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首页> 外文期刊>Food Quality and Preference >Direct and mediated impacts of product and process characteristics on consumers' choice of organic vs. conventional chicken.
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Direct and mediated impacts of product and process characteristics on consumers' choice of organic vs. conventional chicken.

机译：产品和加工特性对消费者选择有机鸡肉还是传统鸡肉的直接和间接影响。

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摘要

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 hypothesised, 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 of themselves, but partly because consumers make inferences about eating quality from knowledge about such process characteristics
机译：缺乏关于消费者为何重视过程特征的研究。在这项研究中，我们检验了以下假设：有机和自由放养等加工特性对消费者选择食品的影响至少部分是通过预期的饮食质量或口味期望来介导的。换句话说，过程特征部分地作为对（进食）质量的提示。使用基于加性模型的传统度量联合方法，在部分因子联合设计中改变了四个产品特征（生产方法，价格，大小以及有关农民和饲养条件的信息），从而形成了整只鸡的九个轮廓。 384位受访者根据口味期望和购买意愿对9种不同的鸡进行了评分。由于每个受访者的九个记录不是独立的，因此我们使用线性混合模型进行中介分析。我们发现，正如预期的那样，口味期望是购买意愿的有力预测指标。如假设的那样，产品和加工特性对购买意愿的影响至少部分通过口味期望来调节。因此，研究表明，过程特征不仅对消费者本身重要，而且对消费者很重要，部分原因是消费者从对过程特征的了解中可以推断出饮食质量

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