Factors affecting the consumers’ willingness to pay for health and wellness food products

This study aims at analyzing the factors affecting the consumer's willingness to pay for health and wellness food products in India, based on the primary consumer survey of 218 respondents. A structured questionnaire survey was administered using a stratified random sampling technique. The Poisson Count Regression Model (PCRM) has been used to analyse the factors affecting the willingness to pay for health and wellness food products. The...