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Consumer Trust in Chicken Brands: A Structural Equation Model

Author

Listed:
  • Rim Lassoued
  • Jill E. Hobbs
  • Eric T. Micheels
  • David Di Zhang

Abstract

type="main" xml:lang="fr"> Les motifs de la confiance des consommateurs á l’égard de l'industrie alimentaire et aux marques des produits alimentaires deviennent de plus en plus un centre d'intérét pour les parties prenantes de l'industrie alimentaire et les d'cideurs politiques. Le sujet de la confiance dans les marques alimentaires, en particulier l'investigation empirique font l'objet de recherches en économie alimentaire. Bon nombre d'études réalisées dans les disciplines des sciences sociales s'intéressent á la façon dont la confiance institutionnelle explique la confiance des consommateurs á l'égard des attributs alimentaires. En revanche, on s'intéresse á étudier comment la confiance des consommateurs dans la marque se répercute sur la confiance dans la qualité et la salubrité des aliments en appliquant un modéle á équations structurelles (MES). Les données qui ont servi á l'application du MES ont été rassemblées auprés d'un échantillon national de Canadiens. La viande de poulet frais est le produit qui a été retenu pour l'étude. Les résultats montrent que la confiance dans l'industrie alimentaire (c.-á-d. les entreprises alimentaires et les détaillants de produits alimentaires) et la confiance dans la marque renforcent la confiance des consommateurs dans les attributs alimentaires. En outre, les caractéristiques personnelles telles que láaversion au risque et le comportement éthique modérent la relation entre la confiance des consommateurs dans la qualité et la confiance dans la marque.

Suggested Citation

  • Rim Lassoued & Jill E. Hobbs & Eric T. Micheels & David Di Zhang, 2015. "Consumer Trust in Chicken Brands: A Structural Equation Model," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 621-647, December.
    • Handle: RePEc:bla:canjag:v:63:y:2015:i:4:p:621-647
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    References listed on IDEAS

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    2. Ellen Goddard & Wuyang Hu, 2015. "Introduction to the Special Issue on Food Marketing, Information, and Labeling," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 431-433, December.

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