Exploring the Antecedents and Consequences of Perceived Fairness in Beef Pricing: The Moderating Role of Freshness Under Conditions of Information Overload

Organic labeling is a potentially influential factor in shaping consumer behavior toward beef products. However, limited research has examined consumer responses about perceptions of organic beef. This research thus explores the relationship between organic perception of beef, price fairness, and revisit intention. This research also investigates the moderating role of freshness in the impact of organic perception of beef on price fairness using information overload as a theoretical underpinning. An online survey targeted American consumers, with 415 responses collected via Clickworker. All participants were based in the United States regarding the consumption amount in the market. The Hayes Process Macro Model 7 was employed to test the research hypotheses. This research performed a median split analysis to scrutinize the moderating effect of freshness on the relationship between organic perception and price fairness. The findings indicate that the perception of organically produced beef positively affects price fairness and revisit intention. Furthermore, price fairness was found to influence revisit intention. The study also revealed a significant moderating effect of freshness on the relationship between organic perception of beef and price fairness. These outcomes contribute to the literature by clarifying the interrelationships among these four attributes within the context of beef products.