Willingness to pay for weight-control treatment

ObjectivesTo estimate willingness to pay (WTP) for alternative forms of weight-control treatment and evaluate how it varies with individual characteristics.MethodsContingent valuation (CV) survey of employed females in Taiwan using double-bounded dichotomous-choice question format and telephone interview. Statistical models include an estimated correction for sample-selection bias associated with respondents’ interest in weight loss.ResultsEstimated WTP is strongly and positively associated with younger age, greater personal income, higher body weight, adverse personal weight perceptions, and greater peer pressure for weight control. There is a little evidence of sample-selection bias associated with the decision to lose weight. Estimated WTP for a weight-loss medicine is about US$ 12 per month, larger than estimated WTP for a low-calorie diet of about US$ 10 per month.ConclusionsWTP for weight-control treatment among women in Taiwan is significant and related to individual characteristics such as age, income, and perceptions about current and optimal weight.