Consumers' perceptions of functional foods: trust and food‐neophobia in a cross‐cultural context

Consumers' perceptions of functional foods are complicated by perceived risks and complexity that appear from growing and sometimes confusing information flow. Social trust can serve as a mean for the reduction of risk and complexity. It is thus vital to understand the sources of distrust and food‐neophobia as well as coping mechanisms used by consumers to ensure food provision and safety. We discuss the results of a qualitative inquiry in the form of focus groups into consumers' perceptions of functional foods in Russia and Germany. Altogether eight focus group interviews were carried out in different parts of Russia and Germany in December–January 2012–2013. A total of 59 people participated in the discussions. Different perspectives provided by the discussions in the two countries indicate different levels of trust. Deeper culturally embedded and wider‐spread distrust in formal institutions in Russia pushes consumers towards developing informal networks to ensure food provision and safety. It leads to high levels of food‐neophobia as consumers perceive traditions as the most important guarantee for healthy food. On the other hand, German participants indicate a number of formal institutions that are trustworthy and through which information concerning novel and healthy attributes in foods can be communicated. We provide exploratory views on the importance of social trust in consumers' perceptions of functional foods and lay out mechanisms that consumers develop to deal with increasing risk and complexity in food choices.     

Winning ugly: Profit maximizing marketing strategies for ugly foods

Ugly foods meet nutritional and safety benchmarks but deviate from cosmetic and size standards. The marketability of ugly food is a major factor that frustrates field-level food rescue efforts. We investigate opportunities to promote ugly foods in a way that converts uniform negative preferences towards ugly food to more diverse and horizontally differentiated preferences where some consumers prefer ugly food to standard offerings and pay a premium. We conduct an online discrete choice experiment and find a portfolio of marketing strategies that significantly enhance respondent willingness to pay for ugly carrots. Dual messages that simultaneously (1) link the purchase of ugly food to reductions in food waste and (2) suggest ugly food is natural and authentic significantly improve willingness to pay. We also find respondents tolerate some level of mixing of ugly with standard carrots. We find the most profitable strategy is to form bunches that include 40% ugly and 60% standard carrots and to sell the bunches with green leaves attached at farmers markets where consumers receive dual marketing messages. Profit simulations confirm that, in the absence of such marketing strategies, farmers rationally create waste by discontinuing harvest when the percentage of remaining carrots that are ugly is high.     

The interactive effect of numerical precision and message framing in increasing consumer awareness of food waste issues

Food waste has become a pressing problem in the world, leading to a range of economic, social, and environmental issues. As a result, there are increasing calls to develop effective messages that can increase consumer awareness of food waste and its negative impacts. Drawing upon a recent research on the influences of numerical precision on consumer decision making, the present research tests the ‘match-up’ effects between numerical precision and message framing on consumer awareness of food waste issues. Two experimental studies (N_total = 799) show that more (vs. less) precise numerical information can increase consumer awareness of food waste issues when combined with a loss message framing, whereas less (vs. more) precise numerical information is more effective when combined with a gain message framing. This research also examines the role of time availability as a boundary condition, such that when perceptions of time availability is heightened or reduced, the predicted effects are attenuated. Theoretical and managerial implications are discussed.     

Tasting in 2D: implications of food shape,visual cues,and oral haptic sensory inputs

Marketers often vary the shape and dimensions of food products. But could changing the shape (e.g., molding food into cubes or rectangular prisms) or altering the dimensions (e.g., cutting food into thicker or thinner pieces) have unintended consequences in terms of influencing consumers’ size perceptions, calorie estimates, or desired consumption volume of the food? Research related to visual inputs and the elongation bias would suggest that thicker and cube-shaped foods would be perceived as larger and higher in calories; however, research related to oral haptic sensory inputs (i.e., the way the food feels in the mouth) would suggest that thinner and rectangular shaped foods would be perceived as larger and higher in calories. We test these competing predictions in a series of three experimental studies and find support for the oral haptic-based hypothesis. Conceptual and managerial implications are discussed.     

A Whole or Two Halves: Serving Size Framing Effects and Consumer Healthfulness Perceptions

Our research shows that serving sizes influence perceptions of healthfulness of restaurant foods. This context is important as more restaurants begin to post nutrition information on menus. Yet, some restaurateurs use serving sizes smaller than what consumers normally consume at a sitting. We find that when nutritional information is framed using serving sizes cut in half, foods are perceived to be healthier. In addition, serving size framing may differentially affect consumers with various levels of dietary concern. Our results reveal that serving size interacts with dietary concern in a curvilinear manner.     

The influence of age and gender on food choice: a focus group exploration

With 25% of the UK population predicted to be obese by 2010, the costs to individuals and society are set to rise. Due to the extra economic and social pressures obesity causes, there is an increasing need to understand what motivates and prevents consumers from eating a healthy diet so as to be able to tailor policy interventions to specific groups in society. In so doing, it is important to explore potential variations in attitudes, motivation and behaviour as a function of age and gender. Both demographic factors are easily distinguished within society and a future intervention study which targets either, or both, of these would likely be both feasible and cost‐effective for policy makers. As part of a preliminary study, six focus groups (total n = 43) were conducted at the University of Reading in November 2006, with groups segmented on the basis of age and gender. In order to gather more sensitive information, participants were also asked to fill out a short anonymous questionnaire before each focus group began, relating to healthy eating, alcohol consumption and body dissatisfaction. Making use of thematic content analysis, results suggested that most participants were aware of the type of foods that contribute to a healthy diet and the importance of achieving a healthy balance within a diet. However, they believed that healthy eating messages were often conflicting, and were uncertain about where to find information on the topic. Participants believed that the family has an important role in educating children about eating habits. Despite these similarities, there were a number of key differences among the groups in terms of their reasons for making food choices. Older participants (60+ years old) were more likely to make food choices based on health considerations. Participants between the ages of 18–30 were less concerned with this link, and instead focused on issues of food preparation and knowledge, prices and time. Younger female participants said they had more energy when they ate healthier diets; however, very often their food choices related to concern with their appearance. Older female participants also expressed this concern within the questionnaire, rather than in the group discussions. Overall, these results suggest that consumer motivations for healthy eating are diverse and that this must be considered by government, retailers and food producers.     

Warranty as a Signal of Quality: The Moderating Effect of Consumer Knowledge on Quality Evaluations

Prior research has shown that consumers use warranties as a signal of quality. This article explores whether prior knowledge moderates consumers' utilization of warranty information in evaluating product quality. In particular, we examine how prior knowledge impacts the relative use of warranty information when consumers are already aware of firm reputation. Indeed, we find that the extent to which warranty information is used in quality evaluations varies with prior knowledge. We report the results of two experiments, which somewhat surprisingly suggest that, for experts, a better warranty leads to perceptions of higher quality, regardless of firm reputation. Novices on the other hand, tend to perceive a better warranty as a signal of higher quality only when the firm is reputable but not when its reputation is low.     

Calorie information effects on consumers' food choices: Sources of observed gender heterogeneity

A larger portion of males is overweight than is females. Females' food choices in comparison to those of males reflect the greater importance that females attribute to health and physical appearance; their more complex attitude toward risk; the greater esteem in which they hold home-cooked food; and sociological factors. This paper explores the variables that affect consumers' food choices, shedding light specifically on the choice process and analyzing whether gender affects predispositions toward foods, perceptions, choice processes, or all three. Perceptions and choice processes based on memory judgments serve only as a benchmark used to compare choices consumers make under calorie information. The results of two experiments wherein the researchers exposed subjects to two forms of calorie information on three fast food items suggest that differences in perceptions of foods' healthfulness and taste aspects account for gender differences in memory-based choices. In addition to this baseline difference in perceptions, a gender difference in reaction to calorie information in terms of consumers' behavior exists. While calorie information affected both perceptions and choice processes for females, information changed the perceptions of food only for males.     

Exploring the social value of organic food: a qualitative study in France

The purpose of this paper is to investigate whether organic foods are used to signal social identity, class or status, i.e. if they have social value. Our analysis is based on two sociological approaches: Bourdieu's theory of social reproduction and symbolic interactionism. This paper analyses three research questions: (1) does organic food have social symbolism?; (2) does the social value of organic food depend on the venue where it is obtained?; (3) are other symbols associated with the social value of organic food? To answer these questions, we gather qualitative data from organic food shoppers' perceptions of the social value of organic food, using a qualitative study, with four group interviews in Montpellier (France) with a total of 20 participants. Results indicate that organic food has a social value for the participants in our group interviews. This social value depends on the venue (community‐supported agriculture, market or supermarket) where organic foods are purchased and also on whether consumers or producers exhibit additional green behaviours to validate their commitment to sustainability. Our results imply that a quantitative study on social value of organic food would be useful to investigate these findings in a larger sample since these findings have several marketing and advertising implications.     

Consumer Perceptions of Precise vs. Just-Below Prices in Retail Settings

Consumer perceptions of the effectiveness of precise prices in communicating good value are compared to that of just-below prices in a retail context. Two studies demonstrate that a retailer employing a precise pricing strategy is seen as offering lower prices relative to one using just-below prices. The likelihood of consumers going to a competitor in hope of finding a better deal was also lower with precise compared to just-below prices. However, this precision effect disappeared when two prices—an original and a discount one—were displayed as part of a promotional discount.     

The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour?

Food waste is a serious problem that impacts the environment and sustainability by increasing greenhouse gas emissions from landfills. Food waste also represents a social challenge because it raises serious concerns about food security. While acknowledging that households waste a great deal of food because they lack a proper routine for reusing leftovers and purchase more food than required, few studies have extensively examined the drivers of leftover reuse and over-ordering. We address this gap using the stimulus-organism-response paradigm. Moral norms and anticipated pride are conceptualised as stimuli that impact the organismic state of intentions against food waste and response in the form of leftover reuse routines and over-purchasing of food. Data collected from 443 individuals residing in the United States confirm the positive association of norms and pride with intentions. Statistical analyses also reveal a positive association between intentions and leftover reuse routines and a negative association between intentions and over-purchasing of food. The results further demonstrate the mediation effect of intentions on the association of moral norms and anticipated pride with both response variables; in addition, we find that household income exerts a positive moderation effect on the association of norms and pride with intentions and a negative moderation effect on the association of anticipated pride with over-purchasing of food. Researchers, organisations and policymakers can draw upon these findings to motivate future research, propose effective strategies and enact favourable policies to promote sustainability and reduce food-related waste at the household level.     

Seeing Is Not Believing: Perceptions of Date Labels over Food and Attributes

ABSTRACT

This study investigates consumers’ perceptions of date labels (“Best by” and “Use by”) between different food items (spaghetti sauce and deli meat) and across different attributes (nutrition, quality, safety, and taste). We collected data from experimental auctions and a survey held in cities located in two different regions of the United States. Previous research suggests that confusion over date labels contributes to waste. Thus, we ask respondents to indicate the meaning of date labels for products over attributes. Overall we find that respondents have differing conceptions of date labels by product and over attributes, which reflects confusion over the date labels. However, the differences, while statistically significant, are not large enough to suggest a reversal of perception from agreement to disagreement in the meaning of the date label for specific attributes. The findings question the effectiveness of a two-date label regime to reduce food waste.     

Consumers' perceptions of food packaging: an exploratory investigation in Potchefstroom,South Africa

Consumers form perceptions of various food products through their comprehension of the visual stimuli on food packaging that attract their attention. These perceptions directly affect their purchasing decision at the point of purchase, which emphasizes the importance of attention‐capturing packaging attributes. However, little research is available regarding consumers' perceptions of food packaging, especially in the South African context. This study aimed to explore a sample of South African consumers' perceptions of food packaging and how these perceptions were formed through the perceptual process. A qualitative, exploratory study was conducted by means of 25 semi‐structured interviews and through the use of ambiguous mock packaging as a projective technique. Participants were questioned regarding their general perceptions of food packaging. The attention‐capturing ability of packaging as well as consumers' interpretation of this packaging after exposure to the mock packaging was also discussed. Findings from the study indicated that participants mainly based their perception of food packaging on its functional (being purposive, recyclable and informative) and physical attributes (being attractive, of high quality and hygienic). This study also indicated that information and visual attributes of packaging are important to gain consumers' attention in‐store. Participants' comprehension of packaging included general associations of specific food products with certain types of packaging, such as associations with quality and shelf life. Negative associations with packaging mostly entailed difficulty to handle the product, poor quality of the product and environmental problems. This study identifies those product attributes that participants regarded as the most important stimuli for forming positive perceptions regarding food packaging. It is important for manufacturers to pay attention to the information on perceptions that was gained in this study, as it might help them to create packaging that better fulfil consumer needs. These findings could also be applied in a larger study of a quantitative nature, which will ultimately result in more positive consumer shopping experiences and consumer satisfaction regarding food packaging.     

The Impact of Eco-Design Packaging on Food Waste Avoidance: A Conceptual Framework

Abstract

Eco-design packaging is a potential tool to reduce food waste. However, the absence of a theoretical basis regarding the relationships between eco-design packaging and consumer food waste behavior obscures the social impact of this packaging. This study assesses research linking eco-design packaging and food waste avoidance from a consumer perspective. The authors analyze 22 articles in top-tier journals, and conclude that consumer perceptions of eco-design packaging could reduce food waste. Results lead to a conceptual model of the mechanism whereby consumer perceptions of eco-design packaging influence food waste avoidance intentions.     

The impact of agricultural and trade policies on price transmission: The case of Tajikistan and Uzbekistan

This paper examines the extent and speed of price transmission from international to local markets in two transition economies, Tajikistan and Uzbekistan. The two countries have similar economic backgrounds, but a notable difference is that Tajikistan has adopted a more liberal agricultural trade regime than Uzbekistan. We use a vector error correction model to analyse how global agricultural prices are transmitted to domestic food prices in the two countries. We find strong cointegration between world market and domestic prices in Tajikistan for food crops but not meat, and no cointegration in Uzbekistan.     

Consumer Intentions to Buy Front-of-Pack Nutrition Labeled Food Products: The Moderating Effects of Personality Differences

Although the current literature suggests that consumers in general have a desire to eat healthy and also like to obtain nutrition information about food products, there still exists a gap in terms of understanding how consumers utilize nutrition information. Drawing on consumer psychology literature, we examine how self-efficacy, healthy eating intentions, and perceptions about a simple front-of-pack nutrition label affect purchase intentions, and how these effects may be moderated by two information-processing-related personality traits—need for cognition and propensity to self-reference. We find that consumers’ intention to purchase front-of-pack nutrition-labeled products is positively affected by self-efficacy and label perceptions but is not directly driven by a general interest in healthy eating. We also find significant moderating effects from both personality traits considered.     

Profiling the reference price consumer

Researchers in marketing have devoted considerable attention to understanding how price impacts the purchase decision. Some individuals, termed memory-based reference price (MBR) consumers, take into account price expectations developed from past purchase behavior when making a current choice. Other individuals, termed stimulus-based reference price (SBR) consumers, make choices by constructing a reference point from the currently observed distribution of prices. Using a latent class model of structural heterogeneity applied to purchase histories from the toilet tissue category, we classify households in terms of the pricing mechanism used in buying decisions. We find strong evidence that memory-based (internal) reference price consumers are more price sensitive than other consumers. Moreover, we find that variables associated with the accessibility of price information are predictive of consumer use of memory-based reference prices. Managerial implications of these results are discussed.     

The Impact of Advertising on Consumer Demand for Beef:

Thi study used two related data sets to obtain new estimates of food shopper responses to prices and advertising. Supermarket scan data comprised the source of information of sales and prices. Chain level newspaper and broadcast media advertising in the area measured the marketing program. Unique features of the study include the use of item movement and the accomodation of possible cross media effects. Consequently, the paper presents a way of monitoring promotions and relating them to sales. Three fresh beef aggregates (ground, roasts, and steaks) are used to estimate the impacts of broadcast media and newspaper adevertising by a supermarket chain. New estimates of direct and cross advertising impacts are also reported.