In this study, Canadian consumers’ preferences for enhanced carnosine (a naturally occurring dipeptide that exhibits antiaging properties) in pork are examined. Carnosine is a relatively unknown nutrient to the public such that we are interested in understanding the relative merits of informing consumers of enhanced carnosine levels through a possible health claim, a nutrient content claim or including it in the nutrition facts table (NFT). As a basis of comparison, we include two other possible labels, a protein nutrient content claim, and a Verified Canadian Pork label (created by industry identifying food safety, animal care, traceability, and farm to table quality assurance attributes of the production system). Data were collected through an online survey that included a choice experiment and were analyzed using conditional logit and random parameters logit models. Compared to carnosine (as a functional attribute), consumers prefer the identification of protein content. In terms of labeling carnosine, consumers have higher willingness to pay for carnosine content included in a NFT than for nutrient or health claims. Higher levels of nutrition knowledge are associated with higher willingness to pay for the different pork attributes.

中文翻译：

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消费者购买具有增强肌肽功能性食品的猪肉的意图

在这项研究中，研究了加拿大消费者对猪肉中增强的肌肽（天然的二肽具有抗衰老特性）的偏好。肌肽是公众相对未知的营养素，因此我们有兴趣了解通过可能的健康声明，营养成分声明或将其包含在营养成分表（NFT）中来告知消费者肌肽水平提高的相对优点。作为比较的基础，我们还包括两个其他可能的标签，一个蛋白质营养成分声明和一个经过验证的加拿大猪肉标签（由行业识别食品安全，动物保健，可追溯性以及从农场到餐桌的生产系统质量保证属性创建） 。通过包括选择实验在内的在线调查收集数据，并使用条件对数和随机参数对数模型进行分析。与肌肽相比（作为功能属性），消费者更喜欢鉴定蛋白质含量。在标记肌肽方面，消费者更愿意为NFT中所含的肌氨酸含量付费，而不是为营养或健康声明付费。营养知识水平越高，就越愿意为不同的猪肉属性付费。