Proof of Concept to Increase the Perceived Value of Ethical Produce

Abstract

To solve the attitude-behavior gap in ethical consumption, it is necessary to develop a product concept that enhances consumers’ perceived value and embodies it with high perceived quality. Therefore, this study examined product concepts and package designs that enhance consumers’ perceived value of eggs and beef that are considerate of animal welfare. Owing to recent public interest in the welfare of intensive livestock, the number of cage-free livestock is increasing. Compared to conventional-range livestock, free-range systems are active, have less fat, and can produce high-quality products. In addition, packaging materials that realize environmental consideration without compromising product value increase consumer’s perceived value. Based on the above, the following two hypotheses are proposed: “H1: A concept that appeals to high product quality will increase the consumer’s perceived value more than a concept that appeals to animal welfare.” “H2: In the case of packaging for products that are considerate of animal welfare, paper materials will increase the consumer’s perceived value more than plastic materials.” A randomized controlled trial was conducted with 3,000 people using an online survey in a Japanese market. H1 and H2 were supported. Men who are good at deliberative thinking valued concepts, whereas women good at intuitive thinking valued packaging materials. the findings have implications for practitioners who should be aware that consumers value tangible value.