Social media mediated interaction with peers, experts and anonymous authors: Conversation partner and message framing effects on risk perception and sense-making of organic food

Hilverda, Femke; Kuttschreuter, M.; Giebels, Ellen

doi:10.1016/j.foodqual.2016.09.003

Cited by 44 publications

(35 citation statements)

References 74 publications

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“…The results of Hilverda et al [62] on impacts of social media interaction with peers, experts and anonymous about the effects on risk perception and sense-making of organic food, also show that initial attitude has a strong effect on that subject and the more positive consumers were about eating organic food, the lower their risk perception and the higher their need for information. These communication actions are being performed in the COST Action FA1305 "Aquaponics Hub".…”

Section: Discussionmentioning

confidence: 91%

Commercial Aquaponics Approaching the European Market: To Consumers’ Perceptions of Aquaponics Products in Europe

Miličić

Thorarinsdottir

Santos

et al. 2017

Water

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Abstract:The first commercial aquaponics companies are starting up in Europe. The main focus has been on solving technology issues and optimizing production. However, increasing attention is now being paid to certification and regulations linked to aquaponics, as well as the marketing of products and services. The paper presents the results of a study whose main aim was to estimate consumers' knowledge about aquaponics and their acceptance of aquaponics products in different European regions. An on-line questionnaire was administered to the general public through the aquaponics network of Food and Agriculture COST (European Cooperation in Science and Technology) Action FA1305 "The EU Aquaponics Hub-Realising Sustainable Integrated Fish and Vegetable Production for the EU" in 16 European countries. The methodology includes univariate and multivariate statistical techniques. The results show that, on average, attitudes towards aquaponics were positive, showing no significant differences between those who already knew about aquaponics and those who only heard about it through the survey. More than 50% of respondents had never heard of aquaponics, whilst more than 70% had already heard of hydroponics. No more than 17% of respondents were willing to pay more for aquaponically produced products and no more than 40% more when compared to the price of products from conventional farming. The results confirm three different clusters of potential consumers of aquaponics products. They also suggest an urgent need for implementing integrated and holistic approaches involving all stakeholders in aquaponics, in order to define a marketing plan and efficient communication strategies. This COST action, other projects and public decision makers must invest in educating consumers about aquaponics through the organization of guided tours, thematic workshops and tastings of aquaponics products in order to raise their awareness about this new technology. It is absolutely urgent that public decision makers, in cooperation with aquaponics stakeholders, address the main institutional constraints, namely the introduction of aquaponics as an economic activity and the organic certification of aquaponics products.

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Section: Discussionmentioning

confidence: 91%

Commercial Aquaponics Approaching the European Market: To Consumers’ Perceptions of Aquaponics Products in Europe

Miličić

Thorarinsdottir

Santos

et al. 2017

Water

View full text Add to dashboard Cite

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“…The effect was thus not attributable to the author being presented as an expert or as someone to whom the participant was similar. Granted that it is the perceived expertise of or similarity with an author that often counts (Hilverda et al, ), the authority principle and the similarity principle do not seem to provide a plausible explanation of our results.…”

Section: Discussionmentioning

confidence: 58%

“…This includes thoughts, emotions and actions (Dervin, 1998;Pirolli & Russell, 2011;Weick, Sutcliffe, & Obstfeld, 2005). Fundamental processes that contribute to consumer decision-making are information seeking, processing and sharing (Berger, 2014;Caughron et al, 2013;Hilverda, Kuttschreuter, & Giebels, 2017;Rimal & Real, 2003).…”

Section: Information Processing and Decision-making Regarding Food mentioning

confidence: 99%

Risk and benefit perceptions of human enhancement technologies: The effects of Facebook comments on the acceptance of nanodesigned food

Kuttschreuter

Hilverda

2019

Human Behav and Emerg Tech

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The introduction of a new technology, such as a human enhancement technology, may induce apprehension and concern among the general public. Social media enable individuals to find information and share their insights and concerns regarding new technologies. This results in an abundance of viewpoints that guides the individual's acceptance and decision‐making. A relevant question for this special issue is to what extent attitudes toward human enhancement technologies are influenced by online cues that signal the views of other people without obvious relevant expertise, such as online comments (social proof). An online experiment focusing on the enhancement of human health and the functioning of the human body through the application of nanotechnology in food was conducted. The study investigated to what extent social proof impacted views on the application of nanotechnology in food. The valence of comments on a fake Facebook image with four comments was manipulated (positive, negative, mixed). A representative sample of Dutch Internet users (n = 289) completed the study. Perceptions, feelings, behavior, and information need were measured. Results showed that comment valence had a significant effect on risk perception, benefit perception and attitude: the more positive the comments read by the participants, the lower risk perception, the higher benefit perception and the more positive the attitude toward nanodesigned food. Significant interaction effects of initial feelings of dread and comment valence were further found for risk perception and willingness to buy. In contrast, there were no significant interactions of initial feelings of optimism and comment valence. Implications for risk communication regarding human enhancement technologies are discussed.

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“…Research shows that Dutch consumers associate organic food products the most with animal welfare, price, health, and naturalness (Hilverda et al, 2016). Overall, the attitude regarding organic products in the Netherlands is moderately positive (Hilverda et al, 2017). Dutch authorities are also positive about organic production techniques and are funding new initiatives (Bionext, 2017).…”

Section: Social Proof By Social Media and Organic Food Productsmentioning

confidence: 99%

The Effect of Online Social Proof Regarding Organic Food: Comments and Likes on Facebook

2018

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Social media created a new information environment (e.g., Rutsaert et al., 2013b). Among social media channels, Facebook is the most popular one (Cheung et al., 2011). Using Facebook people can exchange information rapidly with others. Consumers can post a statement or message on Facebook (a post), respond to these posts (the comments), and indicate that they agree with the post and/or comment by using the "thumb up" symbol (the likes). Both comments and likes are cues of social proof, e.g., the viewpoints of others. We investigated how social proof in an online environment impacts reactions toward organic foods in two experimental studies. In study 1, using a representative sample of Dutch internet users (n = 124), we manipulated comment valence (positive vs. negative) and reinforcement (number of likes: high vs. low) on a fictitious Facebook page that included four comments. Consumers' perceptions, feelings, and behavior, such as risk perception, emotions and intended purchasing behavior, were measured. Comment evaluation was used as a moderator. In study 2 (n = 88) a full Facebook page, with mixed valence statements, was shown; either the positive or negative statements were reinforced by likes. Results of study 1 showed that the way respondents evaluated the comments in terms of usefulness affected benefit perception and the motivation to find information. Moreover, the interaction between valence and comment evaluation was significant for all dependent variables. That is, the predicted effect of social proof only occurred when the comments were perceived as useful. The number of likes did not have an effect. Results of study 2 where participants watched a full Facebook page with mixed valence comments, showed that the number of likes had an effect on consumers' reactions, specifically on negative emotions and willingness to pay. This research provides new insights in the effects of explicit as well as implicit online social proof on attitudes toward a positively evaluated topic, namely organic food.

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Social media mediated interaction with peers, experts and anonymous authors: Conversation partner and message framing effects on risk perception and sense-making of organic food

Cited by 44 publications

References 74 publications

Commercial Aquaponics Approaching the European Market: To Consumers’ Perceptions of Aquaponics Products in Europe

Commercial Aquaponics Approaching the European Market: To Consumers’ Perceptions of Aquaponics Products in Europe

Risk and benefit perceptions of human enhancement technologies: The effects of Facebook comments on the acceptance of nanodesigned food

The Effect of Online Social Proof Regarding Organic Food: Comments and Likes on Facebook

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