The complexity of food choices in an everyday context

This study aims to understand the complexity of food choices in an everyday household context. The qualitative data are based on homemakers’ (n = 18) context‐specific accounts of their choice of milk brand, i.e. milk varieties with different fat contents (noted in a 4‐day qualitative food diary and a semi‐structured interview based on the diary). These accounts were considered an approximation of real food choices in households. The necessity of making compromises between contradictory expectations makes food choices, as well as milk brand choices, problematic. The homemakers' accounts involve various levels affecting household activities. At the individual level, the most important motive of choice is the taste and practical use of a product. At the level of households, the traditions stemming from one's childhood and the social aspect of acknowledging other family members’ taste preferences are important. The influence at the level of society and culture leads towards healthier choices, e.g. by providing examples of new, healthier food habits. Here, the special nature of everyday knowledge is emphasized as context dependent. This provides a complementary view to the more traditional, cognitive views of studying the relationship between knowledge of nutrition and food choices. Choices are determined not only by stimulus, cognition or societal structures, but are also constrained by everyday conditions, as well as by the activities of other people.     

Consumer food safety perceptions and self‐reported practices in Greece

A substantial proportion of foodborne illness is associated with food prepared in households. The primary understanding of how foods are handled in private homes comes mostly from questionnaire based studies and direct observation. The aim of this survey was to examine consumers' perceptions and knowledge of safe food handling practices in Greece. More specifically, their attitudes, opinions and self‐reported practices were studied. Data were collected from a total of 399 consumers living in Greece by the use of a self‐administered on‐line survey. The questionnaire consisted of four positive and five negative statements according to the 5‐point Likert scale, which grouped into three constructions using principal component analysis in order to investigate food safety perceptions of consumers. Furthermore, the survey included 11 demographic questions, two close‐ended questions (type yes/no) and four questions that are related to self‐reported food‐handling practices. The results showed that the most commonly known bacterium causing food‐related illness according to respondents' knowledge is Salmonella (99.7%), followed by Escherichia coli (73.9%) and Listeria (58.4%). The overall consumers' score concerning food safety was 32.8 ± 5.37 (full score was 45). No significant differences to the mean score of food safety knowledge were found according to gender, age or the incidence of foodborne illness over the past 12 months. Knowledge and awareness of safe food handling practices was enhanced at higher education levels, while homemakers were found to have deficiencies at this level. Information obtained from consumers can be used to shape educational programs and determine where food safety educational efforts would be most effective and the needed content of the messages.     

Socio‐demographic basic factors of German customers as predictors for sustainable consumerism regarding foodstuffs and meat products

An important step in promoting sustainable purchase behaviour is to explore the understanding of responsible consumerism from the consumers’ point of view. For this purpose, a study among 1040 German consumers was carried out using a two‐pronged approach. First, open‐ended questions were used to explore the characteristics of sustainable food consumption in general as well as the willingness and meaningfulness of a low‐meat diet from the consumers’ point of view. After that the interactive structure behind the term was studied using a quantitative empirical method. As standard of evaluation the four underlying socio‐demographic factors gender, age, wealth and education are used. Apart from the consumers’ financial situation, the applied statistics show significant correlations of the propensity for sustainable consumerism to each of the above factors. Women, middle‐aged and well‐educated consumers show a greater tendency to purchase environmentally and socially sustainable products. Accordingly, the suitability of socio‐demographic factors is confirmed in this study. The open‐ended questions fathom what attributes consumers connect with sustainable food consumption, in particularly with regard to the consumption of meat. It is clear that attributes that affect consumers directly and attributes which can be directly influenced by their actions are better perceived by the consumer. Altruistic factors or abstract aspects of food consumption (e.g. climate protection) are generally of less significance. Conversely, factors which concern the value added chain, like for example, origin and processing, have priority. To conclude, the findings enable the identification of the variables determining the sustainability construct. This allows policy makers to develop customized incentive systems. Similarly, private sector stakeholders are enabled to adapt marketing activities and their product mix to consumer demands.     

Company and meal choices considered by Nordic adolescents

This article examines the meal choices considered by Nordic adolescents in two social situations: for themselves and for the family. In addition, the frequency of family meals is compared between the countries studied. The survey data (n = 1539) were collected during 2006–2007 from 9th grade students (aged 14–17 years) in Finland, Sweden, Denmark and Norway. Analysis was based on both quantitative variables and open‐ended data. Family meals were found to be less common among Finnish respondents than in the remaining data. In all countries but Denmark, the number of parents in the family had an effect on the frequency of family meals. Meals echoing or fully meeting the structural definition of a ‘proper meal’ were most common when describing meals for the family. The difference between the two social situations was most apparent for those who mentioned ‘Fast food dishes’ for themselves. Gender differences in open‐ended questions were smallest in Denmark and most apparent in Norway. Future studies should focus not only on how many of adolescents eat in what is termed an unhealthy way but also on how they themselves perceive and conceptualize eating, and what kinds of justifications they give to their everyday choices in different social contexts.     

Food choice: student consumers' decision‐making process regarding food products with limited label information

Food label information theoretically facilitates consumer decision‐making and food choice, but the extent to which consumers actually use this information during decision‐making is a subject of considerable debate. Therefore, this study focused on the importance of label information in student consumers' decision‐making process when exposed to limited label information food in a cafeteria environment. Because of a paucity of research in this area, a qualitative research approach that was exploratory in nature was used, accompanied by semi‐structured interviewing and a vignette. Undergraduate students from the North‐West University, Potchefstroom Campus, in South Africa served as the target population. The findings suggest that internal and product‐related strategies are applied when food choices are made whereby the importance of label information only features in the latter strategy. Student consumers with a label interest were more inclined to use label information strategies in the absence of complete label information to base food choice on. Those with a lack of label interest made use of alternative strategies using product and personal‐related information, such as freshness and product knowledge to make decisions. The decision‐making process was more complex because of insufficient label information and product appearance, and thus previous experiences and habitual purchasing became more important to participants. Student consumers should be supported to make healthier food choices through food manufacturers supplying cafeteria products with more complete label information and by providing students with the knowledge to use label information correctly through educational programmes.     

Exploring consumers' preferences with regard to department and specialist food stores

Consumers' lifestyle changes and striving towards better time management have resulted in the greater choice they are offered with regard to store formats. Therefore, this study was undertaken to identify the factors that influence consumers in their patronage of a particular store format and to categorize department and specialist food store consumers according to their preferences in store layout and product range in a South African context. A qualitative research approach was used and data were collected using semi‐structured interviews with open‐ended questions. Purposive sampling recruited participants shopping for food in a department store in Johannesburg. Forty semi‐structured interviews were conducted before data saturation was reached. Store‐related factors such as store location, appearance and hygiene, service quality, convenience of trading hours, and consistency in store layout predominantly influenced participants in their patronage of a specific store format. Furthermore, product‐related factors such as quality, price, product range and convenient packaging enhanced consumers' store preference. Department store consumers were orientated towards one‐stop shopping and time‐saving strategies, while specialist food consumers were focused on food shopping and the trading hours of the store. Although similarities in participants' preferences with regard to department and specialist food store were found, different preferences were found regarding the placement of specific items within the store. Participants had similar preferences regarding the product range of a food store. However, department store participants emphasized the provision of convenience food and non‐food items. The findings of this study are valuable in providing department and specialist food store retailers with guideline recommendations regarding store layout and product range in order to effectively respond to the needs and preferences of consumers within an emerging economy.     

Consumers' perceptions and awareness of safe food preparation practices at homes in Trinidad,West Indies

The objectives were to evaluate consumer perception and awareness of safe food preparation practices at homes. A questionnaire was self‐administered to 124 consumers who were primarily responsible for preparation of foods and owned a refrigerator at home. Data were analysed by frequencies and chi‐square. Most (97.6%) consumers considered safe food practices as ‘very important’. Few (8.9%) related Hazard Analysis and Critical Control Point to safe food preparation practices. Microbiological hazard was ranked as a most serious threat to food safety (80.5%). Salmonella was most well known (79.8%). Diarrhoea (23.7%) was a common symptom of food‐borne illness. More than 50% would ‘always’ check for expiry dates on labels, seals and would never purchase swollen cans. Only 48.4% consumers used separate cutting boards for meats and vegetables ‘always’. Some (6.5%) felt it was appropriate to give unfit food to someone else. The study identified critical points in safe food preparation practices for effective public health education.     

Exploring antecedents of healthy food choices: an Indian experience

Label information on food items is seen as a tool to facilitate better choices. Merely, provision of label information may not lead to the desired outcome. Comprehension and processing of label information during consumer decision making is crucial for better food choices. Based on the primary data obtained from 150 consumers of pre‐packaged food items, the research proposes a conceptual model for healthier food choices. Previously, a number studies related to consumer decision making have employed ‘label reading’ and ‘label use’ interchangeably. Present research advocates that label reading does not amount to label use. Findings from ordered probit model and path analysis suggest that comprehension of label information leads to increase in its perceived usefulness. Further, increased perceived usefulness facilitates better food choice. Instances of better food choices can be maximized by enhancing perceived usefulness and comprehension of label information through educational and awareness campaigns, especially in context of developing countries such as India.     

Why Do Some Consumers Make Unhealthy Food Choices?

This research examines the impact of gender, age, and education on food choices and addresses issues of causality in these observed relationships; a logit model was used to test the mediation effects and hypotheses. The results from a self-administered online survey indicate that gender and education are two key predictors of consumers’ food choices for their children. These findings are further explained by attitudes toward obesity. Specifically, female consumers and parents with lower levels of formal education tend to select food products that are nutritionally inferior because they are not necessarily concerned about their child’s weight and do not usually restrict their child’s food and diet. This research advances a causal mechanism that explains unexpected consumers’ food choices; it essentially proposes and tests two mediators—restrictions of a child’s weight and concerns about a child’s weight—of the relationship between key demographic variables and consumers’ food choices.     

Consumers’ attitudes,knowledge, self‐reported and actual hand washing behaviour: a challenge for designers of intervention materials

Cross contamination by microbial pathogens in the kitchen environment may play an important role in many cases of food borne illnesses. Hand washing has been shown to be one of the most important factors in controlling the spread of microorganisms and in preventing the spread of disease. However, educational campaigns such as distribution of information leaflets, workshops, performance feedback and lectures have been, at best, associated with a transient improvement in compliance rates. In addition, the majority of research investigating UK consumers’ food safety behaviour has examined self‐reported as opposed to actual hand washing behaviour. This research utilises psychological theory in an attempt to understand how one might design a more effective hand washing campaign. Social cognition models were utilised to explore the relationship between consumers’ knowledge, attitudes, self‐reported and actual hand washing behaviour. The research was conducted in two stages. Firstly, salient beliefs of 100 consumers towards food safety were obtained using open‐ended questions. Secondly, the food handling practices of 40 consumers were observed and their food safety attitudes and knowledge determined using structured questionnaires. All the participants were knowledgeable about hand washing techniques, intended to wash their hands and generally had positive attitudes towards the importance of washing their hands. However, none of the participants adequately washed their hands on all appropriate occasions. The attitude statement results suggest measures of perceived behavioural control, perceived barriers and perceived risk may provide developers of food safety intervention materials with more useful information compared with measures of consumers’ knowledge or intention. Issues of habit and optimistic bias also need to be given consideration when designing intervention materials to change hand washing behaviour of consumers.     

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.     

Feeding Fido: Changing Consumer Food Preferences Bring Pets to the Table

Consumers increasingly demand premium foods that satisfy particular lifestyle requirements. Simultaneously, premium pet foods lead the $18 billion U.S. pet food market. Using a Heckman two-stage decision model, we investigate the relationship between consumers’ food choices for themselves and food choices for their pets. Premium human food consumers with higher education and incomes are more likely to purchase premium pet food. This study also reveals a surprising age cohort effect: younger consumers are more likely to purchase premium pet food, despite budget constraints. The findings have implications for pet food marketing strategies. They also suggest an expected increase in demand for pet food ingredient transparency and pet food safety policy.     

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.     

A comparison and evaluation of research methods used in consumer food safety studies

Worldwide incidence of food‐borne disease has increased in recent years and data suggest that inadequate food‐handling behaviour in the domestic environment may be an important factor. As a consequence of this, research into aspects of consumer food safety has been undertaken, especially in the UK and USA. The overall aims of conducting such research have been to investigate aspects of consumer food safety behaviour and to utilize information in the development of effective food safety education initiatives. In the past 25 years, 87 consumer food safety studies have been undertaken using different research methodologies; 75% utilized survey techniques (questionnaires and interviews), 17% were based on direct observation, and 8% utilized focus groups. The advantages and disadvantages of the different research methods used are discussed. Similarly, different forms of reliability and validity have been considered in the context of each research method used. A comparison of results from consumer food safety studies has shown that use of different research designs and approaches has resulted in differences in the findings about consumer food safety behaviour. Survey responses have provided a more optimistic portrayal of consumer food safety behaviour than data obtained from focus groups and direct observation. Although consumers have demonstrated knowledge, positive attitudes and intentions to implement safe practices, substantially larger proportions of consumers have been observed to implement frequent malpractices. This suggests that observational data provide the most reliable information denoting consumers’ actual food safety behaviour and should be used preferentially with risk‐based data for the design of communication strategies.     

Consumer Risk Perceptions and Marketing Strategy: The Case of Genetically Modified Food

New technologies are hitting the marketplace every day. In trying to make sense of these new technologies, consumers perceive a series of risks and benefits of consumption and use those perceptions to form product judgments. One way for managers to mitigate organizational related risk is to understand how consumers perceive consumption‐related risk. To illustrate this point, the case of genetically modified (GM) food is examined and a series of focus groups is conducted in which participants examined different product labels that either framed the technology as a benefit gained or as a risk avoided. The results indicate that consumers do indeed form very different product evaluations based on how the new technology is framed, but these evaluations vary based on the level of the consumers’ preexisting knowledge. This study provides support for the contention that a better understanding of consumer risk perceptions is an important first step in developing marketing strategies for new technology‐oriented products.     

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.     

Cross‐cultural evaluation of factors driving intention to purchase new food products – Beijing,China and south‐east England

It has been reported that consumers in different countries have distinctive perceptions of, and attitudes to, products. This study investigated consumers’ thoughts on new food products in south‐east England (n = 222) and Beijing, China (n = 139), using a questionnaire‐based largely on the Theory of Reasoned Action. Results indicated that consumers in both countries believe it is necessary for the food industry in their respective countries to introduce new food products and they would like to try new products. There appears to be great interest in new products among the Beijing Chinese, with most interest in new healthy food products. The influences on choices suggest that a marketing focus on quality, utility and health benefits would be most fruitful, as personal beliefs were more important in intention to purchase than the influence of other people. Results point away from the expected result that the Chinese, as a collectivist culture, would place more emphasis on others’ opinions than their own beliefs. This may be linked to food not being an item of conspicuous consumption, or to a cultural shift among urban Chinese.     

Exploring the influence of family on adolescents’ seafood consumption choices

Seafood in the adolescent diet has many benefits, yet a number of adolescents do not consume the recommended levels. Despite this the consumption of seafood by younger consumers has received scant attention in the extant literature. Previous studies on adolescents’ food‐related behaviour tend to focus on general choice mechanisms or perceptions of food and mainly relate to fruit and vegetable intake. The present study seeks to address this gap through investigating the impact of family upon the consumption of seafood by younger consumers through exploring adolescents’ attitudes and behaviour in regard to eating seafood. Utilizing an exploratory qualitative methodology, seven focus groups of adolescents aged 13–19 years were conducted at two schools in South West England. Discussions covered a range of issues related to adolescent seafood consumption. The use of thematic content analysis found that the family, and parents in particular, exert high levels of influence over adolescents’ consumption of seafood both at home and when dining out. The parent who does the shopping and cooking has the greatest role. Sibling preferences and dietary choices also influence whether seafood is served in the home. Of value to researchers and management are the insights gleaned into the influences on adolescents’ attitudes towards and behaviour in regard to eating seafood. In particular, encouraging seafood consumption will rely upon interventions aimed at both parents and children and need to take into account adolescents’ diet and lifestyle preferences, while also acknowledging the influence of peers and the school food environment.     

Understanding the effect of stigmatization on food consumer knowledge,perception and behaviour in Northern Ireland

Stigmatization has only recently been linked with the perception of risk, and research into this area has mainly concentrated on measuring the differences between nationalities, gender and socio‐economic status. The concept of stigmatization helps us understand why the public views certain places, products, technology and environments as dangerous and in a negative manner. To date, little has been done to assess the relationships between the effects of stigmatization on situations and people's decision‐making capabilities with regard to food. The aim of this research is to examine food consumers’ knowledge of food‐related risk issues to provide insight into the process of stigmatization and its relationship to food risk management, thereby improving awareness of the information consumers require from food risk communication. To meet this aim, two phases of data collection were implemented. Phase 1 used a baseline survey to investigate consumer knowledge of food‐risk‐related issues, identify how much attention consumers pay to information and what they remember about the particular issues. Factors affecting participant's recollection included how recently the event associated with the issue occurred, the level of media coverage and the reported severity of risk outcome. Phase 2 involved a follow‐up survey to investigate consumer knowledge of food risk issues and determine any changes in consumer behaviour. Research results and conclusions of Phases 1 and 2 of the study will be presented to highlight the relationships between participant recollection of particular food issues and whether knowledge of such issues caused any change in behaviour.     

Local and/or organic: a study on consumer preferences for organic food and food from different origins

This paper gives a deeper insight into consumer preferences for different food products of varying place of origin (i.e. local, Germany, neighboring country, non‐EU country) and production practices (i.e. organic vs. non‐organic). Consumer surveys combined with choice experiments were conducted with 641 consumers in eight German regions. Mixed logit models were estimated to draw conclusions on consumers’ preferences for different product attributes. The Stimulus‐Organism‐Response model was applied to theoretically frame the key findings. Results reveal that consumers prefer locally produced food to organic food. However, conclusions on consumers’ preferences should not be generalized as they vary depending on product type and consumers’ place of residence. When looking at the willingness‐to‐pay estimates for ‘organic’ and ‘local’ while distinguishing among consumers from different regions of Germany, results indicate that consumers living in rural areas and consumers living in the eastern part of Germany are less willing to pay a premium for organic products than urban consumers and consumers from other parts of Germany. As preferences for origin attributes and organic production vary between different food products and in different regions of Germany, market actors should design marketing activities accordingly. This study adds to the international research on consumers’ preferences for organic and/or local food. The results provide better insights into preference structures, as more than one product has been included and surveys were conducted in different regions across Germany.