Creating trust and consumer value for true price food products
The current work contains one of the first empirical studies targeting trust and consumer acceptance of food products incorporating the social and environmental costs in the price of the product (‘true price food products’). Our two studies drew on a unique sample of Dutch supermarket patrons who could purchase ‘true price’ food products, and on a representative (Dutch) sample. In both studies, we show that the more consumers perceive to gain value from true food pricing that pertain to social status and ‘green value’ (positive environmental impact), the greater consumers' trust in true pricing characteristics and in organizations that implement true pricing and subsequently the higher consumers' intention is to purchase true price food products. The findings present a first exploration into how consumer acceptance of true price food products can be promoted by practitioners: (promotional) appeals to social status and to the ‘green value’ that true pricing can deliver have the potential to boost consumers' trust in true pricing and make them more inclined to ultimately purchase food products in which externalities are incorporated. Our study revealed initial value sources that can potentially contribute to promoting trust and consumer acceptance for true pricing in the food domain, but various other factors can be relevant as well; future research can explore which types of other contributing factors exist in creating consumer trust and acceptance for true price food products.
| Main Authors: | , , |
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| Format: | Article/Letter to editor biblioteca |
| Language: | English |
| Subjects: | Consumer acceptance, Consumer value, Sustainable food consumption, True cost accounting, True pricing, Trust, |
| Online Access: | https://research.wur.nl/en/publications/creating-trust-and-consumer-value-for-true-price-food-products |
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