Investigating Consumers’ Preference for Acrylamide-Free Cassava Snacks

As potato chips are often found to contain a carcinogen, called acrylamide, less-risky chips can alternatively be made from cassava. This study aims at examining consumers’ preference and the factors determining their marginal willingness to pay for acrylamide-free cassava chips. The study is undert...

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Autores principales:	Kanokwan Chancharoenchai, Wuthiya Saraithong
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	acrylamide-free cassava chips consumers’ preference marginal willingness to pay food safety Thailand Chemical technology TP1-1185
Acceso en línea:	https://doaj.org/article/9812bfaeaa5442a484e805f32352cd68
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spelling	oai:doaj.org-article:9812bfaeaa5442a484e805f32352cd682021-11-25T17:34:44ZInvestigating Consumers’ Preference for Acrylamide-Free Cassava Snacks10.3390/foods101127212304-8158https://doaj.org/article/9812bfaeaa5442a484e805f32352cd682021-11-01T00:00:00Zhttps://www.mdpi.com/2304-8158/10/11/2721https://doaj.org/toc/2304-8158As potato chips are often found to contain a carcinogen, called acrylamide, less-risky chips can alternatively be made from cassava. This study aims at examining consumers’ preference and the factors determining their marginal willingness to pay for acrylamide-free cassava chips. The study is undertaken based on questionnaire surveys with 1077 respondents from all six regions of Thailand. Various socio-economic characteristics, and behavior and perception on relevant issues are included in the OLS estimations of marginal willingness, acting as independent variables. The study finds that people show their preference for acrylamide-free cassava chips, and are willing to pay a premium price of THB 5.86, on average. The results also statistically present, among others, the positive explanatory power of persons’ perception about food safety, especially the dangers of acrylamide, and the size of family on the preference of cassava chips. Adult consumers and those from the northeastern region surprisingly reveal an unfavorable willingness to pay more for non-acrylamide cassava chips. Moreover, the availability of sale promotion can encourage consumers to pay more for healthier cassava chips. The findings should allow producers to understand consumers’ buying behavior and their preference for cassava chips as a substitute product; in turn, this should help to commercialize these products in the wider market.Kanokwan ChancharoenchaiWuthiya SaraithongMDPI AGarticleacrylamide-freecassava chipsconsumers’ preferencemarginal willingness to payfood safetyThailandChemical technologyTP1-1185ENFoods, Vol 10, Iss 2721, p 2721 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	acrylamide-free cassava chips consumers’ preference marginal willingness to pay food safety Thailand Chemical technology TP1-1185
spellingShingle	acrylamide-free cassava chips consumers’ preference marginal willingness to pay food safety Thailand Chemical technology TP1-1185 Kanokwan Chancharoenchai Wuthiya Saraithong Investigating Consumers’ Preference for Acrylamide-Free Cassava Snacks
description	As potato chips are often found to contain a carcinogen, called acrylamide, less-risky chips can alternatively be made from cassava. This study aims at examining consumers’ preference and the factors determining their marginal willingness to pay for acrylamide-free cassava chips. The study is undertaken based on questionnaire surveys with 1077 respondents from all six regions of Thailand. Various socio-economic characteristics, and behavior and perception on relevant issues are included in the OLS estimations of marginal willingness, acting as independent variables. The study finds that people show their preference for acrylamide-free cassava chips, and are willing to pay a premium price of THB 5.86, on average. The results also statistically present, among others, the positive explanatory power of persons’ perception about food safety, especially the dangers of acrylamide, and the size of family on the preference of cassava chips. Adult consumers and those from the northeastern region surprisingly reveal an unfavorable willingness to pay more for non-acrylamide cassava chips. Moreover, the availability of sale promotion can encourage consumers to pay more for healthier cassava chips. The findings should allow producers to understand consumers’ buying behavior and their preference for cassava chips as a substitute product; in turn, this should help to commercialize these products in the wider market.
format	article
author	Kanokwan Chancharoenchai Wuthiya Saraithong
author_facet	Kanokwan Chancharoenchai Wuthiya Saraithong
author_sort	Kanokwan Chancharoenchai
title	Investigating Consumers’ Preference for Acrylamide-Free Cassava Snacks
title_short	Investigating Consumers’ Preference for Acrylamide-Free Cassava Snacks
title_full	Investigating Consumers’ Preference for Acrylamide-Free Cassava Snacks
title_fullStr	Investigating Consumers’ Preference for Acrylamide-Free Cassava Snacks
title_full_unstemmed	Investigating Consumers’ Preference for Acrylamide-Free Cassava Snacks
title_sort	investigating consumers’ preference for acrylamide-free cassava snacks
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/9812bfaeaa5442a484e805f32352cd68
work_keys_str_mv	AT kanokwanchancharoenchai investigatingconsumerspreferenceforacrylamidefreecassavasnacks AT wuthiyasaraithong investigatingconsumerspreferenceforacrylamidefreecassavasnacks
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Investigating Consumers’ Preference for Acrylamide-Free Cassava Snacks

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