The Genuine Handmade: How the Production Method Influences Consumers’ Behavioral Intentions through Naturalness and Authenticity

Francielle Frizzo, Helison Bertoli Alves Dias, Nayara Pereira Duarte, Denise Gabriela Rodrigues, P. H. M. Prado
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引用次数: 9

Abstract

ABSTRACT The present research suggests a new perspective to investigate the downstream effect of the production method on consumer responses. The authors propose that the higher behavioral intentions (e.g., likelihood to purchase and willingness to pay a premium price) assigned to handmade products can be attributed to the perceived naturalness and authenticity associated with the production method. The findings of three experimental studies confirm these predictions. They show that due to perceptions of naturalness, consumers view handmade products as more authentic and valuable than identical products made by machines or automated processes. This research has relevant implications for theories about production method and authenticity and its related psychological mechanisms in the consumption context as well as marketing practice.
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真正的手工:生产方法如何通过自然和真实影响消费者的行为意图
本研究提出了一个新的视角来研究生产方式对消费者反应的下游效应。作者提出,赋予手工产品更高的行为意图(例如,购买的可能性和支付溢价的意愿)可以归因于与生产方法相关的感知自然性和真实性。三项实验研究的结果证实了这些预测。他们表明,由于对自然的感知,消费者认为手工产品比机器或自动化工艺生产的相同产品更真实、更有价值。本研究对生产方法与真实性理论及其在消费情境下的相关心理机制和营销实践具有重要的启示意义。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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