Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 411976
Title Animal Welfare Practices along the Food Chain: How Does Negative and Positive Information Affect Consumers
Author(s) Dentoni, D.; Calantone, R.; Tonsor, G.; Peterson, H.C.
Source Journal of Food Products Marketing 17 (2011)3. - ISSN 1045-4446 - p. 279 - 302.
Department(s) Management Studies
Publication type Refereed Article in a scientific journal
Publication year 2011
Keyword(s) dierenwelzijn - houding van consumenten - voedselketens - consumenten - voedselconsumptie - animal welfare - consumer attitudes - food chains - consumers - food consumption
Categories Animal Health and Welfare / Consumer Studies (General)
Abstract This study analyzes the mitigating effect of positive brand information on animal welfare on consumers' perceptions, attitudes, and buying intentions for meat products when provided before a negative information shock related to the same issue. By tackling this question, this study integrates with the existing agricultural economics literature, which mainly analyzed consumers' willingness to pay for meat with the animal welfare attribute, and the marketing literature, which extensively studied the interaction of positive and negative information in similar but different settings. Data are collected from a convenience sample of 394 university students through an online survey on fast food chicken breast sandwiches. The latent growth model (LGM) used to analyze the data allows understanding how different segments of consumers dynamically change their perceptions and attitudes when affected by contrasting information. This analysis provides meat companies a tool to tailor their brand information to communicate more effectively to their stakeholders, to build and protect their brand from the risks of negative shocks, and ultimately to achieve sustainable competitive advantage.
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