TABLE 4.

Overview of factors influencing consumer willingness to pay for healthier food products

Factor domain	Favorable factors	Unfavorable factors	Neutral factors
Consumer‐related	People over 60 years 39 , 40 , 43 , 45 Female 39 , 40 , 43 , 48 People with overweight or obesity 44 , 45 Physically active people 45 People more concerned with their health such as people aiming to control weight and reduce the risk of getting heart diseases 48 , 49	Healthy weight 28 Younger consumer 28 , 46 High income 28 High level of education 28 , 46	Household size 41 Body image dissatisfaction of people with obesity 44
Product‐related	Nutrition and health labeling 29	Higher price compared to conventional products 48 Change in food flavor and texture 42	‐