Organic food consumers' trade‐offs between local or imported,conventional or organic products: a qualitative study in Shanghai

This paper presents a qualitative study of the trade‐offs made by organic food product consumers in the Chinese Metropolis of Shanghai. More precisely, this article deals with trade‐offs that consumers make between three types of products: (1) locally produced organic food products, (2) products that are locally and conventionally produced and (3) imported organic food products. We used a qualitative methodology using open questions and projective techniques and based on 23 individual interviews. Local organic products are the products best perceived by the Chinese interviewees, who think that organic food is beneficial to health and makes agriculture more environmentally friendly. The fact that food is produced locally is another positive argument for many interviewees who do not perceive any important differences between local and imported, more expensive, organic food products. Local and conventionally produced food products give rise to worries related to health and consumers buy them only because they are much cheaper than organic products. The reasons for choosing organic products are mostly related to health issues. Altruistic motives such as environmental concerns, food miles concerns or support for small producers are only emerging. This study mostly highlighted consumers' trade‐offs between different individual benefits, mainly health vs. economic benefits. However, some trade‐offs between altruistic (environmental concerns) and individual (economic) benefits are apparent, confirming emerging altruistic motives behind organic food consumption.     

Dietary Restraint and Consumer Consumption Intentions for Low‐Calorie Snacks

Much is still unknown regarding the reasons that drive consumer consumption intentions for low‐calorie snacks. This research investigates the impact of individuals with low vs. high dietary restraint inferences of low‐calorie snacks on their subsequent consumption intentions. We conducted a between‐subjects experiment in which we asked participants to indicate their consumption intentions and their hedonic and utilitarian value perceptions for more (almonds) vs. less (goldfish crackers) healthy 99‐calorie snacks. In addition, we measured participants' level of dietary restraint. Results suggest that consumers with high vs. low dietary restraint levels do prefer low‐calorie snacks for different reasons. Hedonic value perceptions explain consumers with low dietary restraint preference for the less healthy snack, while utilitarian value perceptions explain consumers with high dietary restraint preference for the healthier snack. We conclude with a discussion on the managerial and policy implications of our findings.     

Nostalgia and consumer preference for indulgent foods: The role of social connectedness

Prior qualitative research suggests a strong association between nostalgia and indulgent food consumption. Nonetheless, these qualitative findings do not explain the causal relationship between nostalgia and indulgent food consumption, or the mechanism underlying this relationship. To this end, the authors conduct four studies and show that highly nostalgic consumers have greater preference for indulgent foods. This relationship is mediated by social connectedness, whereby high (low) nostalgia works through high (low) social connectedness to increase (decrease) consumers’ preference for indulgent foods. This effect is moderated by eating companions, such that the effect of nostalgia on consumers’ preference for indulgent foods would be strengthened (vs. weakened) when eating with friends (vs. with strangers or alone). These findings have significant implications on consumer well‐being and policy‐making pertaining to consumer health.     

Fast‐food addiction and anti‐consumption behaviour: The moderating role of consumer social responsibility

This study aims to understand the drivers of fast‐food addiction and the role of consumer social responsibility (CSR) on the relationship between fast‐food addiction and anti‐consumption. Due to growing health concerns, an increasing number of consumers have been avoiding the consumption of fast food. Based on a sample of 539 respondents, all pertaining to generation Y in Pakistan, this study tests a model including addiction and anti‐consumption behaviour. Empirical results provide strong evidence that individual and sociocultural factors together with advertising practices influence consumers’ fast‐food addiction. Results also reveal that CSR moderates the relationship between fast‐food addiction and anti‐consumption behaviour. Interestingly, the present study pioneers the discussion on how addiction can drive anti‐consumption. The findings can help public policy makers and managers to understand consumers’ anti‐consumption tendencies and help promote healthier consumption habits.     

Understanding consumers' online conversation practices in the context of convenience food

The area of convenience food has become an insightful context for studying consumption because it is full of tensions and contradictions. This context has attracted an ample amount of research on buying motivations, consumer attitudes and preferences. However, the practices of consuming convenience food have remained a rather unexplored area of research. The purpose of this study is to identify and dissect consumers' online conversation practices related to convenience food. Consequently, the study uses a practice theoretical approach to analyse consumers' online conversations about the topic. Three different categories and nine different practices within them are identified. The practices are further dissected to reveal their tension‐increasing and tension‐relieving characteristics. Finally, the article draws conclusions regarding practice theory and convenience food consumption.     

Consumers' awareness,acceptance and attitudes towards functional foods in Turkey

The aim of the present study was to investigate consumers' awareness, acceptance and attitudes towards functional foods in Turkey. Eight hundred and eight people participated in this study: aged between 20 and 80 years, 38.5% were male and 61.5% were female. Participants were given a questionnaire and were asked to fill it in by themselves to minimize the influence of the interviewer. Results indicated that socio‐demographic characteristics such as age, education level and income level are important indicators of consumers' awareness and consumption of functional food. The results show that the female respondents were 2.987 times more aware of functional food than the male respondents. Similarly, the likelihood of respondents having awareness of functional food was 1.431 times greater among those who had a higher educational level than among those with a lower educational level. Consumers who used vitamin supplements were 1.228 times more aware of functional food than other consumers. The results show that older respondents were 3.395 times more aware of functional food than younger respondents. Respondents with a history of familial diseases were more likely than others to have consumed margarine with plant sterol, fruit juices fortified with vitamin C, and breakfast cereals fortified with vitamins and minerals. Those with a diet‐related problem were more likely to have consumed cholesterol‐lowering products than those without a problem. As a conclusion, this study has shown that socio‐demographic characteristics such as age, education and income levels, and prices are important indicators that influence consumers' awareness and consumption of functional food. These results suggest that this type of knowledge could affect consumers' interest in functional foods, and therefore educational strategies might be necessary to encourage the consumption of functional foods.     

Segments of sustainable food consumers: a literature review

Sustainable food consumption is an important aspect of sustainable development. When adopting a sustainable food lifestyle, consumers are confronted with complex choices. Today's food consumption is too complex to be explained by socio‐demographic factors exclusively. A broader perspective is needed. In order to explain behaviour across different consumer segments better, relatively homogenous segments of food consumers were identified by segmenting food consumers based on a wide range of variables. The current study aims to provide an overview of published studies that have segmented consumers with regard to sustainable food consumption. The literature review has been conducted by searching SciVerse Scopus for all relevant articles available until November 2010. The main criterion for including a specific study was the inclusion of empirical analyses of primary data, resulting in consumer segments with regard to sustainable food consumption. Sixteen articles were incorporated in the final analysis. First, the variables used for segmentation and profiling in the included articles have been categorized into three levels of abstraction: personality characteristics, food‐related lifestyles and behaviour. The three levels of abstraction proved to be helpful in categorizing the segmentation studies. The findings indicate that variables on all three levels were efficient in differentiating consumer segments regarding sustainability. In addition, the importance of price and health differed across the segments, although these variables are only indirectly related to sustainability. Second, the three most frequently identified consumer segments with regard to sustainable food consumption were: ‘greens’, ‘potential greens’ and ‘non‐greens’. These segments differed from one another on all three levels of abstraction. This implies that future segmentation studies should include variables on all levels of abstraction to get a complete picture of existing sustainable consumer segments. Marketers should be aware that targeting specific segments based on socio‐demographic variables exclusively is not sufficient. Personality characteristics, lifestyle and behaviour are all important to take into consideration. Attempts at stimulating sustainable consumption might be most effective when differences across consumer segments are taken into account. Future research is needed to explore the characteristics of different sustainable food consumer segments with respect to their potential contributions in promoting sustainable development.     

Investigating consumers’ green values and food‐related behaviours in Turkey

This study sets out to examine the influence of consumers’ green values on food‐related behaviours. Data were collected from a random sample of 385 consumers in Izmir, Turkey via face‐to‐face interviews. Factor analysis was conducted to identify the underlying dimensions that capture the meaning of green values, which affect shopping, cooking and eating behaviours of consumers. A composite variable that represents consumers’ perception of green values was created to classify consumers into two segments labelled: Negative perceivers (37.7%) and positive perceivers (62.3%). The results indicated that the positive perceivers tended to have healthier and environmentally friendly food consumption behaviours than the negative perceivers. Gender, age, education, marital status, body mass index, regular exercise and smoking were significant for differentiating between the segments. We intend to construct value‐based intervention programmes that are easy to implement, non‐mandatory and cost‐effective for the negative perceivers.     

Coping with multiple identities related to meat consumption

Global meat consumption poses a threat to environmental sustainability and human health. Therefore, moral and health‐related norms connected to eating meat are changing and consumers experience conflicts when choosing between meat and nonmeat options in various situations. To achieve a better understanding of the nature of these conflicts and how consumers cope with them, we study identities related to meat consumption and how they are organized. Identity theories are used as the lens to address the self‐relevance of meat to consumers. Thirteen Danish consumers shared how and why they ate, reduced, or avoided meat in a food‐based photo‐diary and in‐depth interviews, supported by a visualization approach, developed from self‐brand connection methods. Three higher‐order identities (pragmatic idealist, ethical foodie, and healthy hedonist) emerged, governing the consumption, reduction, or avoidance of different meat categories. Identity conflicts between health, moral (e.g., animal welfare), and hedonic concerns were present, but also identity stigma. Coping mechanisms include change of salience and changing patterns of meat consumption. Campaigners promoting a reduction in meat consumption and developers of alternative protein foods can use these insights to target identities and facilitate conflict resolutions. However, more research is needed on how generalizable results are.     

Interdependence between consumption in the North and sustainable communities in the South

The issues we want to address and discuss in this article are related to the interdependence between consumption in households in high‐income countries and life in the low‐income countries, seen in a sustainable perspective. In the consumer society the underlying premise is that ever‐escalating consumption is accepted, even desirable. During the past decade, an increasing critique of consumer lifestyle has come from environmentalists, who argue that the resource use to maintain a consumer lifestyle is putting too hard a burden on the ecosystems. We give examples of the abundant evidence of interdependence between North and South at global levels, such as climate change and appropriation of ecosystem capacities, and related to specific types of consumption such as clothing, flowers, food and cosmetics. We argue that the loss of feedback to individual households in the North is a serious barrier for change towards more sustainable consumption habits, and raise a question about how impacts of production and consumption can be communicated to consumers. On the basis of previous and ongoing research, we highlight some impacts of positive and negative labelling schemes as well as extended environmental information.     

Food consumption and political agency: on concerns and practices among Danish consumers

Increasingly ordinary individual consumers are expected to perform some kind of societal or political agency. In the debates about political consumption it is a recurrent topic to what degree consumption practices can be seen as political practices and how many consumers perform such practices. The aim of this article is to empirically qualify the demarcation of the political in individual consumer activities by integrating the concept of political agency in the definition of political consumption. On the basis of empirical results from a representative survey among food consumers in Denmark, the article suggests that by supplementing the criteria of consumers performing specific consumption activities with a criteria of consumers expressing political agency, a more precise empirical delimitation of political consumption can be achieved. Three groups of food consumers are identified: those who perform political consumption practices; those who perform politicized consumption practices; and those who vocalize the discourse of political consumerism.     

Investigating the gap between citizens' sustainability attitudes and food purchasing behaviour: empirical evidence from Brazilian pork consumers

Consumers worldwide are increasingly concerned with sustainable production and consumption. Recently, a comprehensive study ranked 17 countries in regard to their environmentally friendly behaviour among consumers. Brazil was one of the top countries in the list. Yet, several studies highlight significant differences between consumers' intentions to consume ethically, and their actual purchase behaviour: the so‐called ‘Attitude‐Behaviour Gap’. In developing countries, few studies have been conducted on this issue. The objective of this study is therefore to investigate the gap between citizens' sustainability‐related attitudes and food purchasing behaviour using empirical data from Brazil. To this end, Brazilian citizens' attitudes towards pig production systems were mapped through conjoint analysis and their coexistence with relevant pork product‐related purchasing behaviour of consumers was investigated through cluster analysis. The conjoint experiment was carried out with empirical data collected from 475 respondents surveyed in the South and Center‐West regions of Brazil. The results of the conjoint analysis were used for a subsequent cluster analysis in order to identify clusters of Brazilian citizens with diversified attitudes towards pig production systems, using socio‐demographics, attitudes towards sustainability‐related themes that are expected to influence the way they evaluate pig production systems, and consumption frequency of various pork products as clusters' background information. Three clusters were identified as ‘indifferent’, ‘environmental conscious’ and ‘sustainability‐oriented’ citizens. Although attitudes towards environment and nature had indeed an influence on citizens' specific attitudes towards pig farming at the cluster level, the relationship between ‘citizenship’ and consumption behaviour was found to be weak. This finding is similar to previous research conducted with European consumers: what people (in their role of citizens) think about pig production systems does not appear to significantly influence their pork consumption choices. Improvements in the integrated management of this chain would better meet consumers' sustainability‐related expectations towards pig production systems.     

Consuming in one's mind: An exploration

Consumer research generally focuses on the consumption of tangible objects and experiences, which are concrete. However, consumers often consume in their minds by fantasizing, dreaming, or imagining that they possess some desired object or that they are living some experience. In this article, the term consumption dreams is used to refer to mental representations of consumption objects that consumers desire and experiences that they want to realize. These are distinguished from uncontrolled mental activities that occur when asleep. The results of two exploratory studies that examined consumption dreams are presented. In the first study, five adult consumers were asked about their most important consumption dream, as well as the factors that influenced this dream and the behaviors that ensued. The second study consisted of a survey of 195 adult consumers where the determinants and consequences of consumption dreaming were probed. It was found that indulging in consumption dreaming is a common activity among most consumers and that consumption dreams and their characteristics depend on general as well as dream‐based variables. In addition, those dreams were found to impact on several consumer behaviors. A causal model involving a subset of the variables examined in this exploratory research was put forward and tested with the survey data. The results showed the value of a proposed conceptual framework to generate theoretical propositions about consumption dreaming. © 2005 Wiley Periodicals, Inc.     

Do consumers care about food miles? An empirical analysis in France

We conducted two qualitative surveys to identify whether food miles, defined as the distance that foodstuff travels between the production location and the consumption marketplace, matter for French consumers. First, two focus groups with ‘conventional’ consumers show that distance is a multidimensional concept, both positively and negatively perceived, and that most consumers are not concerned by food miles and their subsequent environmental impact. Second, 10 face‐to‐face interviews with consumers of locally grown organic food demonstrate that these consumers purchase local food for other reasons than reducing ‘food miles’ and buy imported organic food in spite of increased food miles. We shed light on this situation using theoretical concepts from economics and psychology. Some implications for policymakers and marketers are stressed.     

Towards conscientious food consumption: exploring the values of Czech organic food consumers

The effects of the organic consumption are often contested with regard to the motives of consumers. Main goal of the paper is to present a theoretical framework that would encapsulate the motives of consumption and enable to identify the conditions for sustainable consumption. In particular, the paper seeks a new perspective that will not be tied to specific ways of life and that could bridge the complex, and often contradictory, motives of consumers. This framework is applied to map the values of organic food consumers in the Czech Republic with the use of the means‐end approach. The participants identified about 30 attributes related to organic food. Those attributes were divided into 14 basic categories. The study proves that Czech consumers mainly see organics as food ‘without chemicals’ that is favourable to health. At the same time, the identified hierarchical map of values reveals the great importance of the environmentally friendly approach, which results in the reduction of negative impacts and creates an opportunity to balance the relationship between society and nature. Some of the identified motives have pointed out a potential for merging together the egocentric and altruistic motives of ethical consumption in relation to the concept of ‘alternative hedonism’.     

Consumers’ everyday food choice strategies in Finland

In developed countries, choosing and purchasing food is today perhaps more complex than ever. In recent years, European consumers have experienced several food crises. We face a rapidly expanding range of novel food products, the food chain has become longer, and the origin of food more anonymous. At the same time, consumers confront increasing amounts of information on food every day. Consumers build their conceptions of modern food‐related risks on the basis of their everyday knowledge and coping strategies. Hence, the focus of this paper is on consumers’ food choices and everyday practices in relation to food safety and quality as well as food‐related risks. The paper is based on a Finnish study 1 examining consumers’ food choices. The data for the study were collected in September 2004 using an Internet‐based food diary accompanied by open‐ended questions on food‐related views and strategies. Altogether, 92 consumers completed the diary. The method combining the tradition of dietary intake and food consumption surveys with open‐ended questions was developed in order to gain an insight both on the types of foods purchased and on consumers’ conceptions of food‐related issues. In this paper, we focus on the key findings of the study as regards to consumers’ notions on food quality and safety issues and the practices they use in their everyday lives. We found eight everyday strategies consumers use. We suggest, first, that the strategies are important in simplifying food choice and making daily life easier, and second, that consumers use food‐related information flexibly in creating these strategies.     

The influence of socio‐economic status on salt consumption in Northern Ireland

The long‐established association between high salt consumption and hypertension has led to calls for a reduction in salt intake. There is particular concern for the health status of Northern Irish consumers, who already have among the highest rates of coronary heart disease and stroke in the United Kingdom. With these concerns in mind, it is essential to establish the sources and patterns of salt consumption from discretionary and processed food sources before a reduction can be achieved. This study investigated differences in salt consumption patterns among consumers of varying socio‐economic status. Research consisted of a consumer questionnaire (n = 360) distributed within Northern Ireland. The results of the study revealed high discretionary salt usage and frequent consumption of processed foods among consumers of lower socio‐economic status. General observations from the questionnaire would suggest a need for improved health education for consumers in this group. The objective of health promotion should be to encourage a reduction in table and cooking salt usage and, in particular, in the consumption of highly salted processed foods. Enhanced product labelling is also encouraged to increase consumer awareness of current salt levels in food and of the availability of low‐salt foods. In addition, the results of this study advocate further development activity in the production of product formulations with low‐salt status.     

A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions

Visual elements of packaging design serve as a powerful, cost-efficient tool for manufacturers and retailers alike to communicate sensory features of the product to consumers and influence their consumption behaviors. Based on studies of packaging design, cross-modal correspondences, and food science, this research establishes a “packaging visual-gustatory correspondence effect” whereby the image of a food product placed at the bottom (vs. top) of the package façade enhances consumers’ expectations (Study 1A) and actual perceptions (Study 1B) of the food’s flavor heaviness. Further, this effect carries over to help consumers make healthier eating decisions such as eating less of the food (Study 2) and subsequently choosing a healthier snack (Study 3). This research also shows that the packaging visual-gustatory correspondence effect is moderated by consumers’ processing style such that those who engage in holistic (vs. analytic) processing are more affected by the location of the food image on the package façade (Study 4). Our theoretically novel findings are also conducive to addressing the self-control dilemma: The location of the food image on the package façade can serve to increase flavor perception but decrease consumption quantity.     

Consumers' perception of and attitudes towards organic food in Galicia (Northern Spain)

Although the organic sector is still relatively small, the demand for organic food is increasing throughout the world. The characterization of consumers' perception of and attitudes towards organic food is important to enable the development of marketing policies aimed at attracting conventional consumers to the sector. Consumers' behaviour studies must be conducted specifically for different regions and countries as perceptions and attitudes vary across the world. In the present study, a questionnaire was designed for administration to consumers in Galicia (Northern Spain). The questionnaire was administered to 830 consumers in 200 establishments to obtain data about the consumers' perception of and attitudes towards organic food. The survey results showed that one‐third of responders consume organic food and that the typical profile of a consumer of organic food is a middle‐aged, medium‐high class, university‐educated female living in a large village, who shops in supermarkets and preferably consume vegetables, fruits and eggs. Most people who declared that they consume organic products confuse these with home and locally produced food, indicating the potential for growth of the organic sector by providing such consumers with appropriate information. Most consumers (including conventional consumers) have a good opinion of organic food and consider that it is better for health, is of better quality than conventional food and avoid pesticide residues. However, price continues to be a barrier to the consumption of organic produce. Most respondents stated that they would consume more organic food if the price was only between 10% and 30% higher than the conventional equivalent. Finally, organic consumers in Galicia showed positive attitudes towards using local breeds in organic agriculture, both for producing food and for ecotourism and educational activities. Such activities could contribute to conserving breed biodiversity and adding value to organic farming.     

Does country matter in urban organic food products consumption?

The main goal of this paper is to evaluate the possibility of finding international consumer segments in the organic food product (OFP) market. For that purpose, the power of country of residence in discriminating between urban frequent, occasional and non‐consumers of OFP was evaluated; and the most appropriate international segmentation bases for that market were studied. In order to achieve this goal, a survey of organic food consumers from Lisbon (Portuguese) and Berlin (German) was implemented through a structured questionnaire. Upon this, factorial and discriminant analysis was applied to the data. The results highlight the significance of the “Country” variable when distinguishing between groups of urban OFP consumers and non‐consumers as well as between frequent and occasional urban OFP consumers. The different levels of OFP consumption are mostly explained by the level of declared “OFP knowledge”. Therefore, we can conclude that in order to increase the consumption of OFP and dilute the effect of the country variable and to be able to work with international segments, marketers should aim to increase awareness and knowledge on these products. It is important to mention that this study was based on a non‐probabilistic sample and, consequently, generalizations of its conclusions must be made with care.