Is Gluten-Free Worth the Price? A Study on Consumer Willingness to Pay a Principal on Certified Versus Non-Certified Gluten-Free Food.

Merrill, Amanda M.


  • 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 more
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