A discrete choice experiment is applied to examine consumer valuation of a new generation of functional foods. Data were collected from 1,704 households in Ohio through a mail survey. Results indicate health benefits and ingredient naturalness are positively valued but such preferences depend on individual's education, income, and food purchase behavior.

一个离散选择实验被应用于检验消费者对新一代功能性食品的估价。数据是通过邮件调查从俄亥俄州1704户家庭中收集的。结果表明，健康效益和天然成分的积极价值，但这种偏好取决于个人的教育，收入和食品购买行为。