Animal Welfare Practices along the Food Chain: How Does Negative and Positive Information Affect Consumers

D. Dentoni, R. Calantone, G. Tonsor, H.C. Peterson

Research output: Contribution to journalArticleAcademicpeer-review

6 Citations (Scopus)

Abstract

This study analyzes the mitigating effect of positive brand information on animal welfare on consumers' perceptions, attitudes, and buying intentions for meat products when provided before a negative information shock related to the same issue. By tackling this question, this study integrates with the existing agricultural economics literature, which mainly analyzed consumers' willingness to pay for meat with the animal welfare attribute, and the marketing literature, which extensively studied the interaction of positive and negative information in similar but different settings. Data are collected from a convenience sample of 394 university students through an online survey on fast food chicken breast sandwiches. The latent growth model (LGM) used to analyze the data allows understanding how different segments of consumers dynamically change their perceptions and attitudes when affected by contrasting information. This analysis provides meat companies a tool to tailor their brand information to communicate more effectively to their stakeholders, to build and protect their brand from the risks of negative shocks, and ultimately to achieve sustainable competitive advantage.
Original languageEnglish
Pages (from-to)279-302
JournalJournal of Food Products Marketing
Volume17
Issue number3
DOIs
Publication statusPublished - 2011

Fingerprint

consumer information
Animal Welfare
Food Chain
food chain
animal welfare
Meat
Shock
Fast Foods
Meat Products
Marketing
willingness to pay
Chickens
Breast
Economics
Students
meat
Growth
consumer attitudes
fast foods
agricultural economics

Keywords

  • animal welfare
  • consumer attitudes
  • food chains
  • consumers
  • food consumption

Cite this

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title = "Animal Welfare Practices along the Food Chain: How Does Negative and Positive Information Affect Consumers",
abstract = "This study analyzes the mitigating effect of positive brand information on animal welfare on consumers' perceptions, attitudes, and buying intentions for meat products when provided before a negative information shock related to the same issue. By tackling this question, this study integrates with the existing agricultural economics literature, which mainly analyzed consumers' willingness to pay for meat with the animal welfare attribute, and the marketing literature, which extensively studied the interaction of positive and negative information in similar but different settings. Data are collected from a convenience sample of 394 university students through an online survey on fast food chicken breast sandwiches. The latent growth model (LGM) used to analyze the data allows understanding how different segments of consumers dynamically change their perceptions and attitudes when affected by contrasting information. This analysis provides meat companies a tool to tailor their brand information to communicate more effectively to their stakeholders, to build and protect their brand from the risks of negative shocks, and ultimately to achieve sustainable competitive advantage.",
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Animal Welfare Practices along the Food Chain: How Does Negative and Positive Information Affect Consumers. / Dentoni, D.; Calantone, R.; Tonsor, G.; Peterson, H.C.

In: Journal of Food Products Marketing, Vol. 17, No. 3, 2011, p. 279-302.

Research output: Contribution to journalArticleAcademicpeer-review

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AU - Calantone, R.

AU - Tonsor, G.

AU - Peterson, H.C.

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AB - This study analyzes the mitigating effect of positive brand information on animal welfare on consumers' perceptions, attitudes, and buying intentions for meat products when provided before a negative information shock related to the same issue. By tackling this question, this study integrates with the existing agricultural economics literature, which mainly analyzed consumers' willingness to pay for meat with the animal welfare attribute, and the marketing literature, which extensively studied the interaction of positive and negative information in similar but different settings. Data are collected from a convenience sample of 394 university students through an online survey on fast food chicken breast sandwiches. The latent growth model (LGM) used to analyze the data allows understanding how different segments of consumers dynamically change their perceptions and attitudes when affected by contrasting information. This analysis provides meat companies a tool to tailor their brand information to communicate more effectively to their stakeholders, to build and protect their brand from the risks of negative shocks, and ultimately to achieve sustainable competitive advantage.

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KW - consumer attitudes

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