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Sign of the times: Testing consumer response to local food signage within a casual dining restaurant

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  • Campbell, Jeffrey M.
  • DiPietro, Robin B.

Abstract

The study examines the impact of variations in locally produced food signage on consumer attributes within a casual buffet-style restaurant. A baseline period followed by three treatments were conducted to test signage effects on the constructs of product involvement, servicescape perception, pleasure, perceived product quality and revisit intention. Moderation effects from product involvement were also investigated on the proposed structural paths. Results suggested that the largest effects occurred on the constructs when local identification, farm name, and pictures of the farm were included. Product involvement showed no moderation effects on the proposed relationships. Implications for academics and practitioners were provided as were future research directions.

Suggested Citation

  • Campbell, Jeffrey M. & DiPietro, Robin B., 2014. "Sign of the times: Testing consumer response to local food signage within a casual dining restaurant," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 812-823.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:5:p:812-823
    DOI: 10.1016/j.jretconser.2014.06.010
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    2. Jawad Iqbal & Donglei Yu & Maria Zubair & Muhammad Imran Rasheed & Hafiz Muhammad Usman Khizar & Muhammad Imran, 2021. "Health Consciousness, Food Safety Concern, and Consumer Purchase Intentions Toward Organic Food: The Role of Consumer Involvement and Ecological Motives," SAGE Open, , vol. 11(2), pages 21582440211, May.
    3. Cerdá Suárez, Luis Manuel & Robina Ramírez, Rafael & Palos Sánchez, Pedro Ramiro, 2018. "The influence of health and environment-focused values on restaurateur satisfaction in organic restaurants: a descriptive analysis in Spain," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    4. Caterina Contini & Caterina Romano & Fabio Boncinelli & Gabriele Scozzafava & Leonardo Casini, 2017. "Does ‘local’ matter in restaurant choice? Results of a discrete choice experiment targeting German and Italian consumers," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 5(1), pages 1-15, December.

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