The Reliability of Certification: Quality Labels as a Consumer Policy Tool

Jahn, G.; Schramm, Michael; Spiller, Achim

doi:10.1007/s10603-004-7298-6

Cited by 348 publications

(219 citation statements)

References 55 publications

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“…Because the label is issued by official third parties and backed by governments, it should be a well-trusted cue (Roosen et al 2003). Even if the organic label is supposed to inform on environmental dimension, in line with various research (Golan et al 2001;Nayga 1999;Jahn et al 2005), results are not clear about the real overall perceived quality.…”

Section: Organic Labels As Signals Of Product Qualitymentioning

confidence: 99%

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

2011

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International audienceAn organic label offers a market signal for producers of organic food products. In Western economies, the label has gained high recognition, but organic food still represents a small part of total food consumption, which raises questions about the label's efficacy. By considering organic labels as a signal of quality for consumers, this article studies how this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information in terms of perceived product quality varies. In particular, when brand equity is high (low), the organic label appears less (more) effective. However, regardless of the brand equity level, an organic label makes the environmentally friendly attribute salient, which has a positive impact on perceived quality. Pertinent implications for marketing and public policy are discussed

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Section: Organic Labels As Signals Of Product Qualitymentioning

confidence: 99%

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

2011

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“…Além da qualidade, aspectos referentes à segurança e à confiança são considerados pelos consumidores de carne no momento da compra (Jahn et al, 2005;Akatu, 2006 A partir da valorização dos atributos diferenciados da carne com IG percebidos pelo consumidor  qualidade, segurança e confiança , verificou-se que os consumidores estão dispostos a pagar mais por esse selo. Nesse sentido, a maioria dos consumidores aproximadamente 70%  está disposta a pagar mais pelo produto, sendo que 32,6% dos entrevistados pagariam até 5% a mais pela indicação geográfica em carnes (Fig.…”

Section: Arqunclassified

Confiança e agregação de valor em carnes com indicação geográfica

Brandão¹,

Ceolin²,

Canozzi³

et al. 2012

Arq. Bras. Med. Vet. Zootec.

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Universidade Federal do Rio Grande do Sul -UFRGS -Porto Alegre, RS RESUMOO aumento da procura por produtos agroalimentares com certificação relacionada à origem geográfica tem ocorrido, buscando atender nichos específicos de mercado. Nesse sentido, este trabalho identificou a percepção dos consumidores brasileiros com relação às indicações geográficas e sua disposição em pagar por esse atributo. Como método, realizou-se uma survey utilizando-se o software Sphinx, via internet, com 272 consumidores de carne bovina. Constatou-se que a percepção do consumidor sobre as indicações geográficas em carnes é, de maneira geral, positiva, sendo este atributo reconhecido como um indicador de qualidade. Os consumidores entrevistados acreditam que essas carnes oferecem maior segurança alimentar e são mais confiáveis que o produto sem a indicação de origem geográfica, sendo possível agregar valor em função de tais diferenciais. Além disso, o consumidor valorizou esse atributo e está disposto a pagar mais pelas carnes com selo de indicação geográfica.Palavras-chave: carne bovina, certificação, diferenciação, consumidor, Brasil ABSTRACT The increased demand for agrifood products with certification related to the geographical origin has occurred on both global and national levels, seeking to meet specific market niches. In this sense, this article aims to identify consumer perceptions with respect to geographical indicators and their

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“…Given this, industrialized countries are implementing new food policies, with the objective of protecting consumers from possible frauds and crisis (Spiller, 2003;Jahn et al, 2005). These policies have been translated into the design of instruments, both of a public and private character, to guarantee the quality and safety of food products.…”

Section: Introductionmentioning

confidence: 99%

Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers

Padilla

Villalobos

Spiller³

et al. 2007

Agric. Téc.

Self Cite

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AGRICULTURA TÉCNICA (CHILE) 67(3):300-308 (JULIO-SEPTIEMBRE 2007) R E S U M E NCon el objetivo de evaluar la preferencia y disposición a pagar del consumidor chileno por un sello de calidad certificada usado en productos alimenticios de origen campesino, se llevó a cabo un estudio empleando la metodología de análisis conjunto. Un total de 234 consumidores de las ciudades de Talca y Santiago fueron consultados, respondiendo un cuestionario especialmente diseñado. Como producto base para el análisis conjunto se utilizó una mermelada de mora (Rubus ulmifolius) de elaboración artesanal. Además, un conjunto de tres atributos (precio, sello de calidad y presentación del envase) fueron considerados en la evaluación. Mediante un diseño ortogonal, se definieron nueve conceptos de productos hipotéticos, los cuales fueron ordenados por los consumidores de acuerdo a sus preferencias. Los resultados obtenidos a través del modelo conjunto señalan que un "sello de calidad certificada" es el atributo más importante que domina el comportamiento de elección de los consumidores, observándose una positiva disposición a pagar por esta característica. Como herramienta de gestión de calidad y diferenciación, un sello de calidad certificada parece ser una buena alternativa para mejorar las condiciones y oportunidades de mercado de los productores de alimentos respaldados por una tradición campesina. Cabe destacar que ésta es la primera experiencia empírica desarrollada en el país que relaciona el método de análisis conjunto con las preferencias del consumidor por este tipo de productos alimenticios. A B S T R A C TA study was carried out in Chile in order to evaluate consumer preference and willingness to pay for a certified quality label on traditional food products, employing a conjoint analysis method. A total of 234 individuals were interviewed in two Chilean cities, Santiago and Talca. A homemade blackberry (Rubus ulmifolius) marmalade and three product attributes with their respective levels were chosen (price, quality label and jar appearance). Nine hypothetical product concepts were generated applying an orthogonal design. Respondents were asked to rank the product concepts according to their preferences. The results obtained through the conjoint model suggest that an "officially certified quality label" is the most important attribute influencing consumer choice behavior. Likewise, a positive willingness to pay for such an attribute is observed. As a differentiation and quality management tool, an official certified quality label seems to be a good alternative to improve the situation and market opportunities for small farmers. It is important to notice that this study corresponds to the first empirical approach carried out in Chile, which relates the conjoint analysis method with consumer preferences for this kind of food product.

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The Reliability of Certification: Quality Labels as a Consumer Policy Tool

Cited by 348 publications

References 55 publications

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

Confiança e agregação de valor em carnes com indicação geográfica

Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers

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