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 496347
Title Marketing Novel Fruit Products : Evidence for Diverging Marketing Effects Across Different Products and Different Countries
Author(s) ’T Riet, Jonathan Van; Onwezen, M.C.; Bartels, Jos; Lans, I.A. Van Der; Kraszewska, Magdalena
Source Journal of Food Products Marketing 22 (2016)3. - ISSN 1045-4446 - p. 332 - 349.
DOI http://dx.doi.org/10.1080/10454446.2014.949963
Department(s) LEI Consumer and Chain
Economics of Consumers and Households Group
Marketing and Consumer Behaviour
WASS
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) adoption - fruit consumption - marketing - novel food products
Abstract

The purpose of this study was to compare the influence of four different marketing claims and price information on consumers’ product choices for novel fruits and novel fruit products, using a choice experiment. In total, 1,652 people in Greece (n = 400), the Netherlands (n = 419), Poland (n = 423), and Spain (n = 410) participated in the study. The marketing claims entailed (1) information about scientific findings concerning health benefits, (2) social norm information, (3) information about the products’ naturalness, and (4) information about the products’ time-until-expiration. The results showed that all four marketing claims and price information influenced consumer choice, but the effect of naturalness depended on the specific novel fruit product being advertised, and the effect of time-until-expiration depended on both country and fruit product. These results suggest that marketing communications should be tailored to different national markets and to specific fruit products.

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