The role of perceived risk and trust in the conceptualisation of packaged food consideration sets by consumers managing severe food allergies.

MacDougall, Alison (2018) The role of perceived risk and trust in the conceptualisation of packaged food consideration sets by consumers managing severe food allergies. PhD thesis, University of Gloucestershire.

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Abstract

The study focuses on the role of perceived risk and trust in the conceptualisation of consideration sets. The research is situated in the context of consumer households managing life-threatening food allergies. This qualitative research is guided by an objective relativist epistemological perspective. In-depth oral history style interviews were used to generate data from 30 consumers divided into in three cohorts. The three cohorts are: adults with allergies; parents of adolescents with allergies; and parents of children with allergies. The thirty consumers were responsible for packaged food shopping for their household, and were supported in the interviews by nineteen additional family members. All interviews were transcribed and the data analysis was conducted based on a narrative approach and coding was done in the NVivo software tool. Key themes and subthemes relating to perceived risk and trust were then identified. This study explored three research questions on the role of trust, the role of perceived risk and the interrelationship between perceived risk and trust. From the themes identified in the research, it was found that that trust and perceived risk play an important role in the conceptualisation of packaged food consideration sets. Contributions of this study include the identification of the interrelationship between perceived risk and trust in the conceptualisation of packaged food consideration sets, as displayed in a revised conceptual model that shows a relative inverse relationship between perceived risk and trust in this context. This revised conceptual model can be situated within the strategies of the food choice process model, and with this extends the use of food choice theory and models in consumer marketing. Finally, personal relationships were found to be important to the conceptualisation of consideration sets and based on the data generated from the interviews, a visualisation of the role of these relationships is presented. A methodological contribution of the study is expanding the use of oral history methods in the consumer marketing discipline.

Item Type: Thesis (PhD)
Thesis Advisors:
Thesis AdvisorEmailURL
Ward, Philippapward@glos.ac.ukhttps://www.glos.ac.uk/academic-schools/business-and-technology/staff-profiles/pages/s2100738-philippa-ward.aspx
Maddock, Sarahsmaddock@glos.ac.ukUNSPECIFIED
Uncontrolled Keywords: Perceived risk; Consumer trust; Consideration sets; Food allergy; Food choice; Food labelling
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5387 Business Ethics
H Social Sciences > HF Commerce > HF5001 Business > HF5428 Retail Trade
Divisions: Schools and Research Institutes > School of Business and Technology > Business, Entrepreneurship and Financial Management
Depositing User: Susan Turner
Date Deposited: 16 Aug 2019 13:36
Last Modified: 16 Aug 2019 13:36
URI: http://eprints.glos.ac.uk/id/eprint/7112

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