Willingness-to-pay for value-added freshwater prawns

This article utilizes sensory analysis and auction experimental design to examine consumer willingness-to-pay for value-added freshwater prawns relative to the standard freshwater prawn. Although the combination of these two techniques has been previously applied to other food products, this is the first time that prawns have been the focus of such a study. Consumer willingness-to-pay was found to be significantly enhanced by two alternative salt processes, salt acclimation and marination. Results also show that salt acclimation had a stronger effect than marination on consumer bids, with flavor being the most significant sensory attribute.