“GPS in my Salad?” A Mixed Method Study of Consumers’ Perception of Biomarkers in Organic Vegetables

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2023-01-01 DOI:10.1080/08961530.2023.2166236

M. Martini, B. Loera, Blain Murphy, M. Dean, E. Dansero, Angela Fedi

引用次数: 1

Abstract

Abstract The paper explored consumer acceptability of a biomarker solution for organic vegetables aimed at enhancing consumer trust, using a sequential mixed-method design. Five focus groups were conducted (N = 34) to explore consumer reactions to this technology and possible nomenclatures (Study 1). Subsequently, a survey in four European countries (Germany, Italy, Poland, UK; N = 1035) analyzed consumer attitudes and acceptability of biomarker technology, considering intercountry similarities and differences (Study 2). Qualitative analyses highlighted multiple contrasting reactions to biomarkers for organic vegetables in terms of acceptability, confirmed by quantitative data analyses. Results indicated a complex relationship between the perception of biomarkers and consumer trust.

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“我的沙拉里有GPS？”消费者对有机蔬菜中生物标志物感知的混合方法研究

摘要本文采用顺序混合方法设计，探讨了消费者对有机蔬菜生物标志物解决方案的可接受性，旨在增强消费者的信任。进行了五个焦点小组（N = 34），探讨消费者对该技术的反应和可能的命名法（研究1）。随后，在四个欧洲国家（德国、意大利、波兰、英国 = 1035）分析了消费者对生物标志物技术的态度和可接受性，考虑了国家间的相似性和差异（研究2）。定性分析强调了在可接受性方面对有机蔬菜生物标志物的多种对比反应，并通过定量数据分析予以证实。结果表明，生物标志物的感知与消费者信任之间存在复杂的关系。

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

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.