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Abstract: With approximately 24% of Americans consuming or living with someone who consumes gluten-free products, whether due to wheat allergy, wheat or gluten intolerance, Celiac Disease, a perceived healthier diet, or other reasons, the $10.5 billion gluten-free market is one that is attaining an increasing pervasive influence in the United States. Due to uncertainties surrounding the stringency ... read moreand adherence to labeling regulations for gluten-free status, four major gluten-free certification programs have emerged in the U.S. The objective of this study was to answer two questions: (1) whether or not consumers of gluten-free bread are willing to pay a premium for certification, and (2) if so, how much of a premium they are willing to pay. To this end, a contingent valuation survey using the payment card method was used, along with Tobit and logit analyses. Results indicated a 55% probability of paying a premium and an average magnitude of $1.12 over the mean $6.00 price tag for gluten-free bread. Shopping venue, income, frequency of purchase, number of children, area of residence, and purchasing decision factors such as certification status, price, and consideration of the use of a dedicated facility during manufacturing processes had significant influences on both the probability of paying a premium and the size of such a premium.read less
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