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Consumer attitudes towards origin and organic - the role of credence labels on consumers' liking of tomatoes

Fernqvist, Fredrik and Ekelund Axelson, Lena (2013). Consumer attitudes towards origin and organic - the role of credence labels on consumers' liking of tomatoes. European journal of horticultural science. 78:4, 184-190
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Official URL: http://www.ulmer.de/Consumer-Attitudes-towards-Ori...

Abstract

The tomato is one of the most popular vegetables in Europe, but since the introduction of modern production systems much attention has been paid to the issue 'lack of taste'. Consumers' experienced taste and quality, however, are not only dependent on attributes of the tomato such as taste and texture, but also on product appearance and labels signalling credence (e.g. origin and production method) and personal factors such as attitudes affecting consumers' quality experience. In this paper we hypothesise that credence labels (i.e. 'Swedish', 'Dutch' and 'Organic') have an effect on consumers' experienced liking of taste and total impression of tomatoes, and that attitudes towards those labels are correlated with experienced quality. Through a taste assessment with a Swedish consumer panel, we found a significant difference in liking of taste between tomatoes labelled 'Dutch' (Mean (M) = 4.54, Standard deviation (SD) = 1.68) and tomatoes labelled 'Swedish' (M = 5.88, SD = 1.70) and 'Organic' (M = 6.05, SD = 1.70), respectively. As for overall impression, tomatoes labelled 'Dutch' (M = 4.24, SD = 1.74) received lower grades than 'Swedish' (M = 5.59, SD = 1.76) and 'Organic' (M = 6.00, SD = 1.63). We found that attitudes towards origin are significantly correlated with liking of taste of tomatoes labelled 'Swedish' in a positive direction and 'Dutch' in a negative direction. We also found that positive attitudes towards organic products are positively correlated with liking of tomatoes labelled 'Organic'. The hypotheses are accepted and theoretical and practical implications are discussed.

Authors/Creators:Fernqvist, Fredrik and Ekelund Axelson, Lena
Title:Consumer attitudes towards origin and organic - the role of credence labels on consumers' liking of tomatoes
Series/Journal:European journal of horticultural science (1611-4426)
Year of publishing :2013
Volume:78
Number:4
Page range:184-190
Number of Pages:7
Publisher:Eugen Ulmer, GmbH & Co
Associated Programs and Other Stakeholders:Z - SLU - Libray > Odla mera
ISSN:1611-4426
Language:English
Publication Type:Journal article
Refereed:Yes
Article category:Scientific peer reviewed
Version:Accepted version
Full Text Status:Public
Agris subject categories.:Q Food science > Q01 Food science and technology
Subjects:(A) Swedish standard research categories 2011 > 4 Agricultural Sciences > 401 Agricultural, Forestry and Fisheries > Horticulture
(A) Swedish standard research categories 2011 > 4 Agricultural Sciences > 401 Agricultural, Forestry and Fisheries > Food Science
Agrovoc terms:Lycopersicon esculentum, Consumers, Attitudes, Labelling, Taste, Horticulture, Marketing
Keywords:Lycopersicon esculentum, consumer panel, attitudes, credence attributes, labelling, taste, horticultural marketing
URN:NBN:urn:nbn:se:slu:epsilon-e-1868
Permanent URL:
http://urn.kb.se/resolve?urn=urn:nbn:se:slu:epsilon-e-1868
Additional ID:
Type of IDID
Web of Science (WoS)000325601400006
ID Code:11060
Faculty:LTV - Fakulteten för landskapsarkitektur, trädgårds- och växtproduktionsvetenskap
Department:(LTJ, LTV) > Department of Work Science, Business Economics, and Environmental Psychology
Deposited By: SLUpub Connector
Deposited On:24 Apr 2014 11:09
Metadata Last Modified:16 Oct 2015 04:00

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