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The impact of organic certification and country of origin on consumer food choice in developed and emerging economies

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The impact of organic certification and country of origin on consumer food choice in developed and emerging economies. / Thøgersen, John; Pedersen, Susanne; Aschemann-Witzel, Jessica.

In: Food Quality and Preference, Vol. 72, 2019, p. 10-30.

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@article{4f286335d87540c18cf3a58acc350997,
title = "The impact of organic certification and country of origin on consumer food choice in developed and emerging economies",
abstract = "The effects of organics and country of origin (COO) on consumers{\textquoteright} food choices have mostly been investigated separately. In order to investigate the joint effect of these two credence quality cues and when they influence choice, a choice-based conjoint (CBC) experiment was conducted in Germany, France, Denmark, China and Thailand. In each country, a sample of about 1000 consumers participated after being screened for responsibility for their household{\textquoteright}s shopping, consumption of the case product, and knowledge of organic food. A full factorial design with four COOs, three different organic label conditions and three price levels gave 36 different choice options. They were bundled in 12 choice sets of three alternatives, which were presented in random order. The product was either drinking milk or pork chops (random assignment). The study revealed a general preference for organics over conventional and for domestic over imported products, with exceptions to the latter in emerging markets. Among imported foods, there is a tendency to prefer foods from economically developed over less developed countries, also in the two Asian countries. Adding consistent quality cues have a decreasing marginal effect, but a favourable cue can compensate for an unfavourable one. The extent to which consumer choice is influenced by organic labels and COO depends on environmental concern, trust in countries as producers of organic food, and ethnocentrism.",
keywords = "Country of origin, Discrete choice analysis, Economic development, Latent class analysis, Organic food",
author = "John Th{\o}gersen and Susanne Pedersen and Jessica Aschemann-Witzel",
year = "2019",
doi = "10.1016/j.foodqual.2018.09.003",
language = "English",
volume = "72",
pages = "10--30",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "Pergamon Press",

}

RIS

TY - JOUR

T1 - The impact of organic certification and country of origin on consumer food choice in developed and emerging economies

AU - Thøgersen, John

AU - Pedersen, Susanne

AU - Aschemann-Witzel, Jessica

PY - 2019

Y1 - 2019

N2 - The effects of organics and country of origin (COO) on consumers’ food choices have mostly been investigated separately. In order to investigate the joint effect of these two credence quality cues and when they influence choice, a choice-based conjoint (CBC) experiment was conducted in Germany, France, Denmark, China and Thailand. In each country, a sample of about 1000 consumers participated after being screened for responsibility for their household’s shopping, consumption of the case product, and knowledge of organic food. A full factorial design with four COOs, three different organic label conditions and three price levels gave 36 different choice options. They were bundled in 12 choice sets of three alternatives, which were presented in random order. The product was either drinking milk or pork chops (random assignment). The study revealed a general preference for organics over conventional and for domestic over imported products, with exceptions to the latter in emerging markets. Among imported foods, there is a tendency to prefer foods from economically developed over less developed countries, also in the two Asian countries. Adding consistent quality cues have a decreasing marginal effect, but a favourable cue can compensate for an unfavourable one. The extent to which consumer choice is influenced by organic labels and COO depends on environmental concern, trust in countries as producers of organic food, and ethnocentrism.

AB - The effects of organics and country of origin (COO) on consumers’ food choices have mostly been investigated separately. In order to investigate the joint effect of these two credence quality cues and when they influence choice, a choice-based conjoint (CBC) experiment was conducted in Germany, France, Denmark, China and Thailand. In each country, a sample of about 1000 consumers participated after being screened for responsibility for their household’s shopping, consumption of the case product, and knowledge of organic food. A full factorial design with four COOs, three different organic label conditions and three price levels gave 36 different choice options. They were bundled in 12 choice sets of three alternatives, which were presented in random order. The product was either drinking milk or pork chops (random assignment). The study revealed a general preference for organics over conventional and for domestic over imported products, with exceptions to the latter in emerging markets. Among imported foods, there is a tendency to prefer foods from economically developed over less developed countries, also in the two Asian countries. Adding consistent quality cues have a decreasing marginal effect, but a favourable cue can compensate for an unfavourable one. The extent to which consumer choice is influenced by organic labels and COO depends on environmental concern, trust in countries as producers of organic food, and ethnocentrism.

KW - Country of origin

KW - Discrete choice analysis

KW - Economic development

KW - Latent class analysis

KW - Organic food

UR - http://www.scopus.com/inward/record.url?scp=85053789056&partnerID=8YFLogxK

U2 - 10.1016/j.foodqual.2018.09.003

DO - 10.1016/j.foodqual.2018.09.003

M3 - Journal article

VL - 72

SP - 10

EP - 30

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

ER -