This research examines product attributes influencing the credibility of organic food, a credence attribute impacting consumer purchasing decisions. A choice-based conjoint analysis was conducted with Hungarian (n=652) and Polish (n=290) participants. Results indicate that country of origin, appearance, and packaging significantly influence perceived credibility, along with price and place of purchase.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
Oct 31, 2023
Authors
László Bendegúz Nagy, Brigitta Unger-Plasek, Zoltán Lakner, Ágoston Temesi
Tags
organic food
credibility
consumer behavior
country of origin
packaging
choice-based conjoint analysis
Hungary
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