Influence of human values on the acceptance of Chapingo cheese and its intangible meanings of purchase
DOI:
https://doi.org/10.22231/asyd.v16i4.1283Keywords:
purchasing behavior; traditional cheeses; symbolismAbstract
The purchasing behavior of people can be influenced by specific human values and individual beliefs, among other factors. The purpose of the study was to identify the direct and indirect influence of human values on the acceptance of Chapingo cheese. A survey was applied on a sample (n=187) of the agro-industrial student population. The correlation coefficient (R1) of a multiple regression of factors selected from a factorial analysis of tangible attributes and acceptance was obtained; the R2 of the regression of acceptance and the factors selected from the human values was calculated, together with residuals of tangible attributes. The factors of the values and the acceptability provided the R3. Additionally, the purchasing intentions were measured (affective and symbolic). The direct influence of the values in the acceptance of the cheese was obtained by subtracting R2 from R1 (change in R), and the indirect one resulted from the difference between change in R and the coefficient R3. The direct influence was not significant, proving that in the acceptance of cheese the values flowed through the importance of the tangible attributes. From the most important meanings of purchase, two were affective and one was symbolic.
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Allen M.W. 2002. Human values and product symbolism: do consumers form product preference by comparing the human values symbolized by a product to the human values that they endorse? Journal of Applied Social Psychology, 32(12):2475-2501. DOI: 10.1111/j.1559-1816.2002.tb02752.x.
Allen M.W., R. Gupta, and A. Monnier. 2008. The interactive effect of cultural symbols and human values on taste evaluation. Journal of Consumer Research. 35(2): 294-308. doi.org/10.1086/590319.
Allen M.W., and C.V. Torres. 2006. Food symbolism and consumer choice in brazilâ€, in LA - Latin American Advances in Consumer Research. Eds. Silvia Gonzalez and David Luna. Association for Consumer Research (1) Duluth, MN. pp. 180-185. http://www.acrwebsite.org/volumes/1000062/la/v1/LA-01.
Barbarossa C., P.D. Pelsmacker, and I. Moons. 2017. Personal values, green self-identity and electric car adoption. Ecological Economics.140:190-200. doi.org/10.1016/j.ecolecon.2017.05.015.
Brunsø K., J. Scholderer, and K.G. Grunert. 2004. Testing relationships between values and food-related lifestyle: results from two European countries. Appetite 43:195-205. doi.org/10.1016/j.appet.2004.05.001.
Chalmer B.J. Understanding statistics. 1986. USA. Marcel Dekker Inc. pp: 294-295.
Dreezens E.A.A., C. Martijn, P. Tenbült, G.J. Kok, and N. K. de Vries. 2005. Food and the relation between values and attitudes characteristics. Appetite, 45(1): 40-46. doi: 10.1016/j.appet.2005.03.005.
Keaveney S.M., and K.A. Hunt. 1992. Conceptualization and operationalization of retail store image: A case of rival middle-level theories. Journal of the Academy of Marketing Science, 20:165-175. doi.org/10.1177/0092070392202007.
Ladhari R., and N.M. Tchetgna. 2015. The influence of personal values on fair trade consumption. Journal of Cleaner Production. 87:469-477. doi.org/10.1016/j.jclepro.2014.10.068.
Lee P.Y., K. Lusk, M. Mirosa, and I. Oey. 2014. The role of personal values in Chinese consumers’ food consumption decisions. A case study of healthy drinks. Appetite 73:95-104. doi.org/10.1016/j.appet.2013.11.001.
Lindberg E., T. Garling, and H. Montgomery. 1989. Belief-value structures as determinants of consumer behavior: A study of housing preferences and choices. Journal of Consumer Policy. 12:119-137. doi.org/10.1007/BF00412067.
Hauser M., K. Jonas, and R. Riemann. 2011. Measuring salient food attitudes and food-related values. An elaborated, conflicting and interdependent system. Appetite 57:329-338. doi.org/10.1016/j.appet.2011.05.322.
Hayley A., L. Zinkiewicz, and K. Hardiman. 2015. Values, attitudes, and frequency of meat consumption. Predicting meat-reduced diet in Australians. Appetite 84:98-106. doi.org/10.1016/j.appet.2014.10.002.
Holbrook M.B., and E.C. Hirschman. 1982. The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research. 9:132-140. doi.org/10.1086/208906.
Richins, M. L. 1994. Valuing things: The public and private meanings of possessions. Journal of Consumer Research. 21(3):504-521. doi.org/10.1086/209414.
Rokeach Milton. The nature of human values (1973), New York, Free Press.
Sharma, R., and M. Jha. 2017. Values influencing sustainable consumption behavior: Exploring the contextual relationship. Journal of Business Research 76:77-88. doi.org/10.1016/j.jbusres.2017.03.010.
Schwartz, S. H. 1992. Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25:1-65. doi.org/10.1016/S0065-2601(08)60281-6.
Schwartz, S. H. 1994. Are there universal aspects in the content and structure of values? Journal of Social Issues. 50:19-45. doi: 10.1111/j.1540-4560.1994.tb01196.x.
Schwartz, S. H. 2012. An overview of the Schwartz theory of basic values. Online Readings in Psychology and Culture, 2(1):1-20. doi.org/10.9707/2307-0919.1116.
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Published
2020-01-21
How to Cite
Hernández Montes, A. (2020). Influence of human values on the acceptance of Chapingo cheese and its intangible meanings of purchase. Agricultura, Sociedad Y Desarrollo, 16(4), 497–511. https://doi.org/10.22231/asyd.v16i4.1283
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