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WiCa Anthocyanin – Consumers' willingness to buy (WTB) and willingness to pay (WTP) for anthocyanin-containing cereal products

Research domain:
Agricultural value chains

Project duration:
30.04.2012 - 30.07.2015

The project is part of the joint research project "Secondary substances in cereals as quality attribute: Analysis of potential health-enhancing effects and consumers’ willingness to buy and willingness to pay", financed by the ScienceCampus Halle – Plant-based Bioeconomy (WCH).

The major goal is to analyze potential consumer demand for anthocyanin-containing cereal products in Germany and Russia. Focus group interviews are carried out with German and Russian consumers in order to identify their knowledge levels with respect to the health effects of anthocyanins and their perception and acceptance of anthocyanin-containing cereal products. Also, experimental auctions are conducted to investigate consumers’ willingness to pay (under different information scenarios).


  • Leibniz Institute of Plant Genetics and Crop Plant Research (IPK), Germany Website

Qualification Works

The following theses are part of the project:

  • Essays on Consumers' Perceptions and Valuations of Healthy Attributes in Food Products (Carried out by: Dr. Irina Dolgopolova)