. Price sensitivity also varies by tier: NBs and SPLs are price elastic, while PPLs are relatively price inelastic. Substitution is strongest between SPLs and NBs. These findings quantify brand-tier competition and inform pricing and positioning strategies in the health retail industry.

Energy-efficient biomass cookstoves and small solar systems play an important role in the transition to clean energy. Despite their affordability and scalability, uptake remains low among households in sub-Saharan Africa. This paper examines whether household-level behavioural factors help explain this under-adoption. Drawing on data from real-purchase offers in rural Rwanda and Senegal, we analyse how willingness to pay for the technologies varies with risk aversion, innovation resistance, time preferences and beliefs. These traits explain part of the variation in purchase decisions, though effects are generally moderate. The findings improve our understanding of consumer behaviour with regard to innovative consumer goods at the base of the pyramid and inform policy and market strategies of suppliers entering these markets. We conclude by recommending that behavioural approaches be applied conservatively and only in conjunction with efforts to improve affordability and access.

We conducted an intercept survey with beef cattle farmers using paper and electronic modes to examine administration mode effects. Three outcomes were measured: (1) preferences for H-2A reforms using a discrete choice experiment, (2) responses to closed-ended questions regarding labor, and (3) survey process measures such as completion time and respondent experiences. Results show that closed-ended responses and utility scales were comparable across modes, while mean preference estimates differed. Respondents in the paper mode spent more time, paid closer attention, and reported higher satisfaction. We recommend the paper mode for complex instruments that require greater participant engagement.

This study investigates consumer preferences for two emerging food waste reduction technologies – gene editing and all-natural spray coating – applied to apples. Using a discrete choice experiment with a nationally representative sample of U.S. consumers (n = 413), we estimate willingness to pay for gene-edited apples, spray-coated apples, and untreated apples. A generalized mixed logit model in willingness to pay space reveals that consumers exhibit the highest WTP for gene-edited apples ($2.45/lb), followed by spray-coated apples ($2.37/lb), with untreated apples valued least ($1.79/lb). Latent Class Analysis identifies three consumer segments: Price-Sensitive Skeptics, Sustainability-Oriented Consumers, and Selective Technology Adopters. Sustainability-Oriented Consumers showed the strongest support for both technologies, while Selective Technology Adopters displayed a clear preference for gene editing. Behavioral attitudes, rather than demographic variables, were the main drivers of segmentation. These findings suggest that tailored marketing strategies and policy interventions, including sustainability messaging, pricing incentives, and educational outreach, can support the adoption of food waste-reducing technologies. Overall, consumers are receptive to both gene-edited and spray-coated apples, though concerns about biotechnology and price sensitivity remain. Results offer insights for producers, retailers, and regulators aiming to enhance fresh produce sustainability and reduce food waste along the supply chain.

This study examines how income, location and regional disparities are associated with food expenditure and dietary diversity in Mexico. Using household expenditure data and an entropy-based approach, we confirm Engel’s Law: food budget shares decline with income but do so unevenly across urban–rural areas and regions. Consistent with the Engel curve for variety, wealthier households diversify their diets, spending more on high-value foods, while poorer rural households remain reliant on staples. Quantile regression shows that income has the strongest positive effect on diversity at lower quantiles, with diminishing returns at higher levels. Household characteristics, education, region, and food prices further influence diet. The results thereby underscore the need for income-sensitive, regionally targeted nutrition policies.

Using an administrative nationwide dataset of 1,673 tea producers, this study examines the key factors that drive tea pricing. Empirical results indicate that price levels vary across production regions, tea varieties, altitude, and certification status. On average, black tea commands higher prices, while other teas (green, Oolong, and Baozhong) are typically lower. However, as a special local tea, Oriental Beauty (and other teas) has the highest price. The cultivation altitude and organic certification are significantly associated with price premiums. In summary, this study provides strong evidence to show that regional origin, growing conditions, and certification may greatly influence tea’s market price, offering practical insights for producers and policymakers.

In two studies with 1,275 participants, we examine how values are associated with wine cues and how these associations shape selection across private and professional contexts. Building on signaling theory and identity economics, we propose a utility framework in which choice utility is a context-dependent function of alignment with the private self (personal values), the professional self (role values), and anticipated reputational returns to identity signaling. Signal interpretability depends on a shared code in which observable cues carry similar meanings for senders and receivers. Drawing on Schwartz's value theory, we find evidence that participants systematically attribute distinct values to three observable cues—bottle appearance, short narratives, and tasting notes. Our findings show that in private settings, individuals favor wines linked to self-transcendence and openness to change, whereas in professional settings they prefer wines associated with self-enhancement and conservation. These cross-context patterns suggest that observing wine choice provides a novel tool for researchers to indirectly assess both personal and work-related values. In this respect, our approach relates to revealed preference theory, which infers individual preferences from observed choices.

This study examines the relationship between cannabis and wine consumption, investigating whether these substances function as substitutes or complements. Using data from an online survey of 523 German wine consumers, including 215 cannabis users, we analyze consumption across four wine categories: white, red, rosé/sparkling, and sweet wines. To address potential bias from endogeneity, we employ an IV-Ordered Probit model with endogenous covariates—cannabis user/usage. The findings provide evidence of a complementary relationship: cannabis users report significantly higher wine consumption than non-users across most categories, except red wine. The effect is particularly pronounced for rosé/sparkling and sweet wines. More frequent cannabis use also correlates with increased wine consumption. Motivation-specific analyses reveal nuanced dynamics. Using cannabis for relaxation decreases wine consumption, suggesting substitution, while enhancement motives increase rosé/sparkling consumption. Social motives, however, show negative associations with these wines. Overall, results suggest that the nature of the cannabis–wine relationship depends on user motivations.

While almost all charities rely on a set of donor appreciation strategies, their effectiveness for the success of fundraising campaigns is underresearched. Through two preregistered field studies conducted in collaboration with a leading German opera house (N = 10,000), we explore the significance of expressing gratitude and examine two different approaches to doing so. Our first study investigates the impact of a ‘thank you in advance’ statement in fundraising letters, a common strategy among fundraisers. In the second study, we explore the effectiveness of handwritten thankyou postcards versus printed postcards, shedding light on the roles of personalization and handwriting in donor appeals. Our findings challenge conventional wisdom, revealing that neither ‘thank you in advance’ nor handwritten thank you notes significantly affect donor contributions.

Understanding how households adapt to hurricanes is increasingly important as these events become more frequent and severe. This paper examines how past hurricane exposure influences current household preparedness, focusing specifically on the stockpiling of bottled water. Leveraging scanner data on bottled water purchases for households in the Southeastern United States, we employ a difference-in-differences event study framework to analyze how repeated hurricane experiences affect consumer behavior. Our results indicate that households exposed to hurricane warnings do not increase their preparedness in the subsequent hurricane season, and those experiencing a landfall event underprepare. These results suggest limited learning from past events.

This study estimates correlates of willingness-to-pay (WTP) for routine, elective, and urgent equine veterinary services in the United States. Through a nationwide online survey of US horse owners aged 18 and older, a payment card approach was utilized to elicit WTP for annual vaccinations, a lameness exam, and emergency colic surgery. Based on the results from an interval regression model, we found that financial capacity, income level, and the number of horses owned were significant predictors of WTP across all three service types. These findings have implications for equine veterinary practice management and client communication regarding treatment costs.