{"title":"探讨中国猪肉产品外在质量线索的消费者信任","authors":"He Wang, G. Zeng, Shuru Zhong","doi":"10.1080/10454446.2022.2053024","DOIUrl":null,"url":null,"abstract":"ABSTRACT Modern food retailers in China use both intrinsic quality cues (IQCs) (e.g., umami and flavorfulness) and extrinsic quality cues (EQCs) (e.g., antibiotics-free) to market pork products. However, Chinese consumers trust IQCs over EQCs when judging the quality of pork. This study explored the reasons for this phenomenon and developed strategies for improving consumer trust in EQCs. This research engaged two focus groups and conducted 41 in-depth interviews, including consumers and managers of a leading fresh food retailer in Guangzhou. It was determined that the failure of linking EQCs with familiar IQCs was a key reason for their strong IQC preference. Food retailers enhanced EQC acceptance by integrating it into the existing IQC-based knowledge system, and highlighted transparency in production and distribution processes to build consumer trust in EQCs.The proximity of content and form between EQCs and IQCs will eventually improve consumers’ acceptance of EQCs.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2022-03-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Exploring Consumer Trust in Extrinsic Quality Cues for Pork Products in China\",\"authors\":\"He Wang, G. Zeng, Shuru Zhong\",\"doi\":\"10.1080/10454446.2022.2053024\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT Modern food retailers in China use both intrinsic quality cues (IQCs) (e.g., umami and flavorfulness) and extrinsic quality cues (EQCs) (e.g., antibiotics-free) to market pork products. However, Chinese consumers trust IQCs over EQCs when judging the quality of pork. This study explored the reasons for this phenomenon and developed strategies for improving consumer trust in EQCs. This research engaged two focus groups and conducted 41 in-depth interviews, including consumers and managers of a leading fresh food retailer in Guangzhou. It was determined that the failure of linking EQCs with familiar IQCs was a key reason for their strong IQC preference. Food retailers enhanced EQC acceptance by integrating it into the existing IQC-based knowledge system, and highlighted transparency in production and distribution processes to build consumer trust in EQCs.The proximity of content and form between EQCs and IQCs will eventually improve consumers’ acceptance of EQCs.\",\"PeriodicalId\":15827,\"journal\":{\"name\":\"Journal of Food Products Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.6000,\"publicationDate\":\"2022-03-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Food Products Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10454446.2022.2053024\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Food Products Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10454446.2022.2053024","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Exploring Consumer Trust in Extrinsic Quality Cues for Pork Products in China
ABSTRACT Modern food retailers in China use both intrinsic quality cues (IQCs) (e.g., umami and flavorfulness) and extrinsic quality cues (EQCs) (e.g., antibiotics-free) to market pork products. However, Chinese consumers trust IQCs over EQCs when judging the quality of pork. This study explored the reasons for this phenomenon and developed strategies for improving consumer trust in EQCs. This research engaged two focus groups and conducted 41 in-depth interviews, including consumers and managers of a leading fresh food retailer in Guangzhou. It was determined that the failure of linking EQCs with familiar IQCs was a key reason for their strong IQC preference. Food retailers enhanced EQC acceptance by integrating it into the existing IQC-based knowledge system, and highlighted transparency in production and distribution processes to build consumer trust in EQCs.The proximity of content and form between EQCs and IQCs will eventually improve consumers’ acceptance of EQCs.
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.