Athletes Sensory Evaluation and Willingness to Pay for High-Protein Bread

The intrinsic relationship between food and health has led to growing interest in functional foods, particularly among athletes seeking to optimize performance and recovery. This study investigates the impact of product information and sensory attributes on athletes’ willingness to pay for an innovative high-protein bread. Utilizing a two-treatment ex- perimental design, athletes were exposed to sensory evaluations either before or after receiving information. A combination of hedonic sensory...