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| Marian, Livia; Thøgersen, John; Krystallis Krontallis, Athanasios. |
| The hypothesis of this research is that the impact of quality dimensions on consumers’ willingness to buy organic vs. conventional or free-range chicken is partly mediated through taste expectations. The study comprises two exploratory focus group studies, followed by a questionnaire containing a conjoint analysis design. The purpose of the focus groups was to determine the most important quality cues, which could afterwards be incorporated into the choice experiment. It was found that production method, price, size and information about farmer and rearing conditions are very important quality cues for the choice of chicken, and that taste is one of the most important quality dimensions in consumers’ overall evaluation of chicken. In the next step, the... |
| Tipo: Conference paper, poster, etc. |
Palavras-chave: Markets and trade. |
| Ano: 2012 |
URL: http://orgprints.org/21934/1/Do%20taste%20expectations%20mediate.mht |
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