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



Table 2. Selected sample characteristics

Characteristics__________________________________

_______________Frequency_____

________Percentage

Female

77

91.7

Male

7

8.3

Age in Years

Mean/Std. dev.

Percentile (25/50/75)

31.75/4.41

29.00/32.00/35.00

Household Monthly Net Income1

< 920 Euro

2

2.4

920-1.500 Euro

7

8.3

1.501-2.500 Euro

41

48.8

2.501-3.500 Euro

24

28.6

3.501-4.500 Euro

6

7.1

4.501-6.500 Euro

2

2.4

6.501-8.500 Euro

1

1.2

8.501-10.500 Euro

0

0

10.501-12.500 Euro

0

0

>12.500 Euro

1

1.2

Household Size

Mean/Std. dev.

Percentile (25/50/75)

3.60/0.95

3/3/4

Price versus Food Safety2

Mean/Std. dev.

Percentile (25/50/75)

6.07/1.00

5/6/7

Do you support the introduction of the label?

No, not at all

1

1.2

No

4

4.9

Partly

20

24.4

Yes

39

47.6

Strongly yes

18

22.0

Notes: 1 The income was expressed in numbers from 1 to 10 corresponding to the income category. 2 The
respondents were asked to indicate their preference on a scale from 1 to 7 where 1 meant “low price over
all” and 7 “highest food safety over all”.

4 Results and discussion

The subjects answered several questions about their reasons for not breast-feeding, their purchasing
patterns, the use of information sources, their socio-demographic characteristics, etc. Selected sample
characteristics are summarized in Table 2. Mainly mothers participated in the survey (91.7%). The
participants were aged between 21 and 41. The mean age is 31.75 years. The households have an average
size of 3.6.

4.1 Willingness-to-pay

The elicited WTP amounts are summarized in Table 3. Average bid figures are for the last trials
(i.e., 5th trial). Different bid levels are found in the different treatments. In treatment 1, we elicited a mean



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