PurposeConsumer knowledge has been one of the most studied variables in marketing due to its strong influence on consumer behaviour. Knowledge level has traditionally been measured through objective knowledge and the number of correct answers in a battery of items about product characteristics. The authors argue that this analysis could be complemented with other information, that is, the structure of non-knowledge. The main objective of this work is to explore the nature and explanatory potential of this new dimension on consumer behaviour in the agrifood context. The principal hypothesis is that, while they may have similar levels of objective knowledge, there are significant differences between the behaviour of consumers who have a predominant pattern of ignorance (tendency to answer “I don't know”) and those who are in error (tendency to give wrong answers).Design/methodology/approachThe present study draws on data derived from five case studies examining consumer knowledge about agrifood products (olive oils, Iberian ham and orange juice) and certain aspects of consumer behaviour. A sample of 4,112 participants was classified into two non-knowledge profiles: wrong, if most items answered incorrectly in a questionnaire were wrong; or ignorant, if most items answered incorrectly were “don't know”.FindingsThe results obtained supported the argument that complementing the study of consumer knowledge with an analysis of the structure of non-knowledge is worthwhile, as differences within the structure are associated with different patterns of consumer behaviour.Originality/valueIn the present study, it is proposed that the measurement of knowledge be complemented with an analysis of the consumer's non-knowledge structure (items not answered correctly), given its effects on behaviour, an aspect hitherto unconsidered in the literature. To do so, a new index is proposed.
Studies about how to convey a message through a communication campaign abound, but another important aspect is what to communicate, in other words, selecting the information content of the campaign. In many situations where the degree of knowledge is directly related to consumption of a food product, choosing what to communicate is crucial. The present study proposes a model to decide what the consumer needs to know in order to take the decision to consume. The model is based on a Qualitative Comparative Analysis method with some subsequent conversions. It was applied to a real situation: selecting the information content of a communication campaign to boost the consumption of virgin olive oils in the Spanish market. The main findings suggest that campaigns should inform about virgin olive oils are the highest quality and most healthy, that there is a basic difference between olive oil and virgin olive oil in that olive oil is a mixture of virgin and refined olive oils, and that they are both equally fattening.
PurposeInvolvement has been one of the most studied variables in the field of marketing due to its determinant role in consumer behaviour, but always as a contextual or mediating variable. Taking its relationship with knowledge as the starting point, in this work, the purpose of this paper is to examine how to use the choice of information content in communication campaigns to drive up the level of involvement. A new method based on Qualitative Comparative Analysis (QCA) models is applied to the case of olive oil.Design/methodology/approachQuantitative research has been used for the proposed objectives of this work. Specifically, a computer-assisted telephone interviewing (CATI) has been conducted in several Spanish provinces using a structured questionnaire. Data obtained from 829 consumers are used.FindingsThe results support that consumer involvement with the product is related to objective knowledge about the product and its demand. Moreover, involvement can be modified through objective knowledge or information. Specifically, consumer involvement can be increased by the choice and communication of an optimal combination of five specific pieces of information (SPIs)Originality/valueIn this paper, involvement is considered as a result variable, i.e. a variable that can be modified or increased. This greater involvement can be achieved by improving the level of objective knowledge about a product. In addition, a new model is used and its viability is demonstrated and its ease of application to agri-food context.
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