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Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken (D.6.9)

Marian, Livia and Thøgersen, John (2013) Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken (D.6.9). Food Quality and Preference, 29, pp. 106-112.

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Summary

There is alack of research into why consumers value process characteristics. In this study, we test the hypothesis that the impact of process characteristics such as organic and free-range on consumers’ choices of food products is at least partly mediated through expected eating quality or taste expectations. In other words, the process characteristics partly function as cues to (eating)quality. Using atraditional metric conjoin tapproach based on an additive model, four product characteristics (productionmethod, price, size and information about farmer and rearing conditions)were varied in afractional factorial con-joint design, creating nine profilesof whole chickens. 384 Respondents rated the nine different chickens in terms of taste expectations and willingness to buy. Since the nine records for each respondent are not indepen dent, we used linear mixed modelling for the mediation analysis. We findthat, as expected, taste expectati ons are astrong predictor of willing ness to buy. As hypothesised, the impact of both product and proce ss characteristics on willingness to buy is at least partly mediated through taste expectations. Hence, the study shows that process characteristics are important for consumers, not only in and off themselv es, but partly because consumers make inferences about eating quality from knowledge about such process characteristics.


EPrint Type:Journal paper
Keywords:Consumer choice; Quality cues; Expected taste; Conjoint; analysis; Mediation analysis; Organic chicken
Subjects: Animal husbandry > Production systems
Food systems > Markets and trade
Research affiliation: Denmark > Organic RDD 1 > SUMMER
Deposited By: Kirkegaard, Lene/LKI
ID Code:24602
Deposited On:08 Nov 2013 14:20
Last Modified:08 Nov 2013 14:20
Document Language:English
Status:Published
Refereed:Peer-reviewed and accepted

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