The knowledge of the overall willingness-to-pay and the specific price premiums consumers accept when buying foods with less fat, saturated fat, sodium, sugar and more fiber shapes food manufacturer and distributor marketing strategies and supports the development of public health strategies....

The present paper attempts to bring further evidence on the behavioural gap for organic food in Britain. The stated preferences are analysed by contingent valuation, while the revealed preferences are estimated by hedonic pricing. A small but significant gap in the premium for organic food...