Article

Consumer decision in the context of a food hazard: the effect of commitment

Mind & Society 01/2009; 8(1):59-76. DOI: 10.1007/s11299-009-0054-5

ABSTRACT The European market has faced a series of recurrent food scares, e.g. mad cow disease, chicken flu, dioxin poisoning in chickens,
salmons and recently also in pigs (Italian newspaper “Corriere della Sera”, 07/12/2008). These food scares have had, in the
short term, major socio-economic consequences, eroding consumer confidence and decreasing the willingness to buy potentially
risky food products. The research reported in this paper considered the role of commitment to a food product in the context of food scares, and in particular the effect of commitment on the purchasing intentions
of consumers, on their attitude towards the product, and on their trust in the food supply chain. After the initial commitment
had been obtained, a threat scenario evoking a risk associated with a specific food was presented, and a wider, related request
was then made. Finally, a questionnaire tested the effects of commitment on the participants’ attitude towards the product.
The results showed that previous commitment can increase consumers’ behavioural intention to purchase and their attitude towards
the food product, even in the presence of a potential hazard.

0 Bookmarks
 · 
90 Views
  • [Show abstract] [Hide abstract]
    ABSTRACT: Aim In the Ethiopian Rift Valley, 8.5 million people depend on water sources with excessive fluoride. In one rural village, a fluoride-removal community filter was implemented; a personalized reminder was distributed to change people’s behavior and increase the usage of the in-village community filter. During this promotion phase, an alternative fluoride-removal option was installed in a neighboring village. This study examines psychological factors that explain the differences in preference between the two options and their influence on the usage of the different sources. In addition, the effectiveness of the applied behavior change technique, a personalized reminder, on the use of the in-village community filter was analyzed. Subject and methods In a complete longitudinal survey, 180 households, with access to both mitigation options, were interviewed through structured, face-to-face interviews. Logistic regressions were carried out to reveal factors predicting the usage of the two mitigation options and the effect of the implemented behavior change intervention. Results The results showed that the better the taste, the lower the effort and the lower the costs for using the in-village community filter are perceived; in addition, the lower the perceived vulnerability to contract disease, the more the in-village community filter is used. Moreover, it was found that the personalized reminder also had a positive effect on the usage of the in-village mitigation option. Conclusion Based on the results, possible recommendations for practitioners and researchers are made to help plan and implement mitigation options.
    Journal of Public Health 01/2013; 21(2). · 2.06 Impact Factor

Full-text

View
2 Downloads
Available from
Jun 25, 2014