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Eliciting consumer preferences for certified animal-friendly foods: Can elements of the theory of planned behavior improve choice experiment analysis?

Lookup NU author(s): Giuseppe Nocella, Dr Lionel Hubbard, Riccardo Scarpa


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Models used in neoclassical economics assume human behaviour to be purely rational. On the other hand, models adopted in social and behavioural psychology are founded on the ‘black box’ of human cognition. In view of these observations, this paper aims at bridging this gap by introducing psychological constructs in the well established microeconomic framework of choice behaviour based on random utility theory. In particular, it combines constructs developed employing Ajzen’s theory of planned behaviour with Lancaster’s theory of consumer demand for product characteristics to explain stated preferences over certified animal-friendly foods. To reach this objective a web survey was administered in the largest five EU-25 countries: France, Germany, Italy, Spain and the UK. Findings identify some salient cross-cultural differences between northern and southern Europe and suggest that psychological constructs developed using the Ajzen model are useful in explaining heterogeneity of preferences. Implications for policy makers and marketers involved with certified animal-friendly foods are discussed.

Publication metadata

Author(s): Nocella G, Boecker A, Hubbard LJ, Scarpa R

Publication type: Article

Publication status: Published

Journal: Psychology & Marketing

Year: 2012

Volume: 29

Issue: 11

Pages: 850-868

Print publication date: 01/11/2012

ISSN (print): 0742-6046

ISSN (electronic): 1520-6793

Publisher: John Wiley & Sons, Inc.


DOI: 10.1002/mar.20569


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