The Influence of Risk Perceptions on Consumers’ Willingness to Pay for Nutrient-enhanced Microgreens

Microgreens are young plants used as ingredients and flavoring in various dishes. Their production time is short, and their production methods can be altered to enhance the nutritional content. To date, consumers’ preferences for microgreens that display different esthetic and nonesthetic traits have not been addressed. Additionally, consumers’ perceived risk of production methods used to enhance nutrition has not been investigated. An online survey and choice experiment involving a sample of 821 consumers in Tennessee were performed to investigate these topics. A mixed logit model was used to analyze the data. Both esthetic and nonesthetic traits influenced the consumers’ preferences. Green microgreens were preferred and valued more than light or dark purple microgreens. When fertilizer was used during production to enhance nutrients, consumers perceived the microgreens as riskier to the environment and for personal consumption relative to microgreens with light-induced nutrient enhancement. Using lighting during production to enhance nutrients generated a $0.47 to $0.79 premium relative to no nutrient enhancement. In general, if participants’ perceived risk aligned with the nutrient enhancement attribute (i.e., light, fertilizer), then their willingness to pay for the microgreens decreased. This was amplified for the fertilizer nutrient enhancement attribute more than it was for the light enhancement attribute. In-state production and microgreen height also impacted consumer preferences for microgreens.