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 412020
Title Who Provides Information Matters: The Role of Source Credibility on US Consumers' Beef Brand Choices
Author(s) Dentoni, D.; Tonsor, G.; Calantone, R.; Peterson, C.
Event AAEA & NAREA Joint Annual Meeting, Pittsburgh, Pennsylvania, USA, 2011-07-24/2011-07-26
Department(s) Management Studies
WASS
Publication type Contribution in proceedings
Publication year 2011
Abstract Labels, certifications and endorsements signaling the quality of food have an impact on the purchasing choices of multiple segments of US consumers. At the same time, not much is known about the relationships between the sources providing information through these quality signals and consumer choices. In this paper, we explore 1) whether the credibility of an information source has an impact on US consumersâ¿¿ beef brand choices; 2) which labels, certifications and endorsements are chosen by US consumers among a range of eight brands with pre-selected sources of information; 3) which consumer segments have different perceptions on information sources and beef brand choices. Data are collected through an on-line survey on a representative sample of 460 US consumers and analyzed through structural equation modeling. The results show that credibility - although it has a positive impact on consumersâ¿¿ brand choice - is a complex concept which needs to be dissected in more specific variables, namely perceived knowledgeability, perceived absence of vested interests, perceived absence of mistakes in the past and trust. In particular, perceived knowledgeability and perceived absence of vested interests of the information source are inversely proportional
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