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Too Cheap to Eat: The Signaling Effect of Price on Food Safety

  • Yumi Yoshida
  • Kenji Takeuchi
  • Masanobu Ishikawa
  • Risa Kojima
Article

Abstract

We investigate the effects on consumer’s utility of price and remaining days until sell-by date of food, using a conjoint analysis. Examples of the food products we consider in our analysis are eggs, noodles, and cookies. We find that consumers prefer foods that have a longer shelf-life. Furthermore, the result of our analysis on eggs shows that consumer’s utility increases with price, when the price exceeds a critical level. This is because consumers may perceive a correlation between a higher price and safer foods.

Keywords

food safety sell-by date conjoint analysis 

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References

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Copyright information

© Japan Economic Policy Association (JEPA) 2009

Authors and Affiliations

  • Yumi Yoshida
    • 1
  • Kenji Takeuchi
    • 1
  • Masanobu Ishikawa
    • 1
  • Risa Kojima
    • 1
  1. 1.Graduate School of EconomicsKobe UniversityJapan

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