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Brand Information Mitigating Negative Shocks on Animal Welfare: Is It More Effective to “Distract” Consumers or Make Them Aware?

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  • Dentoni, Domenico
  • Tonsor, Glynn T.
  • Calantone, Roger J.
  • Peterson, H. Christopher

Abstract

To create and sustain a competitive advantage in markets that increasingly value animal welfare attributes, meat companies need to meet public and private production standards while communicating to final consumers through their brands. Data are collected from a representative sample of 460 U.S. residents through an on-line experiment on McDonald’s chicken breast sandwiches and analyzed with Latent Growth Modeling. This study assesses which content of positive brand information effectively mitigates the risk of negative information shocks on animal welfare. On average, brand information has the same positive impact on consumers’ beliefs and attitudes, regardless of whether it is related or unrelated to animal welfare. However, there is strong market segmentation in terms of consumers’ response when exposed to brand information, suggesting that brand managers would benefit from tailoring brand information according to consumers’ age, education, gender and income.

Suggested Citation

  • Dentoni, Domenico & Tonsor, Glynn T. & Calantone, Roger J. & Peterson, H. Christopher, 2010. "Brand Information Mitigating Negative Shocks on Animal Welfare: Is It More Effective to “Distract” Consumers or Make Them Aware?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 13(4), pages 1-39.
    • Handle: RePEc:ags:ifaamr:96337
    DOI: 10.22004/ag.econ.96337
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    References listed on IDEAS

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    1. Kurt A. Carlson & Margaret G. Meloy & J. Edward Russo, 2006. "Leader-Driven Primacy: Using Attribute Order to Affect Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 513-518, March.
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    Cited by:

    1. Paul T. M. Ingenbleek & Domenico Dentoni, 2016. "Learning from Stakeholder Pressure and Embeddedness: The Roles of Absorptive Capacity in the Corporate Social Responsibility of Dutch Agribusinesses," Sustainability, MDPI, vol. 8(10), pages 1-18, October.

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