Signaling Origin: Consumer Perceptions of Product of Canada and Made in Canada Food Labels

IF 3.6 Q2 BUSINESS
Kinga Nolan, J. Hobbs
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引用次数: 0

Abstract

ABSTRACT A Product of Canada label can be used on food if all major ingredients are grown or raised in Canada and the product is processed in a Canadian facility. A Made in Canada label is permissible when the final processing step occurs in Canada. Using survey data, we examine whether Canadian consumers understand the difference between these labels, their effectiveness as quality cues, and the relative importance of country-of-origin labels. A best-worst scaling experiment reveals a positive response to origin labels in general, and a Product of Canada label in particular. Nevertheless, few consumers understand the meaning of the labels or the difference between them. Probit regression models find little evidence of a relationship between valuing the source of ingredients or location of processing and choosing Product of Canada or Made in Canada labels. Consumers may be responding to the “Canadianness” of the labels, rather than what the labels signify.
信号来源:消费者对加拿大产品和加拿大制造食品标签的看法
如果所有主要成分都在加拿大种植或饲养,并且产品在加拿大工厂加工,则加拿大产品标签可以用于食品。当最后的加工步骤在加拿大进行时,加拿大制造标签是允许的。使用调查数据,我们检查加拿大消费者是否理解这些标签之间的差异,它们作为质量线索的有效性,以及原产国标签的相对重要性。一个最佳-最差缩放实验揭示了对原产地标签的积极反应,特别是加拿大产品标签。然而,很少有消费者理解标签的含义或它们之间的区别。概率回归模型发现很少有证据表明重视成分来源或加工地点与选择加拿大产品或加拿大制造标签之间存在关系。消费者可能会对标签上的“加拿大特色”做出反应,而不是标签的含义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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