Pre-Launch Exploration of Consumer Willingness to Purchase Selenium- and Iodine-Biofortified Apples—A Discrete Choice Analysis of Possible Market Settings

Selenium and iodine are essential micronutrients for humans. They often deficient in food supply due to low phytoavailable concentrations soil. Agronomic biofortification of crops is one approach overcome micronutrient malnutrition. This study focused on a pre-launch exploration German consumers’ willingness purchase selenium- and/or iodine-biofortified apples. For this purpose, an online survey was carried out. In context, consumers were asked choose their most preferred apple product from set card alternatives discrete choice experiment (DCE). The multinomial logit model results demonstrated that have particular preference Furthermore, mainly influenced by price, health claims, plastic-free packaging material. Viewed individually, selenium did not exert effect whereas positive interactions between both exist.