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The role of credence attribute claims in food product launch – a comparative study of New Zealand and Australia

Wei Yang ( Department of Global Value Chains and Trade, Lincoln University, Christchurch, New Zealand)
Waranan Tantiwat (Department of Financial and Business Systems, Lincoln University, Christchurch, New Zealand)
Alan Renwick ( Department of Global Value Chains and Trade, Lincoln University, Christchurch, New Zealand)
Cesar Revoredo-Giha (Department of Rural Economy, Environment and Society, Scotland’s Rural College, Edinburgh, UK)
Le Wang ( Department of Global Value Chains and Trade, Lincoln University, Christchurch, New Zealand)

British Food Journal

ISSN: 0007-070X

Article publication date: 21 December 2022

27

Abstract

Purpose

This paper aims to empirically investigate the role of product positioning in the launch of food and drink products using a large dataset of new product development by food companies in Australia (AU) and New Zealand (NZ). As such, positioning through credence attribute claims can be associated with product launch strategies, including brand-new products, expansion of product ranges, new packaging and relaunch, as a response to market demand.

Design/methodology/approach

Text analysis was used to investigate the descriptions of food claims using Structured Query Language, providing a word list of food claims and further filtered and categorised into groups of claims. Multinomial regression models were then employed to analyse the association between product launch strategies and food claims adopted by firms.

Findings

The results of this paper provide evidence that positioning via food claims play an important role in product launch strategies in both AU and NZ. Types of food claims matter differently to firms' product launch decisions in the two markets. The “green” and “ethical” attributes are found to be associated with new launches in NZ but not in AU. Claims that are seen as most important for consumers are more likely to be engendered for the more costly launch approach.

Originality/value

This study is amongst the first studies that addresses the role of positioning in product launch strategies of food companies. The results and findings provide insights into the different prevailing credence attributes from the firm side and help policymakers to regulate the delivery of information about credence attributes to consumers.

Keywords

Acknowledgements

Funding: This work was supported by the Faculty of Agribusiness and Commerce, Lincoln University (Award Number: INT5090).

Citation

Yang, W., Tantiwat, W., Renwick, A., Revoredo-Giha, C. and Wang, L. (2022), "The role of credence attribute claims in food product launch – a comparative study of New Zealand and Australia", British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-03-2022-0254

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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