title: Willingness-to-pay for a population program aimed at reducing dietary salt in Denmark.
abstract: BACKGROUND
  High intake of salt increases blood pressure and the risk of cardiovascular disease. Population programs aimed at reducing dietary salt may be cost-effective, but little is known about people's valuation of such programs.
  
  
  METHODS
  A random sample (n = 924) of Danish people aged 20-74 was interviewed in-person in year 2000. They were asked how much they would be willing to contribute in additional tax for a population program that would half the intake of salt. The respondents were randomized to presentation of effectiveness format (number-needed-to-treat (NNT), relative risk reduction (RRR), avoided cases of heart attack or increase in longevity).
  
  
  RESULTS
  In total, 57% were unwilling to contribute to the program (63%, 51%, 51% and 63% in the NNT-, RRR-, case- and longevity-groups, respectively). The mean willingness-to-pay among the remaining 43% was $30 per person per month. While in Denmark, the annual net program cost would be $148 millions in the most unfavorable scenario, the aggregate willingness-to-pay was $468 millions.
  
  
  CONCLUSIONS
  A public health program may be worthwhile even though only a minority of the population is willing to contribute towards it. People's valuation is moderately sensitive to format of the program information.
authors: Institute of Public Health, University of Southern Denmark, 9 J.B. Winslow Road, DK-5000 C Odense, Denmark. ivarsk@c2i.net
authors: Ivar Sønbø
authors: IS
authors: Kristiansen
authors: Dorte
authors: D
authors: Gyrd-Hansen
authors: Jørgen
authors: J
authors: Nexøe
authors: Jesper
authors: J
authors: Bo Nielsen