EAS Publisher | The Role of Product Knowledge and Source Credibility in the Relationship between Price and Skepticism of Organic Products: Conceptual Review

The Role of Product Knowledge and Source Credibility in the Relationship between Price and Skepticism of Organic Products: Conceptual Review

DOI : https://doi.org/10.36349/EASJEBM.2020.v03i05.003

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This study aims to explain the influence of product knowledge and source credibility in the relationship between price and skepticism. This study presents a conceptual review sourced from empirical research published in journals relating to prices, product knowledge, source credibility and skepticism. The findings in this study indicate that product knowledge and source credibility are conceptualized as variables which can influence the relationship between price and skepticism. This study implies that high prices have the potential to reduce skepticism when consumers have high product knowledge and high source credibility. Meanwhile, when product knowledge is low and source credibility is low, high prices can lead to increased skepticism. The values offered in this study are expected to provide new insights in the relationship between product knowledge, source credibility, price and skepticism.

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