Abstract
The aim of this study is to explore the importance of information about country of origin and price on consumer innovativeness toward beef at food service outlets in developing markets. We construct a structural equation model (SEM) and test our hypotheses using data from direct interviews with 480 customers at beef restaurants in Vietnam. The results from the SEM indicate that consumer need for newly imported beef is the reason of further requirements of information about country of origin and price of beef. To reduce the uncertainty of the new beef brands, consumers at food services outlet demand for details of country of origin. However, the need for information about country of origin, and price consciousness depend on the eating out experiences of the customers. Expertise consumers, who can use intrinsic cues such as beef flavor, beef tenderness, and beef marbling, indicate the significant innovative attitude toward new beef brands at food service facilities.
Highlights
An increasing demand for animal products in emerging markets as a result of economic growth and urbanization (Gandhi & Zhou, 2010; Fu et al, 2012) opens avenues for beef exporters in satisfying the emerging need of urban consumers in food service industry
The aim of this study is to explore the importance of information about country of origin and price on consumer innovativeness toward beef at food service outlets in developing markets
We investigated the impacts of information about the country of origin and price consciousness on consumer innovativeness toward new beef brands at food service outlets in the Vietnamese market
Summary
An increasing demand for animal products in emerging markets as a result of economic growth and urbanization (Gandhi & Zhou, 2010; Fu et al, 2012) opens avenues for beef exporters in satisfying the emerging need of urban consumers in food service industry. The imported beef brands such as Australian beef, American beef, and New Zealand beef dominated the beef market of major metropolitans as Hanoi City and Ho Chi Minh City. This tendency could be explained by some reasons from the demand side including the economic growth, the living standard improvement, and the cultural integration (Thu, Moritaka, & Fukuda, 2016). Due to the shortage of government regulations for beef products, customers have depended on their senses or butchers' reputation to select beef They have to bear a lot of riskiness such as unsafe beef, counterfeit beef, or beef with the disease. The Vietnamese consumers tend to strongly consider the uncertainty from a new beef brand and remain high resistance toward the newly imported beef brands at the ijms.ccsenet.org
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