Zein Kallas, Martin Federico Alba, Karina Casellas, Miriam Berges, Gustavo Degreef and José M. Gil
The development of the short food supply chain (SFSC) is one of the issues of the current agri-food systems. Consumers are re-connecting the food they eat with the farming process…
Abstract
Purpose
The development of the short food supply chain (SFSC) is one of the issues of the current agri-food systems. Consumers are re-connecting the food they eat with the farming process and are increasingly asking for fresh, seasonal and traceable food products from known producer source. The purpose of this paper is to analyse consumers’ opinions towards the SFSC and willingness to pay (WTP) for local honeys in Mar del Plata, Argentina before and after a hedonic evaluation test.
Design/methodology/approach
In an incentive compatible approach, using real purchasing scenarios, two non-hypothetical discrete choice experiments were applied, accounting for the impact of the SFSC understanding and hedonic evaluation on consumers’ WTP.
Findings
Results showed that consumers’ WTP, a premium for local honey products, is conditioned to specific quality cues and the global sensory acceptance. Consumers with high level of agreement with the social and environmental roles of the SFSC were more quality demanding and exhibited higher WTP towards the locally produced honeys. The development of local market by re-connecting producers and consumers, allowing for in-site tasting, has a strong implication for the structure of the honey added-value chain due to the potential role that may play in satisfying consumers’ preference and needs.
Originality/value
The authors measured consumers’ opinions towards the SFSC and analyse their impact on consumer WTP for honey product by including real purchasing scenarios and hedonic evaluation test, to reduce the hypothetical bias of the traditional surveys. Questionnaires were completed in a controlled laboratory environment for with real product and real money.
Details
Keywords
Jose L. Ruiz-Alba, Miguel Angel Rodríguez-Molina and Anabela Soares
Charles Arcodia <c.arcodia@griffith.edu.au> is Associate Professor in the Department of Tourism, Sport and Hotel Management, Griffith University, Australia. He has held leadership…
Abstract
Charles Arcodia <c.arcodia@griffith.edu.au> is Associate Professor in the Department of Tourism, Sport and Hotel Management, Griffith University, Australia. He has held leadership positions in a variety of educational and business service contexts. An experienced educator having taught and researched in the tertiary sector for over 15 years, he has broad research interests working primarily within the fields of event management, tourism education, and intangible heritage. He is on the editorial board of a number of journals and serves as the Editor of the International Journal of Event Management Research.
Amjad Shamim, Zulkipli Ghazali and Pia A. Albinsson
The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).
Abstract
Purpose
The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).
Design/methodology/approach
Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.
Findings
The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.
Research limitations/implications
The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.
Originality/value
This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.