Efecto halo: estudio del café orgánico con diseños de experimentos

Halo Effect: study of organic coffee with experimental designs

Marisol Valencia Cárdenas , Guberney Muñetón Santa , Jorge Aníbal Restrepo

Suma de Negocios, 12(27), 93-103, julio-diciembre 2021, ISSN 2215-910X

https://doi.org/10.14349/sumneg/2021.V12.N27.A1

Recibido el 13 de abril de 2021
Aceptado el 2 de junio de 2021
Online el 30 de junio de 2021

Resumen

El conocimiento sobre lo saludable de los productos orgánicos abre posibilidades para el mejoramiento de la alimentación y posible reducción de enfermedades de tipo mórbidas. Este manuscrito analiza el efecto halo producido en la percepción del café orgánico en relación con cinco aspectos: sabor, nutrición, percepción saludable, natural y residual. Se aplican cinco diseños de experimentos factoriales, considerando entre otros, el factor producto/etiqueta de café cuyos niveles son: A, B, orgánico, regular y C; sin informar que A es café regular y B es café orgánico y C es un café regular. Los productos etiquetados como orgánicos se perciben más saludables, nutritivos y de mejores sabores; además, se encuentra que la etiqueta en el empaque del café orgánico genera un efecto halo al predisponer su percepción con mejor sabor y percepción saludable sobre los demás, aunque uno de ellos se enmascara con otra etiqueta siendo igual. La producción orgánica de café ha generado valor agregado, incrementando el mercado saludable y ambientalista, aprovechando la identidad alcanzada por los productos orgánicos, como se demuestra en la investigación por su alto valor agregado percibido, esto incrementa las posibilidades del marketing, ventas y nuevos desarrollos.


Palabras clave:
Salud y desarrollo económico,
estimación estadística,
ambiente,
diseño de experimentos,
comportamiento del consumidor,
análisis empírico.

Códigos JEL:
JEL: I15, C13, F64, C9, D12

Abstract

The knowledge of the healthiness of organic products opens possibilities for the improvement of the diet and possible reduction of morbid diseases. The purpose of this study is to analyze the effect on the perceived value of coffee labeled organic with respect to aspects such as taste and nutritional perception. Five factorial experiment designs are applied, considering among others, the factor product/coffee label, whose levels are: A, B, organic, regular and C; without informing that A is regular coffee and B is organic coffee and C is regular coffee. The healthiest, most nutritious, and best tasting organic products are perceived; in addition, it is found that the label on the packaging of organic coffee generates a halo effect by predisposing its perception with better flavor and healthy perception over the other types of labeled products, even though one of them is masked with another label being from the same organic. The organic production of coffee has generated added value, increasing the healthy and environmental market, taking advantage of the identity achieved by organic products, as demonstrated in the research by its high perceived added value, contributing in the increase of possibilities of marketing, sales and new developments.


Keywords:
Health and economic development,
statistical estimation,
environment,
design of experiments,
consumer behavior,
empirical Analysis.

Artículo Completo
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Instituciones

Institución Universitaria Tecnológico de Antioquia, Colombia
Instituto de Estudios Regionales (Iner), Colombia
Universidad de Antioquia, Colombia
Fundación Universitaria Visión de las Américas, Colombia
Copyright © 2021. Fundación Universitaria Konrad Lorenz, Colombia

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