{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/90706"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/90706","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Consumer preferences and willingness to pay for fresh and frozen vegetables","abstract":"Americans' vegetable consumption is below the recommended levels, contributing to obesity and other health issues. While increased intake is recommended, many obstacles still impede Americans from reaching vegetable intake goals. Recommendations typically focus on promoting fresh vegetable consumption, although other forms, namely frozen, are less expensive, store longer, and are considered nutritionally equivalent to fresh. Using an online choice experiment, this study examined consumer preferences and willingness to pay for fresh and frozen vegetables. Additionally, we examined whether providing accurate nutrition information on fresh and frozen vegetables influenced preferences. Results revealed that consumers strongly preferred fresh vegetables to frozen and that information about the nutrition content of fresh and frozen vegetables did not significantly alter preferences. We found that most consumers steam vegetables, so convenient features like steamable packaging are highly valued in purchasing decisions. Finally, we found that higher levels of nutrition knowledge lessen the aversion towards frozen vegetables; however, knowledge varied across socio-demographic subgroups. Men, younger respondents, and food insecure respondents exhibited significantly lower knowledge levels. Increasing nutrition knowledge could make these groups more willing to purchase frozen vegetables.","abstract_html":"Americans' vegetable consumption is below the recommended levels, contributing to obesity and other health issues. While increased intake is recommended, many obstacles still impede Americans from reaching vegetable intake goals. Recommendations typically focus on promoting fresh vegetable consumption, although other forms, namely frozen, are less expensive, store longer, and are considered nutritionally equivalent to fresh. Using an online choice experiment, this study examined consumer preferences and willingness to pay for fresh and frozen vegetables. Additionally, we examined whether providing accurate nutrition information on fresh and frozen vegetables influenced preferences. Results revealed that consumers strongly preferred fresh vegetables to frozen and that information about the nutrition content of fresh and frozen vegetables did not significantly alter preferences. We found that most consumers steam vegetables, so convenient features like steamable packaging are highly valued in purchasing decisions. Finally, we found that higher levels of nutrition knowledge lessen the aversion towards frozen vegetables; however, knowledge varied across socio-demographic subgroups. Men, younger respondents, and food insecure respondents exhibited significantly lower knowledge levels. Increasing nutrition knowledge could make these groups more willing to purchase frozen vegetables.","abstract_has_math":false,"creators":["Heinrichs, Pamela Anne"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Agricultural & Applied Econ","degree_department":null,"school":null,"contributors":["Ellison, Brenna"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2016,"date_issued":"2016-07-07T20:26:39Z","date_published":"2016-07-07T20:26:39Z","updated_at":"2026-07-22T22:26:34Z","subjects":["Choice experiment","Vegetable"],"languages":["en"],"rights":["Copyright 2016 Pamela Heinrichs"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/90706","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Ellison, Brenna"]},{"key":"dc:creator","label":"Author","values":["Heinrichs, Pamela Anne"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2016-07-07T20:26:39Z","2018-07-08T09:15:09Z","2015-12-18","2016-05"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Agricultural & Applied Econ"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Choice experiment","Vegetable"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2016 Pamela Heinrichs"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/90706"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Americans' vegetable consumption is below the recommended levels, contributing to obesity and other health issues. While increased intake is recommended, many obstacles still impede Americans from reaching vegetable intake goals. Recommendations typically focus on promoting fresh vegetable consumption, although other forms, namely frozen, are less expensive, store longer, and are considered nutritionally equivalent to fresh. Using an online choice experiment, this study examined consumer preferences and willingness to pay for fresh and frozen vegetables. Additionally, we examined whether providing accurate nutrition information on fresh and frozen vegetables influenced preferences. Results revealed that consumers strongly preferred fresh vegetables to frozen and that information about the nutrition content of fresh and frozen vegetables did not significantly alter preferences. We found that most consumers steam vegetables, so convenient features like steamable packaging are highly valued in purchasing decisions. Finally, we found that higher levels of nutrition knowledge lessen the aversion towards frozen vegetables; however, knowledge varied across socio-demographic subgroups. Men, younger respondents, and food insecure respondents exhibited significantly lower knowledge levels. Increasing nutrition knowledge could make these groups more willing to purchase frozen vegetables.","Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2018-05-01","The student, Pamela Heinrichs, accepted the attached license on 2015-12-15 at 12:03.","The student, Pamela Heinrichs, submitted this Thesis for approval on 2015-12-17 at 17:54.","This Thesis was approved for publication on 2015-12-18 at 16:39.","DSpace SAF Submission Ingestion Package generated from Vireo submission #9023 on 2016-07-07 at 13:48:03","Made available in DSpace on 2016-07-07T20:26:39Z (GMT). No. of bitstreams: 2 HEINRICHS-THESIS-2016.pdf: 685111 bytes, checksum: b493828834defa2c18f09565fcbec922 (MD5) LICENSE.txt: 4213 bytes, checksum: ab9c98831193fbc83e3d5b38ad9a572b (MD5) Previous issue date: 2015-12-18","Embargo set by: Seth Robbins for item 93058 Lift date: 2018-07-07T20:28:14Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system","Embargo set by: Seth Robbins for item 93058 Lift date: 2018-07-07T20:35:34Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system","U of I Only Restriction Lifted for Item 93058 on 2018-07-08T09:15:09Z."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Consumer preferences and willingness to pay for fresh and frozen vegetables"]}]}],"canonical_facts":{"dc:contributor":["Ellison, Brenna"],"dc:creator":["Heinrichs, Pamela Anne"],"dc:date":["2016-07-07T20:26:39Z","2018-07-08T09:15:09Z","2015-12-18","2016-05"],"dc:description":["Americans' vegetable consumption is below the recommended levels, contributing to obesity and other health issues. While increased intake is recommended, many obstacles still impede Americans from reaching vegetable intake goals. Recommendations typically focus on promoting fresh vegetable consumption, although other forms, namely frozen, are less expensive, store longer, and are considered nutritionally equivalent to fresh. Using an online choice experiment, this study examined consumer preferences and willingness to pay for fresh and frozen vegetables. Additionally, we examined whether providing accurate nutrition information on fresh and frozen vegetables influenced preferences. Results revealed that consumers strongly preferred fresh vegetables to frozen and that information about the nutrition content of fresh and frozen vegetables did not significantly alter preferences. We found that most consumers steam vegetables, so convenient features like steamable packaging are highly valued in purchasing decisions. Finally, we found that higher levels of nutrition knowledge lessen the aversion towards frozen vegetables; however, knowledge varied across socio-demographic subgroups. Men, younger respondents, and food insecure respondents exhibited significantly lower knowledge levels. Increasing nutrition knowledge could make these groups more willing to purchase frozen vegetables.","Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2018-05-01","The student, Pamela Heinrichs, accepted the attached license on 2015-12-15 at 12:03.","The student, Pamela Heinrichs, submitted this Thesis for approval on 2015-12-17 at 17:54.","This Thesis was approved for publication on 2015-12-18 at 16:39.","DSpace SAF Submission Ingestion Package generated from Vireo submission #9023 on 2016-07-07 at 13:48:03","Made available in DSpace on 2016-07-07T20:26:39Z (GMT). No. of bitstreams: 2 HEINRICHS-THESIS-2016.pdf: 685111 bytes, checksum: b493828834defa2c18f09565fcbec922 (MD5) LICENSE.txt: 4213 bytes, checksum: ab9c98831193fbc83e3d5b38ad9a572b (MD5) Previous issue date: 2015-12-18","Embargo set by: Seth Robbins for item 93058 Lift date: 2018-07-07T20:28:14Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system","Embargo set by: Seth Robbins for item 93058 Lift date: 2018-07-07T20:35:34Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system","U of I Only Restriction Lifted for Item 93058 on 2018-07-08T09:15:09Z."],"dc:format":["application/pdf"],"dc:identifier":["http://hdl.handle.net/2142/90706"],"dc:language":["en"],"dc:rights":["Copyright 2016 Pamela Heinrichs"],"dc:subject":["Choice experiment","Vegetable"],"dc:title":["Consumer preferences and willingness to pay for fresh and frozen vegetables"],"dc:type":["text"],"thesis:degree_discipline":["Agricultural & Applied Econ"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:26:34Z"}