Athletes preferences and willingness to pay for innovative high-protein functional foods

IF 4.6 2区医学 Q1 BEHAVIORAL SCIENCES

Appetite Pub Date : 2024-09-20 DOI:10.1016/j.appet.2024.107687

Matilde Reitano , Roberta Selvaggi , Gaetano Chinnici , Gioacchino Pappalardo , Kohei Yagi , Biagio Pecorino

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Abstract

The growing number of athletes in the population leads to an increasing demand for high-protein functional foods to which food industries are trying to respond with new products and strategies that can meet the needs of athletes. An experimental auction was performed to elicit athletes’ willingness to pay for an innovative high-protein bread, correlating it to specific food values. For a deeper understanding of the determinants of respondents' choices for high-protein bread and preferences regarding food values, the combination of Best-Worst Scaling and Cluster Analysis was used. The Cluster Analysis identified five different groups of athletes, each characterised by specific preferences and willingness to pay. Participants with high attention for the nutritional aspect and needs related to sports activity, are willing to pay more than the other ones. The investigated issue is crucial for customizing marketing strategies and meeting the needs of different athlete segments.

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运动员对创新型高蛋白功能食品的偏好和支付意愿。

随着运动员人数的不断增加，人们对高蛋白功能食品的需求也越来越大，食品行业正试图通过新产品和新策略来满足运动员的需求。为了了解运动员是否愿意为创新型高蛋白面包买单，并将其与特定的食品价值联系起来，我们进行了一次实验性拍卖。为了更深入地了解受访者选择高蛋白面包的决定因素以及对食品价值的偏好，研究人员结合使用了最佳-最差标度法和聚类分析法。聚类分析确定了五个不同的运动员群体，每个群体都有特定的偏好和支付意愿。对与体育活动相关的营养方面和需求高度关注的参与者比其他参与者愿意支付更多的费用。所调查的问题对于定制营销战略和满足不同运动员群体的需求至关重要。

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来源期刊

Appetite 医学-行为科学

CiteScore

9.10

自引率

11.10%

发文量

566

审稿时长

13.4 weeks

期刊介绍： Appetite is an international research journal specializing in cultural, social, psychological, sensory and physiological influences on the selection and intake of foods and drinks. It covers normal and disordered eating and drinking and welcomes studies of both human and non-human animal behaviour toward food. Appetite publishes research reports, reviews and commentaries. Thematic special issues appear regularly. From time to time the journal carries abstracts from professional meetings. Submissions to Appetite are expected to be based primarily on observations directly related to the selection and intake of foods and drinks; papers that are primarily focused on topics such as nutrition or obesity will not be considered unless they specifically make a novel scientific contribution to the understanding of appetite in line with the journal's aims and scope.