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    Biases in consumers' assessment of environmental damage in food chains and how investments in reputation can help

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    Publication type
    Journal article with impact factor
    Author
    Panzone, Luca A.
    Lemke, Fred
    Petersen, Henry L.
    Publication Year
    2016
    Journal
    Technological forecasting and social change
    Publication Volume
    111
    Publication Issue
    October
    Publication Begin page
    327
    Publication End page
    337
    
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    Abstract
    Sustainability is becoming increasingly relevant to consumers in their food choices. However, they may have a limited understanding of the environmental impact of their purchasing decisions and resort to perceptions and heuristics to guide them. In this study, consumers were asked to complete a categorisation task to determine whether they considered a product to have a high or low carbon footprint, with no information besides that contained on the product's front label. The results demonstrated that raw materials (food category), transportation (UK product), and manufacturing (level of processing) influenced the probability that an item would be classified as either having a low or high carbon footprint. These findings are embedded into the supply chain to explore the role of reputation in reducing the categorisation biases observed in the categorisation task.
    Keyword
    Sustainable Consumption, Consumer Behaviour, Categorisation Task, Reputation
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1016/j.techfore.2016.04.008
    URI
    http://hdl.handle.net/20.500.12127/5856
    ae974a485f413a2113503eed53cd6c53
    10.1016/j.techfore.2016.04.008
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