True pricing
Single Wave Study
General Information
Title
True pricing
Project Number
417
Abstract
This study examines the possibilities and effectiveness of displaying the “true” price of food products.
Longitudinal Type
Single Wave Study
Begin date
02-11-2020
End date
14-12-2020
Topics
Researcher
Roxanne van Giesen (Centerdata); Eva van den Broek (Behavioural Insights Nederland); Jos van den Puttelaar (Wageningen Economic Reseach); Wilma Waterlander (Amsterdam UMC)
Publisher
Centerdata
Copyright
© 2026 Centerdata
DOI
https://doi.org/10.57990/42dy-cp45
Funding Organization
ODISSEI,
OCW (Domeinplan SSH),
Ministry of Agriculture
Fisheries
Food Security and Nature
Fisheries
Food Security and Nature
Datasets and documentation
View Documentation
Codebook in English
Codebook in Dutch
Data Files
English SPSS file
English STATA file
English CSV file
Variables
| Variable name | Variable Label |
|---|---|
| nomem_encr | Number of the household member encrypted |
| vp20a_m | Year and month of the field work period |
| vp20a001 | Random number: experimental condition |
| vp20a002 | Permutation variable: First product shown for questions vp20a011-vp20a021-vp20a031-vp20a055-vp20a062-vp20a069-vp20a076 |
| vp20a003 | Permutation variable: Second product shown for questions vp20a011-vp20a021-vp20a031-vp20a055-vp20a062-vp20a069-vp20a076 |
| vp20a004 | Permutation variable: Third product shown for questions vp20a011-vp20a021-vp20a031-vp20a055-vp20a062-vp20a069-vp20a076 |
| vp20a005 | Permutation variable: Fourth product shown for questions vp20a011-vp20a021-vp20a031-vp20a055-vp20a062-vp20a069-vp20a076 |
| vp20a006 | Permutation variable: Fifth product shown for questions vp20a011-vp20a021-vp20a031-vp20a055-vp20a062-vp20a069-vp20a076 |
| vp20a007 | Permutation variable: Sixth product shown for questions vp20a011-vp20a021-vp20a031-vp20a055-vp20a062-vp20a069-vp20a076 |
| vp20a008 | Permutation variable: Which question and product group were respondents shown first? |
| vp20a009 | Permutation variable: Which question and product group were respondents shown second? |
| vp20a010 | Permutation variable: Which question and product group were respondents shown third? |
| vp20a011 | [Apples] If you had to choose between these products, which product would you choose? |
| vp20a012 | Number of clicks on image 1 under vp20a011 - apples |
| vp20a013 | Number of clicks on image 2 under vp20a011 - apples |
| vp20a014 | Number of clicks on image 3 under vp20a011 - apples |
| vp20a015 | Number of clicks on image 4 under vp20a011 - apples |
| vp20a016 | Number of clicks on image 5 under vp20a011 - apples |
| vp20a017 | Number of clicks on image 6 under vp20a011 - apples |
| vp20a018 | Number of clicks on image 7 under vp20a011 - apples |
| vp20a019 | Number of clicks on image 8 under vp20a011 - apples |
| vp20a020 | [Apples] You chose this product: … Why did you choose this product? |
| vp20a021 | [Chocolate spread] If you had to choose between these products, which product would you choose? |
| vp20a022 | Number of clicks on image 1 under vp20a021 - chocolate spread |
| vp20a023 | Number of clicks on image 2 under vp20a021 - chocolate spread |
| vp20a024 | Number of clicks on image 3 under vp20a021 - chocolate spread |
| vp20a025 | Number of clicks on image 4 under vp20a021 - chocolate spread |
| vp20a026 | Number of clicks on image 5 under vp20a021 - chocolate spread |
| vp20a027 | Number of clicks on image 6 under vp20a021 - chocolate spread |
| vp20a028 | Number of clicks on image 7 under vp20a021 - chocolate spread |
| vp20a029 | Number of clicks on image 8 under vp20a021 - chocolate spread |
| vp20a030 | [Chocolate spread] You chose this product: … Why did you choose this product? |
| vp20a031 | [Milk] If you had to choose between these products, which product would you choose? |
| vp20a032 | Number of clicks on image 1 under vp20a031 - milk |
| vp20a033 | Number of clicks on image 2 under vp20a031 - milk |
| vp20a034 | Number of clicks on image 3 under vp20a031 - milk |
| vp20a035 | Number of clicks on image 4 under vp20a031 - milk |
| vp20a036 | Number of clicks on image 5 under vp20a031 - milk |
| vp20a037 | Number of clicks on image 6 under vp20a031 - milk |
| vp20a038 | Number of clicks on image 7 under vp20a031 - milk |
| vp20a039 | Number of clicks on image 8 under vp20a031 - milk |
| vp20a040 | [Milk] You chose this product: … Why did you choose this product? |
| vp20a041 | While choosing products, did you look at the label of at least one of the products? |
| vp20a042 | Did you compare the label information of different products? |
| vp20a043 | The questions are about the label. What is your opinion about this information? |
| vp20a044 | The questions are about the label. What is your opinion about this information? |
| vp20a045 | How would you feel about being given information about the true price of every product? |
| vp20a046 | How would you feel about being given information about the true price of every product? |
| vp20a047 | How would you feel about being given information about the true price of every product? |
| vp20a048 | How would you feel about having to pay the true price for [all/some] products within a product group? |
| vp20a049 | How would you feel about having to pay the true price for [all/some] products within a product group? |
| vp20a050 | How would you feel about having to pay the true price for [all/some] products within a product group? |
| vp20a051 | I trust that the true price was calculated correctly. |
| vp20a052 | It is only right for the consumer to pay for the hidden costs caused by harm to people and the environment. |
| vp20a053 | I cannot afford the true price of products. |
| vp20a054 | I trust that the additional money I pay will indeed be used for the benefit of people and the environment. |
| vp20a055 | [Apples] Which of these products do you think is the least harmful for people and the environment? |
| vp20a056 | Number of clicks on image 1 under vp20a055 - apples |
| vp20a057 | Number of clicks on image 2 under vp20a055 - apples |
| vp20a058 | Number of clicks on image 3 under vp20a055 - apples |
| vp20a059 | Number of clicks on image 4 under vp20a055 - apples |
| vp20a060 | Number of clicks on image 5 under vp20a055 - apples |
| vp20a061 | Number of clicks on image 6 under vp20a055 - apples |
| vp20a062 | [Chocolate spread] Which of these products do you think is the least harmful for people and the environment? |
| vp20a063 | Number of clicks on image 1 under vp20a062 - chocolate spread |
| vp20a064 | Number of clicks on image 2 under vp20a062 - chocolate spread |
| vp20a065 | Number of clicks on image 3 under vp20a062 - chocolate spread |
| vp20a066 | Number of clicks on image 4 under vp20a062 - chocolate spread |
| vp20a067 | Number of clicks on image 5 under vp20a062 - chocolate spread |
| vp20a068 | Number of clicks on image 6 under vp20a062 - chocolate spread |
| vp20a069 | [Milk] Which of these products do you think is the least harmful for people and the environment? |
| vp20a070 | Number of clicks on image 1 under vp20a069 - milk |
| vp20a071 | Number of clicks on image 2 under vp20a069 - milk |
| vp20a072 | Number of clicks on image 3 under vp20a069 - milk |
| vp20a073 | Number of clicks on image 4 under vp20a069 - milk |
| vp20a074 | Number of clicks on image 5 under vp20a069 - milk |
| vp20a075 | Number of clicks on image 6 under vp20a069 - milk |
| vp20a076 | Below are the milk cartons once more. For which product do you pay the most? |
| vp20a077 | Do you think that any of the products are offered at a discount? |
| vp20a078 | Below, we explain why the true price of products is higher than the price you currently pay for products in the supermarket. (…) Do you understand this information? |
| vp20a079 | What is your opinion about the information on the previous page? |
| vp20a080 | What is your opinion about the information on the previous page? |
| vp20a081 | What is your opinion about the information on the previous page? |
| vp20a082 | How would you feel about being given information about the true price of every product? |
| vp20a083 | How would you feel about being given information about the true price of every product? |
| vp20a084 | How would you feel about being given information about the true price of every product? |
| vp20a085 | How would you feel about having to pay the true price for [all/some] products? |
| vp20a086 | How would you feel about having to pay the true price for [all/some] products? |
| vp20a087 | How would you feel about having to pay the true price for [all/some] products? |
| vp20a088 | Please imagine that your supermarket charges the true price for all/some products within a product group. Would that make you more positive or more negative about your supermarket? Or would it not change your opinion? |
| vp20a089 | Imagine that you regularly buy a certain jar of chocolate spread from your supermarket, and you now have to pay the true price for it. What would you do? |
| vp20a090 | Imagine that you regularly buy a certain jar of chocolate spread from your supermarket, and you now have to pay the true price for it. What would you do? Other, namely: |
| vp20a091 | Imagine that you had to pay the true price for all products within a certain product group (e.g. all chocolate spreads). How would you feel about having to pay the true price for products? |
| vp20a092 | Imagine that you had to pay the true price for all products within a certain product group (e.g. all chocolate spreads). How would you feel about having to pay the true price for products? |
| vp20a093 | Imagine that you had to pay the true price for all products within a certain product group (e.g. all chocolate spreads). How would you feel about having to pay the true price for products? |
| vp20a094 | How the true price is calculated |
| vp20a095 | What are the exact harmful consequences of the product for people and the environment |
| vp20a096 | The hidden costs specified by people and environment (e.g.. €0.10 people, €0.25 environment) |
| vp20a097 | What the additional money you are paying will be used for (e.g. cleaning up pollution) |
| vp20a098 | Who checks that the money is used properly |
| vp20a099 | What other matters would you (also) like to receive information about? |
| vp20a100 | Where do you think the additional money that customers pay for people and the environment goes? It is used to resolve the harmful effects for people and the environment |
| vp20a101 | Where do you think the additional money that customers pay for people and the environment goes? It provides extra profit for the supermarket and/or the manufacturer |
| vp20a102 | Where do you think the additional money that customers pay for people and the environment goes? It provides extra income for the government |
| vp20a103 | How often do you personally buy the following products on average? apples |
| vp20a104 | How often do you personally buy the following products on average? chocolate spread |
| vp20a105 | How often do you personally buy the following products on average? cow's milk |
| vp20a106 | I am concerned about the environment |
| vp20a107 | People should buy environment-friendly products |
| vp20a108 | I am annoyed by people who do not take the environment into account |
| vp20a109 | I have switched to a different brand of product before, because it was better for the environment |
| vp20a110 | I deliberately choose products with an environmental quality mark (e.g. ecolabel) to protect the environment |
| vp20a111 | I consider it important to pay the lowest price for a product |
| vp20a112 | I compare the prices of different products before I make a choice |
| vp20a113 | Was it difficult to answer the questions? |
| vp20a114 | Were the questions sufficiently clear? |
| vp20a115 | Did the questionnaire get you thinking about things? |
| vp20a116 | Was it an interesting subject? |
| vp20a117 | Did you enjoy answering the questions? |
| vp20a118 | Starting date questionnaire |
| vp20a119 | Starting time questionnaire |
| vp20a120 | End date questionnaire |
| vp20a121 | End time questionnaire |
| vp20a122 | Duration in seconds |
Response Information
Response Overview
Selected number of household members: 1,331 (100.0%)Non-response: 283 (21.3%)
Response: 1,048 (78.7%)
Complete: 1,035 (77.8%)
Incomplete: 13 (1.0%)
Collection Events
Period
02-11-2020 to 24-11-2020
Sample
A random sample of panel members aged 16 years or older.
Collection Mode
Internet Survey
Fieldwork Note
A reminder was sent twice to non-respondents.
Period
07-12-2020 to 14-12-2020
Sample
Non-respondents of the first measurement.
Collection Mode
Internet Survey
Fieldwork Note
A reminder was sent twice to non-respondents.