Abstract
ABSTRACTAgri-food business pricing practices assume that consumers know about prices and that price is an impediment to healthy food purchase and consumption. The present article assesses functional dairy food shoppers’ price knowledge accuracy and its determinants. The data were gathered from 207 face-to-face interviews with shoppers at the point of sale and were analyzed with binary logistic regression testing a number of set hypotheses. Results show that healthy food price knowledge is higher than for conventional food but still low, and consumers tend to underestimate the price paid. Price knowledge accuracy increases with high purchase frequency, promotional products, hedonistic consumption, and for enhanced function products. Results provide a basis for higher sustainable pricing strategies. Consumers’ inability to distinguish misleading pricing strategies calls for regulators to ensure fair and ethical market practices, especially for healthy food.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
