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.     

Factors affecting non‐green consumer behaviour: an exploratory study among Chinese consumers

The purpose of this study was to explore the factors that affect a typical non‐green consumption behaviour among Chinese consumers. A conceptual framework was developed and an empirical study was conducted using a geographically diverse sample of Chinese consumers. Based on the consumer choice theory, the conceptual framework in the current study included both economic and non‐economic factors. Ten research hypotheses were developed under the framework. A survey was conducted among 600 consumers in four cities in China in 2013. Confirmatory factor analysis and hierarchical regression analysis were used for hypothesis testing. The empirical results showed that consumer preference, reference groups, and face perception have a significantly positive effect on the consumers’ non‐green consumption behaviour; whereas budget constraints and social responsibility consciousness have a significantly negative effect on the consumers’ non‐green consumption behaviour. Furthermore, the current research demonstrated that the relationships between consumer non‐green behaviour and its four antecedents – budget constraint, reference groups, social responsibility consciousness and face perception – are significantly moderated by extravagant atmosphere; whereas the relationship between consumer non‐green behaviour and consumer preference is not moderated by extravagant atmosphere.     

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.     

MBA Studies in the Czech Republic

Abstract

A survey of MBA study programs in the Czech Republic is presented in this study. The authors share some of their first-hand experience gained during their own teaching in one of the MBA programs. The conclusion presented at the end of the study summarizes their views of developing trends in MBA programs in the Czech Republic. At present, MBA programs are offered by seven teaching institutions in the Czech Republic, three of which provide MBA studies of the American type, four of the European (British) type, and one of the distance-learning type.     

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.     

Applying the Extended Theory of Planned Behavior to Predict Sustainable Street Food Patronage in a Developing Economy

With over 2.5 billion daily street food consumers globally, the consumption paradigm of the urban-informal-sector street food is shifting towards sustainable street food (SSF). This has led to the emerging SSF-market segment. The extended Theory of Planned Behavior (e-TPB), which incorporates the past behavior construct, is used to provide preliminary insight by unraveling behavioral predictors. The e-TPB research framework is premised on five key constructs - attitude, subjective norm, perceived behavioral control and past behavior. The framework was tested using primary data collected from 437 street food consumers drawn from three main urban cities in southeast Nigeria. Structural Equation Modeling (SEM) technique was used to analyze data. It is revealed that past behavior/experience does not necessarily connote patronage intention for sustainable street food. This study validates the utility of e-TPB for the prognosis of emerging consumer behavior. Recommendations and implications for marketing-related street food vending strategies are discussed.     

Globalization and sustainable consumption of shrimp: consumers and governance in the global space of flows

The ongoing process of globalization in food provision is transforming the relationships between producers and consumers as well as the conventional role of governments in regulating the environment. Consumers are increasingly concerned about the environmental and social impacts of food production in developing countries and many are willing to take action. Conceptualizing globalization as the coming about of the network society offers an adequate basis for analysing transitions in food governance including new ways of consumer involvement. The case of shrimp produced through aquaculture in Thailand and consumed worldwide shows how innovative food governance arrangements appear in the context of global modernity. Authority and power in such arrangements are shifting away from national governments and towards producers, processors, traders and consumers along the supply chain.     

An investigation into the perceptions of Chinese consumers towards the country‐of‐origin of dairy products

The dairy incident in 2008 influenced Chinese residents’ attitudes towards domestic and foreign brands in the market. This paper highlights the strong consumer perceptions existing in the Chinese dairy market towards the country of origin of dairy products. Chinese residents generally believe dairy products from foreign countries are superior than those from China. A new theoretical framework is developed to explore the driving factors of country‐of‐effects and its corresponding impacts. Consumers’ image of different countries and national stereotypes, consumer ethnocentrism and animosity, product familiarity and experience, product involvement and some cultural value differences were found to drive country‐of‐origin effects. These effects directly impact on consumer's perceived quality, brand awareness, brand association and loyalty towards the related goods in the market, then influence the brand equity of products from different countries. This study provides a better understanding of country‐of‐origin effects on consumer behaviour, and will help relevant domestic and foreign firms improve their business strategies in China.     

The fashion‐conscious behaviours of mature female consumers

Under‐appreciation of mature consumers as a numerous and comparatively wealthy market segment has resulted in not only lost revenues for business, but also lost consumption and service opportunities for the elderly. In response to expressed needs for more research into actual and desired consumption by older consumers, this study examined the apparel and shopping preferences of mature women in America. Independent living residents were surveyed concerning fashion consciousness, fashion information sources and shopping behaviours. Young and mature consumers’ reactions to female apparel ensembles were compared. Mature subjects purchased apparel for pleasure or need, but less for conformity. Decisions were influenced more by fit and comfort than by fashion, despite suggestions that dressing stylishly was important. New fashions were encountered via catalogue illustrations, social gatherings and window displays. Subjects high in fashion consciousness had greater financial and social involvement with fashion, greater chronological‐to‐cognitive age differences and larger clothing budgets. Young and mature consumers’ responses to apparel illustrations differed significantly. As the mature market expands, attention to age‐divergent definitions of fashion (such as those based upon admiration of comfort) will determine the success of apparel businesses. Assessment of cognitive age will facilitate identification of those mature consumers most predisposed toward fashion consumption.     

The effectiveness of information interventions to improve domestic food safety among rural consumers

Consumer education on food handling behavior is regarded as an effective method to improve domestic food safety and prevent foodborne illness, but is usually overlooked in rural areas. Using a presurvey and two rounds of postsurveys targeted at rural consumers from China included in a randomized controlled trial, this study investigated the effectiveness of two information interventions—a leaflet with tips for best practices and the leaflet plus consumer education sessions conveyed by phone—and compared them with a control group. Cloth use behavior was the target in the trial and five specific aspects were evaluated: (1) whether the cloth was made of old clothes, (2) whether the one used to clean kitchen tables was also used to wash dishes, (3) whether it was hung to dry, (4) how it was disinfected, and (5) how long the cloth was used before being discarded. Firstly, consumers' behavior was scored by summing the above-mentioned five behaviors. The results estimated using the difference-in-difference model showed that respondents in the leaflet-only group improved to a greater extent than those in the control group, but their difference in progress was not statistically significant until the second round of the postsurvey. Respondents in the leaflet-plus-phone group were quicker to adopt suggested practices and made discernible improvements compared with those in the leaflet-only group in the first round of the postsurvey, but the gap between these groups narrowed to statistically insignificant in the second round of the postsurvey. It was concluded that one consumer education session was effective and made a difference in the long term, whereas more education sessions produced normative behavior at faster rates, showing a significant improvement in the short term. Then, the study estimated the effectiveness of interventions on the five specific behaviors separately. The results were estimated using a probit difference-in-difference model and showed that the suggested behaviors with lower costs or a greater difference from past behaviors were more likely to be adopted by consumers. Consumer education facilitates proper food handling practices among rural households, which should be considered by policy makers.     

Modernizing times: UK hearing‐impaired consumers at the policy crossroads

Although there is now a long‐standing belief in the UK that free consumer choice improves market efficiency, the supply of some consumer products and services remained controlled by the state. In the interests of consumers, it regards as vulnerable to misdirection and malpractice or unlikely to have the technical expertise to make informed decisions. Historically, the supply of hearings aids has been restricted to the National Health Service and specific licensed practitioners in the independent sector. Recent changes to both product and service provision have brought about a radical alteration to this situation, and to the framework of control. This case study of a changing healthcare system demonstrates more generally the difficulties experienced by people trying to improve or maintain auditory functions for speech communication. Access to appropriate technological solutions may be precluded by cost, distribution arrangements or lack of knowledge. Overarching these difficulties, regional health policy variations within the UK mean that consumer experiences vary according to where they live. Consumer influence over the direction and scope of changes to the hearing aid market is limited despite the rhetoric of choice. This article examines the emerging ‘liberalized’ market and its contradictions.     

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’.     

Consumer Motivations and Buying Behavior: The Case of the Local Food System Movement

The significant attention and growth surrounding sustainable foods has created a demand for research investigating different factors that can aid in predicting and explaining consumer behavior. This article utilized an attitude-behavior framework, the Theory of Planned Behavior (TPB), to identify factors that might influence consumer valuation of organic, fair trade, and local labeled food. Approximately 1,000 consumers from a 2008 nationwide survey were used in data analyses. Some TPB determinants proved successful in understanding consumer motivations (behavioral control, social norms). These results can be used by a wide variety of food marketers to connect with consumers to promote effective marketing strategies of sustainable food products     

Household characteristics and the change of financial risk tolerance during the financial crisis in the United States

This study examines how household financial risk tolerance is affected during the period of 2007 and 2009, which covered the eve and trough of the financial crisis in the United States and what types of households are associated with the change of risk tolerance. Risk tolerance is measured by two objective indicators, narrowly and broadly defined stock ownership, and a subjective indicator, risk taking attitude. Using panel data from 2007 to 2009 Survey of Consumer Finances, results show that during the financial crisis, the households in general are more risk averse, indicated by withdrawing from stock markets and holding a less risk taking attitude. In addition, Black and Hispanic households are more likely and households with higher education are less likely to withdraw from stock markets. Older households are less likely to change in risk tolerance during the financial crisis, as are richer households. The findings show panel data could generate novel results and contribute to the literature of financial risk tolerance.     

Determinants of Consumer Preferences for Honey in the Democratic Republic of Congo

Honey is one of the important non-timber forest products consumed in the Democratic Republic of Congo (DRC) and, as such, an important source of income for many households. However, poor knowledge of buyers’ preferences in the marketing of honey presents a major challenge to the profitability of the honey enterprises. The research presented in this article identifies key consumer characteristics that influence the preferences of honey consumers in the DRC. The primary data source used in this analysis is drawn from a survey of 214 consumers. Results show that consumers who are married and have reached at least the level of secondary education have a strong preference for local forest and savannah honey. Those between the ages of 30 and 50 do not prefer honey from beekeeping, but would rather have it imported. We conclude that segmentation of the honey market and increasing consumer awareness must go in tandem in order to develop a good marketing strategy.     

Consumer voices: adoption of residential energy‐efficient practices

The purpose of this research is to identify constraining variables that may impinge on adopting energy‐efficient practices, materials, equipment and technology in households. The intent is to uncover relationships of attitudes, beliefs, knowledge and other resource constraints to: (1) existing housing adaptations and adjustments for energy efficiency; and (2) more efficient use of energy in homes. A second objective is to identify existing practices used to reduce energy use and the adaptations made to the existing structure, materials, equipment and technology for energy efficiency as well as their intentions to make future adaptations. Constraint variables include knowledge of existing energy‐efficient practices and technology; economic constraints (household income, cost as a problem, financial need and existing energy costs); obstacles to making changes (lack of information, assistance, time, cooperation, trained persons and the condition of home); and demographic variables (age, education level and urban/rural). Attitude and belief constraints include measures of felt responsibility for energy use‐related actions that impact the natural resources and environment, and measures of concern. These constraints may impinge on or contribute to making energy‐efficient changes in residential households. Questionnaires were mailed to a random stratified sample of 800 households in Nebraska (US state) in April and May of 2008, resulting in a 29% return rate. The analysis indicates that the research produced information about constraining factors that impact the existing energy‐efficiency levels of households. The use of energy‐efficient equipment and technology, and behaviour practices that reduce energy use are related to those barriers. However, residential energy use and behaviour change result from a range of psychological and contextual influences on behaviour. Behaviour is often inconsistent with attitudes because of the presence of various constraining factors that preclude consistency with behaviour. Educational programmes have a challenging task if they are to alter attitudes and norms to overcome situational constraints. It may be more fruitful to educate and to remove the constraints impinging on those who already have a positive attitude about the need to increase energy efficiency for whatever reason.     

Global consumer study to identify water wastage in the usage of automatic dishwashers

In dishcleaning automatic dishwashers do clearly win over manual cleaning when it comes to efficiency: Resources can be saved without compromising on hygiene. But mistakes in the usage behaviour can equalize saving advantages. Consumers in nine countries, covering different regions of the world, were asked about their dishcleaning behaviour to identify if this household work is done in a resource saving way. By analysing mistakes in the current behaviour, the potential of water savings shall be estimated.     

Reduced‐fat foods: the shopper’s viewpoint

The inclusion of reduced‐fat foods in the daily diet affords consumers the potential to reduce overall dietary fat. Nevertheless, despite an increased range of these food products throughout the market, there has remained a lack of widespread consumer acceptance. The aim of the study was therefore to understand why consumers choose or reject reduced‐fat foods. Ninety consumers were interviewed by means of a qualitative approach within food retail outlets in the United Kingdom. Thematic content analysis indicated that uptake or rejection of these products is influenced by health concerns, ‘goodness of fit’ with individual dietary health strategies, the preferences of different household members, perceived sensory properties and scepticism towards these products. The results imply a need to explore and innovate ‘natural’ fat substitutes and to improve the sensory quality of reduced‐fat products. Further research is required to determine how these foods are used within the household and incorporated within the overall diet. Policy must seek to restore consumer trust in reduced‐fat food products and the food supply generally.