The effect of fruit and vegetable form on consumer purchase intentions, the mediating role of taste perception and the moderating role of price.

Williams, Sarah (2024) The effect of fruit and vegetable form on consumer purchase intentions, the mediating role of taste perception and the moderating role of price. Master thesis, Psychology.

Text SarahWilliams4606094thesis.pdf Restricted to Repository staff only Download (1MB)

Abstract

Approximately 30% of fruit and vegetables are wasted globally due to their abnormal shape, contributing significantly to climate change. Abnormal product form decreases consumer purchase intentions (de Hooge et al., 2018). Where abnormal produce is sold, substantial discounts are used to encourage purchase, while research finds such discounts to negatively impact consumer quality perceptions. Using cue utilization theory, this study empirically tested the effect of abnormal form on purchase intention and quality perception, and the potential moderating role of pricing discount on this mediation. For N = 113 participants, our results confirmed the negative impact of abnormal form on purchase intentions (b = -2.937, p < 0.001). A partial mediating role of quality perception on the relation between form and purchase intentions was also found (95% CI [-1.926, -0.464]). Price (discount vs no discount) was not found to moderate this mediation model. Exploratory analyses comparing group conditions found that for discounted produce, participants perceived the quality of normal produce to be distinctly different to that of abnormal produce, emphasizing the importance of quality perception regarding purchase intentions of abnormal produce. Some methodological limitations are discussed. Future research should determine the various roles that price and price perception can play, while supermarkets should consider the role of price discounts on quality perception before introducing abnormal produce to their stores.

Item Type:	Thesis (Master)
Supervisor name:	Kok, C.A.
Degree programme:	Psychology
Differentiation route:	Environmental Psychology (EP) [Master Psychology]
Date Deposited:	24 May 2024 09:31
Last Modified:	24 May 2024 09:31
URI:	http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/3361

Actions (login required)

View Item