The economic value of food labels: A lab experiment on safer infant milk formula



should be kept at 4°C for not more than 30 hours[16]. This information about preparation techniques to
reduce infection from E. sakazakii is used in this study to evaluate the effect of health risk reduction
information on WTP values. The wordings of the preparation/safe-handling techniques used in the
experiment are exhibited in Figure 1. After the participants received this information, they then proceeded
with another set of five trials of the experiment2. A summary diagram of the experiments is exhibited in
Table 1.

After all the trials, the participants filled in an exit questionnaire which included questions related to
their support of the introduction of the label (see Table 2), their assessment of the risk that their child will
get sick due to E. sakazakii, and the importance of risk reduction . Each participant then received a
participation remittance of 20 Euro in cash. Additionally, we distributed a leaflet that summarized
information on the “actual” situation of the E. sakazakii problem and the latest scientific findings. We
also informed the participants of the internet address of the state authority that conducts risk assessment
and offers information on this particular issue. The results of the lab experiment are described in detail in
the next section.

If there are pathogens of the species Enterobacter sakazakii present in the not labelled powdered infant
milk formula an increase of the germs can be prevented by following some guidelines for the handling
and storage of reconstituted infant milk formula. It is recommended to consider the following preparation
techniques:

Clean the bottle and the teat properly before using them.

Use boiled water.

Cool down the reconstituted milk formula immediately to drinking temperature and feed it.

Powdered infant milk formula should be prepared freshly immediately before the feeding. It
should not be stored for the whole day.

Avoid keeping reconstituted milk formula warm in bottle heaters.

If storage of prepared formula is necessary, the formula should be cooled down to 4°C and kept
at his temperature.

Remnants should be discarded and not fed later.

Figure 1. Safe-handling information

2 Despite the sensitiveness of the topic, we had no incidents of emotional panic or similar reactions in our
experiments. All subjects finished the experiments and had the opportunity to ask questions afterwards.
Technical questions or questions about the understanding of the procedure could be asked any time during
the experiment but communication between the participants was not allowed.



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