Rewarding the good and penalizing the bad? Consumers’ reaction to food retailers’ conduct
ISSN: 0007-070X
Article publication date: 26 July 2018
Issue publication date: 12 October 2018
Abstract
Purpose
The purpose of this paper is to obtain insights into Vietnamese consumers’ knowledge and relevance of as well as their reaction to modern food retailers (MFRs) responsible and irresponsible conduct.
Design/methodology/approach
Data were obtained from an online survey applying content analysis, uni- and multivariate tests and multivariate regression models.
Findings
In total, 60 percent of respondents are not aware of (ir)responsible conduct of MFR. Most of those aware of such behavior indicate that this has induced a change in their shopping behavior. This holds to a similar extent for those not aware but envisaging the (ir)responsible conduct of MFRs. The findings point to a negativity bias in that consumers’ reaction is more sensitive regarding irresponsible than responsible firm behavior. This bias is higher for consumers already knowledgeable about the (ir)responsible behavior of MFRs. The likelihood that consumers punish irresponsible conduct is influenced by the importance they attach to “food quality and safety” while those having high concerns for environmental, social and ethical’ issues are more likely to reward responsible firm actions.
Research limitations/implications
The negativity bias which implies that consumers react more sensitive regarding irresponsible than responsible firm behavior is likely underestimated in hypothetical studies.
Practical implications
Customer loyalty is at stake for MFRs behaving irresponsible while it can be strengthened by responsible firm conduct.
Originality/value
This research is the first to highlight the importance consumers in Vietnam attach to responsible firm conduct. It also points to a lack of awareness of such behavior.
Keywords
Acknowledgements
The authors thank the German Academic Exchange Service (DAAD) for the fellowship the first author obtained for carrying out this research. In addition, the authors thank Tran Ha Uyen Thi and Tran Duc Tri (College of Economics, Hue University, Vietnam) for their assistance in the coding process.
Citation
Vo, H.T.M., Hartmann, M. and Langen, N. (2018), "Rewarding the good and penalizing the bad? Consumers’ reaction to food retailers’ conduct", British Food Journal, Vol. 120 No. 11, pp. 2539-2553. https://doi.org/10.1108/BFJ-06-2017-0339
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited