Animal Welfare Certification Seal and the Effect on Brand Equity: Consumer Perspective of Chicken Commodity

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2023-06-27 DOI:10.1080/10454446.2023.2227583

Gabriel Gaiato, Carlos Marcelo Ardigó, P. F. Limberger

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引用次数: 0

Abstract

ABSTRACT This research aimed to analyze how consumer perception of the animal welfare (AW) certification seal impacts brand equity (BE). It was conducted in two stages: a causal (experimental) research with a 2x2 design involving two scenarios and two brands, and a descriptive stage exploring the relationships between variables, such as prior knowledge about AW and BE, and BE and price. The sample included 334 Brazilian consumers of chicken breast fillet, randomly assigned to either a Control Group (CG) without the AW certification seal or an Experimental Group (EG) with the seal. The t-test and Kruskal-Wallis test were used in the respective stages. The results revealed that the presence of the AW certification seal did not have a positive impact on BE across brands. However, considering different levels of consumer knowledge about AW, higher knowledge was associated with greater BE. Plausible explanations for the findings include low consumer awareness, understanding, confusion, and skepticism regarding the authenticity of the seal, suggesting directions for future research.

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动物福利认证印章及其对品牌资产的影响——鸡肉商品的消费者视角

摘要本研究旨在分析消费者对动物福利认证印章的认知如何影响品牌资产。它分两个阶段进行：一个是涉及两个场景和两个品牌的2x2设计的因果（实验）研究，另一个是探索变量之间关系的描述性阶段，如关于AW和BE的先验知识，以及BE和价格。样本包括334名巴西鸡胸肉消费者，他们被随机分配到没有AW认证印章的对照组（CG）或有印章的实验组（EG）。在各个阶段使用t检验和Kruskal-Wallis检验。结果显示，AW认证印章的存在对各品牌的BE没有产生积极影响。然而，考虑到消费者对AW的了解程度不同，了解程度越高，BE越大。对这些发现的合理解释包括消费者对印章真实性的认识、理解、困惑和怀疑，为未来的研究提供了方向。

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 Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

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.