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Examining Trust in Consumers as New Food Co-Creators: Does the communicator matter?

Jacobsen, Lina, Tudoran, Ana Alina, Garcia Martinez, Marian (2020) Examining Trust in Consumers as New Food Co-Creators: Does the communicator matter? Food Quality and Preference, 86 . Article Number 104004. ISSN 0950-3293. (doi:10.1016/j.foodqual.2020.104004) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:81727)

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Language: English

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https://doi.org/10.1016/j.foodqual.2020.104004

Abstract

Consumers increasingly fulfil the role of co-creators by collaborating with producers in new product development. Communicating that the product has been co-developed with consumers tends to positively influence consumer perceptions. However, research remains limited regarding who should communicate this information, particularly in the case of food products where consumer perceptions largely depend on the trust in the producer and product information. This paper examines the influence of co-creation information communicated by a company vs. by co-creators (i.e. co-creating consumers) on two dimensions of trust in consumers acting as new food co-creators: perceived honesty and perceived competence. Furthermore, it investigates how this effect is moderated by respondents’ familiarity with co-creation as an innovation process. Respondents were presented with the same new food product concept in an online experimental survey with consumers (n=697) divided into three experimental groups. One group served as the control group with no co-creation information provided. The other two groups were informed that the product was the result of a co-creation activity between the company and consumers, using two types of information communicator. In one group, the company communicated the information, whereas in the other group, it was communicated by the co-creators. Our findings suggest that who communicates the co-creation information matters if consumers are not familiar with co-creation. In this case, co-creators are more likely to facilitate general consumer trust in peer consumers as new food co-creators. This study provides valuable insights for food companies wanting to leverage the value of co-creation for innovation by selecting the information communicator depending on the level of co-creation familiarity in the target market.

Item Type: Article
DOI/Identification number: 10.1016/j.foodqual.2020.104004
Uncontrolled keywords: co-creation, trust, communication, new food product development, food innovation, consumer
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Marian Garcia
Date Deposited: 16 Jun 2020 07:46 UTC
Last Modified: 20 Aug 2020 07:57 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/81727 (The current URI for this page, for reference purposes)
Garcia Martinez, Marian: https://orcid.org/0000-0003-2689-2417
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