Consumer motivations and responses towards state-level branded and sustainable ag-related products

dc.contributor.committeeChairJai, Tun-Min (Catherine)
dc.contributor.committeeChairPhelan, Kelly V.
dc.contributor.committeeMemberVelikova, Natalia
dc.creatorJohnston, Nicholas Edward
dc.creator.orcid0000-0002-6656-3346
dc.date.accessioned2022-04-06T14:23:40Z
dc.date.available2022-04-06T14:23:40Z
dc.date.created2016-08
dc.date.issued2016-08
dc.date.submittedAugust 2016
dc.date.updated2022-04-06T14:23:41Z
dc.description.abstractThis dissertation focused on the consumption of local ag-related products branded by a state operated agricultural marketing program, GO TEXAN. The demand for local and sustainable ag-related food products is increasing in popularity across the U.S. and particularly amongst restaurant consumers. This trend is explained, in part, by the positive health and environmental perceptions consumers have about local ag-related products. For decades, state operated marketing programs such as GO TEXAN have promoted the ag-related products produced within their states by offering producers a state-level branding tool. Despite the growing demand for local products such as those branded by GO TEXAN, very little is known about the motives for supporting ag-related products branded with state-level cultural icons. The objectives of this research were to (1) explore the influence of cultural values, state-level ethnocentrism, and state-level identity on the intent to spread word-of-mouth and purchase products branded on the state-level, (2) investigate the influence of cultural values and green consumption behavior on the intent to support products branded by a state operated agricultural marketing program, and (3) examine the relative influence and moderating effects of gender, native status, residency, and family size on state brand consumption (state-level ethnocentrism), state pride (state-level identity), green behaviors, and the intent to spread word-of-mouth and purchase products branded by the GO TEXAN program. To address the research objectives, this study utilized the values, attitudes, and behavior (VAB) framework to design three separate theoretical models. A consumer survey was administered to Texas residents, which included a pilot test and full survey distribution. The pilot phase tested the validity and reliability of the measurement instrument and theoretical models. Upon completion of the data collection process, structural models were employed to assess the causal relationships between variables. Findings established consumers who support state-level branded products are future focused and motivated by the need to protect the long term stability of their state-level group. In addition, consumers who strongly identify with state-level branded products have a collectivist mind-set and are concerned with the overall well-being of their group, thus purchasing products that support their in-group. More specifically, the cultural values of collectivism and long term orientation are motives that have a positive influence on consumers’ attitudes and intent to spread word-of-mouth and purchase products branded by GO TEXAN. Moreover, state brand consumption (state-level ethnocentrism) proved to be the strongest predictor of intent to support products branded by GO TEXAN. State pride (state-level identity) had only a mild level of predictability on intent to support products branded on the state-level. Most notably, state pride influenced non-native and short-term male residents’ intent to spread word-of-mouth and purchase products branded by GO TEXAN. Conversely, long term female residents are motivated by their green consumption attitudes when supporting products branded by GO TEXAN. Overall, consumers indicated the attitude of green consumption behavior plays a minor role on the consumption of state-level branded products. This research is unique, as limited studies have explored the consumption of local products promoted by state operated agricultural marketing programs. To the researcher’s knowledge, there is no study has identified the underlying motives for supporting locally produced products branded with state-level cultural icons. Thus, establishing the values, attitudes, and behaviors that underlie local (state-level) product consumption provides a useful framework for future studies in the hospitality field. In addition, hospitality firms can utilize these findings to better understand consumer motives for spreading word-of-mouth and purchasing ag-related products branded on the state-level, such as those promoted by GO TEXAN.
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/2346/88964
dc.language.isoeng
dc.rights.availabilityAccess is not restricted.
dc.subjectConsumer Behavior
dc.subjectBranding
dc.subjectLocal Food
dc.subjectState-Level
dc.subjectGO TEXAN Program
dc.titleConsumer motivations and responses towards state-level branded and sustainable ag-related products
dc.typeThesis
dc.type.materialtext
thesis.degree.departmentNutrition, Hospitality and Retailing
thesis.degree.disciplineHospitality Administration
thesis.degree.grantorTexas Tech University
thesis.degree.levelDoctoral
thesis.degree.nameDoctor of Philosophy

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