Klaus G. Grunert , Han-Seok Seo , Di Fang , Victoria J. Hogan , Rodolfo M. Nayga Jr.
{"title":"可持续性信息、味觉感知和支付意愿:爱鸟咖啡案例","authors":"Klaus G. Grunert , Han-Seok Seo , Di Fang , Victoria J. Hogan , Rodolfo M. Nayga Jr.","doi":"10.1016/j.foodqual.2024.105124","DOIUrl":null,"url":null,"abstract":"<div><p>Using bird-friendly coffee as an example, we investigated how sustainability information affects willingness to pay directly, to what extent this effect is mediated by taste perception and whether the effect of the sustainability information on taste perception is due to positive affect and/or due to a feeling of moral satisfaction. Stability of these effects was studied across two coffee tastings. Participants tasted two coffees prepared from two bird-friendly coffees, either after being informed about bird-friendly coffee and that the coffees they were about to taste were bird-friendly or in a control condition where tasting was blind. After each tasting, participants were asked to indicate their willingness to pay for the coffee using the Becker-DeGroot-Marschak procedure. Taste perception, moral satisfaction with drinking the coffee, and affective valence were recorded using questionnaires. Emotional responses were also identified by analyzing facial expressions. Results indicated that when tasting the first coffee served, information about the bird-friendly production affected willingness to pay (WTP) positively both directly and mediated by taste perception, where the effect of the information on taste perception was in turn mediated by affect valence and moral satisfaction. When tasting the second coffee served, however, a positive impact on taste perception via increased moral satisfaction and a negative taste inference from the information resulted in a net zero effect of the information on WTP. The results provide new insights on how sustainability information can affect WTP via effects on taste perception and the dynamics of these effects over repeated choice and consumption situations.</p></div>","PeriodicalId":322,"journal":{"name":"Food Quality and Preference","volume":null,"pages":null},"PeriodicalIF":4.9000,"publicationDate":"2024-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0950329324000260/pdfft?md5=980ad863f4b26048e6d73fa65fdde1c7&pid=1-s2.0-S0950329324000260-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Sustainability information, taste perception and willingness to pay: The case of bird-friendly coffee\",\"authors\":\"Klaus G. Grunert , Han-Seok Seo , Di Fang , Victoria J. Hogan , Rodolfo M. Nayga Jr.\",\"doi\":\"10.1016/j.foodqual.2024.105124\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>Using bird-friendly coffee as an example, we investigated how sustainability information affects willingness to pay directly, to what extent this effect is mediated by taste perception and whether the effect of the sustainability information on taste perception is due to positive affect and/or due to a feeling of moral satisfaction. Stability of these effects was studied across two coffee tastings. Participants tasted two coffees prepared from two bird-friendly coffees, either after being informed about bird-friendly coffee and that the coffees they were about to taste were bird-friendly or in a control condition where tasting was blind. After each tasting, participants were asked to indicate their willingness to pay for the coffee using the Becker-DeGroot-Marschak procedure. Taste perception, moral satisfaction with drinking the coffee, and affective valence were recorded using questionnaires. Emotional responses were also identified by analyzing facial expressions. Results indicated that when tasting the first coffee served, information about the bird-friendly production affected willingness to pay (WTP) positively both directly and mediated by taste perception, where the effect of the information on taste perception was in turn mediated by affect valence and moral satisfaction. When tasting the second coffee served, however, a positive impact on taste perception via increased moral satisfaction and a negative taste inference from the information resulted in a net zero effect of the information on WTP. The results provide new insights on how sustainability information can affect WTP via effects on taste perception and the dynamics of these effects over repeated choice and consumption situations.</p></div>\",\"PeriodicalId\":322,\"journal\":{\"name\":\"Food Quality and Preference\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.9000,\"publicationDate\":\"2024-02-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.sciencedirect.com/science/article/pii/S0950329324000260/pdfft?md5=980ad863f4b26048e6d73fa65fdde1c7&pid=1-s2.0-S0950329324000260-main.pdf\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Food Quality and Preference\",\"FirstCategoryId\":\"97\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0950329324000260\",\"RegionNum\":1,\"RegionCategory\":\"农林科学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"FOOD SCIENCE & TECHNOLOGY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Food Quality and Preference","FirstCategoryId":"97","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0950329324000260","RegionNum":1,"RegionCategory":"农林科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"FOOD SCIENCE & TECHNOLOGY","Score":null,"Total":0}
Sustainability information, taste perception and willingness to pay: The case of bird-friendly coffee
Using bird-friendly coffee as an example, we investigated how sustainability information affects willingness to pay directly, to what extent this effect is mediated by taste perception and whether the effect of the sustainability information on taste perception is due to positive affect and/or due to a feeling of moral satisfaction. Stability of these effects was studied across two coffee tastings. Participants tasted two coffees prepared from two bird-friendly coffees, either after being informed about bird-friendly coffee and that the coffees they were about to taste were bird-friendly or in a control condition where tasting was blind. After each tasting, participants were asked to indicate their willingness to pay for the coffee using the Becker-DeGroot-Marschak procedure. Taste perception, moral satisfaction with drinking the coffee, and affective valence were recorded using questionnaires. Emotional responses were also identified by analyzing facial expressions. Results indicated that when tasting the first coffee served, information about the bird-friendly production affected willingness to pay (WTP) positively both directly and mediated by taste perception, where the effect of the information on taste perception was in turn mediated by affect valence and moral satisfaction. When tasting the second coffee served, however, a positive impact on taste perception via increased moral satisfaction and a negative taste inference from the information resulted in a net zero effect of the information on WTP. The results provide new insights on how sustainability information can affect WTP via effects on taste perception and the dynamics of these effects over repeated choice and consumption situations.
期刊介绍:
Food Quality and Preference is a journal devoted to sensory, consumer and behavioural research in food and non-food products. It publishes original research, critical reviews, and short communications in sensory and consumer science, and sensometrics. In addition, the journal publishes special invited issues on important timely topics and from relevant conferences. These are aimed at bridging the gap between research and application, bringing together authors and readers in consumer and market research, sensory science, sensometrics and sensory evaluation, nutrition and food choice, as well as food research, product development and sensory quality assurance. Submissions to Food Quality and Preference are limited to papers that include some form of human measurement; papers that are limited to physical/chemical measures or the routine application of sensory, consumer or econometric analysis will not be considered unless they specifically make a novel scientific contribution in line with the journal''s coverage as outlined below.