Finding Salvation in Food: Social and Information Influences on the Perception of Food Fads

Wang, Xinyang

Finding Salvation in Food: Social and Information Influences on the Perception of Food Fads

Abstract

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.

Date Issued

2017-05-30

Keywords

Behavioral sciences; Agriculture economics; Celiac disease; Consumer behavior; Food fads; Gluten-free diet

Committee Chair

Just, David

Committee Member

Frank, Robert

Degree Discipline

Applied Economics and Management

Degree Name

M.S., Applied Economics and Management

Degree Level

Master of Science

Types

dissertation or thesis