When the producer behind the food matters: governance disclosure influences purchase intentions through human presence

Carolina Werle () and Sonia Capelli ()
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Carolina Werle: EESC-GEM Grenoble Ecole de Management

Grenoble Ecole de Management (Post-Print) from HAL

Abstract: Agricultural cooperatives play a key role in the food industry, yet consumer perception of their governance is underexplored. Three experiments reveal that a farmer-owned co-op label boosts purchase intentions by creating a sense of helping producers and humanizing the product, with stronger effects for smaller co-ops.

Keywords: Front of package; Human presence; Label coop (search for similar items in EconPapers)
Date: 2025-10-10
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Published in ACR conference, ACR, Oct 2025, Whashington DC, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:gemptp:halshs-05422186

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