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Beyond Credence: Emerging Consumer Trends in International Market


  • Cuthbertson, Bron
  • Marks, Nicki


This paper presents the findings of research on emerging global trends in consumer food preferences with credence attributes. Credence qualities cannot be evaluated in normal use. Instead the assessment of their value requires information sought through the search and experience of a product (Darbi & Karni, 1973). Key trends identified were Health and wellness foods, environmentally sustainable and ethical food production. Key drivers for these trends are corporate social responsibility, media, obesity, technology, an aging population and consumers' environmental attitudes. Conditions to operate in this market are traceability, food safety, trust, accreditation, labeling and branding.

Suggested Citation

  • Cuthbertson, Bron & Marks, Nicki, 2008. "Beyond Credence: Emerging Consumer Trends in International Market," 2008 Conference (52nd), February 5-8, 2008, Canberra, Australia 5980, Australian Agricultural and Resource Economics Society.
  • Handle: RePEc:ags:aare08:5980

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    1. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
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    Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; International Relations/Trade; Marketing;

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