Open Access
Consumers' willingness to pay for health claims during the COVID-19 pandemic: a moderated mediation analysis
(Elsevier, 2023) Bou Fakhreddine, Lara; García Martínez, Marian; Sánchez García, Mercedes; Schnettler, Berta; Gestión de Empresas; Enpresen Kudeaketa
The COVID-19 pandemic has posed a substantial threat to people's lives and raised health concerns. This research explores the mediating role of consumers' attitudes towards health claims in the relationship between consumers' interest in health claims and their willingness to pay (WTP) for health claims in extra virgin olive oil (EVOO). Additionally, we examine the moderation effect of COVID-19 risk perception in the relationship between consumers' interest in and attitudes towards health claims. Data were collected through an online survey in three countries: Spain, the UK and Chile. Findings confirm the mediating role of consumers' attitudes towards health claims. Furthermore, the relationship between consumers' interest and their attitudes towards health claims was stronger when COVID-19 risk perception was higher.
Open Access
An extended behavior model for explaining the willingness to pay to reduce the air pollution in road transportation
(Elsevier, 2021) Sánchez García, Mercedes; Zouaghi, Ferdaous; Lera López, Fernando; Faulín Fajardo, Javier; Enpresen Kudeaketa; Ekonomia; Estatistika, Informatika eta Matematika; Institute on Innovation and Sustainable Development in Food Chain - ISFOOD; Institute for Advanced Research in Business and Economics - INARBE; Institute of Smart Cities - ISC; Gestión de Empresas; Economía; Estadística, Informática y Matemáticas
Road transportation constitutes a key sector in developed countries, as an essential catalyst for economic and social activities. Nevertheless, it is relevant to emphasize the negative impacts of this activity identified in Economics as negative externalities. At the European Union, road transportation is the main cause of the air pollution impact on the population. Thus, this study explores the factors that influence the willingness to pay (WTP) on behalf of the citizens to reduce air pollution generated by road transport. In doing so, we propose two fundamental theoretical frameworks to explain individual behavior towards the environment actions: the Theory of Planned Behavior (TPB) and the Value-Belief-Norm (VBN) models. A questionnaire survey with 1,612 residents was used to collect data in 65 localities located in the Spanish Pyrenees and performing a statistical analysis with the resulting data relied on application of Structural Equation Models (SEM). Moreover, the survey results highlight the importance of psychological aspects as predictors of proenvironmental behaviors. Our empirical results provide a novel contribution about how governments and educational policies can enhance the positive attitude towards environmental actions, unifying the struggle in favor of environmental protection from early childhood.
Open Access
The reformulation of a beef patty enriched with n-3 fatty acids and vitamin D3 influences consumers' response under different information scenarios
(MDPI, 2020) Beriain Apesteguía, María José; Gómez Bastida, Inmaculada; Sánchez García, Mercedes; Insausti Barrenetxea, Kizkitza; Sarriés Martínez, María Victoria; Ibáñez Moya, Francisco C.; Institute on Innovation and Sustainable Development in Food Chain - ISFOOD
The objective of this study was to investigate the sensory acceptability and willingness to pay (WTP) for a beef patty elaborated with beef from a local breed that was enriched with nutritional ingredients (vegetable oil mixture and vitamin D3). The experiment was conducted under two information scenarios (blind; full: ingredients used to enrich the patties in n-3 PUFA and vitamin D3). An in-home use test was carried out by 180 consumers to study consumer liking of two low-fat beef patties (C: conventional, M: modified). There were no differences in color and odor for the raw patties (p> 0.05). The sensory parameters of the cooked patties were assessed as being similar (p > 0.05) regardless of the information scenario. The sensory parameters remained crucial criteria for product acceptance and repeat purchase. Consumers positively evaluated the M patty. The information provided to consumers on the composition of the product influenced the response of consumers. It was also observed that the higher the education level of the consumer, the higher their scores for M beef patties in the blind scenario. It is thus necessary to implement appropriate marketing strategies in order to highlight the nutritional properties of the modified patties, making them competitive ahead of conventional patties.

Sánchez García, Mercedes

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