The effects of purchase and consumption on beef quality attribute beliefs: A study of tourists visiting Vanuatu

Abstract

This study investigates the effects of purchase and consumption on beef quality attribute beliefs. In particular, it focuses on credence and experience attribute beliefs in the context of tourists visiting Vanuatu. The tourists in the study had little prior knowledge of the quality attributes of Vanuatu beef. Primary data was collected through a survey of 200 tourists visiting Vanuatu. Factor analysis, comparison of means and multiple linear regression were used to analyse the data. The results showed that the importance and initial beliefs the tourists had about credence attributes influenced both credence and experience attributes beliefs after purchase and consumption. In contrast, the importance and initial beliefs regarding experience attributes had a lesser impact on credence or experience quality beliefs following this process. The only effect of the experience attribute variables were on beliefs regarding credence attributes after purchase and consumption. This shows how the importance and initial beliefs tourists have about credence attributes affects the formation of their beliefs regarding other beef quality attributes. Not only do the credence attribute variables affect beliefs related to credence attributes but it has a significant effect on beliefs regarding experience attributes. The study has some important management implications. It shows that beef consumers place greater importance on experience attributes and in particular eating quality dimensions such as taste and tenderness. This indicates that managers should not focus on credence attributes at the expense of beef eating experience. Credence attributes can complement experience attributes but are not a substitute.