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

Abstract

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 \u201ctradition halo\u201d that links perceived traditional character to healthiness and taste; and (ii) the \u201cenvironmental and animal care halo\u201d that links respect for environment and animal welfare to food safety