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.     

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.     

“Why do you dine at Korean restaurants?” An ethnic food consumption model approach

This study aimed to examine how people choose an ethnic restaurant based on the theory of planned behavior (TPB) to uncover factors that influence consumer decision-making in ethnic food consumption situations, particularly Korean food. Specifically, this study extended the original TPB model by incorporating consumer values and other variables that are theoretically related to the attitude formation, including familiarity and affective country image. The results showed that economic value, quality value, epistemic values, and familiarity were significant factors affecting consumer attitudes toward dining at Korean restaurants. Also, attitude, subjective norm, and perceived behavioral control significantly influenced consumer intentions to dine at Korean restaurants.     

Factors Affecting Food Label Complexity: Does the New EU Regulation Satisfy Consumer Issues? An Exploratory Study

There is still a substantial information asymmetry between producers and consumers. Despite the recent EU regulation on labeling to enhance consumer food safety and the existence of a number of certifications on sustainable food products, there remain blind spots in the widely debated consumer information issue. Our study, conducted on primary data processed with a probit model, was aimed at identifying the factors that may affect consumer response in relation to difficulties in interpreting the labels of processed food products. Starting from theoretical models, several factors held responsible for defining the consumer’s knowledge were used as explanatory variables. Our results show that despite changes in the new legislation, there remains the problem of the consumer’s lack of knowledge concerning environmental labeling and product certification.     

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.     

Factors affecting consumers’ intention towards purchasing halal food in South Africa: a structural equation modelling

This research study highlighted the factors that influence the intention of consumers to buy halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-South African consumers’ purchase intention. Non-South Africans are foreign people who reside in South Africa including immigrants, workers, and students. Through utilising the theory of planned behaviour, this study aims to determine the attitudes, subjective norms, perceived behaviour control, and awareness of non-South African towards purchasing halal food products. This also attempts to identify the strongest factor that influences the purchasing intention of halal food by non-South African consumers. The sample of the study consisted of 230 non-South African consumers in Cape Town. Data were collected through self-administered questionnaires. Structural equation modelling (SEM) was used to identify the structural relationships among the constructs identified and to test the study hypotheses. The findings of this study indicate that there is a significant relationship between awareness and buying behaviour. Interestingly it found that only the attitude dimension of TPB had a significant relationship with purchase intention, whereas subjective norms and perceived behavioural control did not show a significant relationship with the consumer intention variable.     

Factors Influencing Consumer Purchasing Decision Toward Malang Meatballs At East Java,Indonesia

The study examined factors influencing consumers' purchasing behaviour in relation to Malang meatballs as a representative ethnic food in East Java, Indonesia. Multistage area sampling was used to randomly select 400 households from the Malang area (200 urban and 200 rural) as consumer respondents. Respondents were interviewed using a structured questionnaire by the researcher and enumerators. Logistic regression analysis was used to analyse consumers' purchasing behaviour toward Malang meatballs. This study can contribute to a better understanding of consumers' preferences toward Malang meatballs, an animal protein-based food, that has a unique taste. Consumers preferred Malang meatballs compared to street foods (i.e., “soto,” “tahu campur,” and fried noodles). Younger consumers concerned about freshness and a “halal food” may select Malang meatballs. The availability of Malang meatballs can increase consumers' purchasing action toward this product. Also, surrounding cold air temperature influenced consumers in selecting this food.     

Evaluation of food labelling usefulness for consumers

Food labelling is a means of communication between food business operators and consumers, representing an important factor in consumer purchasing decisions. The enforcement of the new food labelling policy is aimed to improve food safety and public health through the mandatory indication of information and nutritional values. To understand the usefulness of the information provided for consumers, a survey was carried out to assess the efficacy of the information presented in food labelling. Principal component analysis was performed to obtain a smaller number of uncorrelated factors regarding the usefulness of food labelling. Results showed consumers usually do not read food labels due to lack of time and excessive information. Additionally, food labelling was observed to be more useful for specific consumer groups, such as, athletes, consumers with health conditions or consumers concerned with a healthy lifestyle. The results of the present study highlight the need of information campaigns by public health authorities to show the importance and advantages of reading food labels as well as the development of essential information which should be quickly and clearly seen and understood by consumers.     

Applying the Institutional Theory at the Level of Halal Consumers: The Case of Cape Town in South Africa

The institutional theory, especially at an individual level, has not been conducted on halal consumers in South Africa. The purpose of this study was to evaluate the degree to which halal consumers who have higher institutional pressures are more expected to purchase halal food products. This study draws upon institutional theory to present empirical evidence that institutional factors may show a significant effect on halal consumer’s purchase intention and buying behavior toward purchasing halal food products. A sample of 298 halal consumers in South Africa was selected. Data samples were collected via self-administrated questionnaires. Structural equation modeling (SEM) was used to test study hypotheses. The study showed that all institutional factors have a direct effect on halal consumer’s intention and indirect effect on buying behavior. Based on the results, normative pressures had a high significant effect among institutional pressures, followed by other factors such as mimetic and coercive pressures, respectively. This study is first of the uncommon studies examining halal consumers’ purchase intention and buying behavior in a non-Muslim country, employing the institutional theory in the context of halal food consumption.     

Intention to Try Unfamiliar Food: The Role of Level and Type of Unfamiliarity,Food Neophobia,and Ethnocentrism

The present work is focused in some aspects of the adoption process of unfamiliar foods. We make a distinction for the concept of unfamiliar food based on consumers’ degree of knowledge of the ingredients, therefore, we categorize unfamiliar food in two different types: unknown food (unknown ingredients) and novelty combination food (known ingredients combined in a novel or unusual way). Based on this distinction, we analyze the effect of this different source of food unfamiliarity on the intention to try it, considering personal traits such as food neophobia and consumer ethnocentrism. Our results show that the degree of food unfamiliarity has a higher impact on intention to try in consumers with low levels of consumer ethnocentrism, and that type of unfamiliarity moderates the effect of level of unfamiliarity on intention to try only in consumers with high level of consumer ethnocentrism.     

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.     

Alternative food consumption (AFC): idiocentric and allocentric factors of influence among low socio-economic status (SES) consumers

ABSTRACT

This paper explores the factors that drive consumer demands for alternative food consumption (AFC) options in western society (i.e. plant-based, organic and local diets) as means to achieve sustainability and a state of food well-being. Specifically, we propose a holistic framework in order to identify factors that influence its adoption: idiocentric (functional, ideological and experiential) and allocentric (situational, sociocultural and institutional). The proposed framework provides a basis for discussion on how marketing can contribute to the establishment of AFC in western society and contribute to sustainability and food-well-being among low socio-economic status (SES) consumers. Marketing and public policy implications of this framework are discussed in light of food consumption by low SES consumers, a target particularly vulnerable to flawed states of food well-being.     

Factors affecting consumers’ purchase intention of eco‐friendly food in China: The evidence from respondents in Beijing

The purpose aims to examine the key factors influencing Chinese consumer’s purchasing behaviour of eco‐friendly food in China giving its context as an emerging economy and its rapidly rising importance in the world eco‐friendly food market. This paper adopts and extends the Responsible Environmental Behaviour (REB) theory by empirically testing key psychosocial factors influencing the purchase intention of eco‐friendly food and the moderating effects of consumers’ demographic characteristics on the relationship between the key psychosocial factors and the purchase intention. A number of hypotheses are proposed. A questionnaire was designed and distributed via online survey in Beijing, China. A total of 239 valid responses were received. The empirical data were used to test the research hypotheses using the hierarchical multiple regression analysis. The research finds that the personality factors in the REB model (i.e., pro‐environmental attitudes, the internal locus of control and personal responsibly) have significant positive effects on the consumers’ eco‐friendly food purchase intention. Such effect is stable across consumers with different income levels. On the other hand, the knowledge–skill factors in the REB model do not have significant effect on the purchase intention of consumers. This study contributes to a better understanding of factors affecting eco‐friendly food consumption intention in China and the behavioural characteristics of consumers in developing countries. Moreover, the findings also shed light on the applicability of the REB theory in emerging economies and a specific industrial context.     

消费者绿色食品购买行为分析

绿色食品代表健康、优质的食品,越来越引起消费者的关注。本文运用合理行为理论,分析影响消费者绿色食品消费的主要因素。首先对成都市消费者绿色食品购买行为的实证调查进行描述性分析,然后运用Logistic模型,对影响消费者购买行为的因素进行回归分析。模型回归结果表明,消费者家庭是否有6周岁以下儿童和消费者对绿色食品的安全感知是决定消费者是否购买绿色食品的主要因素。