Eliciting Consumer Preferences for Certified Animal‐Friendly Foods: Can Elements of the Theory of Planned Behavior Improve Choice Experiment Analysis?

Abstract

Models used in neoclassical economics assume human behavior to be purely rational. On the other hand, models adopted in social and behavioral psychology are founded on the “black box” of human cognition. In view of these observations, this paper aims at bridging this gap by introducing psychological constructs in the well‐established microeconomic framework of choice behavior based on random utility theory. In particular, it combines constructs developed employing Ajzen's theory of planned behavior with Lancaster's theory of consumer demand for product characteristics to explain stated preferences over certified animal‐friendly foods (AFF). To reach this objective, a Web survey was administered in the largest five EU‐25 countries: France, Germany, Italy, Spain, and the United Kingdom. Findings identify some salient cross‐cultural differences between northern and southern Europe and suggest that psychological constructs developed using the Ajzen model are useful in explaining heterogeneity of preferences. Implications for policymakers and marketers involved with certified AFF are discussed.

The Well(s) of Knowledge: The Decoding of Sustainability Claims in the UK and in Greece

“…In accordance with previous research this study concurs that the overall knowledge on labelling and eco labels in general terms is limited [24,53] and only apparent in the case of a few certifications. This implies that consumers are, in a way, wanting more information about the individual schemes, who is behind them, and what they stand for, in order to guide their decision-making processes.…”

“…There have been different categories or types of environmental knowledge in the literature such as subjective and objective [30] or concrete and abstract [31]. The issue of knowledge when consumers decode on-pack claims has recently gained attention in the literature [24]. However, there is a research gap in terms of the types of knowledge that consumers use during the decoding process, which is addressed in this article.…”

Motivations matter: Behavioural determinants of preferences for remote and unfamiliar environmental goods

“…Application of TPB in DCE surveys is scarce with only one example in the published literature (Nocella et al 2012). By measuring TPB constructs Nocella et al (2012) aim to improve the identification of different groups of consumers with homogeneous preferences and corresponding behavioural intentions.…”

“…By measuring TPB constructs Nocella et al (2012) aim to improve the identification of different groups of consumers with homogeneous preferences and corresponding behavioural intentions. The authors include interaction effects between ATT, SN, PBC and an additional ethical component with the price attribute for animal-friendly food products.…”

“…While both the NAM and the TPB have been employed to explain direct WTP statements in contingent valuation surveys (e.g. Liebe et al 2011, Bernath and Roschewitz 2008, Guagnano et al 1994) and the TPB in a DCE relating to food-choice (Nocella et al 2012), the application of TPB and NAM to predict stated choices in a DCE survey in the environmental field is still very rare ). The present study thus responds to the recent call for more research in this area (López-Mosquera et al 2014).…”