Effects of product attributes and consumer characteristics on attitude and behavior: The case of peanuts in a transition economy

Wanki Moon, Wojciech J. Florkowski, Larry R. Beuchat, Anna V. A. Resurreccion, Manjeet S. Chinnan, Pavlina Paraskova and Jordan Jordanov
Additional contact information
Wanki Moon: Department of Agricultural & Applied Economics, The University of Georgia, Georgia Station, Griffin, GA 30223, Postal: Department of Agricultural & Applied Economics, The University of Georgia, Georgia Station, Griffin, GA 30223
Wojciech J. Florkowski: Department of Agricultural & Applied Economics, The University of Georgia, Georgia Station, Griffin, GA 30223, Postal: Department of Agricultural & Applied Economics, The University of Georgia, Georgia Station, Griffin, GA 30223
Larry R. Beuchat: Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223, Postal: Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223
Anna V. A. Resurreccion: Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223, Postal: Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223
Manjeet S. Chinnan: Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223, Postal: Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223
Pavlina Paraskova: Canning Research Institute, 154 Vassil Aprilov Blvd., Plovdiv 4000, Bulgaria, Postal: Canning Research Institute, 154 Vassil Aprilov Blvd., Plovdiv 4000, Bulgaria
Jordan Jordanov: Canning Research Institute, 154 Vassil Aprilov Blvd., Plovdiv 4000, Bulgaria, Postal: Canning Research Institute, 154 Vassil Aprilov Blvd., Plovdiv 4000, Bulgaria

Agribusiness, 1999, vol. 15, issue 3, 411-425

Abstract: Using consumer survey data collected in Bulgaria in 1997, this study examined consumer preferences for peanuts in a transition economy. Perceived product attributes and household characteristics were hypothesized to influence attitude and peanut consumption behavior. The effects of perceived product attributes on overall attitude toward peanuts were examined, drawing on Fishbein's multiattribute model. Consumption behavior was analyzed using a count data model that distinguishes between participation and consumption frequency decisions. Results showed that perceived attributes with respect to taste and price consistently influenced consumers' overall attitude toward peanuts and consumption behavior. Income and location of households were statistically significant in explaining peanut consumption frequency. Whereas perceived health attributes affected attitude toward peanuts, they were not directly associated with consumption behavior. © 1999 John Wiley & Sons, Inc.

Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:15:y:1999:i:3:p:411-425

DOI: 10.1002/(SICI)1520-6297(199922)15:3<411::AID-AGR8>3.0.CO;2-M

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