Purpose: Reputation is conceptualised as the believed effects that any social agent (ranging from a person to a company to a country) can have. Food reputation is beliefs about the effects of food on its consumers. On the basis of a multidimensional construct for food reputation derived from qualitative and correlational studies, this paper aims to test four hypotheses about food reputation dimensions' effects on consumers' food choices. Design/methodology/approach: A multi-attribute, multi-step choice experiment was carried out using a "phased narrowing" procedure. The procedure is based on eight product choices, using four reputation dimensions as manipulated attributes (duration, identity-territoriality, social and environmental responsibility, psycho-physiological well-being); this is replicated on one drink and one food product. Findings: A pilot study (n=50) checked the manipulation of the four reputation dimensions. ANOVA (n=118) showed the impact of the manipulated reputation features in the food choice process, especially in the final decision-making phase. Originality/value: The results confirm that food reputation features impact consumer choice, detailing the relative importance of different reputation features according to choice phase, product category, and individual characteristics. © Emerald Group Publishing Limited.

Food reputation impacts on consumer's food choice / B., Maroni; M., Bonnes; Bonaiuto, Marino; Caddeo, Pierluigi; Carrus, Giuseppe; DE DOMINICIS, Stefano. - In: CORPORATE COMMUNICATIONS. - ISSN 1356-3289. - STAMPA. - 17:4(2012), pp. 462-482. [10.1108/13563281211274158]

Food reputation impacts on consumer's food choice

BONAIUTO, Marino;DE DOMINICIS, STEFANO
2012

Abstract

Purpose: Reputation is conceptualised as the believed effects that any social agent (ranging from a person to a company to a country) can have. Food reputation is beliefs about the effects of food on its consumers. On the basis of a multidimensional construct for food reputation derived from qualitative and correlational studies, this paper aims to test four hypotheses about food reputation dimensions' effects on consumers' food choices. Design/methodology/approach: A multi-attribute, multi-step choice experiment was carried out using a "phased narrowing" procedure. The procedure is based on eight product choices, using four reputation dimensions as manipulated attributes (duration, identity-territoriality, social and environmental responsibility, psycho-physiological well-being); this is replicated on one drink and one food product. Findings: A pilot study (n=50) checked the manipulation of the four reputation dimensions. ANOVA (n=118) showed the impact of the manipulated reputation features in the food choice process, especially in the final decision-making phase. Originality/value: The results confirm that food reputation features impact consumer choice, detailing the relative importance of different reputation features according to choice phase, product category, and individual characteristics. © Emerald Group Publishing Limited.
2012
buying behaviour; choice; communication; consumer; consumer behaviour; food; marketing; reputation
01 Pubblicazione su rivista::01a Articolo in rivista
Food reputation impacts on consumer's food choice / B., Maroni; M., Bonnes; Bonaiuto, Marino; Caddeo, Pierluigi; Carrus, Giuseppe; DE DOMINICIS, Stefano. - In: CORPORATE COMMUNICATIONS. - ISSN 1356-3289. - STAMPA. - 17:4(2012), pp. 462-482. [10.1108/13563281211274158]
File allegati a questo prodotto
File Dimensione Formato  
Bonaiuto_Food_2012.pdf

solo utenti autorizzati

Tipologia: Versione editoriale (versione pubblicata con il layout dell'editore)
Licenza: Tutti i diritti riservati (All rights reserved)
Dimensione 176.11 kB
Formato Adobe PDF
176.11 kB Adobe PDF   Contatta l'autore

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/512761
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 13
  • ???jsp.display-item.citation.isi??? ND
social impact