DEMAND FOR ENHANCED FOODS AND THE VALUE OF NUTRITIONAL ENHANCEMENTS OF FOOD: THE CASE OF MARGARINES
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This paper evaluates consumer preferences and choice of nutritionally enhanced food products based on economic, geographic, ethnic and other socioeconomic characteristics. Household scanner data allow estimation of hedonic price function and a probit model on the choice of margarine that promotes good health. The empirical estimation established a positive value for nutritional enhancement.