A COOL Effect: The Direct and Indirect Impact of Country-of-Origin Disclosures on Purchase Intentions for Retail Food Products |
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| Affiliation: | 1. BI Norwegian Business School, Norway;2. University of Stavanger, Norway;3. University of Groningen, Netherlands;4. EFMI Business School, Netherlands;1. University of Mannheim, L9, 1-2, 68161 Mannheim, Germany;2. Sales & Marketing Department, Ruhr-University of Bochum, 44780 Bochum, Germany;3. C.T. Bauer College of Business, University of Houston, 334 Melcher Hall, Houston, TX 77204, United States;4. European School of Management and Technology, Germany;5. Loughborough University, UK;1. A&F Marketing – Consumer Psychology, Christian-Albrechts-Universität Kiel, Wilhelm-Seelig-Platz 6/7, 24098 Kiel, Germany;2. School of Business, University of Adelaide, Rm 1013, 10 Pulteney St, Adelaide, South Australia 5000, Australia;1. Department of Marketing and Supply Chain Management, School of Business Administration, Wayne State University, Detroit, MI 48202, United States;2. Department of Marketing, Sam M. Walton College of Business, University of Arkansas, Fayetteville, AR 72701, United States;1. The University of Newcastle, School of Design Communication and IT, University Drive, ICT3.62, Callaghan, NSW 2308, Australia;2. University of Passau, Chair of Internet and Telecommunications Business, Dr.-Hans-Kapfinger-Str. 12, 94032 Passau, Germany;3. Karlsruhe Institute of Technology (KIT), Institute of Information Systems and Marketing, Kaiserstr. 12, Bldg. 01.80, 76131 Karlsruhe, Germany |
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| Abstract: | Retailers recently became required to provide specific country-of-origin information for muscle cuts of beef, chicken, pork, lamb, and goat. Drawing from the consumer inference and activation theory literatures, hypotheses are offered regarding how consumers use country-of-origin labeling (COOL) to draw inferences related to specific product attributes and how these inferences, in turn, lead to differences in mediation effects for purchase intentions. Results from a pilot study and two experiments reveal that consumers are more likely to purchase meat when it is identified as a U.S. product. Furthermore, the relative strength of the mediating effects of perceived food safety, taste, and freshness differs as expected. The authors show how the direct and indirect effects of the country-of-origin disclosure are attenuated by the presentation of objective information about the meat processing systems of competing countries. Given the recently mandated COOL disclosures, results have important implications for food retailers, members of the supply chain, and consumers. |
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| Keywords: | Retail product information disclosures Retail consumer decision-making Mandatory country-of-origin labeling Food safety COOL effects |
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