Heterogeneous consumers and differentiated food markets: Implications for quality signaling in food supply chains

Abstract

The Fellow's address begins by noting several recent consumer food trends and the changing way in which we perceive value-added. I then focus on the topic of heterogeneity in consumer behavior, reviewing contributions from the literature that enhance our ability as economists to model and measure heterogeneity. Supply chain responses to consumer heterogeneity are examined, including a discussion of information flows within supply chains and the role of certification and verification. I close with a consideration of policy implications flowing from consumer heterogeneity. K E Y W O R D Sconsumer behavior, heuristics, trust, value-added, values, verification Ce discours de Fellow souligne plusieurs tendances récentes en matière d'aliments destinés aux consommateurs et l'évolution de la manière dont nous percevons la valeur ajoutée. Je me concentre ensuite sur l'hétérogénéité du comportement des consommateurs, en passant en revue les contributions de la littérature qui renforcent notre capacité, en tant qu'économistes, à modéliser et à mesurer l'hétérogénéité. Les réponses des chaînes d'approvisionnement à l'hétérogénéité des consommateurs sont examinées, notamment une discussion sur les flux d'informations au sein des chaînes d'approvisionnement et le rôle de la certification et de la vérification. Je termine sur un examen des implications politiques découlant de l'hétérogénéité des consommateurs. drawn from the behavioral economics literature and a sampling of empirical contributions from the agricultural economics literature, with a focus on the role of trust. 1 I endeavor to answer the questions: what have we learned about how consumers make 1 Trust has been shown to have an important influence in food purchase decisions, particularly in the presence of information asymmetry with respect to food safety, food quality, or new food technologies (Hobbs & Goddard, 2015).

Strategic framework for developing resilience in Agri-Food Supply Chains during COVID 19 pandemic

“…This crisis may give a boost to the local food movement in the short to medium term. However, the local food supply may be less costefficient having less variety of food items and it may not have competitive advantages over the mainstream supply chains (Hobbs 2019).…”

Food values and heterogeneous consumer responses to nanotechnology

“…Hobbs (2019) shows that the ranking of food values is relatively robust to the method used to collect the data (Best-worst scaling vs. a ranking or rating task).…”

The Arctic as a food producing region: Consumer perceptions and market segments

“…The enterprises are being established across northern Canada and are premised on having a competitive advantage. Many consumers want foods that are healthy, sustainable, and have a story behind them (Hobbs, 2019). Foods originating from the Arctic reflect many of these unique properties.…”

“…Many consumers want foods that are healthy, sustainable, and have a story behind them (Hobbs, 2019). Foods originating from the Arctic reflect many of these unique properties.…”