Consumers’ willingness to pay for functional food: A systematic literature review

Abstract

Functional foods are gaining popularity due to increase in life style diseases and health conscious consumers. A key question for both industry and researchers is whether consumers are willing to pay a price premium for these functional foods, and what factors influence this willingness. Understanding consumer willingness to pay (WTP) a premium is crucial for producers to price products appropriately and for policymakers aiming to encourage healthier diets through market mechanisms. This study provides a systematic literature review (SLR) of research on consumer WTP for functional foods, gathering evidence across product categories and regions, identifying the factors that influence WTP, examining the methodologies used in these studies and highlighting research gaps.