• Consumer Behavior and Food Marketing

  • Food Policy 

  • New Food Technologies and Emerging Food Issues

  • Research Methods

Peer Reviewed Publications

KILDERS V., V. CAPUTO, AND L.S.O. LIVERPOOL-TASIE. 2020. Consumer Ethnocentric Behavior and Food Choices in Developing Countries: The Case of Nigeria. Food Policy, 99, 101973, [Link].

KILDERS V., AND V. CAPUTO. 2021. Is Animal Welfare Promoting Hornless Cattle? Assessing Consumer’s Valuation for Milk from Gene-edited Cows under Different Information Regimes. Journal of Agricultural Economics, [Link].

KILDERS, V., CAPUTO, V., AND J. LUSK. Incorporating Reference Price Effects into Food Choice Experiments: A reference-price-conform design.


Product market prices vary across time and location, which can lead to pricing biases if not taken into consideration when designed food experiments as they may affect consumer’s internal reference prices. Multiple studies have shown the substantial impact of reference prices on consumer demand and shopping behavior. However, several questions are still left to answer. For example, how is the external validity of non-market valuation methods, like discrete choice experiments (DCE), impacted when prices within questions are non-conform with respondent’s internal reference price? Would this impact consumer’s reference price uncertainty? How would this impact consumer demand and related welfare estimate? In this study, we introduce a reference-price-conform DCE design that incorporates individual’s reference prices into food choice experiments and apply it empirically to wine and beef selection. For both products, the reference-price-conform design displays more narrow price ranges to reflect respondents’ internal reference prices elicited before the DCE exercise. We then compare this design with alternative approaches used to select price levels in DCEs. Our proposed method allows researchers to avoid selecting non-representative price levels. We explore how the different approaches of choosing price levels affect the subsequent choice behavior of respondents and thus the corresponding estimates of willingness to pay. This method can be applied in a wide spectrum of fields beyond just food marketing and agricultural economics.

KILDERS, V., CAPUTO, V., AND J. LUSK. Consumer Preferences and Demand for Food Away from Home – A Food Menu-Based Basket Choice Experiment (Job Market Paper).


Consumer’s demand for food away from home (FAFH) has grown tremendously over the last several decades and now rivals if not exceeds demand for food consumed at home in terms of expenditure. During the Covid-19 pandemic especially food delivery has seen a substantial increase in demand relative to for example in-restaurant dining. Despite those developments and mainly due to a lack of accessible, timely, and non-aggregated data, most studies only focus on the demand for food consumed at home or explore the demand for FAFH for a limited selection of products. As a result, little is known about the substitution and complementarity patterns between different FAFH items. We address this gap in literature by looking comparatively at consumer’s demand for FAFH in a delivery and in-restaurant dining setting. In doing so, we utilize a cutting-edge food menu basket-based choice experiment approach. The method permits respondents to freely pick and combine a range of food items at different price levels, to provide timely estimates of consumer demand and preferences for FAFH. Choice data are modeled using sophisticated choice methodologies accounting for substitution and complementarity patterns. Our findings can be used by marketers as well as policy makers trying to understand the impacts of price changes as well as food and nutrition directed policies on consumer demand for FAFH.

KILDERS, V., CAPUTO, V., AND D.L. ORTEGA. Too long, didn’t read – An investigation of consumer attention to information treatments. 


As climate change becomes an increasingly relevant issue within our society, it is important to understand whether consumers are willing to adjust their consumption of climate relevant food products and relatedly if consumers would be open to novel food technologies that alleviate the impact of agriculture on the environment. To address this, we analyze how the demand for a novel product (milk from gene-edited cows) as well as substitute products is affected by information on the climate impact of dairy production. This empirical aspect is supplemented with an exploration of respondent’s attention to the information provided to them during the choice experiment. In particular, we focus on (i) how consumer attention differs across different information vehicles (written text vs. videos), (ii) which vehicles are preferred and lead to comparably higher attention, as well as (iii) how respondents self-select into more in-depth information. These aspects are then correlated with respondent’s choice behavior and demand. Through this line of research, we can provide researchers with insights on how to better design surveys including information effects and generate more realistic results for various stakeholders along the value chain as well as policymakers. From an empirical perspective this study also provides valuable insights into consumer’s willingness to adjust their milk consumption in light of climate related information and accept gene-edited alternatives.

Dissertation Chapters

Papers in Progress and under Review

In Progress

KILDERS, V., CAPUTO, V., AND A. CORSI. The Impact of Social Pressure on Purchase Decisions of Gene-edited Wine – A Multi-Country-Investigation (in Progress).


CAPUTO, V., KILDERS, V., ALPHONCE, R., AND T. REARDON. The Role of Information Sources in Consumer’s Valuation for Fortified Food: An Empirical Investigation in Tanzania (in Progress).


KILDERS, V., GRANT, A., CAPUTO, V., AND J. LUSK. Consumer Preferences and Substitution Patterns for Build-your-own Delivery Food (in Progress).