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Country of origin or EU/non-EU labelling of beef? Comparing structural reliability and validity of discrete choice experiments for measurement of consumer preferences for origin and extrinsic quality cues

Carl-Johan, Lagerkvist; Thomas, Berthelsen; Sundström, Kristian LU and Johansson, Helena LU (2014) In Food Quality and Preference 34. p.50-61
Abstract
The use of food labels and packaging information on place of origin and credence quality has increased, but it is still unclear how such information relates to consumer decisions and choices concerning the relative valuation of attributes. Valid measurement methods are needed to assess the importance attributed by the public to such information, but also to inform the industry about market demand. Discrete choice experiments (CEs) are frequently used to assess consumer preferences for food attributes. However, suitable methods are needed to reveal the probabilistic nature of preference data, so that heterogeneity can be explicitly accounted for. An R-index measure was modelled to account for choice probabilities in this study. Two surveys... (More)
The use of food labels and packaging information on place of origin and credence quality has increased, but it is still unclear how such information relates to consumer decisions and choices concerning the relative valuation of attributes. Valid measurement methods are needed to assess the importance attributed by the public to such information, but also to inform the industry about market demand. Discrete choice experiments (CEs) are frequently used to assess consumer preferences for food attributes. However, suitable methods are needed to reveal the probabilistic nature of preference data, so that heterogeneity can be explicitly accounted for. An R-index measure was modelled to account for choice probabilities in this study. Two surveys of Swedish residents, without (n=506) and with (n=278) a price vector, compared attribute importance for origin and extrinsic quality labelling of beef in CEs. Problems of structural reliability owing to unstable associations in attribute importance between formats were supported, but on levels rather than orderings. The R-index analysis of CE data revealed violations of attribute transitivity and dominance. Extending CE analysis to include choice probabilities may be useful for consumer profiling and for optimisation of product information. Labels with specific country-of-origin information instead of a wider EU/non-EU designation were the most determining attribute in this study. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Beef, Food quality, Food labelling, Choice experiments, Hierarchical Bayesian estimation, R-index
in
Food Quality and Preference
volume
34
pages
50 - 61
publisher
Elsevier
external identifiers
  • wos:000333002300008
  • scopus:84892990482
ISSN
0950-3293
DOI
10.1016/j.foodqual.2013.12.009
language
English
LU publication?
yes
id
ef36c528-b9be-4e00-a48c-64a53da18527 (old id 4248950)
alternative location
http://www.sciencedirect.com/science/article/pii/S0950329313002437
date added to LUP
2014-01-15 11:55:29
date last changed
2017-08-27 03:38:10
@article{ef36c528-b9be-4e00-a48c-64a53da18527,
  abstract     = {The use of food labels and packaging information on place of origin and credence quality has increased, but it is still unclear how such information relates to consumer decisions and choices concerning the relative valuation of attributes. Valid measurement methods are needed to assess the importance attributed by the public to such information, but also to inform the industry about market demand. Discrete choice experiments (CEs) are frequently used to assess consumer preferences for food attributes. However, suitable methods are needed to reveal the probabilistic nature of preference data, so that heterogeneity can be explicitly accounted for. An R-index measure was modelled to account for choice probabilities in this study. Two surveys of Swedish residents, without (n=506) and with (n=278) a price vector, compared attribute importance for origin and extrinsic quality labelling of beef in CEs. Problems of structural reliability owing to unstable associations in attribute importance between formats were supported, but on levels rather than orderings. The R-index analysis of CE data revealed violations of attribute transitivity and dominance. Extending CE analysis to include choice probabilities may be useful for consumer profiling and for optimisation of product information. Labels with specific country-of-origin information instead of a wider EU/non-EU designation were the most determining attribute in this study.},
  author       = {Carl-Johan, Lagerkvist and Thomas, Berthelsen and Sundström, Kristian and Johansson, Helena},
  issn         = {0950-3293},
  keyword      = {Beef,Food quality,Food labelling,Choice experiments,Hierarchical Bayesian estimation,R-index},
  language     = {eng},
  pages        = {50--61},
  publisher    = {Elsevier},
  series       = {Food Quality and Preference},
  title        = {Country of origin or EU/non-EU labelling of beef? Comparing structural reliability and validity of discrete choice experiments for measurement of consumer preferences for origin and extrinsic quality cues},
  url          = {http://dx.doi.org/10.1016/j.foodqual.2013.12.009},
  volume       = {34},
  year         = {2014},
}