Assisting Healthier and More Sustainable Online Food Choices Through Digital Quality Signals: Exploring Preferences and Segments
Valdimar Sigurdsson,
Ramachandran Girija Vishnu Menon,
Nils Magne Larsen
et al.
Abstract:The current paper contributes to signalling theory by demonstrating the importance of digital quality signals in influencing consumer preferences for sales and segmentation in the context of marketing fresh fish online. We conducted a choice-based conjoint analysis with a latent class segmentation to analyse the significance of digital quality signals compared to traditional attributes online. The analysis of 1,411 global consumers revealed that product rating was among the most important factors when purchasi… Show more
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