Credence Attributes, Consumers Trust and Sensory Expectations in Modern Food Market: Is there a Need to Redefine their Role?

Abstract

Nowadays, food has reached a great level of differentiation, linked to processes, products, and ethical issues as well (Aprile, et al., 2012; Grunert, 2002). Growing consumers awareness of specific product attributes related to health, origin, environment and ethical concerns is shaping a wider concept of food quality (Feldmann & Hamm, 2015; Grunert, 2005). In this scenario, modern agri-food sector builds a new quality construct by integrating search, experience and credence attributes in an innovative way (Oliver, 1980). In particular, the role of credence characteristics to achieve product differentiation is increasing in importance (Fernqvist & Ekelund, 2014). Following the wider concept of food quality, credence attributes cover different dimensions from health and production methods to environmental and social orientation (Moser, et al., 2011). Since such characteristics cannot be verified, credence attributes require standards or certifications to be communicated and to ensure consumers (Scarpa & Del Giudice, 2004; Meixner & Haas, 2016; Sheldon, 2017). This process led to a more specific and complex system of food public and private standards starting from basic elements as origin, to other credence aspects that are decreasingly linked to the intrinsic attributes of the product (Giampietri, et al., 2016).