Increase consumers’ willingness to pay a premium for organic food in restaurants: Explore the role of comparative advertising

Yu, Weiping; Han, Xiaoyun; Cui, Fasheng

doi:10.3389/fpsyg.2022.982311

Cited by 17 publications

(11 citation statements)

References 98 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…However, it should be noted that irrespective of their brand, plant-based milk alternatives have a relatively high price point, which may have impacted the results of this study. U.S. consumers’ willingness to pay a price premium for plant-based options refers to a consumer’s willingness to pay more for a competing product [ 76 ]. This may be a traditional milk product or other plant-based products substituting milk.…”

Section: Discussionmentioning

confidence: 99%

“…Reasons to pay more for plant-based milk alternatives are animal welfare concerns and the green and clean image of the product, suggesting environmental friendliness and sustainability [ 15 , 20 ]. Regardless, the price premium is often associated with consumers’ perception of the brand and quality [ 76 ]. Perceived quality is influenced by the sensory profile of plant-based milk alternatives.…”

Section: Discussionmentioning

confidence: 99%

See 1 more Smart Citation

“Got Milk Alternatives?” Understanding Key Factors Determining U.S. Consumers’ Willingness to Pay for Plant-Based Milk Alternatives

Rombach

Dean

Bitsch

2023

Foods

View full text Add to dashboard Cite

Milk is an important dairy product in U.S. food retail. Lifestyle changes toward climate-conscious consumption, animal welfare, and food safety concerns have increased the popularity of plant-based milk alternatives. This study is focused on such beverages and provides insights and best practice recommendations for marketing managers in the U.S. food retail sector. An online survey was distributed to explore factors explaining the intentions of U.S. consumers to purchase and pay a premium for plant-based milk alternatives. Food curiosity and food price inflation were identified as relevant for both willingness to buy and willingness to pay a price premium. In addition, animal welfare concerns and the green and clean product image of plant-based alternatives were relevant to the willingness to pay a premium for plant-based milk.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

“Got Milk Alternatives?” Understanding Key Factors Determining U.S. Consumers’ Willingness to Pay for Plant-Based Milk Alternatives

Rombach

Dean

Bitsch

2023

Foods

View full text Add to dashboard Cite

show abstract

“…Specifically, an individual will form an overall attitude toward an object by assessing the attributes associated with it and the extent to which its needs are met. Organic food is a credence product that is closely related to consumers' health and safety and for which product information is difficult to obtain, and there is a certain degree of premium (Yu et al, 2022), so consumers tend to rely on credence attributes for psychological judgment (Janssen and Hamm, 2012;Massey et al, 2018). In organic food consumption, consumers usually pay attention to the food safety of organic food (Vapa-Tankosić et al, 2020;Joya et al, 2021).…”

Section: Food Safety Utilitarian Attitudes and Hedonistic Attitudesmentioning

confidence: 99%

The effect of credence attributes on willingness to pay a premium for organic food: A moderated mediation model of attitudes and uncertainty

et al. 2023

View full text Add to dashboard Cite

ObjectiveWith consumers’ concerns about food safety and the environment growing, the interest in organic food has increased. However, due to the late start of the organic food market in China, the market size of the Chinese organic food industry is still relatively small. This study aims to examine whether organic food credence attributes have an impact on consumers’ attitudes and willingness to pay a premium (WTPP), in order to provide valuable information to facilitate the development of the organic food market in China.MethodsA questionnaire survey was conducted with 647 respondents in China. Structural equation modeling (SEM) was utilized to verify the model and test the relationships among the constructs.ResultsSEM analyses showed that credence attributes stimulate consumers’ attitudes and increase consumers’ WTPP. Utilitarian attitudes and hedonistic attitudes play a partially mediating role in the relationship between credence attributes and WTPP. Uncertainty negatively moderates the role between utilitarian attitudes and WTPP, while it positively moderates the role between hedonistic attitudes and WTPP.DiscussionThe findings reveal the motivations and barriers for Chinese consumers to purchase organic food at a premium, providing a theoretical basis for companies to gain a deeper understanding of consumer groups and develop organic food marketing strategies.

show abstract

“…Indirect reciprocity can predict whether consumers are willing to pay costs to reward firms, which is a crucial issue in business management and marketing research (Jaeger and Weber, 2020 ; Diallo et al, 2021 ; Yu et al, 2022 ). When indirect reciprocity is unlikely, firms will stop investing in pro-social behavior (Simpson and Willer, 2008 ).…”

Section: Introductionmentioning

confidence: 99%

Do you reap what you sow? Driving mechanism of supply chain transparency on consumers' indirect reciprocity

2023

Front. Psychol.

View full text Add to dashboard Cite

IntroductionTo maintain sustainable poverty alleviation in the post-pandemic world, China encourages firms to participate in the “Social Commerce Helping Farmers Project.” This study aims to explore the phenomenon of indirect reciprocity between firms, consumers, and farmers in the supply chain. This study explores how supply chain transparency stimulates indirect reciprocity among consumers through competence trust, goodwill trust, and integrity trust. Furthermore, we explore the impact of compassion and the need for social status on the model.MethodsWe fit a partial least square analysis structural equation modeling (PLS-SEM) using data from an online random vignette-based experiment questionnaire survey.ResultsSupply chain transparency of social responsibility practices asymmetrically affects three dimensions of consumer trust by improving perceived information quality. And the three dimensions of trust asymmetrically contribute to indirect reciprocity. Furthermore, compassion has a positive moderating effect on the relationship between perceived information quality and trust. However, the moderating effect of the need for social status on the relationship between the three dimensions of trust and indirect reciprocity differed significantly.DiscussionOur findings indicate that supply chain transparency improves consumer trust, making consumers more responsive and rewarding companies that assist vulnerable groups in their supply chains. Faced with a trust crisis, companies can take different measures to achieve their goals based on each dimension of trust. At the same time, companies need to consider differences in the responses of consumers with different personality traits (e.g., compassion and the need for social status) when revealing their corporate social responsibility practices to consumers.

show abstract

Increase consumers’ willingness to pay a premium for organic food in restaurants: Explore the role of comparative advertising

Cited by 17 publications

References 98 publications

“Got Milk Alternatives?” Understanding Key Factors Determining U.S. Consumers’ Willingness to Pay for Plant-Based Milk Alternatives

“Got Milk Alternatives?” Understanding Key Factors Determining U.S. Consumers’ Willingness to Pay for Plant-Based Milk Alternatives

The effect of credence attributes on willingness to pay a premium for organic food: A moderated mediation model of attitudes and uncertainty

Do you reap what you sow? Driving mechanism of supply chain transparency on consumers' indirect reciprocity

Contact Info

Product

Resources

About