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Effects of product attributes and consumer characteristics on attitude and behavior: The case of peanuts in a transition economy

Author

Listed:
  • Wanki Moon

    (Department of Agricultural & Applied Economics, The University of Georgia, Georgia Station, Griffin, GA 30223)

  • Wojciech J. Florkowski

    (Department of Agricultural & Applied Economics, The University of Georgia, Georgia Station, Griffin, GA 30223)

  • Larry R. Beuchat

    (Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223)

  • Anna V. A. Resurreccion

    (Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223)

  • Manjeet S. Chinnan

    (Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223)

  • Pavlina Paraskova

    (Canning Research Institute, 154 Vassil Aprilov Blvd., Plovdiv 4000, Bulgaria)

  • Jordan Jordanov

    (Canning Research Institute, 154 Vassil Aprilov Blvd., Plovdiv 4000, Bulgaria)

Abstract

Using consumer survey data collected in Bulgaria in 1997, this study examined consumer preferences for peanuts in a transition economy. Perceived product attributes and household characteristics were hypothesized to influence attitude and peanut consumption behavior. The effects of perceived product attributes on overall attitude toward peanuts were examined, drawing on Fishbein's multiattribute model. Consumption behavior was analyzed using a count data model that distinguishes between participation and consumption frequency decisions. Results showed that perceived attributes with respect to taste and price consistently influenced consumers' overall attitude toward peanuts and consumption behavior. Income and location of households were statistically significant in explaining peanut consumption frequency. Whereas perceived health attributes affected attitude toward peanuts, they were not directly associated with consumption behavior. © 1999 John Wiley & Sons, Inc.

Suggested Citation

  • Wanki Moon & Wojciech J. Florkowski & Larry R. Beuchat & Anna V. A. Resurreccion & Manjeet S. Chinnan & Pavlina Paraskova & Jordan Jordanov, 1999. "Effects of product attributes and consumer characteristics on attitude and behavior: The case of peanuts in a transition economy," Agribusiness, John Wiley & Sons, Ltd., vol. 15(3), pages 411-425.
    • Handle: RePEc:wly:agribz:v:15:y:1999:i:3:p:411-425
    DOI: 10.1002/(SICI)1520-6297(199922)15:3<411::AID-AGR8>3.0.CO;2-M
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    References listed on IDEAS

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    Cited by:

    1. Rimal, Arbindra & Balasubramanian, Siva K. & Moon, Wanki, 2004. "Two-Stage Decision Model Of Soy Food Consumption Behavior," 2004 Annual meeting, August 1-4, Denver, CO 20096, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Wanki Moon & Siva K. Balasubramanian, 2004. "Public Attitudes toward Agrobiotechnology: The Mediating Role of Risk Perceptions on the Impact of Trust, Awareness, and Outrage," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 186-208.

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