Consumer Acceptance of a New Traceability Technology: A Discrete Choice Application to Ontario Ginseng

New technologies can limit the threat of economic adulteration but consumers may not accept them. A choice experiment was used to elicit consumer preferences for ‘internal tags,’ a new technology for enhanced traceability and quality assurance. Further, two basic branding options and two signals of product origin are investigated. Results suggest consumers are accepting of products with ‘internal tags’ added and prefer a regional over a national brand. Consumer valuation of the branding options was found to be affected by the presence of one product origin signal. Implications for marketing management decisions are discussed with focus on study design.


Editor(s):
IFAMR, IFAMA
Issue Date:
Nov 01 2013
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN #: 1559-2448 (Other)
PURL Identifier:
http://purl.umn.edu/159659
Published in:
International Food and Agribusiness Management Review, Volume 16, Issue 4
Page range:
25-50
Total Pages:
26
JEL Codes:
D8; D12; M3; O32
Note:
The IFAMR is published quarterly by the International Food and Agribusiness Management Association. More info: www.ifama.org
Series Statement:
Volume 16
Issue 4




 Record created 2017-04-01, last modified 2017-05-27

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