Exploring Consumer Trust in Extrinsic Quality Cues for Pork Products in China. Issue 3 (24th March 2022)

• Record Type: Journal Article
• Authors: Wang, He; Zeng, Guojun; Zhong, Shuru
• Is Part Of: Journal of food products marketing. Volume 28:Issue 3(2022)
• Page Start: 119
• Page End: 131
• Publication Date: 2022-03-24
• Subjects: Quality cue -- cue preference -- cue relationship -- pork marketing -- consumer culture; Food -- Marketing -- Periodicals; Food industry and trade -- United States -- Periodicals; 381.45664097305
• DOI: 10.1080/10454446.2022.2053024
• Languages: English
• ISSNs: 1045-4446

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.