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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 486397
Title Disentangling Directand Indirect Effects of Credence Labels
Author(s) Dentoni, D.; Tonsor, G.; Calantone, R.; Peterson, C.
Source British Food Journal 116 (2014)6. - ISSN 0007-070X - p. 931 - 951.
DOI https://doi.org/10.1108/BFJ-09-2012-0227
Department(s) Business Management & Organisation
WASS
Publication type Refereed Article in a scientific journal
Publication year 2014
Keyword(s) country-of-origin - willingness-to-pay - farm-animal welfare - food-products - united-states - organic food - quality - beef - consumers - safety
Abstract The purpose of this paper is to disentangle the direct and indirect effects of three credence labels (Australian, animal welfare and grass-fed) on US consumer attitudes toward buying beef steaks. Furthermore, it explores the impact of consumer attribute knowledge, usage frequency, education and opinion strength on the magnitude of direct and indirect effects. Design/methodology/approach – Data are collected through an online experiment with 460 US consumers and analyzed with path modeling. Findings – The Australian label generates a 86 percent negative direct effect vs a 14 percent negative indirect effect on consumer attitudes, which means that US consumers do not make strong inferences to form their attitudes toward buying Australian beef. The animal welfare label generates 50 percent direct and 50 percent indirect effects. The grass-fed label generates only indirect effects (100 percent). The higher consumer education, attribute knowledge, usage frequency, education and opinion strength, the weaker are the indirect effects of credence labels. Research limitations/implications – The study focusses on consumers in one country (USA), one product (beef steak) and one label across three attributes, therefore generalization of results is limited. Practical implications – The study offers a tool to agribusiness managers as well as to policy makers, NGOs and consumer groups to design and assess the effectiveness of communication campaigns attempting to strengthen (or weaken) consumer inferences and attitudes relative to credence labels. Originality/value – Despite the wide literature on consumer inferences based on credence labels, this is the first study that quantitatively disentangles the complex set of inferential effects generated by credence labels and explores common relationships across multiple credence attributes.
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