Examining the effect of consumer experience on co-creation and loyalty for healthy meat consumption

Abstract

IntroductionThe eating behavior of consumers throughout the world is changing rapidly due to increasing recognition of healthy food consumption. This study attempted to examine the role of perceived experience consumption responses in the context of healthy food consumption. In archiving the objectives of the study, this research investigates the relationship among the perception of customer sensory experience, customer co-creation, and customer loyalty (e.g., spreading positive word of mouth and recommending the food) of KKU1 premium chicken. This study also examines the moderating role of health consciousness in consumers' decision-making processes.MethodsA purposive sampling survey of 487 customers who had consumed healthy chicken meat products, namely, KKU1 premium chicken in Thailand were collected. Multi-group analyses of the consumption experience (e.g., first-time and repurchase consumers) were examined. A structural equation model (SEM) was used to test the proposed hypotheses.ResultsThe study found that customer co-creation has a significant positive effect on customer loyalty. In addition, the relationship between customer sensory experience and customer co-creation was moderated by health consciousness. This suggests that sensory experiences and health conscious customers are more prone to indulge in co-creation behavior. Moreover, there are different levels of customer co-creation behavior and loyalty among different prior consumption experiences.DiscussionBased on these findings, including the contingency role of health consciousness in consumers' decision-making processes can be more effectiveness. These findings can provide an important reference for the producer of a healthy food-marketing strategy.

Comparative study and relationship analysis between purine content, uric acid, superoxide dismutase, and growth traits in purebred and crossbred Thai native chickens

“…As mentioned above, this aligns with the popularity of consumers, who are more interested in good quality and healthy food ( 34 , 35 ). Slow-growing chicken meat produced from native chickens is becoming increasingly interesting because it has several distinctive properties compared to commercial broiler meat products, including a unique flavor, firm and tender meat ( 36 , 37 ), lower fat ( 38 ) and high levels of bioactive compounds, such as angiotensin-converting enzyme inhibitors (ACE), anserine, and carnosine, which have health benefits for consumers ( 13 , 39–42 ).…”

Two-Part Modelling of Consumer Preferences for Native Chicken Meat: Sustainability Implications for Semi-Intensive and Intensive Production Systems

“…The factor analysis derived the third component by clustering the consumers' responses to "familiar with chicken meat", "mindful of my chicken choices", "conscious of my dietary preferences", "distinguish chicken products" and "have con dence in my meat choice". This third element could be referred to as "knowledge" because it symbolises consumers' knowledge, awareness, and consciousness regarding various aspects of chicken meat (Sanchez-Sabate and Sabaté 2019; Mtolo et al 2022;Meeprom et al 2023;Scudiero et al 2023). This suggests that individuals who make informed dietary choices and differentiate between chicken products score higher on this factor.…”