Food reputation impacts on consumer's food choice
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Food reputation impacts on consumer's food choice. / Bonaiuto, Marino; Caddeo, Pierluigi; Carrus, Giuseppe; De Dominicis, Stefano; Maroni, Barbara; Bonnes, Mirilia.
I: Corporate Communications, Bind 17, Nr. 4, 01.10.2012, s. 462-482.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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TY - JOUR
T1 - Food reputation impacts on consumer's food choice
AU - Bonaiuto, Marino
AU - Caddeo, Pierluigi
AU - Carrus, Giuseppe
AU - De Dominicis, Stefano
AU - Maroni, Barbara
AU - Bonnes, Mirilia
PY - 2012/10/1
Y1 - 2012/10/1
N2 - Purpose: Reputation is conceptualised as the believed effects that any social agent (ranging from a person to a company to a country) can have. Food reputation is beliefs about the effects of food on its consumers. On the basis of a multidimensional construct for food reputation derived from qualitative and correlational studies, this paper aims to test four hypotheses about food reputation dimensions' effects on consumers' food choices. Design/methodology/approach: A multi-attribute, multi-step choice experiment was carried out using a "phased narrowing" procedure. The procedure is based on eight product choices, using four reputation dimensions as manipulated attributes (duration, identity-territoriality, social and environmental responsibility, psycho-physiological well-being); this is replicated on one drink and one food product. Findings: A pilot study (n=50) checked the manipulation of the four reputation dimensions. ANOVA (n=118) showed the impact of the manipulated reputation features in the food choice process, especially in the final decision-making phase. Originality/value: The results confirm that food reputation features impact consumer choice, detailing the relative importance of different reputation features according to choice phase, product category, and individual characteristics.
AB - Purpose: Reputation is conceptualised as the believed effects that any social agent (ranging from a person to a company to a country) can have. Food reputation is beliefs about the effects of food on its consumers. On the basis of a multidimensional construct for food reputation derived from qualitative and correlational studies, this paper aims to test four hypotheses about food reputation dimensions' effects on consumers' food choices. Design/methodology/approach: A multi-attribute, multi-step choice experiment was carried out using a "phased narrowing" procedure. The procedure is based on eight product choices, using four reputation dimensions as manipulated attributes (duration, identity-territoriality, social and environmental responsibility, psycho-physiological well-being); this is replicated on one drink and one food product. Findings: A pilot study (n=50) checked the manipulation of the four reputation dimensions. ANOVA (n=118) showed the impact of the manipulated reputation features in the food choice process, especially in the final decision-making phase. Originality/value: The results confirm that food reputation features impact consumer choice, detailing the relative importance of different reputation features according to choice phase, product category, and individual characteristics.
KW - Buying behaviour
KW - Choice
KW - Communication
KW - Consumer
KW - Consumer behaviour
KW - Food
KW - Marketing
KW - Reputation
UR - http://www.scopus.com/inward/record.url?scp=84867767218&partnerID=8YFLogxK
U2 - 10.1108/13563281211274158
DO - 10.1108/13563281211274158
M3 - Journal article
AN - SCOPUS:84867767218
VL - 17
SP - 462
EP - 482
JO - Corporate Communications
JF - Corporate Communications
SN - 1356-3289
IS - 4
ER -
ID: 188685504