Testing indirect effect of consumer attitudes toward a product

Renata Hrubá, Frantisek Sudzina

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review


The number of farmers´ markets has been increasing all around the world. This growth in the popularity of farmers´ markets has been attributed to factors of changing consumer interest in local traditional or innovative food products.
This paper focuses on familiarity bias in the Czech dairy market and on the indirect and direct effects of the perception of information through information behavior and the use of the model ordered. It is proposed that consumer levels of product familiarity of attributes affects behavior. Consumer attitudes towards agri-food products and behaviour were analyzed through a questionnaire in 2010-2011. The model is estimated using probit analysis to predict relationship between producer and consumer in decision-making when buying a new type of cheese and to examine consumer attitudes toward food origins and nutrient food security.
It can be concluded that the indirect effect (e.g. is the product grown locally, fresher, environmental issues, safety, etc.) on consumer attitudes toward products exists. The sustainability agenda has been adopted by the consumers’ local community.
Original languageEnglish
Title of host publicationThe 10th International Days of Statistics and Economics : Conference Proceedings
EditorsTomáš Löster, Tomáš Pavelka
Place of PublicationPrague
Publication date2016
ISBN (Electronic)978-80-87990-10-0
Publication statusPublished - 2016
EventThe 10th International Days of Statistics and Economics - Prague, Czech Republic
Duration: 8 Sep 201610 Sep 2016


ConferenceThe 10th International Days of Statistics and Economics
Country/TerritoryCzech Republic


  • information behavior
  • consumer attitudes
  • indirect effect
  • testing mediation


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