TY - CHAP

T1 - Consumers’ Perception of Product Information and Its Effect on Product Evaluation and Behavioral Intention

T2 - An Abstract

AU - Wiedmann, Klaus-Peter

AU - Walten, Levke

PY - 2022/4/5

Y1 - 2022/4/5

N2 - The constant change in consumer lifestyle is also reflected in their eating habits, which is consequently leading to changes in the food industry (Romano et al. 2015). Consumers are increasingly demanding products that are less processed and free from ingredients that are perceived negatively in various ways, such as food additives (Aschemann-Witzel et al. 2019). Although additives play an important role in food supply and their safety is extensively tested, some consumers are skeptical about the use of food additives, especially artificial ones (Bearth et al. 2014). However, studies have shown that information about the product has a fundamental role in consumer perception and product evaluation (e.g., Pereira et al. 2019). Additionally, consumers become increasingly interested in non-sensory food qualities, especially in the methods of production (Deliza et al. 2003; Torjusen et al. 2001). Furthermore, consumers’ perception of product properties may be markedly affected by information about the product itself or about the manufacturing process (Caporale and Monteleone 2004; Napolitano et al. 2010). The acceptance tends to be greater when consumers understand what they are consuming and get a feeling for the product quality (Deliza et al. 2003). Therefore, the present study aims to understand consumers’ perception and behavior towards food additives in processed foods and how it is affected by different quantities of information regarding the food additive. For this purpose, an online survey in Germany with a natural smoke flavoring used in a smoked ham as the object of investigation and three different information conditions (low, intermediate, high level of information) was conducted. Based on previous literature, the variables product quality, naturalness, risk and benefit perception, attitude towards the product, intention to buy, and willingness to pay a premium were chosen as measures for the consumers’ outcome judgment. The empirical results showed significant differences for the variables risk perception, attitude towards the product, and willingness to pay a premium. In terms of descriptive statistics, it was generally shown that the evaluation of the product-related perception, as well as the behavioral intention, is the worst at the high information condition. These findings are contrary to the results of many other studies. One possible explanation might lay in the information used in the stimulus, mentioning a production process that is still quite unknown in Germany, probably causing confusion rather than understanding, which is in turn, an important aspect when it comes to the evaluation of (novel) food products (Deliza et al. 2003).

AB - The constant change in consumer lifestyle is also reflected in their eating habits, which is consequently leading to changes in the food industry (Romano et al. 2015). Consumers are increasingly demanding products that are less processed and free from ingredients that are perceived negatively in various ways, such as food additives (Aschemann-Witzel et al. 2019). Although additives play an important role in food supply and their safety is extensively tested, some consumers are skeptical about the use of food additives, especially artificial ones (Bearth et al. 2014). However, studies have shown that information about the product has a fundamental role in consumer perception and product evaluation (e.g., Pereira et al. 2019). Additionally, consumers become increasingly interested in non-sensory food qualities, especially in the methods of production (Deliza et al. 2003; Torjusen et al. 2001). Furthermore, consumers’ perception of product properties may be markedly affected by information about the product itself or about the manufacturing process (Caporale and Monteleone 2004; Napolitano et al. 2010). The acceptance tends to be greater when consumers understand what they are consuming and get a feeling for the product quality (Deliza et al. 2003). Therefore, the present study aims to understand consumers’ perception and behavior towards food additives in processed foods and how it is affected by different quantities of information regarding the food additive. For this purpose, an online survey in Germany with a natural smoke flavoring used in a smoked ham as the object of investigation and three different information conditions (low, intermediate, high level of information) was conducted. Based on previous literature, the variables product quality, naturalness, risk and benefit perception, attitude towards the product, intention to buy, and willingness to pay a premium were chosen as measures for the consumers’ outcome judgment. The empirical results showed significant differences for the variables risk perception, attitude towards the product, and willingness to pay a premium. In terms of descriptive statistics, it was generally shown that the evaluation of the product-related perception, as well as the behavioral intention, is the worst at the high information condition. These findings are contrary to the results of many other studies. One possible explanation might lay in the information used in the stimulus, mentioning a production process that is still quite unknown in Germany, probably causing confusion rather than understanding, which is in turn, an important aspect when it comes to the evaluation of (novel) food products (Deliza et al. 2003).

KW - Behavioral intention

KW - Consumer perception

KW - Food additives

KW - Product evaluation

KW - Product information

UR - http://www.scopus.com/inward/record.url?scp=85127949441&partnerID=8YFLogxK

U2 - 10.1007/978-3-030-89883-0_104

DO - 10.1007/978-3-030-89883-0_104

M3 - Contribution to book/anthology

AN - SCOPUS:85127949441

SN - 978-3-030-89882-3

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 401

EP - 402

BT - Developments in Marketing Science

PB - Springer Nature

CY - Cham

ER -