Naslov
Effect of Normative and Affective Aspects on Willingness to Pay for Domestic Food Products — A Multiple Price List Experiment

Autori
Tomić, Marina ; Alfnes, Frode

Izvornik
Journal of Food Products Marketing (1045-4446) 24 (2018), 6; 681-696

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Consumer ethnocentrism ; experiment ; involvement ; subjective norms ; willingness to pay

Sažetak
There is limited knowledge about which factors underlie consumers’ preferences for domestic food products. We used a non-hypothetical multiple-price list experiment to investigate the effect of affective (product-related emotions) and normative (consumer ethnocentrism and subjective norms) factors on consumer willingness to pay for domestic food products. A total of 166 Croatian consumers were given a choice between domestic and foreign food products with different price premiums for domestic food. The results indicate that consumers are willing to pay a premium for both low- and high-involvement domestic food products. Consumer willingness to pay for domestic products is influenced by ethnocentrism, product-related emotions, and sociodemographic variables, but not by social norms.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija)

POVEZANOST RADA