title: Willingness to pay for midwife-endorsed product: An Australian best-worst study.
abstract: This article examined the impact of midwife endorsement on stated choice preferences in one of the highest volume baby care product categories, diapers. An online survey was conducted testing 12 alternatives of which six were midwife endorsed. A total of 215 responses were analyzed using best-worst and multinomial logit modeling. Results indicate that package size, price, and brand are more sensitive predictors of stated choice preferences than midwife endorsement. Respondents were willing to pay 2.3% more for a diaper that was endorsed by midwives. These findings suggest that midwife endorsement should be pursued by health marketers.
authors.affiliation: a Social Marketing @ Griffith, Population and Social Health Research Program , Griffith University, Nathan Campus , Queensland , Australia.
authors.forename: Ville
authors.initials: V
authors.lastname: Lahtinen
authors.affiliation: a Social Marketing @ Griffith, Population and Social Health Research Program , Griffith University, Nathan Campus , Queensland , Australia.
authors.forename: Sharyn
authors.initials: S
authors.lastname: Rundle-Thiele
authors.affiliation: b University College Zealand , DIGITAL, Soroe , Denmark.
authors.forename: Jannie Mia
authors.initials: JM
authors.lastname: Adamsen
mesh_terms: D001315:Australia; D041381:Diapers, Infant / Q000191:economics*; D005260:Female; D005382:Financing, Personal; D006801:Humans; D040541:Marketing; D008880:Midwifery; D011795:Surveys and Questionnaires
keywords: Best–worst; diapers; endorsement; midwives; stated choice preferences