Will they buy it? The potential for marketing organic vegetables in the food vending sector to strengthen vegetable safety: A choice experiment study in three West African cities

Considering the hazardous use of synthetic pesticides in vegetable production in urban West Africa, this research investigated the marketing potential of organic vegetables in the food vending sector of Cotonou (Benin), Accra (Ghana) and Ouagadougou (Burkina Faso). Certified organic production and marketing was examined as a potential strategy to improve chemical food safety. A stratified random sampling strategy was applied to study the preferences of food vendors (n = 180) and consumers (n = 360); vegetable use, risk perception, choice preferences and willingness-to-pay (WTP) for organic certification were specifically analyzed. The results showed that awareness of chemical contamination risks was generally low. Appearance of a product was central to vendor choice; consumers attributed similar utility to taste and organic certification. Consumer WTP was calculated to be a premium of 1.04 USD (per plate) if the food served contained only certified organic vegetables. In restaurants, this would mean an average premium of 19% for a meal. If certified organic vegetable production is to make a positive impact on food safety in urban West Africa, we suggest concentrating marketing efforts on the educated “elite” who frequent restaurants. However, considering that restaurant owners exhibited a lower preference for organic certification than lower class food vendors, the marketing situation is difficult. We therefore conclude that demand from the food vending sector alone will not institutionalize domestic certification mechanisms; this underlines the need for public commitment to facilitating such change.     

The demand for organic foods in the South of Italy: A discrete choice model

This paper analyses organic food consumer’s demand that can help advising on implementing organic food policies at European level or, for a particular European country. In particular, it investigates the main factors explaining organic food demand in the South of Italy. Following the Lancaster consumer’s demand theory we assume that consumer’s utility depends on product characteristics instead of the product itself. Thus, consumers will choose the product (organic versus conventional) that possesses the combination of attributes that maximises its utility. Consumer’s choice for organic foods is analysed within the random utility discrete choice model and a bivariate probit model has been specified. The data were collected through a questionnaire conducted in the Italian region of Campania (Naples) in 2003. Findings indicate that economic factors are still factors limiting the growth of organic demand in Europe. Moreover, the consumers’ perceived benefits of organic food (environmental and health) are factors promoting organic food demand. In addition, greater information on organic food products is crucial to expand its demand in the South of Italy because this information will increase the consumer’s organic knowledge. Then, higher organic knowledge will increase the probability to buy organic foods and, to a larger extent, the level of consumption among existing consumers.     

Fairness and food choice

Although experimental studies have reported a wide array of other-regarding behavior, the pervasiveness of such behavior in the field is an open question. Using a stated-preference experiment, we first estimate people’s preferences, when purchasing food products, for the distribution of benefits accruing to participants in the food supply chain. Although none of the existing fairness models exhibit much predictive power, we find that people are in-fact concerned about the distribution of benefits resulting from food purchases, and that modifications to the models to fit the food context significantly improves explanatory power. Finally, we find that the measured preferences, along with elicited beliefs are significant predictors of people’s willingness-to-pay a premium for organic food.     

Modeling the factors affecting rural consumers’ purchase of organic and free-range produce: A case study of consumers’ from the Island of Arran in Scotland,UK

This paper investigates the roles of personal, product related and economic factors in predicting rural consumers’ attitudes and purchase intentions towards organic and free-range produce. A conceptual model is derived and tested via structural equation modeling on a sample of 222 rural consumers. The results show that attitude is explained by consumers’ food safety concern, ethical lifestyle and price perceptions. Attitude partially mediates the effects of ethical lifestyle and price on intention to purchase organic produce as well as the effect of ethical lifestyle on intention to purchase free-range produce. Attitude assumes a more central role in fully mediating the effect of food safety concern on intention to purchase organic produce, as well as the effect of price on intention to purchase free-range produce. Overall the conceptual model of consumer decision making performs well in both organic and free-range contexts yielding similar results.     

Healthy,sustainable and plant-based eating: Perceived (mis)match and involvement-based consumer segments as targets for future policy

Given the inseparable environmental and health impact of dietary habits, integrating health and sustainability goals has become a highly topical issue in policy development and communication to encourage consumers to adopt healthier and more sustainable diets. Increasing evidence indicates that it is possible to develop diets that are both environmentally sustainable and healthy, but their potential success largely depends on consumers’ willingness and ability to change their behavior. This study investigates consumer perceptions of the match, or mismatch, between healthy and sustainable diets, and gives insight into consumers’ motivation to eat healthily and sustainably, as measured by involvement. Data were collected in Spring 2014 through a cross-sectional quantitative online survey with samples representative for age, gender and region in four European Union (EU) countries (United Kingdom, Germany, Belgium, and the Netherlands) (n = 2783). The images of a healthy diet, a sustainable diet and a plant-based diet were found to be highly compatible based on a strongly observed match between European consumers’ perceptions of these concepts. Half of the participants were highly involved in healthy eating and one third in both healthy and sustainable eating. Informational food policy actions targeting both healthy and sustainable food consumption behavior are recommended to address issues relevant to the target segments, taking into account their levels of involvement. Increasing consumers’ motivation and involvement in health and sustainability emerges as a key trigger for increasing healthy and sustainable eating.     

Gender differences in the influence of food safety and health concerns on dietary and physical activity habits

The purpose of the study was to examine middle aged Australians’ dietary and physical activity habits and to investigate their relationships with their food safety concerns, body weight, demographics, and personal values (guiding principles in people’s lives). A mail survey was conducted among a random sample of men and women aged between 38 and 79 years; 1095 usable questionnaires were obtained. Multi-group structural equation modelling was used to examine the relationships between the variables among men and women. Findings suggest that food safety concerns played central roles in the relationships between demographics, body weight, personal values and dietary and physical activity habits for both men and women. However, there were significant differences between the genders in the ways the food safety concerns impacted these relationships. For example, body weight was negatively related to women’s physical activity behaviours but not men’s; the concerns were associated with dining out habits among women but not men; age influenced women’s concerns and physical activity but not those of men. Therefore, men and women’s dietary and physical activity habits were impacted directly by personal background characteristics, body weight, and personal values, and indirectly through food safety concerns. The implications of the study are that for food policy makers, a gendered focus on food safety concerns, and other relatively malleable variables such as personal values, may be more likely to change dietary and physical activity habits in the short term than a focus on more stable socio-demographic characteristics.     

Consumer willingness to pay for redundant food labels

Previous studies, as well as market sales data, show some consumers are willing to pay a premium for redundant or superfluous food labels that carry no additional information for the informed consumer. Some advocacy groups have argued that the use of such redundant labels is misleading or unethical. To determine whether premiums for redundant labels stem from misunderstanding or other factors, this study seeks to determine whether greater knowledge of the claims - in the form of expertise in food production and scientific literacy - decreases willingness to pay for redundant labels. We also explore whether de-biasing information influences consumers’ valuations of redundant labels. An online survey of 1122 U.S. consumers elicited preferences for three redundantly labeled products: non-GMO sea salt, gluten-free orange juice, and no-hormone-added chicken breast. Respondents with farm experience report lower premiums for non-GMO salt and no-hormone-added chicken. Those with higher scientific literacy state lower premiums for gluten-free orange juice. However, after providing information about the redundancy of the claims, less than half of respondents who were initially willing to pay extra for the label are convinced otherwise. Over 30% of respondents counter-intuitively increase their premiums, behavior that is associated with less a priori scientific knowledge. The likelihood of “overpricing” redundant labels is associated with willingness-to-pay premiums for organic food, suggesting at least some of the premium for organic is a result of misinformation.     

What is this thing called organic? – How organic farming is codified in regulations

Organic farming is one of the fastest growing sectors of world agriculture. Although it represents only 1% of world agricultural area, organic is one of the most recognized food labels and most people in developed countries consume some amount of organic food today. There is a wide range of interpretations of what organic means by different actors in the sector. Here we examine eight different organic regulations from across the world to understand how they have codified the large diversity of ideas inherent in organic agriculture. Our analysis shows that organic practices and regulations do not differ substantially between countries – across the board organic regulations define organic mainly in terms of 'natural' vs. 'artificial' substances that are allowed (or not) as inputs. This interpretation of organic as “chemical-free” farming, largely void of broader environmental principles, does not fully incorporate the original ideas of organic theoreticians who conceived it as a holistic farming system aimed primarily at improving soil health, thereby leading to improved animal, human, and societal health. This narrow focus of organic regulations can be explained by the interest of organic consumers who predominantly buy organic because they believe it is healthier and more nutritious due to the absence of harmful substances. Organic regulations need to place more emphasis on environmental best practices in order to ensure that organic agriculture can contribute to sustainability objectives.     

The character of demand in mature organic food markets: Great Britain and Denmark compared

We investigate the organic food market in two selected European countries, Great Britain and Denmark, identifying main differences and similarities. We focus particularly on consumer perceptions and priorities, labelling schemes, and sales channels as a basis for assessing market stability and prospects for future growth. We employ a unique set of household panel data that includes information on stated values and concerns as well as registered purchasing behaviour. Most organic food on both markets is produced and processed by large-scale industrialised units and distributed through mainstream sales channels, consumer confidence being sustained at present by organic labelling schemes that appear to function well. However, a parallel market, based on the supply of goods through various direct sales channels to heavy users, prevails. We find that organic food purchase decisions are primarily motivated by ‘private good’ attributes such as freshness, taste and health benefits, attributes that may be perceived as being compatible with modern production and sales structure. Mature markets for organic foods nevertheless appear to be vulnerable to consumer dissatisfaction, particularly among heavy users of organic food products.     

From the outside in: Consumer anti-choice and policy implications in the mobile gaming market

Significant growth in mobile media consumption has prompted a call to better understand the socio-cultural and policy dimensions of consumer choices. Contrary to industry and technology led analysis, this study argues that to guide consumer choice and innovation via regulatory policies requires an understanding of both ex-ante as well as in ex-post consumption conditions. This study examines mobile phone gaming to uncover how consumer anti-choice shapes decision-making as a framework for closely interrogating the ways in which policy concerns impact on consumers’ behavior. Through eleven focus groups (n=62), the study empirically identifies voluntary, intentional, and positive consumer anti-choice behaviors all of which impact policy initiatives when consumers, both gamers and non-gamers, self-regulate their behaviors. Findings point to four types of policy implication: regulating the self-regulated, understanding anti-choice, boundary-setting and including the self-excluded.     

Consumer preferences and the international harmonization of organic standards

Harmonization of technical standards is often advocated as a means to remove technical barriers that reduce the welfare gains available from international trade. Organic standards are not currently harmonized internationally. If domestic organic standards reflect consumer tastes, and consumers have strong preferences for those standards, then harmonization to a common standard may reduce the benefits consumers receive from organic products. Through a consumer survey, conjoint analysis was used to explore the preferences of consumers in the US, the UK and Canada for organic food. The results suggest that consumers in the three countries do not have a strong attachment to the current national organic standards and that international harmonization may be a legitimate food policy goal.     

Consumers’ willingness-to-pay for organic conversion-grade food: Evidence from five EU countries

In recent years, in overall value, the EU has become a net importer of organic food to supply increasing demand. Financial support for farmers during the conversion period has been made to help expand organic production as this was seen as a barrier to conversion. Meanwhile, farmers have been marketing products produced in this conversion period and labelled as such, the extent to which is described here for the UK, Portugal, Denmark, Ireland and Italy. Consumers’ attitudes towards, and willingness-to-pay for, conversion-grade food in these countries is examined. It was found that consumers would be prepared to pay a premium for conversion-grade produce of around half the premium for organic produce with vegetables attracting a higher premium than meat. Finally, the potential of policies for marketing conversion-grade products to encourage more conversion is examined, together with barriers to achieving this. It is concluded that barriers to marketing such products, particularly from retailers, will be formidable. Thus, alternative policies are suggested.     

Time preferences and food choices: Evidence from a choice experiment

Time preferences have been recognized by numerous studies as an important driver of a number of healthy and environmentally-friendly behaviors. In this study, we first examined if healthy and environmentally-friendly food labels (e.g., USDA organic, carbon trust, health claim, and calories) are relevant in driving food choices. Second, using the Consideration of Future Consequences (CFC) scale we analyzed if individuals with different time preferences have different choice behavior and valuations in relation to these labels. Results indicate that consumers value both healthy and environmentally-friendly attributes displayed on labels. Results also suggest that time preferences can significantly influence consumers’ valuation for the USDA organic label, the presence of health claims and the calorie amount attribute.     

Putting their money where their mouths are: Consumer willingness to pay for multi-ingredient,processed organic food products

In response to dramatically increasing adoption in consumer markets, the National Organic Program (NOP) initiated novel labeling standards for food products in the US in 2002. This program is a particularly relevant standardization effort for multi-ingredient processed foods. Rather than a simple binary message (organic or not), gradations of organic content are now codified. No existing published study evaluates consumer willingness to pay or motivation to purchase in response to such a rich organic label. This article presents evidence of the impact of the NOP through analysis of data collected in seven central Ohio, USA grocery stores. Results suggest that consumers are willing to pay premium prices for organic foods, even those with less than 100% organic ingredients. The magnitudes of WTP premia varied significantly among consumer groups, suggesting that targeted marketing may be effective for organic merchandisers.     

Health-related attitudes as a basis for segmenting European fish consumers

This paper identifies and profiles consumer segments based on health-related attitudes. Cross-sectional data were collected in 2008 through a pan-European consumer survey (n = 2400) with samples representative for age and region in France, Poland and Spain. Four distinct consumer segments based on health-related attitudes are identified: low interest in healthy eating consumers (29.4%), positive health enthusiasts (28.2%), health strivers (35.0%) and health uninvolved (7.4%). The segments differ significantly with respect to fish consumption, attitudes and knowledge about the health benefits of fish, interest in potential informational cues when purchasing fish, and individual socio-demographic characteristics. The segment low interest in healthy eating is characterised by younger age, more males, higher BMI, low fish consumption and low interest in information, and herewith emerges as a relevant though difficult to reach segment from a food and health policy perspective. Positive health enthusiasts and health strivers have a strong involvement with food, and a strong interest in healthy eating. Both segments have a very favourable disposition towards fish consumption, which would fit with their focus to either stay healthy (positive health enthusiasts) or improve their current health status (health strivers). Health uninvolved consumers do not care strongly about health in general; though attach high importance to eating healthily.     

The potential of diversified agroecological systems to deliver healthy outcomes: Making the link between agriculture,food systems & health

In 2014, the Rome Declaration on Nutrition recognized food system sustainability as a key condition to ensure adequate nutrition and access to healthy diets for all. Five years later, the evidence has never been more clear: despite a series of positive outcomes, our current food systems have increasingly generated severe environmental, social, and health-related costs. Many of the most severe health impacts of food systems can be traced back to the core practices of industrial food and farming systems (e.g. input-intensive agriculture; intensive livestock production; mass marketing of highly processed foods; deregulated global commodity chains). Yet alternatives exist.This article provides an overview of the key impacts generated by current food systems on human and environmental health, with an emphasis on their effects in the region of Europe and Central Asia. It then brings together evidence on how diversified agroecological systems can play a key role in meeting health and nutrition goals, while also addressing the environmental, social, and economic challenges created by current systems. Ultimately, the article sheds light on how to break away from the underlying drivers keeping current systems in place, and suggests how more diversified systems can effectively be promoted through systemic, multi-sector, and integrated policy approaches to ensure healthy diets for all.     

For whom? – The governance of organic food and farming in the UK

The challenge of organic agriculture – that it might provide new forms of participation around food – has been hard to encapsulate in the conventional circuits of democracy. One answer to this ‘offer’ has been for consumers to purchase organic items as a way of demonstrating support for the organic sector. This paper argues that although this strategy may have been successful in the past, there is increasing evidence that there is a convergence between sections of the organic movement and the dominant multiple retailers. Through a wide range of evidence, including an analysis of how organic products are promoted and of how organic farm businesses are configured, this paper suggests that the potential of the organic movement is increasingly being circumscribed.     

Individual customers' use and integration of resources: Empirical findings and organizational implications in the context of value co-creation

This article addresses the call for empirical work to contribute to the ongoing critique of service-dominant (S-D) logic, and for an assessment of its potential reach to practitioners. It examines the appropriateness of a model of the resource-based view of consumers in an organizational context — the British Library (BL) — and concludes that the model can be adapted to include individual customers with varying motivations (personal/business) for using the BL's services. A detailed analysis of individual customer's operant resources (enabled through access to 565 messages posted to a BL user support forum) provided a different lens through which the organization could consider strategies to support value co-creation. The outcomes, from a collaborative research process, with executives and senior managers of BL, suggest that a sub-division of customer operant resources into physical, cultural and social has empirical support and managerial relevance, and that a focus on individual customer resources can provide insights into how to manage co-creation of value.     

Why sustainable and ‘nutritionally correct’ food is not on the agenda: Western Sydney,the moral arts of everyday life and public policy

Within a context of delivering food security into the future, dietary guidelines are being reframed, corporations are replacing unsustainable products, and consumers are being encouraged to become ecological citizens. While there is a growing literature on the food practices of ‘alternative’ consumers, ‘mainstream’ consumers are less well understood. This paper describes qualitative research undertaken in a socio-economically disadvantaged area of Sydney, Australia, which aimed to uncover consumer views towards sustainable and healthy diets. Most participants indicated a discrepancy between their desired and actual behaviours: while they want to support Australian, or local, food producers they gravitate towards cheap and tasty food from ‘anywhere’; and while they associate nutritious food with fresh food, they will buy processed foods which can be less expensive, appeal to children and are prone to less waste. Reflecting mainstream Australian political culture, participants were compromising household food budgets in order to pursue a socially acceptable standard of living (including decent housing, car-reliance). They were also incorporating the pleasure and desires of family members as part of ‘the moral arts of everyday life’. Using social theories of consumption and practice sociology we argue that food choices and practices – easy or not – need to be interpreted as part of the role that consumption plays in political citizenship and moral subjectivity. In the Western Sydney context, food practices are essentially household budget and family nourishment practices rather than nutrition and sustainability practices; a position which is not addressed in the government’s new food policies or wage determination processes.