Consumer preferences for three dimensions of country of origin of a processed food product

Abstract

PurposeThe production process of processed food products may involve several countries. This multi-dimensionality of the country of origin (COO) may affect consumer preferences for the products. We apply Case 2 best–worst scaling to measure Japanese consumers’ preferences for three dimensions of the COO of a vegetable juice product.Design/methodology/approachThe three dimensions of the COO include these: the country where the raw materials of the product were grown (the country of growing), the country where the raw materials were processed (the country of processing) and the country where the food company producing the product is headquartered (the country of the company). Japan, Australia, Thailand and China are the countries considered for the three COO-related attributes. Sixteen juice products (profiles) were created from the three four-level attributes. A survey queried 416 consumers to select the best and worst ones from among the three attribute levels shown in each profile.FindingsThe average utility of the country of growing is the highest among those of the three COO-related attributes. However, consumers evaluate the country of growing as the least preferred among the three attributes with respect to a country with a negative food quality reputation.Originality/valueThis is the first Case 2 best–worst scaling study to measure consumer preferences for the three dimensions of the COO of processed food products. It suggests marketing strategies for domestic and international juice companies.

UK Consumers’ Preferences for Ethical Attributes of Floating Rice: Implications for Environmentally Friendly Agriculture in Vietnam

“…A majority of participants were unaware of the country of origin of the rice they purchase; there is some evidence that in non-rice eating countries, country of origin is not an important attribute in consumer decision-making [15,107]. In other product categories, geographic origin may be a factor in food preferences if the origin is somehow associated with quality [108,109]. Nonetheless, these responses suggest some degree of awareness among UK consumers.…”

“…Earlier studies have found that consumers' preferences and willingness to pay for biodiversity or reduced CO 2 are relatively lower when they are offered as a choice among other ethical attributes [109,122,123]. Prior research provides evidence that consumers value biodiversity if it is local [122,124], and that consumers may pay for CO 2 reductions if the actions are local [123].…”

Chinese consumer preference for processed food quality attributes and the impact of trust in information sources

“…Much of the research indicates that intrinsic attributes such as color, size, flavor etc. are important attributes for consumers’ purchasing decisions of agricultural products (Moor et al , 2014; Wang et al , 2018; Aizaki and Sato, 2020; He et al , 2021; Liu et al , 2020). Research also indicates that extrinsic attributes, like origin and brand, are crucial for consumers to make purchase decisions of agricultural products (Novotorova, 2008; Migliore et al , 2015; Yin et al , 2019).…”

“…Furthermore, processed food products are similar to industrial products because the processing stage of processed food is similar to the manufacturing stage of industrial products (Aizaki and Sato, 2020). Compared to unprocessed food, processed food attributes are more comprehensive and complex because processed food production involves more players along the supply chain.…”

“…Compared to unprocessed food, processed food attributes are more comprehensive and complex because processed food production involves more players along the supply chain. For example, the processed food production may involve several countries, whereby the dimensionality of the country of origin may affect consumer preferences for the products (Aizaki and Sato, 2020; Gao et al , 2019). Processed food has more extrinsic and intrinsic attributes than does unprocessed food.…”