Nothing Tastes as Local: Jordanians’ Perceptions of Buying Domestic Olive Oil

To date, little is known about how consumers perceive local and foreign olive oil. This study was conducted with the intention of exploring key trends in Jordanian consumers’ perceptions toward local olive oil and to examine whether they are ethnocentric toward purchasing their local olive oil in the era of the Arab Spring. The research design is a combination of quantitative with a qualitative technique to support and expand on the research findings. Data were collected from a total number of 196 Jordanians who live in Amman city. The results revealed that Jordanians are loyal to their country’s olive oil; they expressed strong ethnocentric tendencies toward purchasing it, and their purchasing tendencies are influenced by nationalism. Jordanians ranked their local olive oil as the best worldwide. This article provides original insights into the development and marketing strategies for local and global olive oil producers in the Jordan market and other Arab country markets.     

What’s behind organic certification of extra-virgin olive oil? A response from Italian consumers

Organic certification represents a growing business in international food market. In this article, an analysis of the factors influencing the purchase of organic extra-virgin olive oil is done for Italian consumers. A k-means cluster analysis was used to identify market segments. Results showed that it is possible to classify the Italian market into three clusters, respectively, indicating high, intermediate, and low willingness to pay a premium price (WTP) for organic certification of extra-virgin olive oil. Safety, nutritional, and health aspects appear to influence WTP. Factors concerning environmental sustainability and the supports to Italian food system are considered important, but do not play a fundamental role in increasing the consumer’s WTP.     

EU quality labels in the Italian olive oil market: How much overlap is there between geographical indication and organic production?

In the early 1990s, the European Union established two main quality schemes: geographical indications (GIs) and organic production (OP). Despite the abundant literature on the EU quality schemes applied to many food categories, including extra virgin olive oil, in most studies, GIs and OP are analysed separately, under the assumption that they are independent. This study aims to prove that synergies exist between GIs and OP labels. We analysed EU labelling on GIs and organic attributes simultaneously using bivariate probit models, and also assessed the level of independence from each other. A survey was administered to Italian consumers to elicit their purchasing behaviour of olive oil. The results found a correlation between the two certifications, highlighting the promising use of both certifications for olive oil products.     

Assess the impact of subjective norms of consumers' behaviour in the Greek olive oil market

The objective of the research was to highlight the role that socio-economic and spatial attributes of consumers – households exert on their choices regarding not only the supply modes but also the price they are willing to pay for different categories of olive oil. Regarding WTP for different olive oil labels, consumers are willing to pay premiums only for olive oils being processed by either private companies or cooperatives, with the latter to gain 34% of them in case they would decide to change the olive oil they usually purchase. The most important consumer profile is the young educated consumer one.     

Attitudes and Motivations Toward Craft Beer Consumption: An Explanatory Study in Two Different Countries

This study adopts a revised model of the Theory of Planned Behaviour incorporating self-identity and desire for unique consumer products to understand and predict consumers’ motivation to drink craft beer in Germany (N=210) and Italy (N=211). Data were analysed using Partial Least Squares modelling (PLS) approach. The findings provide support that the extended TPB model is a useful tool for understanding the consumers’ choice to drink craft beer. The results confirm the major role played by consumers’ attitudes and self-identity. Mediation analysis indicates a potential indirect effect from self-identity, subjective norms and the desire for unique consumer products on individual behaviour both in the German and Italian sample. Implications for theory are discussed for further research developments within the context of consumption of crafted food products.     

The quality of cooking oil used in informal food processing in Malawi: a preliminary study

A survey was conducted in Lilongwe city urban markets in Malawi, to assess the quality of cooking oil used for frying potato chips. Purposive sampling was performed to come up with respondents who were using vegetable oils. A stratified random sampling was used to select the 32 informal food processors who were interviewed using a structured questionnaire. Oil samples were collected from the most commonly used brand of oil. Fifteen respondents were selected and these were divided into three categories of five: those who were not reusing the oil, those who were reusing the oil and those who were preparing potato chips and chicken in the same oil, for chemical analysis. The preliminary results showed that while the majority (59.4%) of the informal food processors discarded the oil after 1 day, 3.1% discarded it after 4 days and another 12.5% after 3 days. A larger proportion of the respondents (40.6%) used the leftover oils at home, 37.5% kept it in oil bottles, 3.1% kept it in plastic papers for reuse the following day. Also, most respondents (57%) indicated dark colour as the sign of oil deterioration, 29% discarded the oil after noticing foam formation while 8.2% and 6.1% said they discarded the oil after noticing a bad smell and food absorbing the oils respectively. A physical observation of the various oils showed that for most of the respondents (34%), the oils were dark brown in colour, in 22%, the oils were slightly dark brown and 16%, the oils were brown. Foam formation was noticed in 13% of the respondents. It was also noted that 91% of the respondents had not been trained or briefed of food quality and safety issues. A chemical analysis of the oils showed high values of free fatty acids (range, 0.84–1.4112 compared with 0.42 in the fresh oil) and peroxide values (range 14.7–16.6 compared with 9.0 in the fresh oil). It may be concluded that the oils being used by the informal food processors in Malawi are of poor quality and so the foods cooked in them may be a health hazard to the consumers and the processors themselves. Although this work in ongoing, it may be recommended at the outset that the health department of the city assemblies should inspect these oils for the good health of the consumers.     

Consumers' valuation of food quality labels: the case of the European geographic indication and organic farming labels

This paper assesses consumers' preferences and willingness to pay for European Union geographical indication quality labels [Protected Designation of Origin (PDO) and Protected Geographical Indications (PGI)], organic farming label and other product quality cues. Using a choice experiment, random parameter logit model and olive oil as product of interest, results suggest that respondents are willing to pay the highest premium price for a product with a PDO label, followed by organic farming label, a quality cue describing the product as extra‐virgin olive oil and then a PGI label.     

Italian translation of the questionnaire for professional training evaluation

This work illustrates the psychometric properties of the Italian version of the Questionnaire for Professional Training Evaluation, designed and validated by Grohmann and Kauffeld. This 12‐item questionnaire provides for the evaluation of different training outcomes, is time‐efficient, applicable to several professional contexts and shows sound psychometric properties. In order to test the Italian form, we carried out two studies. In Study 1 (N = 125), an exploratory factor analysis led to a two‐factor solution accounting for short‐ and long‐term training outcomes. In Study 2 (N = 122), a five‐model comparison was performed. Although at first a two‐factor solution seemed to emerge, confirmatory factor analysis found the best fit in a six, inter‐correlated, first‐order factors model (satisfaction, utility, knowledge, application to practice, individual organizational results and global organizational results). Relationships with learning transfer, transfer quantity, type of training, training methodologies and individual variables – gender, age and tenure – are explored. Limitations and research and practical implications are discussed.     

Exploring private consumers’ willingness to adopt Smart Grid technology

The goal of radically increasing the proportion of electricity generated from renewable sources puts the current electrical grid under pressure and one of the solutions is to turn the grid into a ‘Smart Grid’. One of the key elements of the Smart Grid is that electricity consumers make some of their consumption available as flexible capacity to balance the grid. Consumers’ flexible capacity is only available to the grid if the consumers adopt Smart Grid technology (SGT) that establishes the link between the electric system and the consumer. This technology is new to private consumers and using it involves behavioural changes. There is a need to get more insight into who are willing to adopt SGT and why. This study draws on innovation adoption theory as a framework for understanding consumer adoption of this new technology. We explore whether consumers who have already adopted other types of new energy technology, such as a geothermal heat pump, are more favourably disposed towards SGT than other consumers. Also, we explore how consumers who have signed up to let their heat pump be used as flexible capacity in a test trial differ from other heat pump owners, if at all. We used semi‐structured interviews with household members as well as a questionnaire to explore differences between three groups: households with (1) a heat pump with SGT (n = 11), (2) a heat pump‐only (n = 7), or (3) an oil‐fired boiler (n = 6). We find that the families in the three groups perceive the technology characteristics differently and those who have trial experience with SGT are most in favour of the technology.     

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.     

What Role Does Sense of Power Play in Consumers’ Decision Making of Risky Food Consumption While Dining Out?

One way to understand risky food consumption is to look at the influence of the sense of power, as well as optimism bias. The purpose of this study was to examine how the sense of power affects consumers’ intention to consume risky foods by assessing the direct relationship between their sense of power and subsequent consumption of risky foods, and investigating the indirect relationship between sense of power and risky food consumption with general optimism bias or food safety optimism bias as a mediating variable. A web-based questionnaire with 387 responses was used to test the hypotheses and the indirect relationships from the sense of power to intention to consume risky foods via food safety optimism. Findings indicate the theoretical implication of a new variable (food safety optimism) that is useful in understanding the relationship between the sense of power and risky food consumption. Results also offer practical implications on better ways to market raw or undercooked foods to potential consumers.     

Preference for Locally Grown or Imported Fruit Among the Millennial Generation in Johor,Malaysia

This study attempts to explore factors influencing the choice of locally grown or imported fruits among young Malaysians. It investigates how consumer preference, socioeconomics, and demographic profiles can affect their choice of which fruit category they pick. Five hundred respondents were interviewed by using a structured questionnaire to collect information related to their fruit preferences and choices. The millennium generation in Malaysia, especially the Malay living in Johor, were surveyed as a representation of future consumers of fruit and their subsequent choices and demand. Factor analysis was carried out on statements regarding consumer preferences on choices of local or imported fruit. Five factors were identified as the outstanding consumer preferences for fruits. Demographic profiles of the respondents such as family size, and dimension of fruit preferences, including country of origin, perceived quality, and environmental concerns, were important factors that affect consumers’ purchasing behavior in choosing locally grown or imported fruits. Logit regression indicated that family size, country of origin product quality, perceived quality, and variety of fruits will likely influence the preferences for fruit among the younger generation.     

Consumers’ intention to buy protected designation of origin and protected geographical indication foodstuffs: the case of Greece

There is evidence that consumers tend to highly regard the quality, authenticity, ethical standards, country of origin and sustainable production of foodstuffs; hence, the growing number of studies on products of Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI). PDO and PGI labelling is associated with the preservation of local plant varieties, the financial reward of local people and the sustainable development of rural areas. This study was set out to investigate the factors associated with Greek consumers’ intention to buy PDO/PGI food products. A total of 615 consumers took part in the study from the municipality of Attica, Greece. The survey was conducted during the period of March 2011 to April 2013. Results indicated that approximately 50% of respondents were willing to buy PDO/PGI products whereas the willingness to buy these products constituted an important factor in purchasing them. More specifically, according to the regression analysis, factors that are significantly associated with respondents’ willingness to buy PDOs/PGIs were as follows: origin, health claims and label of a product, as well as sustainable consumer behaviour. Understanding the main factors relating to consumers’ purchasing intent towards PDO/PGI products is an important step towards promoting special labelled agri‐foodstuffs and hence contributes to the local sustainable development.     

“A healthy outside starts from the inside”: A matter of sustainable consumption behavior in Italy and Pakistan

The aim of this research is to determine people's motives when purchasing organic food and how these motives are moderated by price sensitivity and ethical concerns in a cross-cultural setting. A highly structured questionnaire was used to collect the data from 673 Italian and 594 Pakistani consumers, using the convenience sampling technique. Based on the etic research approach, the measurement invariance tests were performed, and data were analyzed using structural equation modeling. The results indicate that environmental concerns and health-consciousness are significant predictors of subjective norms and purchase attitudes among Italian consumers. Food safety concern proved the strongest predictor of purchase attitude and perceived behavioral control among Pakistani consumers. The results also confirm the moderating role of ethical concerns and price sensitivity in buying organic food in both cultures. In terms of originality, this study fills significant gaps in the literature, particularly regarding the roles of attitude, behavioral control, and subjective norms in consumer buying motives and purchasing intentions in cross-cultural studies but more importantly, the results validate that consumer concerns across the globe are related to the Sustainability Development Goals and the U.N. 2030 agenda, which aptly provides a blue print for the development and developmental goals and concerns across nations.     

Sodium and ready meals: a survey of Irish consumer awareness

The aim of the study was to gain an understanding of Irish consumer attitudes towards ready meals and current sodium issues in Ireland. A questionnaire was distributed to 357 consumers via convenience quota sampling to a range of nationalities in both rural and urban/city areas of Ireland. The survey revealed that a high proportion of respondents (45%; n = 161) were worried about the amount of salt they consumed. Despite this, 58% (n = 207) stated they never look at the sodium/salt contents on nutritional labels with 68% (n = 244) claiming that sodium/salt contents would never affect their buying choice. The survey also uncovered that 76% (n = 270) of the Irish consumers surveyed consider ready meals to be high in sodium and 80% (n = 285) consider them to be an unhealthy option. Despite this, 50% (n = 179) of the respondents consumed a ready meal at least once a week with a further 17% (n = 59) consuming them two to three times a week. Of those who did consume ready meals, 78% (n = 191) chose them due to their convenience. A total of 75% (n = 269) of all the respondents said they would choose a chilled ready meal over its frozen counterpart. The reason for this being attributed to the fact that chilled ready meals were perceived to be healthier (44%; n = 158) and of better quality (54%; n = 194) than their frozen counterparts. Results from this study highlight the need for concerted actions involving consumers, manufacturers and retailers to reduce sodium levels in Irish ready meals, as despite being reasonably aware of the sodium issue consumers were not making informed choices to reduce sodium/salt consumption.     

Willingness-to-Pay for Multiple Units of Eco-Friendly Wheat-Derived Products: Results From Open-Ended Choice Experiments

A non-hypothetical open-ended choice experiment with a multi-unit elicitation format was conducted to elicit Italian consumer willingness-to-pay (WTP) and demand schedule for new wheat-derived products that were produced by adopting an ecologically friendly post-harvest technique (high heat-treated, HHT). A sample of 270 Italian consumers were surveyed in Bologna, Catania, and Palermo in June 2014. Data were analyzed using a double hurdle model. Results suggest Italian consumers are willing to pay premium prices for HHT flour, while they prefer to pay for HHT packed bread at the same price as a conventional one. Consumers’ WTP for the second, third, and more units are lower than their WTP for the first unit of product. While factors that influence consumers’ decision to buy these two new products are the same, factors that affect their desired product units differ among each products. In conclusion, Italian consumers’ preference for an eco-friendly label depends on the types of products.     

Consumers’ Grouping of Organic and Conventional Food Products—Implications for the Marketing of Organics

A detailed account of the way consumers choose to group different varieties of organic and conventional food produce might have practical implications in terms of improved space management in supermarkets and better targeted promotions of organic products. The results presented here were obtained in a case study using a web-based questionnaire and 849 Danish consumers. The consumers were asked to group the contents of a virtual basket of organic and non-organic fruits and vegetables into two smaller baskets. A significant share of the consumers grouped the food products according to whether or not they were organic. These consumers were found to have significantly higher levels of confidence in the benefits of organic produce, to state significantly higher levels of organic consumption and higher willingness to pay for organoleptic attributes of fresh milk, than consumers who placed fruits in one basket and vegetables in the other.     

Does shelf-labeling of organic foods increase sales? Results from a natural experiment

Can a simple point-of-purchase (POP) shelf-label increase sales of organic foods? We use a random-effects׳, random-coefficients׳ model, including a time adjustment variable, to test data from a natural experiment in a hypermarket in Gävle, Sweden. Our model incorporates both product specific heterogeneity in the effects of labeling and consumer adjustment to the labels over time. We find that the introduction of POP displays leads to an increase in sales of organic coffee and olive oil, but a reduction in sales of organic flour. All targeted products became less price-sensitive. The results reveal that product specific differences have to be accounted for, and in some cases consumers adjusted to labeling over time.