TY - JOUR
T1 - Explaining attention and choice for origin labeled cheese by means of consumer ethnocentrism
AU - Van Loo, Ellen J.
AU - Grebitus, Carola
AU - Roosen, Jutta
PY - 2019/12
Y1 - 2019/12
N2 - This study examines the relationship between consumer ethnocentrism, visual attention and choice for origin labeled cheese. It evaluates the impact of consumer ethnocentrism on preferences for domestic products, as well as, on the visual attention paid to the origin labeling during the decision-making. Using a choice experiment, this study investigates US respondents’ preferences for product attributes of cheddar cheese including country of origin (US, Mexico, Ireland), region of origin, hormone use, biodegradable packaging, and price. It provides empirical evidence that the level of consumer ethnocentrism among US consumers influences the preference for US labelled cheese and the visual attention to origin labeling. Specifically, higher consumer ethnocentrism leads to a higher preference for US cheese as compared to Irish cheese. Further, the study reveals that the level of consumer ethnocentrism affects visual attention paid to origin labeling. However, this is only the case in less complex decision situations, when there is little information on other product attributes.
AB - This study examines the relationship between consumer ethnocentrism, visual attention and choice for origin labeled cheese. It evaluates the impact of consumer ethnocentrism on preferences for domestic products, as well as, on the visual attention paid to the origin labeling during the decision-making. Using a choice experiment, this study investigates US respondents’ preferences for product attributes of cheddar cheese including country of origin (US, Mexico, Ireland), region of origin, hormone use, biodegradable packaging, and price. It provides empirical evidence that the level of consumer ethnocentrism among US consumers influences the preference for US labelled cheese and the visual attention to origin labeling. Specifically, higher consumer ethnocentrism leads to a higher preference for US cheese as compared to Irish cheese. Further, the study reveals that the level of consumer ethnocentrism affects visual attention paid to origin labeling. However, this is only the case in less complex decision situations, when there is little information on other product attributes.
KW - Biodegradable packaging
KW - Complex decision-making
KW - Eye-tracking
KW - Growth hormone labeling
KW - rBST
KW - Visual attention
U2 - 10.1016/j.foodqual.2019.05.016
DO - 10.1016/j.foodqual.2019.05.016
M3 - Article
AN - SCOPUS:85069701745
VL - 78
JO - Food Quality and Preference
JF - Food Quality and Preference
SN - 0950-3293
M1 - 103716
ER -