Institut for Virksomhedsledelse

John Thøgersen

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

Publikation: Bidrag til bog/antologi/rapport/proceedingKonferencebidrag i proceedingsForskningpeer review

Standard

Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken. / Marian, Livia; Thøgersen, John.

Microcosm of Economic Psychology: Proceedings of the IAREP Conference Wroclaw 2012 . red. / Agata Gasiorowska; Tomasz Zaleskiewics. Wroclaw : Warsaw School of Social Sciences and Humanities,Faculty in Wroclaw, 2012. s. 191-203.

Publikation: Bidrag til bog/antologi/rapport/proceedingKonferencebidrag i proceedingsForskningpeer review

Harvard

Marian, L & Thøgersen, J 2012, Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken. i A Gasiorowska & T Zaleskiewics (red), Microcosm of Economic Psychology: Proceedings of the IAREP Conference Wroclaw 2012 . Warsaw School of Social Sciences and Humanities,Faculty in Wroclaw, Wroclaw, s. 191-203, Wroclaw, Polen, 05/09/2012.

APA

Marian, L., & Thøgersen, J. (2012). Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken. I A. Gasiorowska, & T. Zaleskiewics (red.), Microcosm of Economic Psychology: Proceedings of the IAREP Conference Wroclaw 2012 (s. 191-203). Wroclaw: Warsaw School of Social Sciences and Humanities,Faculty in Wroclaw.

CBE

Marian L, Thøgersen J. 2012. Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken. Gasiorowska A, Zaleskiewics T, red. I Microcosm of Economic Psychology: Proceedings of the IAREP Conference Wroclaw 2012 . Wroclaw: Warsaw School of Social Sciences and Humanities,Faculty in Wroclaw. s. 191-203.

MLA

Marian, Livia og John Thøgersen "Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken". og Gasiorowska, Agata Zaleskiewics, Tomasz (red.). Microcosm of Economic Psychology: Proceedings of the IAREP Conference Wroclaw 2012 . Wroclaw: Warsaw School of Social Sciences and Humanities,Faculty in Wroclaw. 2012, 191-203.

Vancouver

Marian L, Thøgersen J. Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken. I Gasiorowska A, Zaleskiewics T, red., Microcosm of Economic Psychology: Proceedings of the IAREP Conference Wroclaw 2012 . Wroclaw: Warsaw School of Social Sciences and Humanities,Faculty in Wroclaw. 2012. s. 191-203

Author

Marian, Livia ; Thøgersen, John. / Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken. Microcosm of Economic Psychology: Proceedings of the IAREP Conference Wroclaw 2012 . red. / Agata Gasiorowska ; Tomasz Zaleskiewics. Wroclaw : Warsaw School of Social Sciences and Humanities,Faculty in Wroclaw, 2012. s. 191-203

Bibtex

@inproceedings{d7a7feb3d410468090c2a083c5848cae,
title = "Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken",
abstract = "There is a lack 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 a traditional metric conjoint approach based on an additive model, four product characteristics (production method, price, size and information about farmer and rearing conditions) were varied in a fractional factorial conjoint design, creating nine profiles of 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 independent, we used linear mixed modelling for the mediation analysis, We find that, as expected, taste expectations are a strong predictor of willingness to buy. As hypothesized, the impact of both product and process 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 themselves, but partly because consumers make inferences about eating quality from knowledge about such process characteristics.",
keywords = "consumer choice, quality cues, expected taste, conjoint analysis, mediation analysis, organic chicken",
author = "Livia Marian and John Th{\o}gersen",
year = "2012",
language = "English",
pages = "191--203",
editor = "Agata Gasiorowska and Zaleskiewics, {Tomasz }",
booktitle = "Microcosm of Economic Psychology",
publisher = "Warsaw School of Social Sciences and Humanities,Faculty in Wroclaw",

}

RIS

TY - GEN

T1 - Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken

AU - Marian, Livia

AU - Thøgersen, John

PY - 2012

Y1 - 2012

N2 - There is a lack 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 a traditional metric conjoint approach based on an additive model, four product characteristics (production method, price, size and information about farmer and rearing conditions) were varied in a fractional factorial conjoint design, creating nine profiles of 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 independent, we used linear mixed modelling for the mediation analysis, We find that, as expected, taste expectations are a strong predictor of willingness to buy. As hypothesized, the impact of both product and process 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 themselves, but partly because consumers make inferences about eating quality from knowledge about such process characteristics.

AB - There is a lack 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 a traditional metric conjoint approach based on an additive model, four product characteristics (production method, price, size and information about farmer and rearing conditions) were varied in a fractional factorial conjoint design, creating nine profiles of 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 independent, we used linear mixed modelling for the mediation analysis, We find that, as expected, taste expectations are a strong predictor of willingness to buy. As hypothesized, the impact of both product and process 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 themselves, but partly because consumers make inferences about eating quality from knowledge about such process characteristics.

KW - consumer choice

KW - quality cues

KW - expected taste

KW - conjoint analysis

KW - mediation analysis

KW - organic chicken

M3 - Article in proceedings

SP - 191

EP - 203

BT - Microcosm of Economic Psychology

A2 - Gasiorowska, Agata

A2 - Zaleskiewics, Tomasz

PB - Warsaw School of Social Sciences and Humanities,Faculty in Wroclaw

CY - Wroclaw

ER -