Willingness to Pay for Safer Foods in Foodservice Establishments

Amit Sharma, Jeannie Sneed, Sam Beattie

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


This research evaluated consumers' perceptions regarding food safety and their attitudes toward willingness to pay more for safer foods. Evidence from this study suggests that observable concerns and consequences of food safety, and trust toward foodservice establishments, impacts consumers' willingness to pay a higher price for safer foods. Consumers that indicated a preference for advertising and posting of employee certificates were willing to pay higher prices. This is found as evidence of signaling in consumers' evaluations of food safety in foodservice establishments. Furthermore, younger consumers and those with higher education were more likely to pay a price premium for safer foods. This article fills a critical gap in the financial consequences and economic behavioral discussion of food safety in foodservice establishments. Implications for industry practices also are discussed.

Original languageEnglish (US)
Pages (from-to)101-116
Number of pages16
JournalJournal of Foodservice Business Research
Issue number1
StatePublished - Jan 2012

All Science Journal Classification (ASJC) codes

  • Food Science


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