Evaluation of consumer preferences of perm in respect of food products that do not contain artificial additives

Issue № 1, 2019, article № 3, pages 26-34

Language: Russian

Original language title: МОДЕЛЬ УСЛОВНОЙ ОЦЕНКИ ОТНОШЕНИЯ ПОТРЕБИТЕЛЕЙ К ПРОДУКТАМ ПИТАНИЯ, НЕ СОДЕРЖАЩИМ ИСКУССТВЕННЫЕ ДОБАВКИ

Keywords: FOOD PRESERVATIVES, SODIUM BENZOATE, CONSUMER ATTITUDE, CONSUMER PERCEPTION, WILLINGNESS TO PAY, CONDITIONAL EVALUATION, PERM REGION, INITIAL PRICE, DISCOUNT AND PREMIUM, CONSUMERS

Abstract: In the modern world the consumer faces a dilemma - the choice between purchase of products with artificial preservatives and without them. On the one hand, the fast way of life forces consumers to buy more and more ready-made products of food which often contain synthetic preservatives which protect a product from damage, and, on the other hand, there is a nervousness of consumers concerning negative impact of synthetic preservatives on their health. Thus, and producers of food have a dilemma - to add or not synthetic preservative to a product. 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 23.6 ‰ 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.

Authors: Rozhentsova Elena Vladimirovna, Ermirzoev Mirzobobo Mirzogaibulloevich, Popov Aleksandr Viacheslavovich