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Inequality aversion and consumer ethnocentrism: Food consumer preferences for payoff distributions to farm producers
Agribusiness ( IF 3.2 ) Pub Date : 2022-02-07 , DOI: 10.1002/agr.21737
Jasper Grashuis 1 , Ye Su 2
Affiliation  

There are few empirical explanations for consumer preferences for payoff distributions across the agri-food value chain in terms of psychographic characteristics. In the context of product origin, we contribute to the literature with an incentivized experiment to estimate preferences for payoff distributions among Missouri beef consumers, Missouri beef producers, and non-Missouri beef producers on the basis of inequality aversion and consumer ethnocentrism. According to the results, Missouri beef consumers not only have self-regarding preferences but also other-regarding preferences in case of payoff distributions, in particular toward Missouri beef producers. We explain such preferences from the perspective of consumer ethnocentrism. Specifically, Missouri beef consumers who have a higher degree of state-level ethnocentrism also have a higher degree of aversion to inequalities among themselves and Missouri beef producers. Although few food consumers appear to be highly ethnocentric, there may exist potential to segment on the basis of state-level ethnocentrism. Other implications and research directions are also discussed.

中文翻译:

不平等厌恶和消费者种族中心主义:食品消费者对农业生产者收益分配的偏好

就心理特征而言,消费者对农业食品价值链中收益分布的偏​​好几乎没有实证解释。在产品来源的背景下,我们通过激励实验为文献做出贡献,以基于不平等厌恶和消费者种族中心主义来估计密苏里牛肉消费者、密苏里牛肉生产商和非密苏里牛肉生产商对收益分布的偏​​好。根据结果​​,密苏里州牛肉消费者不仅有自利偏好,而且在收益分配的情况下也有其他偏好,特别是对密苏里州牛肉生产商。我们从消费者种族中心主义的角度来解释这种偏好。具体来说,州级民族中心主义程度较高的密苏里州牛肉消费者对自己和密苏里州牛肉生产者之间的不平等也有较高程度的厌恶。尽管很少有食品消费者看起来是高度民族中心主义的,但可能存在基于州级民族中心主义的细分潜力。还讨论了其他影响和研究方向。
更新日期:2022-02-07
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