Date of Graduation

5-2018

Document Type

Thesis

Degree Name

Bachelor of Science

Degree Level

Undergraduate

Department

Supply Chain Management

Advisor

David Hyatt

Reader

Rebecca Miles

Abstract

The purpose of this research is to define the relationship between two constructs and the purchasing behavior of consumers. These two constructs are composed of zoocentric and anthropocentric ideologies, which are established according to one’s attitudes towards an animal’s purpose on earth in relation to humans. This study investigates the effect that these two viewpoints have on a consumer’s willingness to pay for specialty table eggs and conventional table eggs. Using a survey questionnaire, we sampled 327 college students to test these relationships. Using confirmatory factor analysis to establish construct validity and hierarchical linear regression to test the hypotheses, we hypothesized that zoocentric and anthropocentric viewpoints would drive consumers’ willingness to pay for specialty table eggs and conventional eggs, respectively. We found that anthropocentric ideology negatively influenced a consumer’s willingness to pay for specialty table eggs, and positively influenced willingness to pay for conventional table eggs. Zoocentric ideology only positively influenced a consumer’s willingness to pay for specialty table eggs. However inconsistent with our hypothesis, a zoocentric ideology did not rule out the purchase of conventional table eggs.

Keywords

Consumer, Willingness to Pay, Anthropocentric, Egg, Zoocentric

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