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Eliciting Consumer Preferences for Certified Animal‐Friendly Foods: Can Elements of the Theory of Planned Behavior Improve Choice Experiment Analysis?
Author(s) -
Nocella Giuseppe,
Boecker Andreas,
Hubbard Lionel,
Scarpa Riccardo
Publication year - 2012
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20569
Subject(s) - theory of planned behavior , certification , salient , consumer behaviour , psychology , product (mathematics) , marketing , social psychology , economics , computer science , business , geometry , control (management) , management , mathematics , artificial intelligence
Models used in neoclassical economics assume human behavior to be purely rational. On the other hand, models adopted in social and behavioral psychology are founded on the “black box” of human cognition. In view of these observations, this paper aims at bridging this gap by introducing psychological constructs in the well‐established microeconomic framework of choice behavior based on random utility theory. In particular, it combines constructs developed employing A jzen's theory of planned behavior with L ancaster's theory of consumer demand for product characteristics to explain stated preferences over certified animal‐friendly foods ( AFF ). To reach this objective, a W eb survey was administered in the largest five EU ‐25 countries: F rance, G ermany, I taly, S pain, and the U nited K ingdom. Findings identify some salient cross‐cultural differences between northern and southern E urope and suggest that psychological constructs developed using the A jzen model are useful in explaining heterogeneity of preferences. Implications for policymakers and marketers involved with certified AFF are discussed.