Exploring consumer non-knowledge in the agrifood context and its effects on behaviour
Bibliographic Data
| ID | 21295264 |
|---|---|
| Authors | Francisco José Torres Ruíz (0000-0002-9832-1691, Universidad de Jaén), Elisa Garrido-Castro (0000-0001-5806-9076, Universidad de Jaén), María Gutiérrez-Salcedo (0000-0002-8874-8069, Universidad de Jaén) |
| Year | 2022 |
| Volume | 124 |
| Issue | 11 |
| Pages | 3624-3643 |
| Publication date | 2022-11-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-06-2021-0609 |
| OpenAlex | W4200444221 |
| Language | EN |
| References cited | 82 |
Purpose Consumer 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/approach The 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”. Findings The 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/value In 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
Business · Cognitive psychology · Consumer behaviour · Context (archaeology) · Epistemology · Ignorance · Originality · Product (mathematics) · Salience (neuroscience) · Statistics · Value (mathematics) · Consumer Behavior in Brand Consumption and Identification · Marketing · Mathematics · Organic Food and Agriculture · Psychology · Social Psychology · Wine Industry and Tourism
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Not Necessarily Better, but Certainly Different
| Citation velocity | historical |
|---|---|
| Highly cited | No |