Lange C, Combris P, Issanchou S, Schlich P
CNRS, UMR6265, Centre des Sciences du Goût et de l'Alimentation, F-21000 Dijon, France; UMR1324, Centre des Sciences du Goût et de l'Alimentation, F-21000 Dijon, France; Université de Bourgogne, Centre des Sciences du Goût et de l'Alimentation, F-21000 Dijon, France.
INRA-ALISS, UR 1303, 65Bd de Brandebourg, F-94205 Ivry-sur-Seine, France.
Food Res Int. 2015 Oct;76(Pt 3):317-324. doi: 10.1016/j.foodres.2015.06.017. Epub 2015 Jun 21.
This study was conducted to assess how the Fairtrade label interacts with the perception of intrinsic product characteristics on liking and purchase decisions and to estimate the evolution of this interaction after exposure to coffees and/or exposure to ethical information. In the first session, 119 consumers gave liking scores for 2 regular and 2 Fairtrade coffees under a blind tasting condition. Then, they were asked to indicate the maximum price they would pay for each product in 2 auctions taking place under different information conditions. In the first auction, participants saw the packaging but did not taste the coffee; in the second auction, they could both taste the coffee and see the packaging. After the first session, the consumers were randomly split into 4 groups, and these groups were exposed for one month to different conditions before returning to the lab for exactly the same measurements as in the first session. The first of the 4 groups was not exposed to sensory characteristics or ethical information. Each consumer of the second group was only exposed to sensory characteristics of the coffees (one packet of his/her least liked regular and ethical coffees delivered in blind packaging for home consumption). The third group was exposed to sensory characteristics and ethical information (the same as the second group but using the original coffee packaging showing fair trade information). The final group was only exposed to ethical information. Results showed that the hedonic scores of the least liked ethical and regular products increased from sessions 1 to 2, but not significantly more when consumers were exposed to these products between the sessions. However, while consumers offered lower prices for ethical products at the first session, those who were exposed to ethical information increased their willingness to pay for ethical products. This effect became statistically significant when consumers could taste the products before making their bid. The effect of exposure to ethical information was also transferred to the willingness to pay for the ethical product to which the consumers were not exposed. This study highlights the interest of a design, which makes it possible to assess the impact over time of sensory and external information on the willingness to pay.
本研究旨在评估公平贸易标签如何与对产品内在特征的认知相互作用，从而影响喜好和购买决策，并估计在接触咖啡和/或接触道德信息后这种相互作用的演变。在第一阶段，119名消费者在盲品条件下对2种普通咖啡和2种公平贸易咖啡给出喜好评分。然后，要求他们指出在不同信息条件下进行的2次拍卖中，他们愿意为每种产品支付的最高价格。在第一次拍卖中，参与者看到了包装但没有品尝咖啡；在第二次拍卖中，他们既能品尝咖啡又能看到包装。在第一阶段之后，消费者被随机分成4组，这些组在回到实验室进行与第一阶段完全相同的测量之前，被暴露在不同条件下一个月。4组中的第一组没有接触感官特征或道德信息。第二组的每个消费者只接触了咖啡的感官特征（一包他/她最不喜欢的普通咖啡和公平贸易咖啡，以盲包装形式交付供家庭消费）。第三组接触了感官特征和道德信息（与第二组相同，但使用显示公平贸易信息的原始咖啡包装）。最后一组只接触了道德信息。结果表明，最不喜欢的公平贸易产品和普通产品的享乐得分从第一阶段到第二阶段有所增加，但当消费者在两个阶段之间接触这些产品时，增加幅度并不显著。然而，虽然消费者在第一阶段为公平贸易产品提供的价格较低，但那些接触了道德信息的消费者增加了为公平贸易产品支付的意愿。当消费者在出价前能品尝产品时，这种效应在统计上变得显著。接触道德信息的效应也转移到了消费者未接触的公平贸易产品的支付意愿上。这项研究突出了一种设计的意义，这种设计能够评估感官和外部信息随时间对支付意愿的影响。
