Maximising export returns: Consumers preferences for credence attributes in developing and developed country markets and how these can be communicated through smart technologies

Abstract

Understanding international consumer preferences and attitudes towards credence attributes in food products is important for countries like New Zealand that depend heavily on food exports. Over the last few decades, New Zealand’s export focus has changed from almost all exports going to Europe, to more into Asian markets, in particular to China. It is therefore important that different cultures and preferences in these markets are considered and understood. This paper will present results from a series of surveys in various countries including the UK, Korea, Japan, India, China and Indonesia.The surveys focus on how consumers in different markets respond to different attributes in food products and on how New Zealand producers can communicate those using digital media and smart technology. Results showed that overall respondents in developing countries considered food attributes more important than those in developed countries. The surveys then examined in more detail the importance of factors affecting key attributes of environmental quality, animal welfare, human health and food safety and the relationships between these. Also this did differ across countries