Signaling theory and quality cues: the willingness-to-pay for high and low involvement sustainable attributes

Purpose With the support of signaling theory the paper investigates the impact of quality cues related to environmental and social sustainability concerns on the purchase intention and willingness to pay for low-involvement products (fresh pirarucu) and high-involvement products (leather from this fish). Design/methodology/approach A survey with 483 potential consumers of pirarucu fish in Brazil. Discrete choice analysis to understand preferences and choices from alternatives attributes of pirarucu fish. Findings Signaling and quality cues related to environmental and social concerns influence consumer decision differently for high- and low-involvement exotic food. Originality/value The link between signaling theory and quality cues explains the preference for different involvement exotic products.