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Existing Food Habits and Recent Choices Lead to Disregard of Food Safety Announcements

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  • Ying (Jessica) Cao
  • David R. Just
  • Calum Turvey
  • Brian Wansink

Abstract

type="main" xml:lang="fr"> Sur qui les avis de salubrité des aliments ont-ils le moins d'impact? En s'appuyant sur la recherche sur la dissonance cognitive et le biais de confirmation, la présente étude montre que les consommateurs ont tendance à traiter inadéquatement l'information (sur la salubrité des aliments), à accorder peu d'attention aux signaux et à prendre des décisions d'achat biaisées en fonction des choix initiaux. À l'aide d'un mécanisme d'enchéres incitatif, nous avons examiné le consentement à payer (CAP) des consommateurs lorsqu'ils sont exposés à diverses informations. Les résultats de notre étude ont montré que les consommateurs sont prêts à payer des prix plus élevés lorsqu'ils choisissent les aliments (traitement) que lorsque l'on leur assigne des produits de façon aléatoire (contrôle), ce qui laisse présumer une dissonance cognitive. Les écarts de CAP se sont accrus lorsque des informations sur la salubrité des aliments ont été dévoilées aux consommateurs. Le biais de confirmation est appuyé par les résultats voulant que les consommateurs s'étant prononcé antérieurement soient plus réticents à modifier leur CAP malgré les perceptions de risque accru. Quant aux réactions du marché, les courbes de demande étaient moins susceptibles de se déplacer vers le bas en présence de risques concernant la salubrité des aliments étant donné que les consommateurs réagissaient moins à l'information publique en raison de leurs habitudes préexistantes et de leurs biais psychologiques. Il faudra élaborer des stratégies ciblées pour joindre les consommateurs qui sont de grands ou de nouveaux consommateurs de l'aliment cible en cas d'alerte alimentaire.

Suggested Citation

  • Ying (Jessica) Cao & David R. Just & Calum Turvey & Brian Wansink, 2015. "Existing Food Habits and Recent Choices Lead to Disregard of Food Safety Announcements," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 491-511, December.
    • Handle: RePEc:bla:canjag:v:63:y:2015:i:4:p:491-511
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