Explaining attention and choice for origin labeled cheese by means of consumer ethnocentrism. (December 2019)

• Record Type: Journal Article
• Authors: Van Loo, Ellen J.; Grebitus, Carola; Roosen, Jutta
• Is Part Of: Food quality and preference. Volume 78(2019)
• Publication Date: 2019-12
• Subjects: Biodegradable packaging -- Complex decision-making -- Eye-tracking -- Growth hormone labeling -- rBST -- Visual attention; Food preferences -- Periodicals; Food -- Quality -- Periodicals; Food industry and trade -- Quality control -- Periodicals; Préférences alimentaires -- Périodiques; Aliments -- Qualité -- Périodiques; Aliments -- Industrie et commerce -- Qualité -- Contrôle -- Périodiques; Food industry and trade -- Quality control; Food preferences; Food -- Quality; Periodicals; 664
• DOI: 10.1016/j.foodqual.2019.05.016
• Languages: English
• ISSNs: 0950-3293

Abstract

Highlights: The level of ethnocentrism affects visual attention paid to origin labeling. Higher ethnocentrism leads to higher preference for US versus Irish cheese. Ethnocentrism affects visual attention to origin labels in less complex situations. The low ethnocentric group preferred Irish cheddar cheese over US cheddar cheese. The high ethnocentric group preferred US cheddar cheese over Irish cheese. Abstract: This study examines the relationship between consumer ethnocentrism, visual attention and choice for origin labeled cheese. It evaluates the impact of consumer ethnocentrism on preferences for domestic products, as well as, on the visual attention paid to the origin labeling during the decision-making. Using a choice experiment, this study investigates US respondents' preferences for product attributes of cheddar cheese including country of origin (US, Mexico, Ireland), region of origin, hormone use, biodegradable packaging, and price. It provides empirical evidence that the level of consumer ethnocentrism among US consumers influences the preference for US labelled cheese and the visual attention to origin labeling. Specifically, higher consumer ethnocentrism leads to a higher preference for US cheese as compared to Irish cheese. Further, the study reveals that the level of consumer ethnocentrism affects visual attention paid to origin labeling. However, this is only the case in less complex decision situations, when there is little information on other product attributes.