Abstract The aim of this study was to explore the effect of personal values and product type in an experimental study/survey concerning food origins. Two studies were conducted among young consumers (N = 1491) using three different types of products (vegetables, bread, and meat) and an experimental design where information about the food origin varied (neutral, domestic, local). The origin of the food had a positive effect on the product experience and food choices. Value orientations had an effect on the product experience and the likelihood of choosing the product, and this effect was dependent on the product type. More specifically, a Self-Transcendence orientation was positively associated with the product experience in the context of vegetables and a Conservation orientation was positively associated with the product experience in the context of meat, however, the value orientations showed no effect in the context of bread. Individuals regarding Self-Transcendence as important, especially valued a local origin in the context of vegetables and meat. The findings regarding a Conservation orientation were less consistent. These findings indicate that knowing the origin adds some value to the product for young people. Even if the product is not necessarily in line with an individual’s values, the origin may in fact exceed the effect of the product type. The study provides further knowledge about the underlying factors explaining consumer choices on a personal level, especially when extrinsic information cues about food origin are available.

中文翻译：

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芬兰的年轻人如何回应有关食品来源的信息：价值取向和产品类型的作用

摘要 本研究的目的是探讨个人价值观和产品类型在有关食物来源的实验研究/调查中的影响。两项研究在年轻消费者 (N = 1491) 中进行，使用三种不同类型的产品（蔬菜、面包和肉类）和一项实验设计，其中有关食物来源的信息各不相同（中性、国内、本地）。食物的来源对产品体验和食物选择有积极影响。价值取向对产品体验和选择产品的可能性有影响，这种影响取决于产品类型。进一步来说，自我超越取向与蔬菜背景下的产品体验呈正相关，而保护取向与肉类背景下的产品体验呈正相关，然而，价值取向在面包背景下没有影响。个人认为自我超越很重要，特别是在蔬菜和肉类的背景下重视本地起源。关于保护方向的调查结果不太一致。这些发现表明，了解原产地为年轻人的产品增加了一些价值。即使产品不一定符合个人的价值观，产地实际上也可能超出产品类型的影响。该研究进一步了解了在个人层面上解释消费者选择的潜在因素，