Credence Attributes Research Articles

The dual role of blockchain in mediating credence attributes and moderating sensing capabilities in the wine sector

Purpose This study aims to investigate the dynamic capabilities of wineries, focusing on sensing and its role in enabling digital innovation. Furthermore, it explores the role of blockchain technology (BCT) in validating credence attributes of wine, emphasising blockchain as a strategic asset that enhances the ability of wineries to innovate and respond to changing market conditions. Design/methodology/approach The study adopts an exploratory approach based on a longitudinal, single-case study of the Argentinian Costaflores Organic Winery. Findings Findings reveal that integrating digital disruptive innovations such as blockchain can strategically position wineries to better meet emerging consumer preferences and market trends. Blockchain simultaneously acts as both a mediator and a moderator. As a mediator, it facilitates the validation of credence attributes of wine such as authenticity and sustainability, enhancing customer trust and loyalty. As a moderator, it influences the strength and effectiveness of the relationship between sensing and innovation capabilities. This enables wineries to more effectively respond to changing consumer requirements and market trends and improve operational performance. Research limitations/implications The study was limited by its focus on a single case study of the Argentinian Costaflores Organic Winery, which may affect the generalisability of the findings. However, the study provides valuable insights into the strategic adaptation and competitive positioning of wineries in response to the continuing market challenges. It significantly contributes to the understanding of integrating digital disruptive innovations as strategic assets in the agri-food sector, particularly in the wine sector. Originality/value This study addresses a significant research gap by exploring how BCT facilitates the organisation of sensing capabilities. It contributes to the understanding of how the wineries’ sensing capabilities both influence and are influenced by the adoption of BCT, particularly in the context of innovation enabling and improved operational performance.

Factors influencing young adults’ organic food purchase intention on fresh food e-commerce platforms

PurposeUnderstanding young adults’ organic food purchasing behavior in the fresh food e-commerce platforms (FFEP) is crucial for expanding the global environmental product market. The study aims to investigate how specific characteristics of platforms and organic food information impact young adults’ perceived value, leading to their subsequent purchase intention.Design/methodology/approachAround 535 valid responses were collected through an online survey and then analyzed applying a two-stage structural equation model (SEM) and artificial neural network (ANN) approach.FindingsResults of this research show that platform characteristics (including system quality and evaluation system) and product information characteristics (including organic label, ingredient information and traceability information) significantly affect young adults’ perceived utilitarian and hedonic value. The platform’s service quality has a strong effect on their perceptions of hedonic value, while the delivery system strongly influences their utilitarian value. Moreover, the perceived value, as a crucial mediator, plays a significant role in moderating the influence of platform and product information characteristics on the purchase intentions of young consumers regarding organic food.Originality/valuePrevious research has overlooked the credence attributes of organic food and particularities of online purchasing, focusing instead on general platform and product characteristics. This study addresses this gap by proposing a more appropriate model that integrates the characteristics of both the platform and product information. This offers theoretical and managerial implications for effectively stimulating organic food consumption among young adults in online environments.

Preferences for processed tomato products’ attributes: an explorative analysis of Italian consumers using a large sample

IntroductionPrice competition in the tomato market may lead Italian processing companies to adopt product differentiation strategies to attract consumers and raise revenues. Exploring consumers’ preferences for processed tomato products’ attributes can support companies in implementing product differentiation strategies and succeed in the market.MethodsThis study used a convenience sample of 602 Italian consumers to identify consumers’ preferences for processed tomato products’ attributes selected through a literature review and tested by the Best Worst Scaling (BWS) method. Also, a two-step cluster analysis was used to identify and size consumer groups with common preferences for tested product’s attributes.ResultsOverall, our results showed that Italian consumers of processed tomato products strongly preferred attributes such as Country of origin, Organic, and Social and economic sustainability labels. In addition, the analysis shows the existence of three distinct consumer segments such as “traditional,” “price-sensitive,” and “sustainable” consumers. The largest one was price-sensitive consumers followed by sustainable and traditional ones.DiscussionOur findings have practical implications for producers and policymakers. Producers may use claims about the product’s origin jointly with an organic production logo and ethical label to differentiate their products and raise revenues. Likewise, policymakers should enhance monitoring and control measures to ensure with environmental, social, and economic sustainable standards compliance. This will support building consumer trust for those credence attributes. Overall, this study adds valuable insights to the existing literature on consumer preferences for processed tomato products, providing results with high external validity using a large convenience sample.

Suppliers' Perspectives on Cage-Free Eggs in China.

Successful promotion of cage-free eggs supports a housing system offering potential for improved hen welfare. As the world's largest egg producer and consumer, China offers much potential for welfare improvements. We examined 10 Chinese companies supplying cage-free eggs (four using indoor systems, six with outdoor access) to understand their strategies to promote cage-free eggs to businesses and consumers. We purposively sampled 12 employees from these companies familiar with production or sales. We conducted two-three semi-structured interviews per participant, collected public online documents (including online shops and social media content), and recorded field notes. We analyzed the data using template analysis to generate key results. Participants reported buyers being unfamiliar with 'animal welfare' and 'cage-free', but familiar with concepts associated with 'free-range'. Participants considered three attributes when promoting cage-free eggs: price (engaging buyers who were willing to pay more), experiential attributes (e.g., taste, accommodating buyer preferences), and non-sensory credence attributes (e.g., cage-free production, improving buyers' understanding and trust). Our results are not generalizable, though they may be transferable to similar contexts. Understanding how companies promoted cage-free eggs to buyers may help inform promotion of other animal products with welfare attributes. Simultaneous efforts are needed to ensure actual welfare improvements on farms.

Analyzing Strawberry Preferences: Best-Worst Scaling Methodology and Purchase Styles.

This research has investigated Italian consumers' preferences for and purchasing behaviors of strawberries utilizing the Best-Worst Scaling methodology (BWS). This approach enables the key factors that influence strawberry purchasing decisions to be identified and different choice groups to be characterized. To achieve this goal, a survey was conducted on a sample of 496 respondents living in the metropolitan area of Milan (North Italy). The declared preferences of the individuals for 12 strawberry characteristics, divided into intrinsic, extrinsic, and credence attributes, were first measured. A Latent Class Analysis (LCA) was then performed to identify different clusters of consumers according to the individuals' preferences. Subsequently, the heterogeneity of the clusters was tested, using the Chi-square test, and sociodemographic characteristics and purchasing habits were considered. The results suggest that the most important attribute in the choice of strawberries was appearance, highlighting the importance of preserving it throughout the supply chain, followed by one of the increasingly important aspects of diets, which is health benefits. The attribute considered the least important was the brand. This study demonstrates, from a holistic point of view, that sociodemographic characteristics, food habits, and perceptions of different strawberry attributes influence consumers' preferences and behaviors. Practical implications suggest a new prospective for communication marketing strategies for producers, creating a better brand identity and highlighting in their marketing all of the aspects that consumers would like to know about the fruits they choose as quality certifications.

Choice experiments with facial expression analysis: How do emotions affect wine choices?

In this paper, we assess the role of emotions in choices. We elicited emotions using an innovative facial expression analysis approach, comparing the results to those from a traditional hedonic liking scale. To this end, we conduct an experiment combing surveys and actual wine tasting. The results show a positive and significant relationship between positive emotions (joy), positive experiences (valence), and wine choices, especially in the case of wines with credence attributes (organic and selected vintage organic wines). Moreover, we conclude that facial recognition mechanisms can be useful to elicit evoked emotions and provide complementary information to the traditional liking scales to better understand decision making.

Consumers’ purchase propensity for pasta tracked with blockchain technology and labelled with sustainable credence attributes

IntroductionPasta is a key product in Italy’s agri-food industry, consumed due to its ease of preparation, nutritional richness, and cultural importance. Evolving consumer awareness has prompted adaptations in the pasta market, to address concerns about social, environmental, quality, and food safety issues. This study examines Italian consumers’ willingness to pay (WTP) for pasta in local markets, analysing their behaviours and preferences.MethodsFor this purpose, we used a discrete choice experiment (DCE) technique combined with a latent variable model. We also collected 397 valid online questionnaires.Results and DiscussionThe results reveal an interest utility among all respondents to pay a price premium of €1.16, €0.82, €0.62, €0.41, and €0.36 for 500 g of pasta, for the use of blockchain/QR code (BC) technology on the label, providing data on credence attributes such as safety, environmental and social sustainability as well as business innovative practices, respectively. As such, this research has private and public implications. On one hand, this research may bridge the scarcity in studies regarding consumer preferences and WTP for BC in the pasta value chain, preventing agricultural frauds, ensuring the sustainability and quality of agri-food products like pasta, and protecting and educating consumers through clear and transparent information. On the other hand, this research may incentivise pasta businesses to meet social and environmental consumers’ demands while simultaneously enhancing their financial performance.

Altruism and anti-anthropocentrism shape individual choice intentions for pro-environmental and ethical meat credence attributes.

Food consumption patterns are changing as consumers are becoming more aware and interested in sustainable and ethical food production practices. The growing disconnect between primary (livestock) agriculture and society reinforces the importance of research examining the motivations behind consumer purchase behaviors. However, evidence that links latent consumer psychometric factors and observed heterogeneity in concerns for agriculture to individual food purchase intentions remains scarce. We employ large-scale survey data and an advanced Structural Equation Modelling approach to identify and estimate the direct and indirect effects of latent fundamental values and observed consumer characteristics on individuals' attitudes and purchase intentions for certified humane (CH), organic, and non-hormone added labeled meat products. Our findings suggest that human values, including self-transcendence and openness to change, drive farm animal welfare concerns and individuals' choices of certified meat products. Information and engagement in social media positively affect individuals' perceptions and concerns for farm animal welfare. Individuals guided by altruistic and anti-anthropocentric norms are more oriented towards sustainable and ethical food shopping behaviors.

How Do Consumers Living in European Capital Cities Perceive Foods with Sustainability Certificates?

Certification aims at ensuring food quality and safety, as well as confirming other beneficial credence attributes, such as local origin and sustainability. In order to explore the visibility and credibility of such certification labels functioning in the European Union, a study was conducted among residents of two EU Member States, Poland and Belgium. Face-to-face questionnaire-based interviews and focus group interviews were conducted among 701 adults living in Warsaw and Brussels-the capital cities of these countries. Almost 44% of Belgian respondents and 33% of Polish respondents considered certified foods as being of better quality compared to unlabeled products. Focus group interviews demonstrated that Belgian consumers had more extensive knowledge and a higher level of trust in certified foods compared to Warsaw inhabitants. Our findings suggest that certificates are moderately important factors of food choice due to the wide variety of certificates, leading to consumer confusion, a lack of label uniformity, greenwashing, limited visibility and availability at points of sale, consumer price sensitivity and the prioritization of other factors. These constraints can be alleviated by introducing food labeling standards and regulations. Increasing consumer awareness and the availability and affordability of certified foods can also boost the demand for sustainable products in the region.

The Hierarchical Utility of Credence Attributes of Orange Marmalade: What do ConsumerS Look for in a Multi-Claim Food Product?

The Hierarchical Utility of Credence Attributes of Orange Marmalade: What do ConsumerS Look for in a Multi-Claim Food Product?

Customer preferences heterogeneity toward avocado: a latent class approach based on the best–worst scaling choice modeling

Consumption of the avocado fruit and its availability in the retail market has increased in recent decades and with it the desire to learn more about the market and consumer choices. This research aims to explore the consumers' preference heterogeneity toward avocado fruit in Italy assessing their personal eating orientation and socio-demographic factors. To achieve this purpose, the answers of 817 Italian consumer of avocado were collected using a structured questionnaire shared online at national level. A survey based on the best–worst method was conducted to assess the declared preferences of individuals toward a set of intrinsic, extrinsic and credence attributes of avocado, as well as a latent class analysis of subject preferences indexes was applied to identify different clusters of individuals. The distribution of preferences indexes was investigated among latent classes, which were regressed on the socio-demographic variables covariates using multinomial logistic regression. The results suggest that the desirable attributes for choosing avocado were taste, consistency (ready to eat) and affordable price. In addition, five consumer profiles in the Italian context were defined (named Hedonistic, Avocado fruit lovers, Sustainability sensitive, Value for money and Health sensitive) and characterized in terms of preferences and socio-demographic features. The study addresses a topic that has already been explored, but with an unexploited approach (latent class analysis combined with best–worst choice modeling). Therefore, the results help fill the gap in the existing literature by enriching it with a study that characterizes avocado consumers' preferences considering their heterogeneity in terms of perception and socio-demographic characteristics.

Blockchain and consumer behaviour: Results of a Technology Acceptance Model in the ancient wheat sector

The importance of traceability in food products in regard to consumer preferences, the difficulty of certifications in communicating credence attributes, and concerns about food safety, have led consumers to ask for more information about the credibility of information reported on the label with the product itself, due to the importance of traceability in food products. An objective of this study is to analyze the benefits of implementing blockchain technology in the supply chain for ancient wheat, as a technology capable of sharing reliable information about the products easily along the entire value chain. In particular, the aim is to evaluate how the consumer reacts when confronted with a package of ancient wheat pasta for which all the information on its origin and processing methods is available. In order to achieve these results, a survey based on the Technology Acceptance Model has been developed and conducted in the Italian country. Result indicates the importance of identifying an independent variable that represents the degree of security when faced with a threat that creates a circumstance, condition or event that can lead to economic hardship, for example, data destruction, disclosure, modification, fraud, waste, and abuse. The strength of blockchain lies precisely in its ability to guarantee the immutability of data throughout the supply chain, providing the end consumer with a high-quality product.

Which visual elements on packaging affect perceived credibility? A case study of in vitro diagnostic kits

With increasing public health awareness and the unprecedented global health crisis, consumers' demand for in vitro diagnostic (IVD) reagents is gradually increasing. However, consumer mistrust remains a significant barrier to purchasing and using IVD products. Pharmaceutical companies and governments prioritizing direct-to-consumer (DTC) marketing have recognized the impact of visual packaging elements on consumer perception. Thus, we researched whether visual packaging elements systematically influence consumers' perceived credibility of IVD products' credence attributes, namely, their ability to protect personal and public health. Combining previous related studies, this study was conducted experimentally with rapid diagnostic test (RDT) kits, assuming that the visual elements (i.e., typeface, color, pattern, and information) of packaging can influence consumers' perceived credibility of RDT kits and explored which elements are more credible. Questionnaires were randomly selected and assigned to 216 participants. The results indicated that all four elements influenced the participants’ perceived credibility. Specifically, a sans serif typeface, realistic pattern, chromatic color, and more information made the participants feel more credible. Our research results fill a gap in the consumer perception of over-the-counter (OTC) pharmaceutical products by providing new insights into dissecting consumer perceptions. This offers a novel design strategy for online and offline marketing and promotional efforts by different companies and governmental organizations.

How much less? Estimating price discounts for suboptimal food with environmental and social credence attributes

ABSTRACT Price discounting strategies for suboptimal food perform an essential part in reducing food waste. This study provides new information empirically estimating discounts for levels of apple injury and deformity consistent with United States Department of Agriculture definitions using a Discrete Choice Experiment with Californian consumers. Latent Class Modelling identifies consumer segments with differing preferences for injury and deformity, alongside social responsibility and environmental claims. While discounts range substantially across segments, levels of deformity negatively influence choices more than equivalent levels of injury. Required discounts can be reduced by the presence of beneficial credence attributes, particularly an organic claim. We find a segment of respondents indifferent to suboptimal characteristics and requiring no discount to select suboptimal apples. These consumers have stronger preferences for environmental and social attributes, are more likely to be female, more educated, younger and concerned about genetic engineering. Preferences for social responsibility claims vary over the targeted beneficiaries, with programmes focused on workers preferred more overall. Willingness-to-pay for greenhouse gas reductions are relatively diminutive; however, 83% of the respondents support at least moderate reductions. This study contributes to understanding behaviours towards suboptimal food and is beneficial to forming food waste reduction strategies by identifying discount levels across consumer types.

The effect of credence attributes on willingness to pay a premium for organic food: A moderated mediation model of attitudes and uncertainty.

With consumers' concerns about food safety and the environment growing, the interest in organic food has increased. However, due to the late start of the organic food market in China, the market size of the Chinese organic food industry is still relatively small. This study aims to examine whether organic food credence attributes have an impact on consumers' attitudes and willingness to pay a premium (WTPP), in order to provide valuable information to facilitate the development of the organic food market in China. A questionnaire survey was conducted with 647 respondents in China. Structural equation modeling (SEM) was utilized to verify the model and test the relationships among the constructs. SEM analyses showed that credence attributes stimulate consumers' attitudes and increase consumers' WTPP. Utilitarian attitudes and hedonistic attitudes play a partially mediating role in the relationship between credence attributes and WTPP. Uncertainty negatively moderates the role between utilitarian attitudes and WTPP, while it positively moderates the role between hedonistic attitudes and WTPP. The findings reveal the motivations and barriers for Chinese consumers to purchase organic food at a premium, providing a theoretical basis for companies to gain a deeper understanding of consumer groups and develop organic food marketing strategies.

The role of socio-demographic variables and buying habits in determining milk purchasers' preferences and choices.

Emerging new purchasing behaviors have been reflected in the sales trends of dairy products, mainly in cow milk consumption. This study aimed to investigate the preferences of milk purchasers toward different product attributes, by considering both individuals' socio-demographic characteristics (SD) and milk purchasing habits (PH) as independent variables in the milk consumption model definition. To achieve this objective, a questionnaire was administered to a sample of 1,216 residents in Northwest Italy. The application of the Best-Worst scaling (BWS) methodology to define the purchasers' declared preferences toward a set of 12 milk attributes, showed that milk origin and expiry date are the most important attributes for milk choice in the decision-making process. The correlation analysis showed that the SD and milk purchasing habits variables affect the definition of stated preferences heterogeneously between the intrinsic, extrinsic, and credence attributes.

Food Credence Attributes: A Conceptual Framework of Supply Chain Stakeholders, Their Motives, and Mechanisms to Address Information Asymmetry.

Food credence attributes (e.g., food safety, organic, and carbon neutral production methods) are quality characteristics of products that cannot be assessed by buyers at the point of sale without additional information (e.g., certification labels). Hence, the ability to access credence attributes of a particular product can result in a situation termed as asymmetric distributed information among supply chain stakeholders (e.g., producers, processors, wholesalers, retailers, consumer) where one party of a market transaction is in possession of more information about a product than the other party. This situation can lead to potential inefficiencies, e.g., misinformation, risk of food borne illness, or opportunistic behavior such as fraud. The present study sought to develop a conceptual framework that describes a) the motivation for key stakeholders to participate in the market for food credence attributes, b) the type of food credence attributes that key stakeholders provide, and c) current mechanisms to address the issue of information asymmetry among the stakeholders in the food system. The study was conducted using an integrative literature review. The developed framework consists of two components: a) the food supply chain and b) the attribute assurance system among which multiple links exist. The findings suggest that retailers, processors, NGOs, and government authorities are influential stakeholders within the supply chain of food credence attributes by imposing food quality standards which can address information asymmetry among food actors. While the credence attribute assurance system (e.g., food standards, third party food attribute assurance providers) can potentially address the issue of asymmetric information among market stakeholders, a range of issues remain. These include food standards as a potential market entry barrier for food producers and distributors, limited food standard harmonization, and communication challenges of food attribute assurance (e.g., consumers' signal processing, signal use and trust). The syntheses presented in this study contributes to stakeholders' (e.g., supply chain actors, scientists, policy makers) improved understanding about the components of the credence food system and their integration as well as the drivers for change in this system.

Effect of information on public perception of organic foods: a case study

PurposeWhen scientific information is unclear about the health benefits of foods, people choose to react in different ways. Using a posttest-only control group design, the authors tested how balanced and nonfactual information available on YouTube influences public perception of organic foods.Design/methodology/approachThe authors randomly assigned participants (N = 640) from a southern US land grant university to watch one video: balanced news, nonfactual news, or control. All participants indicated changes in perception about organic foods immediately after the video. The authors analyzed the data using one-way and two-way ANOVA.FindingsThe nonfactual news video had the most influence on public perception of organic foods. Results confirmed that the effect of nonfactual information was more for individuals with preexisting beliefs consistent with the message communicated and individuals exposed to average to high levels of health and diet news.Practical implicationsThe authors recommend regulatory changes in marketing strategies related to organic foods in the US that encourage balanced information about organic foods rather than promoting credence attributes of organic foods using persuasive information.Originality/valueThe authors findings suggest that, when scientific information about the health benefits of foods is unclear, communication activities should aim to increase healthy skepticism considering the audience's preexisting beliefs and frequency of health and diet news exposure.

Consumer Acceptance and Preference for Olive Oil Attributes-A Review.

Olive oil is largely produced in southern European countries. It encompasses a mix of search (e.g., price, color, packaging features), experience (e.g., taste), and credence attributes (e.g., organic, health claim). The importance of these attributes on consumers' attitudes and preferences for Olive oil has been explored quite extensively in the past. However, a recent body of literature has focused on product nutritional information and health claims in shaping consumers' attitudes and preferences for Olive oil. This work aims to offer an updated review of consumers' acceptance and preferences for Olive oil features. Applying the Systematic Literature Review method, a sample of 47 studies published over the last 20 years was reviewed through descriptive and content analysis. The following attributes, grouped in search, experience, and credence categories, were discussed: origin, sustainability, brand, health and safety, the production process, packaging, color, taste and flavor, and product features. The discussion of marketing and research implications closes the study. The study provides an overview of the literature background of consumer behaviors of Olive Oil, investigating the recent literature focused on product nutritional information and health claims.

The seafood basket: Application of zero-inflated model to fish count purchase

The study analyzed demand for fish in the United States by the number of species purchased from a basket of species, rather than the usual approach focusing on one single species. The basket includes largemouth bass, hybrid striped bass, bluegill, walleye, yellow perch, rainbow trout, Great Lakes whitefish, lake trout, barramundi, and tilapia. These results largely confirm that consumers purchase different fish species or a combination of them from time to time and that consumers pay little attention to green factors such as sustainability, 3rd party certification and hormone-free when purchasing seafood. It appears that the effects of green credence attributes may not apply generically to a collection of fish or that the utility of green characteristics to seafood demand may be declining. As for production systems, although a higher percentage of consumers indicated preference for wild-caught fish, the importance of farmed fish to them was found to increase fish purchased.