Abstract
This research was carried out in order to determine consumers’ perceptions, attitudes and willingness-to-pay(WTP) towards food products with “No Added MSG” labeling. A total of 200 respondents within the area ofKlang Valley were interviewed using a close-ended questionnaire. The Contingent Valuation Method (CVM)was used to determine the consumers’ WTP for the consumption of safer beef. A logit model was used toestimate the premium that consumers are willing to pay for food products with “No Added MSG” labeling. Theresults pointed out that majority of the consumers know and have read about or heard of Monosodium Glutamate(MSG) and illnesses caused by MSG, but only a small portion of them have experienced these illnesses before.Not all of the consumers have high awareness towards illnesses caused by MSG due to lack of information.However, their perceptions and attitudes towards food products with “No added MSG” labeling were found to begenerally positive. Besides, the CV method which was used to determine and estimate consumers’ WTP towardsthe food products mentioned by using logit model showed that the most important and significant actors thatinfluenced a consumers’ WTP are gender (female), household size, household income, family member withchildren below the age of 12, price levels and education level (university). Results also revealed that respondentswere willing to pay a premium of about RM 0.43 for food products with “No added MSG” labeling. Based onthe study, it was found that the demand and consumption of “No Added MSG” is still high and increasing. Thiscurrent trend will certainly have effects on the present market. Hence, to ensure a better development of theseproducts, there is a need to formulate proper standards, policies and promotion programmes for these productsmore efforts in research and development (R&D) are needed to improve the production technologies and foodsafety systems for these “No Added MSG” food products.
Highlights
Food safety related with Monosodium Glutamate (MSG) has become a high profile issue facing, consumers, and marketers, producers, processors, retailers and governments
The descriptive analysis discusses the socio-economic profile of the respondents, their awareness, perceptions and attitudes, that lead to the willingness to pay (WTP) for food products with “No Added MSG” labeling
This is followed by the analysis of Contingent Valuation Method (CVM) to determine the level of WTP towards food products with “No Added MSG” labeling
Summary
Food safety related with MSG has become a high profile issue facing, consumers, and marketers, producers, processors, retailers and governments. Recent research on the effects of different types of label information suggests the possibility that these messages may influence the acceptability of products containing added MSG. Prescott and Young (2002) examined the impact of information specifying the addition of MSG to foods or not on ratings of the hedonic and sensory properties of soups. In addition they measured the beliefs and attitudes towards MSG in foods with a view to provide a context within which any effects could be interpreted. It was to determine the level of awareness and factors that influenced consumers’ buying behaviour to formulate alternative policies and strategies in improving the food industry
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