 The impact of supermarket credibility on purchase intention of novel foodInhaeng Noah Jung, Amit Sharma and Anna S. Mattila Journal of Retailing and Consumer Services, 2022, vol. 64, issue C Abstract: How do consumers make purchase decisions for novel food products? This research demonstrates the importance of supermarket credibility as a heuristic cue influencing consumers’ purchase decisions. We used a 2 (supermarket type: specialty store vs. conventional store) x 2 (food familiarity: novel vs. familiar) x 3 (price: high, average, low) between-subjects design and found that perceived supermarket credibility positively and indirectly mediates the relationship between supermarket type and purchase intention, and this effect is moderated by the interaction of familiarity and price level, suggesting a moderated-moderated-mediation effect. Specifically, the three-way interaction effect on purchase intention is stronger when the price is low in the familiar food condition, while the effect is stronger when the price is high in the novel food condition. In other words, consumers rely on supermarket credibility when buying novel foods, and when risk is higher people rely more on product credibility signaled by price. Keywords: Food decisions; Sustainability; Source credibility; Dual processing; Novel food; Cultured meat (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003209 DOI: 10.1016/j.jretconser.2021.102754 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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