Finding Salvation in Food: Social and Information Influences on the Perception of Food Fads
This paper studies consumers' preferences towards gluten-free products. We aim at investigating what are the factors that potentially motivate a healthy individual who is free from CD (celiac disease) and NCGS (non-celiac gluten sensitivity) to follow a gluten-free diet. The empirical analysis of our experiment suggests that the provision of additional information regarding to gluten-free products has an impact on consumers' preferences of following a gluten-free diet. Additionally, the analysis indicates that consumers' preferences of following a gluten-free diet can be influenced by their personal characteristics (reading habits, family background, etc) and any cognitive distortions (overgeneralization bias, herd behavior, etc) they might have. Lastly, the paper discusses how following a gluten-free diet is correlated with consumers' future food consuming behaviors. The results imply that consumers are more willing to try and accept a brand-new food diet if they already followed a gluten-free diet.
Behavioral sciences; Agriculture economics; Celiac disease; Consumer behavior; Food fads; Gluten-free diet
Applied Economics and Management
M.S., Applied Economics and Management
Master of Science
dissertation or thesis