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Home Browse 2023 - Volume 125 Volume 125 - Issue 1

Farmer-owned brand purchases: The importance of label comprehension and price fairness perception

byGRASHUIS, JasperandSU, Ye
  • Year 2023
  • Volume 125
  • Issue 1
  • Pages 37-44

The farmer-owned label is a relatively recent addition to the crowded landscape of information on food and drink product packages. Due to its novelty, research on the farmer-owned label is still scarce. Using 451 responses from random food consumers in the United States, we attempt to explain variability in the purchase of farmer-owned brands in ten different food and drink product categories in terms of label comprehension and price fairness perception. Our structural equation model results are contrary to expectations: we find a negative relationship of label comprehension to the farmer-owned brand share, which implies food consumers do not support the various implications of farmer ownership of food brands. In addition, respondents who perceive more distributive price fairness and procedural price fairness purchase a higher proportion of farmer-owned brands. Implications for researchers, practitioners, and policymakers are discussed.

Tags: agricultural cooperativeconsumer behaviourfarmer-ownedlabel comprehensionprice fairnessstructural equation model
  • https://doi.org/10.7896/j.2390
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  • Scopus SJR (2022): 0.27
  • Scopus CiteScore (2022): 2.0
  • WoS AIS (2022): 0.23
  • WoS JCI (2022): 0.37
  • ISSN (electronic): 2063-0476
  • ISSN-L 1418-2106

 

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Publisher Name: Institute of Agricultural Economics Nonprofit Kft. (AKI)

Publisher Headquarters: Zsil utca 3-5, 1093-Budapest, Hungary

Name of Responsible Person for Publishing:        Dr. Pal Goda

Name of Responsible Person for Editing:             Dr. Attila Jambor

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The publication cost of the journal is supported by the Hungarian Academy of Sciences.

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Keywords

adoption (5) agricultural exports (3) agriculture (12) AKIS (3) CAP (3) Central and Eastern Europe (3) climate change (5) Common Agricultural Policy (3) competitiveness (5) consumer behaviour (3) consumer preferences (4) Covid-19 (4) dairy farms (3) dairy sector (2) Data Envelopment Analysis (3) economic growth (3) efficiency (3) elasticity (3) European Union (7) export (2) FADN (3) family farms (4) farmers (3) farm income (3) Hungary (5) impact evaluation (4) innovation (4) Kosovo (3) LEADER (4) maize (3) off-farm income (4) participation (3) policy (4) price transmission (3) resilience (2) risk management (3) Romania (2) rural areas (4) rural development (13) social capital (3) social innovation (3) Structural Funds (3) sustainability (5) sustainable agriculture (4) technical efficiency (6)
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