Assisting sustainable food consumption: The effects of quality signals stemming from consumers and stores in online and physical grocery retailing
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Assisting sustainable food consumption : The effects of quality signals stemming from consumers and stores in online and physical grocery retailing. / Sigurdsson, Valdimar; Larsen, Nils Magne; Alemu, Mohammed Hussen; Gallogly, Joseph Karlton; Menon, R. G.Vishnu; Fagerstrøm, Asle.
In: Journal of Business Research, Vol. 112, 05.2020, p. 458-471.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Assisting sustainable food consumption
T2 - The effects of quality signals stemming from consumers and stores in online and physical grocery retailing
AU - Sigurdsson, Valdimar
AU - Larsen, Nils Magne
AU - Alemu, Mohammed Hussen
AU - Gallogly, Joseph Karlton
AU - Menon, R. G.Vishnu
AU - Fagerstrøm, Asle
PY - 2020/5
Y1 - 2020/5
N2 - Increased fish consumption can contribute to a more sustainable food system. This paper explores how signaling affects consumer choices in fresh fish purchasing situations, both in traditional and online retail settings. We examined two different types of market signals; quality signals stemming from consumers as a social proof and authority signals coming from stores. Study 1 showed that quality signals from other consumers (product rating) had the highest importance score in an online setting when compared to traditional attributes in a conjoint experiment. Study 2 again confirmed the prominence of quality signals from consumers by extending the research over to brick and mortar retailing and top-selling items. Study 3 followed up with in-store experiments, using fresh cod fillets as the target product and fresh ground beef as a comparison. The experiments showed increased sales from both types of signaling, with an overall 41.5% increase for fish in our study.
AB - Increased fish consumption can contribute to a more sustainable food system. This paper explores how signaling affects consumer choices in fresh fish purchasing situations, both in traditional and online retail settings. We examined two different types of market signals; quality signals stemming from consumers as a social proof and authority signals coming from stores. Study 1 showed that quality signals from other consumers (product rating) had the highest importance score in an online setting when compared to traditional attributes in a conjoint experiment. Study 2 again confirmed the prominence of quality signals from consumers by extending the research over to brick and mortar retailing and top-selling items. Study 3 followed up with in-store experiments, using fresh cod fillets as the target product and fresh ground beef as a comparison. The experiments showed increased sales from both types of signaling, with an overall 41.5% increase for fish in our study.
KW - Fish
KW - Food choice
KW - Popularity
KW - Signaling
KW - Sustainable food system
U2 - 10.1016/j.jbusres.2019.11.029
DO - 10.1016/j.jbusres.2019.11.029
M3 - Journal article
AN - SCOPUS:85076589888
VL - 112
SP - 458
EP - 471
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -
ID: 244084123