Exploring Consumer’S Food Choice: Utilitarian Vs. Hedonic Products

Natalia Maehle, Institute for Research in Economics and Business Administration, Norway
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Nina Iversen, BI Norwegian Business School, Norway
Leif Hem, Norwegian School of Economics, Norway
Julian Hartman, Independent Researcher, USA
Consumers have to deal with many contradictory requirements and expectations while making their food choices. To understand the trade-offs in their food choice situations, the current study identifies the relative importance of four main product attributes (price, taste, environmental friendliness and healthiness) for hedonic and utilitarian food products.
[ to cite ]:
Natalia Maehle, Cele Otnes, Nina Iversen, Leif Hem, and Julian Hartman (2013) ,"Exploring Consumer’S Food Choice: Utilitarian Vs. Hedonic Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.