The effect of sensory properties on non-celiac consumers' willingness to pay for a gluten-free snack

The aim of our exploratory study is to assess the effects of organoleptic attributes on willingness-to-pay (wtp) values for gluten-free (gf ) snacks assessed by non-celiac consumers. This study was undertaken using data from a hypothetical experiment conducted in Spain. We find that non-celiac consumers value the texture of gf snacks and that this is the only attribute to have a signif -icant positive effect on wtp . The descriptive results show that consumers believe that gf products are expensive, but that they do not present secondary effects; they are not considered either a fashion or a fraud. Moreover, the participants followed a healthy diet, which consisted of fruits and vegetables and foods rich in minerals and vitamins.