The Role of Taste and Label Information on Purchase Decision: Assessment of a Gluten-Free Wafer by Non-Celiac Consumers
Alejandra De Los Rios.
Several studies have reported that taste is one of the most important factors for choosing
gluten-free (GF) products and that generally a GF label could increase consumer confidence. Since
empirical evidence has shown that non-celiac people also eat GF products, the aim of our study is to
assess the impact of taste and GF labeling on one’s willingness to pay (WTP) for GF cocoa wafers, as
assessed by non-celiac consumers. A total of 222 non-celiac consumers participated in a hypothetical
experiment. The results indicated that non-celiac consumers showed no statistically significant differences
in WTP values when they taste gluten and GF products and evaluate GF label use.
Keywords: Gluten-free, wafers, willingness to pay, non-celiac, tasting, labeling.
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