Abstract

ILLESCAS-MARIN, Carolina et al. Comparison of the direct and indirect routes of human values’ influence on consumption of two traditional cheeses from Chiapas, Mexico. Rev. mex. de cienc. pecuarias [online]. 2019, vol.10, n.4, pp.966-985.  Epub Apr 30, 2020. ISSN 2448-6698.  https://doi.org/10.22319/rmcp.v10i4.4799.

Product preference can be influenced by specific human values and individual beliefs, among other factors. An analysis was done to identify the direct and indirect influence of human values, as mediated by tangible attributes, on acceptance of Ocosingo Bola and Chiapas cream cheeses. Surveys were applied to samples (n1= 200; n2= 230) of Chiapanecan consumers of each cheese variety. Correlation coefficients (R1) were generated from selected factor regressions from a factorial analysis of tangible attributes and consumption frequency. Calculations were done of R2 for the consumption regressions and selected human values factors, along with residual factors of tangible attributes. Human value-only factors and cheese consumption provided R3. The direct influence of human values on cheese consumption was determined by subtracting R2 from R1 (change in R), and the indirect influence was the difference between the R3 coefficient and the change in R. Direct influence was not significant in Ocosingo Bola cheese, but did affect preference for Chiapas cream cheese. The values for the latter cheese therefore predicted its consumption at a level beyond that of importance of tangible attributes. The most important motivational values in both consumer samples were Benevolence and Security. Chiapas cream cheese consumers also manifested Power and Universalism as supplementary values, while among Ocosingo Bola cheese consumers Hedonism was a supplementary value.

Keywords : Chiapas; Human values; Intangible attributes.

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