The human values in the consumption of aged cheese of Zacazonapan
PDF (Español (España))
XML (Español (España))

Keywords

Affective
consumers
intangible
tangible
utilitarian
artisanal cheeses
Food Heritage
agro-industrial chain
Schwartz's Portrait Values Questionnaire
Consumer behavior Afectivo
consumidores
intangible
tangible
utilitario
quesos artesanales
bienes culturales alimentarios
cadena agroindustrial
desarrollo regional
valores humanos de Schwartz
comportamiento del consumidor

How to Cite

Torres-Salas, V., & Hernández-Montes, A. (2021). The human values in the consumption of aged cheese of Zacazonapan . Nova Scientia, 13(26). https://doi.org/10.21640/ns.v13i26.2826

Abstract

Consumers establish connections between a product’s tangibles and intangibles attributes and the achievement of their prioritized personal human values. Human values influence food consumption both directly and indirectly. The objective of this research was to identify the structure of, and the variation in, the human values of local consumers, as well as to identify the route of influence of those human values on the consumption of aged Zacazonapan cheese.

Method: Consumers aged 40 and older (n = 203) answered a descriptive survey. They first selected the 13 most important human values, followed by the 13 least important, from a list of 40. They then rated the importance of 16 tangible attributes of aged Zacazonapan cheese and indicated their consumption frequency for that cheese. Multidimensional scaling analysis was used to identify the structure of these human values. Factor analysis, using the principal component method, was used to reduce the number of human values and tangible attributes. Through multiple regressions, three correlation coefficients were obtained: a) factors of the tangible attributes and consumption (R1); b) factors of the human values and residuals of tangible attributes and consumption (R2); c) factors of the human values and consumption (R3).

Results: The most important motivational values were Benevolence, Security, Universality and Hedonism. Values such as Conformity and Tradition, related to Conservation, were not prioritized. The direct influence of human values on the consumption of aged Zacazonapan cheese was 0.05 (R2-R1 or change in R), whilst the indirect influence produced a value of 0.257 (R3-Change in R). There was no significant difference identified between males and females in the resultant structure of human values (p ≤ 0.05).

Conclusion: The human values structure closely followed the model proposed by Schwartz. It was through the tangible attributes that these values influenced the consumption of aged Zacazonapan cheese. This implies that consumers mainly gave a utilitarian and instrumental meaning to the cheese, giving importance to each one of the tangible attributes of the cheese (aged cheese aroma, firmness and fattiness) to decide on its consumption.

https://doi.org/10.21640/ns.v13i26.2826
PDF (Español (España))
XML (Español (España))

References

Allen, M. W. (1994). Personal Values of Wellingtonians: A Multi-dimensional scaling analysis. New Zealand Journal of Psychology, 23, 71–76.

Allen, M. W. (2000). The Attribute-mediation and Product Meaning Approaches to the influences of human values on consumer choices. Advances in Psychology Research, 1(January), 1–39. DOI: https://doi.org/http://works.bepress.com/michael_allen1/4/

Allen, M. W. (2001). A practical method for uncovering the direct and indirect relationships between human values and consumer purchase. Journal of Consumer Marketing, 18(2), 102–120. DOI: https://doi.org/10.1108/07363760110385983

Allen, M. W. (2008). The direct and indirect influences of Human values on consumer choices [doctoral thesis]. Victoria University. Wellington, New Zealand. Online: https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=2ahUKEwjsp9z7kvLnAhVIWq0KHZmdA4wQFjAAegQIBRAD&url=https%3A%2F%2Fpdfs.semanticscholar.org%2Feaa7%2F9479f87b860c96209f9250fd30ab9c657028.pdf&usg=AOvVaw0c2eNyrsMVZ7k6ZbB_N-jL

Allen, M. W., & Ng, S. H. (1999). The direct and indirect influences of human values on product ownership. Journal of Economic Psychology, 20(1), 5-39. DOI: https://doi.org/https://doi.org/10.1016/S0167-4870(98)00041-5

Belk, R. W., Bahn, K. D., & Mayer, R. N. (1982). Developmental recognition of consumption symbolism. Journal of Consumer Research, 9, 4-17. DOI: https://doi.org/10.1086/208892

Botonaki, A., & Konstadinos Mattas. (2010). Revealing the values behind convenience food consumption. Appetite, 55(3), 629-638. https://doi.org/10.1016/j.appet.2010.09.017

Chalmer, B. J. Understanding statistics. 1986. USA. Marcel Dekker Inc.

DeVellis, R. F. (2003). Scale development. Theory and applications. 2da. Ed. USA. SAGE Publications Inc.

Dreezens, E., Martijn, C., Tenbült, P., Kok G., & De Vries, N. K. (2005). Food and the relation between values and attitude characteristics. Appetite, 45, 40-46. DOI: https://doi.org/10.1016/j.appet.2005.03.005

Hair, J. F. Jr., Black, W. C., Babin, B. J., Anderson, R. E. (2014). Multivariate Data Analysis. 7th edition. USA. Person New International Edition.

Hauser, M., Jonas, K. and Riemann, R. (2011). Measuring salient food attitudes and food-related values. An elaborated, conflicting and interdependent style. Appetite, 57(1), 329-338. DOI: https://doi.org/10.1016/j.appet.2011.05.322

Hayley, A., Zinkiewicz, L. & Hardiman, K. (2015). Values, attitudes, and frequency of meat consumption. Predicting meat-reduced diet in Australians. Appetite, 84(January), 98-106. DOI: https://doi.org/10.1016/j.appet.2014.10.002

Hernández-Montes, A. (2019). Influencia de valores humanos en la aceptación del queso Chapingo y sus significados intangibles de compra. Agricultura, Sociedad y Desarrollo, 16(4), 497–511. DOI: https://doi.org/https://doi.org/10.22231/asyd.v16i4.1283

Hernández-Montes, A. (2018). Propuesta para identificar simbolismo y valores en consumidores de quesos tradicionales mexicanos: caso queso Chapingo. Agricultura, Sociedad y Desarrollo, 15(3), 399-412. https://www.colpos.mx/asyd/volumen15/numero3/asd-16-081.pdf

Hernández-Montes, A., Illescas-Marín. C., & Espejel-García, A. (2019). Estructura de los valores humanos en consumidores y sus significados para quesos tradicionales chiapanecos. Estudios Sociales, 29(54), 1–23. DOI: https://doi.org/http://dx.doi.org/10.24836/es.v29i54.793PII:e19793

Hernández-Morales, C., Hernández-Montes, A., Aguirre-Mandujano, E. & Villegas de Gante, A. (2010). Physicochemical, microbiological, textural and sensory characterisation of Mexican añejo cheese. International Journal Dairy Technology, 63(4), 552–560. DOI: https://doi.org/10.1111/j.1471-0307.2010.00615.x

Hirschman, E. C. (1981). Comprehending Symbolic Consumption: Comprehending three theoretical issues. In Symbolic Consumer Behavior (pp. 4–6). Hirschman and Morris B. Holbrook, New York, NY: Association for Consumer Research. Recuperado el 10 de octubre del 2019. DOI: http://acrwebsite.org/volumes/12219/volumes/sv04/SV-04

Holbrook, M. B. & Hirschman, E.C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. The Journal of Consumer Research, 9(2), 132-140. DOI: https://doi.org/10.1086/208906

Illescas-Marin, C., Hernández-Montes, A., Estrada-Estrada, E., Murguía-Cozar, R., Espejel-García, A. & Santos-Moreno, A. (2019). Influencia de los valores humanos en el consumo de quesos tradicionales chiapanecos: una comparación de las rutas directa e indirecta. Revista Mexicana de Ciencias Pecuarias, 10(4), 966–985. DOI: https://doi.org/10.22319/rmcp.v10i4.4799

Khale, L. R., Beatty, S. E. & Homer, P. (1986). Alternative measurement approaches to Consumer values: The list of values (LOV) and values and life style (VALS). Journal of Consumer Research, 13, 405-409. DOI: http://dx.doi.org/10.1086/209079

Khale, L. R., & Kenney, P. (1988). Using the list of values (LOV) to understand consumers. The Journal od Services Marketing, 2(4), 49-56. DOI: https://doi.org/10.1108/eb024742

Kitsawad, K., & Guinard J. X. (2014). Combining means-end chain analysis and the Portrait Value Questionnaire to research the influence of personal values on food choice. Food Quality and Preference, 35(July). 48-58. DOI: https://doi.org/10.1016/j.foodqual.2014.01.003

Ladhari, R., & Tchetgna, N. M. (2015). The influence of personal values on Fair Trade consumption. Journal of Cleaner Production, 87(1), 469–477. DOI: https://doi.org/10.1016/j.jclepro.2014.10.068

Lindberg, E., Gärling, T., & Montgomery, H. (1989). Belief-Value structures as determinants of consumer behaviour: A study of housing preferences and choices. Journal of Consumer Policy, 12, 119-137. DOI: https://doi.org/10.1007/BF00412067

Lee, P. Y., Lusk, K., Mirosa, M., & Oey, I. (2014). The role of personal values in Chinese consumers’ food consumption decisions. A case study of healthy drinks. Appetite, 73, 95–104. DOI: https://doi.org/10.1016/j.appet.2013.11.001

Martínez, J. A., & Martínez, L. (2008). Determinación de la máxima varianza para el cálculo del factor de imprecisión sobre la escala de medida, y extensión a diferentes tipos de muestreo. Psicothema, 20(2), 311–316. http://www.psicothema.com/pdf/3466.pdf

Razali, N. M., & Wah, Y. B. (2011). Power comparasions of Shapiro-Wilk, Kolmogorov-Smirnov, Lilliefors and Anderson-Darling test. Journal of Statistical Modeling and Analytics, 2(1): 21-33. https://www.nrc.gov/docs/ML1714/ML17143A100.pdf

Reynolds, T. J., & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research, 24, 27-37.

Rokeach, M. (1973). The nature of human values. New York: The Free Press.

Rodríguez, S. C., Gutiérrez, P. J., & Fernández, C. A. (2004). Posibilidades del escalamiento multidimensional en la modelización de desajustes asociados a la reforma de planes de estudio universitarios. Revista de Investigación Educativa, 22(2), 377–391.

Ruby, M. B. & Heine, S. J. (2011). Meat, morals, and masculinity. Appetite, 56(2), 447–450. DOI: https://doi.org/10.1016/j.appet.2011.01.018

Schwartz, S. H. (1992). Universals in the content and structure of values: Theorical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1-65. DOI: https://doi.org/10.1016/S0065-2601(08)60281-6

Schwartz, S. H. (1994). Are There Universal Aspects in the Structure and Contents of Human Values ? Journal of Social Issues, 50(4), 19–45. DOI: https://doi.org/10.1111/j.1540-4560.1994.tb01196.x

Schwartz, S. H. (2012). An overview of the Schwartz theory of basic values. Online Readings in Psychology and Culture, 2(1), 1–20. DOI: http://dx.doi.org/10.9707/2307-0919.1116

Sharma, R., & Mithileshwar, J. (2017). Values influencing sustainable consumption behaviour: Exploring the contextual relationship. Journal of Business Research, 76, 77–88. DOI: https://www.redalyc.org/pdf/417/41719205006.pdf

Villegas, A., & Cervantes, E. F. (2011). La genuinidad y tipicidad en la revalorización de los quesos artesanales mexicanos. Estudios Sociales, 19(38), 146–164. DOI: https://www.redalyc.org/articulo.oa?id=417/41719205006

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Copyright (c) 2021 Nova Scientia