Effects of Aerobic and Strength‐Based Exercise on Consumer Preference for Protein
通过匹配方法和离散选择实验，估计了有氧运动和力量训练对消费者蛋白质支付意愿的影响，发现运动人群在蛋白质价格上涨时仍是稳定的消费群体。
ABSTRACT The role of protein consumption in adaptations to physical exercise is well documented in prior research. However, little is known about how physical exercise and associated protein needs impact consumers’ protein demand. This study pairs matching methods with discrete choice experiments to estimate the impacts of physical exercise on willingness‐to‐pay for protein while reducing the confounding influences of other consumer characteristics. Aerobic and strength‐based exercise, and fitness‐driven protein consumption, increase willingness‐to‐pay for retail protein by up to $1.91 per pound for ribeye steak and foodservice protein by up to $2.47 for a ribeye steak meal. These results indicate that the physically active population is a reliable consumer base that bolsters US domestic protein purchases during periods of price increases.