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.     

Evaluating the urban consumer with regard to sourcing local food: a Heart of England study

This paper critically explores consumer perceptions and trends regarding purchasing locally produced food. Until recently, much of the research in this area largely focused on regional consumers where rural consumers had reasonable access to locally produced food and were usually in close proximity to the producers within, or close to, their immediate community. Here, the objectives of the primary research focused instead on urban attitudes and perceptions of local food within the Greater Birmingham conurbation in the West Midlands region of the UK. Birmingham is by far the most highly populated urban area of the region, and with ample opportunities to promote local food. Consumers, based mainly in Birmingham and Wolverhampton, were questioned on their locally produced food‐buying habits and attitudes in order to determine any differences in urban perceptions and buying attitudes compared with rural counterparts, and also to identify any new and potential opportunities for local food producers. Originally, 1000 questionnaires were obtained from across Greater Birmingham and Wolverhampton. However, for the purposes of this paper, it was decided to focus on two urban city centres – Birmingham and Wolverhampton, with 148 questionnaires. The results indicate that urban consumers are generally confused about what the term ‘local’ food means. The reasons for purchasing local food, while generally consistent with national patterns, differed in that supporting the local producers was not regarded as important. Barriers to purchase were largely unsurprising for an urban area, as the top choices were ‘too expensive’ followed by ‘not readily available’ and ‘no time to find it’. Understanding, information, availability and access to local food emerge as the biggest challenges to urban consumers in buying local food.     

Farmers' Market consumers: a Scottish perspective

Farmers' Markets in Scotland have gradually developed since 1999 as an alternative retail outlet for consumers. Throughout the UK, shoppers have become increasingly concerned about the quality and safety of their food and as a result seek healthier, locally grown organic and non‐organic produce. Thus, the growth of Farmers' Markets is directly related to consumer demand for fresh foods, direct from source, with the high quality of products being a primary reason for shopping. Farmers' Markets are not only seen as a place to buy ‘good food’ but also as a means to express consumer values associated with food choices. Scottish Government efforts to revitalize rural economies through local enterprise initiatives is evidenced by funding the initial establishment of the Scottish Association of Farmers' Market (SAFM), formed in 2000 by market organizers to further their development. The benefits of fresh local produce for Scottish consumers, the revival of a sense of community and the concept of ‘new consumption spaces’ tied to locality means the rural economy benefits from the increase in activity and profits through direct sales. This research investigates consumption habits at farmers' markets through the use of attitudinal theories along with food behaviours and motivations for purchasing. The results demonstrate that a positive attitude is important but the influence of others and barriers are not. Consumers are particularly motivated towards resource conservation and there are distinct differences in attitude between urban and rural shoppers. This research provides a unique insight into the attitudes that influence and motivate Farmers' Market consumers in Scotland.     

Importance of blanket testing in promoting US beef for Japanese consumers

We carried out and analysed a questionnaire survey on consumer attitudes to verify the effectiveness of blanket testing of US beef in Japan. Applying an ordered probit model to the data yielded the following findings: blanket testing dramatically increases purchase probabilities, so it is one of the most important tools for reviving Japanese consumers’ meat demand. The effect of blanket testing is especially large in the region where the consumers traditionally ate more beef (the Kansai area). Purchase probability is lower in households with awareness of country‐of‐origin of beef before the BSE crisis than households without it. Purchase probability of the households that had eaten US beef before the BSE outbreak is higher than those that had not. Purchase probability is not affected by family structure.     

Antecedents of rural and urban consumers' propensity to outshop and product specific outshopping behaviour

Retail sector survives in the face of severe competition caused especially by outshopping activity. Outshopping involves residents—urban or rural—of one area travelling to another area, usually larger retail developments, to buy goods. This practice is of special concern to retailers particularly when consumers outshop even if the product is available locally. This study aims to understand how psychographics influence the propensity to outshop among urban and rural consumers, and more specifically to find out which products they purchase. It analyzes a quota sample of 298 usable responses from urban and rural areas of northern Gujarat. A structured questionnaire was administered through survey approach. From an exploratory analysis, six factors were extracted and regressed with a propensity to outshop among consumers, followed by the analysis of variance to determine which products were outshopped by consumers. The study demonstrates that rural consumers’ propensity to outshop is influenced by factors such as outlet prone, local involvement, and time saving opinions, urban consumers’ propensity to outshop is influenced by travelling oriented, outshopping interests, and time saving opinions. Additionally, rural consumers outshop for sports goods and flooring materials, while urban consumers outshop for children's clothing and fancy items for women’s use. This study can help retailers to tailor-make their communication strategies for rural and urban consumers. In addition, it can contribute significantly in understanding the retail flow for specific product categories, which in turn, can help retailers in designing marketing mix strategies for expanding their customer base.     

The communicative effectiveness of ethnically oriented advertising

A study conducted on Asian ethnic consumers in the UK showed ethnic origin to be a major segmentation variable in differentiating ethnic and white intergroup responses to four different executions of advertising copy incorporating different levels of ethnic appeal. The ethnic group gave consistently more favourable responses than white consumers, implying that they would respond more favourably to the visual ‘picture’ component in advertising copy. On an intragroup basis it was found that ‘all-ethnic’ copy with higher levels of ethnic content would be more effective in targeting ethnic groups because it provides a cultural framework with greater staying power in terms of its visual, nonverbal presentation in comparison to ‘all-white’ appeals. ‘Integrated’ panel layouts incorporating both ethnic and white appeals in the same advertising copy format did not evoke significantly more positive feelings among either Asian ethnic or white viewers in comparison to ‘all-ethnic’ copy. Advertisers should note therefore that integrated advertisements cannot be expected to radically influence either ethnic or white consumer attitudes towards promoted products. It was also found that as a compromise strategy, ‘product-only’ advertisements might well be the best answer to targeting ethnic as well as white viewers.     

Evaluations of Consumers’ Preference Structure for Locally-Produced Beef

This study assesses how locality of production, method of production, and price of beef and beef products influence purchasing preferences. Consumers were surveyed for demographic, economic, and taste and preference characteristics. A conjoint analysis is implemented to analyze the effect of various product attributes on consumers’ beef purchases. The results reveal that the most important of the attributes for consumers is the distance of origin. Consumers consider beef locally grown if the beef is produced within an 85-mile radius, and the distance of origin accounts for 60% of the total importance from all attributes.     

A Comparative Assessment of Consumer and Non-Consumer Preference for Beef Cuts Consumption in Malaysia

Malaysia is currently enjoying an economic revival, resulting in a rising per capita income and an increasing urban population. There are consumers whose taste buds have become more accustomed to international cuisines, including meaty Western food, to satisfy their quest for diversity in their new lifestyles. This group of consumers in Malaysia plays an important role in shaping the rising trend in the consumption of meat products, and this changing attitude calls for empirical research to clarify factors shaping it. The results also indicate that there are three factors (attributes of beef cuts, quality and safety, and the variety of Malaysian dishes) that greatly influence the preference for beef consumers toward their consumption of beef cuts. It was also determined that four factors that influenced the preference for non-beef consumers are price of beef cuts, lifestyle, risk associated with beef cuts consumption, taste, and preferences influencing non-beef consumers.     

Male–Male Status Signaling through Favoring Organic Foods: Is the Signaler Perceived and Treated as a Friend or a Foe?

Even though consumers’ status signaling is a heavily researched topic, empirical contributions from two important research areas—the mundane food context and prosocial status signaling between male consumers—to signaling literature are still scarce. Thus, this study empirically investigates how a male signaling about his status through favoring organic foods is perceived and treated by other males in two different sociocultural settings (urban vs. rural). In an urban area—but not in a rural—the pro‐organic signaler was perceived as more respected, altruistic, and affluent than a male who did not signal about this (he also received statistically more money in a charity donation task). This may indicate that signaling about this tendency—because it can be viewed as use of one's own resources for the benefit of others—is not only a way to attain status, but can also make others behave more positively toward the signaler.     

Young consumers’ food preferences within selected sectors of the Hospitality Spectrum

In society, young consumers are influenced by an array of factors within their home, school and social environments. The adolescent period is one in which the individual becomes a more independent consumer, exerting increased degrees of independence and a subsequent freedom of preference. Such independence may be particularly apparent within the social environment, despite young consumers generally being categorized under the ‘family market’, within the Hospitality Spectrum. The aim of the study was to analyse young consumers’ food preferences within the home, school and social environments, with particular reference to the role of the Hospitality Spectrum. Young consumers for the study, are defined as being between 11 and 16 years, segmented into two age groups: 11–13 years and 14–16 years. The selected sectors of the Hospitality Spectrum which were studied, were the fast food service and school canteen sectors. In order to fulfil the research aim and objectives, a range of research instruments and analysis techniques were used. The results of the study to date would illustrate that tentative steps have been taken within the school and fast food sectors, to bridge the ‘gaps’ between business supply and consumer preferences. Gender differences were found in food selections within school canteens and fast food establishments, with females more likely to select ‘British’ styled fast foods at school and males more likely to select ethnic foods at fast‐food establishments. No significant differences were found between the two age segments. It is vital that the increasingly important role of the young consumer segment is recognized, in particular considering them as individuals rather than as a part of the ‘total’ family consumer package. However, in market segmentation young consumers are an important consumer group and it must not be overlooked that they will be the future adult consumers. The Hospitality Spectrum must therefore treat this group with respect for the consumer service industry to achieve its full potential. The results of this Northern Ireland study indicates that although the young consumer segment is viewed as important within the selected sectors of the Hospitality Spectrum, the extent of their full potential has yet to be recognized.     

An ‘upside‐down’ view of rural health care

Access to high quality health care services plays an important part in the health of rural communities and individuals. This fact is reflected in efforts by governments to improve the quality of such services through better targeting of funds and more efficient management of services. In Australia, the difficulties experienced by rural communities in attracting and retaining doctors has long been recognized as a contributing factor to the relatively higher levels of morbidity and mortality in rural areas. However, this paper, based on a study of two small rural communities in Australia, suggests that resolving the health problems of rural communities will require more than simply increasing the quality and accessibility of health services. Health and well‐being in such communities relates as much to the sense of community cohesion as it does to the direct provision of medical services. Over recent years, that cohesion has diminished, undermined in part by government policies that have fuelled an exodus from small rural communities to urban areas. Until governments begin to take an ‘upside‐down’ perspective, focusing on building healthy communities rather than simply on building hospitals to make communities healthy, the disadvantages faced by rural people will continue to be exacerbated.     

Buying behaviour of rural and urban consumers in India: the impact of packaging

This study aims to establish whether the residential background of consumers has a varying influence on their buying decisions. A survey of 1090 urban and rural respondents was carried out of which 523 were rural and 567 were urban. The gathered data were analysed by applying counts, percentages, means, and analysis of variance. Rural residents found that packaging is more helpful in buying, that better packaging contains a better product and that they are more influenced by the ease of storing a package than their urban counterparts. Ease of carriage, package weight, simplicity, transparency and similarity of packaging have comparatively less impact on purchase decisions of rural consumers than urban ones. However, rural consumers are more critical about packaging as they strongly consider that it contributes to misleading buyers and is also an environmental hazard.     

Influence of apparel quality knowledge,purchase attitudes and demographics on patronage preferences of rural and urban women

The influence of extrinsic cues (price, quality, store image), intrinsic cues (apparel quality knowledge) and demograpics on the store-patronage preferences of rural and urban consumers was determined. Multiple linear regression was used to generate three predictor models of store patronage (P < 0.05) for 192 rural and 149 urban women responding to a mail survey on attitudes toward discount stores. No differences were noted in attitudes of rural and urban consumers. Attitudes toward apparel price, quality and store image in discount and non-discount stores were much better predictors of store-patronage preferences than were apparel quality knowledge and demographic characteristics. The results of this study may help retailers in defining and reaching their target markets and help educators in assisting students to understand consumer-purchase attitudes and patronage preferences.     

Comments

Standardisation of international advertising campaigns and relaxed advertising regulations have led to Australian consumers being exposed to higher levels of foreign-produced advertising. The study described here assessed the impact on Australian consumers of foreign spokespersons in TV advertisements using a ‘voice-over’ technique. This technique was assessed with respect to the following characteristics: expertise, trustworthiness, professionalism, likeability, dynamism, similarity to the audience, and their overall attitude towards the advertisement Subjects evaluated either American, British or Australian spokespersons. American and British spokespersons were rated less favourably by Australian audiences than Australian spokespersons across a range of characteristics, but they did not report a less favourable overall attitude towards advertisements that used an American or British spokesperson compared to those with an Australian spokesperson. Hence, the results tend to support the trend towards standardised advertising campaigns. However, since award-winning advertisements were used, other factors that may influence overall attitude, such as message content and creative execution, may have reduced the impact of the negative source evaluations in this case. Further research is required. Yet, in the light of more favourable evaluations of Australian spokespersons, overseas firms promoting products in Australia with Voice-over' advertisements may consider using an Australian spokesperson.     

Rural-urban differentials in children's household production time

This research examined the amount of time rural and urban children spent in household production activities, and several demographic factors related to that time use. Data were obtained from a multi-state family time-use survey, NE-113 ‘Use of Time in Rural and Urban Families’. Home interviews were conducted with 2,100 families in II states. The sample consisted of 1,045 rural children and 1,026 urban children, aged 6–17. The hypothesis, that the differentials in time spent in household production by rural and urban children will be due to assignment of tasks by sex, was confirmed. Boys spent similar amounts of time in housework regardless of place of residence, while rural girls spent more time than urban girls.     

Value conflicts in food ethics – causes and possible resolutions

Ethical attitudes in relation to meat purchases were studied among urban and rural consumers in Scotland. All subjects perceived at least some ethical issues in relation to animal production systems, in particular, systems keeping animals in close confinement. Welfare friendly production systems were viewed as adding value to a food, but this value was not necessarily realisable to producers if purchases occurred only when foods were on special offer. Statements made by a particular individual were often contradictory, revealing ambivalence, unresolved value conflicts and a general lack of involvement in the nature of meat production. A number of barriers to the establishment of stable attitudes and behaviours in relation to the ethical treatment of food animals were identified, including a lack of transparency of competing production systems, problems with product availability and a general aversion to confront animal production. Whilst adequate labelling implies that labels are transparent and revealing all the essential features of a food, this is not the case with most farm assurance quality marks. Free‐range chicken may be widely available as a complete carcass, but portions often are not. Attitude‐inconsistent purchasing behaviours were thereby related to a lack of perceived control on the part of the purchaser in certain food choice scenarios. A key finding of the study is that individuals can hold two views on animal welfare. On the one hand, they may think as citizens influencing societal standards, and on the other, as consumers at the point of purchase. As citizens, they support the notion of animals being entitled to a good life, as meat consumers, they avoid the mental connection with the live animal. The paper explores this citizen/consumer relationship and strategies used by consumers to resolve any resultant value conflicts. Lessons for public and commercial policy are highlighted in the context of the Curry Report (2002), which advocates more effective market segmentation where markets are finely attuned to their customers, with the development of higher‐level assurance schemes based on the existing ‘Little Red Tractor’ standard.     

A consumer typology based on e-service quality and e-satisfaction

The increasingly systematic use of the Internet in consumers’ decision-making processes, coupled with the development of e-commerce, has led researchers and practitioners to examine issues concerning service quality and satisfaction in an online context. This paper proposes a post-hoc predictive typology of e-satisfaction based on four dimensions of e-service quality. A sample of 1144 French consumers recruited on websites from three different industries (online travel, cultural goods (books, CDs, DVDs, etc.), and electronics goods) was used to generate the proposed typology. Using a mixture modeling regression, five groups of consumers who differed in terms of e-satisfaction and e-service quality were identified: the ‘involved’, the ‘browsers’, the ‘fun seekers’, the ‘careful’ and the ‘surfers’. All the four e-service quality dimensions investigated were found to influence e-satisfaction. Theoretical and managerial implications are discussed.     

Investigating the persuasive impact and underlying processes of interactive magazine ads in a real-life setting

ABSTRACT

This study tests a theoretical framework to explain the persuasive impact of interactive magazine ads on consumers’ ad and brand attitudes. To obtain realistic (unforced) responses, a field experiment was conducted with a one-factor (interactive vs. non-interactive magazine ad) between-subjects design (N = 98). Results showed that, although they rarely used it, participants positively evaluated the presence of an interactive feature in a digital magazine ad. Furthermore, parallel-mediation analyses revealed that the interactive magazine ad was perceived as more interactive and more surprising than the non-interactive ad, which ultimately positively impacted consumers’ attitudes towards the magazine. A second real-life setting experiment (N = 121) confirmed and extended these findings by revealing that the mediation effects were even stronger when consumers had used the interactive feature (vs. only seen). In addition, the relationship between interactive magazine ads and consumers’ attitudinal responses was explained slightly better by ‘perceived surprise’ than by ‘perceived interactivity.’     

The logo matters: the effect of the logo type on the attitude towards co-products

ABSTRACT

This study investigates the effect of the type of logo used to promote co-products. In the case of an added logo, the logos of the constituent brands are lined up next to each other. An integrative logo is composed of the elements of both original brand logos. A novel logo does not contain any elements of the original brand logos. We found that the use of an integrative logo results in more favourable perceptions of brand cooperation, higher perceptions of co-product quality, more positive feelings and a more favourable attitude towards the co-product compared to the use of an added or novel logo. For a novel logo of co-products, consumers reported feelings of irritation and frustration and a less favourable attitude compared to an added logo.