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.

01_RSN_12(27)_13_Cafe_organico

Amos, C., King, J., & King, S. (2021). The health halo of morality-and purity-signifying brand names. Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-06-2020-2947

Apaolaza, V., Hartmann, P., Echebarria, C., & Barrutia, J. M. (2017). Organic label’s halo effect on sensory and hedonic experience of wine: A pilot study. Journal of Sensory Studies, 32(1), e12243.

Aragón, C., Montero, M., Araque, R., & Gutiérrez, L. (2013). Evaluación del valor percibido en el consumo de café con atributos éticos. Agrociencia.,47(2), 195-207. ISSN 2521-9766.

Argüelles, V. I., Casielles, R. V., & del Río Lanza, A. B. (1999). La influencia de la marca sobre la percepción del consumidor de los atributos del producto: Un estudio empírico sobre el efecto halo(pp. 243-248). En La gestión de la diversidad: XIII Congreso Nacional, IX Congreso Hispanofrancés, Logroño (La Rioja), 16, 17 y 18 de junio, 1999. Universidad de La Rioja.

Asch, S. E. (1946). Max Wertheimer’s contribution to modern psychology. Social Research, 81-102.

Barahona, I., Sanmiguel Jaimes, E. M., & Yang, J. B. (2020). Sensory attributes of coffee beverages and their relation to price and package information: A case study of Colombian customers’ preferences. Food Science and Nutrition, 8(2), 1173-1186. https://doi.org/10.1002/fsn3.1404

Barreiros, R., & Oliveira, J. (2013). Predictors of the intention-purchase correspondence: A natural experiment with brand reinforcement. Psicologia: Teoría e Pesquisa 29(1):61-70. http://dx.doi.org/10.1590/S0102-37722013000100008

Berry, P. M., Sylvester, R., Philipps, L., Hatch, D. J., Cuttle, S. P., Rayns, F. W., & Gosling, P. (2002). Is the productivity of organic farms restricted by the supply of available nitrogen? Soil Use and Management, 18, 248-255. https://doi.org/10.1111/j.1475-2743.2002.tb00266.x

Bustamante, M., & Valbuena, S. (2015). Modelo experimental con bloques aleatorios simples y análisis multivariado para el mejoramiento de procesos orgánicos en la agroindustria. Revista EAN, 78, 20-39.

De Sousa, M. M., Carvalho, F. M., & Pereira, R. G. (2020). Colour and shape of design elements of the packaging labels influence consumer expectations and hedonic judgments of specialty coffee. Food Quality and Preference, 83, 103902. https://doi.org/10.1016/j.foodqual.2020.103902

Chekima, B., Chekima, K., & Chekima, K. (2019). Understanding factors underlying actual consumption of organic food: The moderating effect of future orientation. Food Quality and Preference, 74, 49-58. https://doi.org/10.1016/j.foodqual.2018.12.010

Chu, K. M. (2018). Mediating influences of attitude on internal and external factors influencing consumers’ intention to purchase organic foods in China. Sustainability, 10(4690), 1-15. https://doi.org/10.3390/su10124690

Cueva, J., Sumba, N., & Villacrés-Beltrán, F. (2020). El marketing de influencias y su efecto en la conducta de compra del consumidor millennial. Suma de Negocios, 11(25), 99-107. https://doi.org/10.14349/sumneg/2020.V11.N25.A1

Dueñas, S., Perdomo, J., & Villa, L. (2014). El concepto de consumo socialmente responsable y su medición. Una revisión de la literatura. Estudios Gerenciales, 30(132), 287-300. https://doi.org/10.1016/j.estger.2014.01.022.

EunHa, J. & SooCheong, J. (2020). Kosher labelling in restaurants: Examining the healthy halo effect. Journal of Foodservice Business Research, 23(1), 46-56. https://doi.org/10.1080/15378020.2019.1671121

Fernqvist, F., & Ekelund, L. (2014). Credence and the effect on consumer liking of food. A Review. Food Quality and Preference, 32, 340-353. http://dx.doi.org/10.1016/j.foodqual.2013.10.005

Gutiérrez, H., & De la Vara, R. (2012). Análisis y diseño de experimentos. 3° edición. McGraw Hill.

Holbrook, M. B. (1992). Product quality, attributes, and brand name as determinants of price: The case of consumer electronics. Marketing Letters, 3(1), 71-83.

Katt, F., & Meixner, O. (2020). A systematic review of drivers influencing consumer willingness to pay for organic food. Trends in Food Science & Technology, 100, 374-388. https://doi.org/10.1016/j.tifs.2020.04.029

Lachman, S. J., & Bass, A. R. (1985). A direct study of halo effect. The Journal of Psychology, 119(6), 535-540.

Le, T., & Nguyen, T. (2020). Consumer purchasing behaviour of organic food in an emrging market, International Journal of Consumer Studies, 44(6), 563-573.

Lee, W. J., Shimizu, M.,. Kniffin, K. M., & Wansink, B. (2013). You taste what you see: Do organic labels bias taste perceptions? Food Quality and Preference, 29(1), 33-39. https://doi.org/10.1016/j.foodqual.2013.01.010

Lee, K. H., Bonn, M. A., & Cho, M. (2015). Consumer motives for purchasing organic coffee: The moderating effects of ethical concern and price sensitivity. International Journal of Contemporary Hospitality Management, 27(6), 1157-1180. https://doi.org/10.1108/IJCHM-02-2014-0060

Madrid, J. F., & Sempertiga, I. N. (2019). Análisis de los factores que intervienen en la intención de compra del café orgánico. Trabajo de investigación. Perú.

Maciejewski, G., Mokrysz, S., & Wróblewski, Ł. (2019). Segmentation of coffee consumers using sustainable values: Cluster analysis on the Polish coffee market. Sustainability (Switzerland), 11(3), 1-20. https://doi.org/10.3390/su11030613

Nisbett, R. E., & Wilson, T. D. (1977). Telling more than we can know verbal reports on mental processes. Psychological Review, 84(3), 231.

de Oliveira, C. P., & Sousa, B. M. (2020). Green consumer behavior and its implications on brand marketing strategy (pp. 69-95). In Green marketing as a positive driver toward business sustainability. IGI Global.

Petrick, J., & S. Backman. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research., 41(1), 38-45. https://doi.org/10.1177/004728750204100106

Rana, J., & Paul, J. (2020). Health motive and the purchase of organic food: A meta‐analytic review. International Journal of Consumer Studies, 44(2), 162-171. https://doi.org/10.1111/ijcs.1255

Rupprecht, C. D., Fujiyoshi, L., McGreevy, S. R., & Tayasu, I. (2020). Trust me? Consumer trust in expert information on food product labels. Food and Chemical Toxicology, 137, 111170. https://doi.org/10.1016/j.fct.2020.111170

Santiago, A. K., Arana, O., Paz, J., Gardea, J. A., & Montes, M. (2020). Evaluación financiera con metodología de opciones reales de inversión para producción y venta de café orgánico. Revista Mexicana de Ciencias Agrícolas, 11(3), 493-505. https://doi.org/10.29312/remexca.v11i3.1877

Sánchez, J. (2017). Mercado de productos agrícolas ecológicos en Colombia. Suma de Negocios, 8(18), 156-163. https://doi.org/10.1016/j.sumneg.2017.10.001

Shabbir, M. S., Sulaiman, M. A., Al-Kumaim, N., Mahmood, A., & Abbas, M. (2020). Green marketing approaches and their impact on consumer behavior towards the environment. A study from the UAE. Sustainability, 12(21), 8977.

Spence, C., & Carvalho, F. M. (2020). The coffee drinking experience : Product extrinsic (atmospheric) influences on taste and choice. Food Quality and Preference, 80, 103802. https://doi.org/10.1016/j.foodqual.2019.103802

Sörqvist, P., Hedblom, D., Holmgren, M., Haga, A., Langeborg, L., Nöstl, A., & Kågström, J. (2013). Who needs cream and sugar when there is eco-labeling? Taste and willingness to pay for ‘eco-friendly’ coffee, PLoS ONE 8(12), e80719. https://doi.org/10.1371/journal.pone.0080719

Sweeney, J., & Soutar, G. (2001). Consumer perceived value: the development of a multiple item scale. J. Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0

Taghikhah, F., Voinov, A., Shukla, N., & Filatova, T. (2021). Shifts in consumer behavior towards organic products: Theory-driven data analytics. Journal of Retailing and Consumer Services, 61, 102516.

Takahashi, R., Todo, Y., & Funaki, Y. (2018). How can we motivate consumers to purchase certified forest coffee? Evidence from a laboratory randomized experiment using eye-trackers. Ecological Economics, 150, 107-121. https://doi.org/10.1016/j.ecolecon.2018.04.010

Verhoef, P., & van Doorn, J. (2016). Segmenting consumers according to their purchase of products with organic, fair-trade, and health labels. Journal of Marketing Behavior, 2(1), 19-37. http://dx.doi.org/10.1561/107.00000026

Yormirzoev, M., Li, T., & Teuber, R. (2020). Consumers’ willingness to pay for organic versus all-natural milk-Does certification make a difference? International Journal of Consumer Studies. 00, 1-10. https://doi.org/10.1111/ijcs.12622

Dimensions

PlumX

<script type=»text/javascript» src=»//cdn.plu.mx/widget-all.js»></script>
<a href=»https://plu.mx/plum/a/?doi=10.14349/sumneg/2021.V12.N27.A1″ class=»plumx-details» data-hide-when-empty=»false» data-border=»true»></a>