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Exploring consumer non-knowledge in the agrifood context and its effects on behaviour

Francisco José Torres-Ruiz (Business, Marketing and Sociology, University of Jaén, Jaén, Spain)
Elisa Garrido-Castro (Business, Marketing and Sociology, University of Jaén, Jaén, Spain)
María Gutiérrez-Salcedo (Business, Marketing and Sociology, University of Jaén, Jaén, Spain)

British Food Journal

ISSN: 0007-070X

Article publication date: 13 December 2021

Issue publication date: 1 November 2022

164

Abstract

Purpose

Consumer knowledge has been one of the most studied variables in marketing due to its strong influence on consumer behaviour. Knowledge level has traditionally been measured through objective knowledge and the number of correct answers in a battery of items about product characteristics. The authors argue that this analysis could be complemented with other information, that is, the structure of non-knowledge. The main objective of this work is to explore the nature and explanatory potential of this new dimension on consumer behaviour in the agrifood context. The principal hypothesis is that, while they may have similar levels of objective knowledge, there are significant differences between the behaviour of consumers who have a predominant pattern of ignorance (tendency to answer “I don't know”) and those who are in error (tendency to give wrong answers).

Design/methodology/approach

The present study draws on data derived from five case studies examining consumer knowledge about agrifood products (olive oils, Iberian ham and orange juice) and certain aspects of consumer behaviour. A sample of 4,112 participants was classified into two non-knowledge profiles: wrong, if most items answered incorrectly in a questionnaire were wrong; or ignorant, if most items answered incorrectly were “don't know”.

Findings

The results obtained supported the argument that complementing the study of consumer knowledge with an analysis of the structure of non-knowledge is worthwhile, as differences within the structure are associated with different patterns of consumer behaviour.

Originality/value

In the present study, it is proposed that the measurement of knowledge be complemented with an analysis of the consumer's non-knowledge structure (items not answered correctly), given its effects on behaviour, an aspect hitherto unconsidered in the literature. To do so, a new index is proposed.

Keywords

Citation

Torres-Ruiz, F.J., Garrido-Castro, E. and Gutiérrez-Salcedo, M. (2022), "Exploring consumer non-knowledge in the agrifood context and its effects on behaviour", British Food Journal, Vol. 124 No. 11, pp. 3624-3643. https://doi.org/10.1108/BFJ-06-2021-0609

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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