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Does award and origin labeling influence consumers’ willingness-to-pay beyond sensory cues?

An experimental auction on improved Philippine tablea (cocoa liquor)

by Josefina F. Ballesteros, Joachim J. Schouteten, Angelyn Otilla, Ramona Isabel Ramirez, Xavier Gellynck, Julieta Casaul, Hans De Steur

Highlights

  • Impact of sensory cues, award and origin labels on WTP for tablea were examined.

  • Taste consistently drives the propensity to pay more for improved tablea.

  • Award and origin labels enhance sensory perception and product liking.

  • Consumers are willing to pay more for award and origin-labeled tablea.

  • Award and origin labels are more effective for men and older consumers.



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