Exploring Consumer Biased Evaluations: Halos Effects of Local Food and of Related Attributes

Eugenio Demartini, Elena Claire Ricci, Simone Mattavelli, Stefanella Stranieri, Anna Gaviglio, Alessandro Banterle, Juliette Richetin, Marco Perugini


The paper explores the (mis)perceptions related to local food to identify potential halo effects. It also investigates whether product beliefs relate to the food category itself or to its perceived attributes. 133 students answered a questionnaire regarding four cheeses labelled as local, conventional, organic, or PDO. Results show that local claims lead to perceiving the cheese as healthier, but less hygienic. Results suggest also other two potential halos: (i) the “tradition halo” that links perceived traditional character to healthiness and taste; and (ii) the “environmental and animal care halo” that links respect for environment and animal welfare to food safety.


local food; halo effect; food values; tradition halo; environmental and animal care halo

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DOI: https://doi.org/10.18461/ijfsd.v9i4.947

ISSN 1869-6945


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