Restaurant Food Choices by Moms: An Exploratory Study

Restaurants are always seeking to better understand customer decisions. Mothers are of significance to restaurants as they have a direct influence on others, primarily children and spouses. This study focuses on what affects the restaurant food choices of “Moms” (a woman with at least one child 10 years or under). Three categories of factors were uncovered: externalities which occur outside of the restaurant environment, concurrencies which occur in the restaurant at the point of purchase, and confirming factors which cause an item to be confirmed or rejected after the purchase intention has formed. This article examines the externalities category.     

Understanding Preferences for Dietary Supplements and Fortified Food during Pregnancy: A Discrete Choice Experiment

Using a discrete choice experiment, we examine pregnant women’s preferences to determine the relative importance they place on product attributes when choosing between nutritionally fortified food and beverage products, and supplement tablets. The choice experiment was included in a cross-sectional web-based questionnaire completed by 857 pregnant Australian women. Latent class analysis identified four distinct consumer segments: ‘Nulliparous information seekers’ (42% of sample), ‘Lower-income milk-lovers’ (22%), ‘Older multiparous tablet users’ (16%), and ‘Young juice-lovers’ (20%). While nutrient levels were a strong driver of choice in the largest segment, over one-third of pregnant women were not influenced by levels of recommended nutrients (folate or iodine) in supplement products. Pregnancy supplements endorsed by a reputable government science agency were most appealing in three of the segments. The information gained regarding product preferences of different consumer segments can aid in targeting pregnant women and those planning pregnancy with more appropriate nutrition information, advice, and products.     

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.     

Reasoned Action and Food Choice in a Transitional Economy

ABSTRACT

This study examines predictive factors of consumer behaviour in food, employing a study of 485 Romanian respondents using the Theory of Reasoned Action (TRA). Drawing on a structural equation models approach, causal paths for six products were estimated. Habit emerged as the most significant predictor of behavioral intention. The results of this empirical study support the notion that attitudes and habits influence behavioral intentions toward food consumption. A modification of the TRA, within the context of income constraints, is proposed in the form of willingness to consume. Competing structural models are discussed, and the implications of the study for both marketers and consumers are highlighted.     

Organic Food at the Point of Purchase: Understanding Inconsistency in Consumer Choice Patterns

The organic food category, while still small in terms of world food production, has continued to grow in many markets in the developed world. This article focuses on understanding the barriers and facilitators to purchasing organic food at the final hurdle: the point of purchase (POP). A qualitative study has identified seven factors that influence buyer behavior at the POP, and these are consumer intention to purchase organic food when entering the retail outlet; habit; availability; false assumptions; visibility and access of organic food; visual and olfactory cues; and price. These can often be the final hurdle to consumers choosing (or not) organic food at the POP.     

产业环境、监管力度与我国食品企业的诚信选择——基于激励相容约束的分析

食品企业的诚信状况决定着食品安全的水平。由于食品信任品的属性、食品产业链的交互性以及食品的行业效应,对食品企业诚信的诉求也呈现出一定的迫切性与整体性。本文根据委托代理模型,建立激励相容约束,分析了食品产业环境及监管力度对食品企业诚信决策的影响。并且认为,由于我国社会诚信甄别机制缺失、食品供应链相对复杂以及监管规制的不到位,使我国诚信的食品企业缺乏市场激励,失信的食品企业得不到应有的惩罚,因而导致了当前食品企业诚信的缺失。     

Food allergic consumers' preferences for labelling practices: a qualitative study in a real shopping environment

Food allergy is a chronic disease that can only be managed through avoidance of problematic proteins in the diet. Inappropriate communication about food allergens can cause stress and insecurity, which may have a negative impact on quality of life. The aim was to investigate whether information provided through current labelling practices meets the need of food allergic consumers. A total of 40 participants (20 adult food allergy suffers and 20 parents of food allergic children) were recruited from two different European countries (Greece and The Netherlands), and interviewed while shopping in a supermarket. Participants were asked to purchase 15 potentially problematic food items as if for their own household. Their information search behaviour was observed, and participants were questioned about their preferences for food allergen information provision. Participants reported experiencing problems associated with current food allergy information provision. It was reported that inappropriate use of fonts, colours and languages, application of precautionary labelling and lack of harmonization in labelling practices across countries can cause (un)necessary dietary restrictions for food allergic consumers. Research is needed to investigate the feasibility and implementation possibilities for new information delivery strategies and amendments to existing European labelling policy.     

Extending Business Education Beyond Traditional Boundaries: A Case Study in Negotiated Problem Resolution in a Remote Regional Indigenous Community in Australia

It is widely accepted that the concepts and practices of management can only be of benefit when they are anchored to the contextual architecture of people, processes, structures, and technologies. The challenge of establishing a bridging program for providing managerial competencies to Australian Indigenous people has become a serious one for multinational mining companies. As the wings of globalization interact with the long-ignored reality of marginalized local milieu, a need for an innovative management education system has become a major imperative compelling multinational mining companies to work collaboratively with the government, educational institutions, and Indigenous communities. The article outlines a specific decision-making dilemma in an Indigenous context, while explaining the imperatives for educators, who have the challenging task of instructing potential graduates how to manage the unique contextuality of rural Australian Aboriginal communities. The article presents implications for large-scale modern multinationals as they move to geographically remote regions of the world where large number of marginalized local people need to be drawn into the workforce not only as an act of a social responsibility imperative, but also as sound business pragmatism.     

Social Marketing of a Fortified Staple Food at Scale: Generating Demand for Fortified Rice in Brazil

ABSTRACT

This paper describes the social marketing strategy implemented by PATH and GAIN to create a sustainable market for rice fortification in Brazil and develop a replicable model relevant to other geographies. It draws on market research on consumer attitudes and practices, as well as key demand and consumer metrics before and after execution of the social marketing campaign in Brazil. This marketing endeavor succeeded in establishing the viability of introducing fortified rice in a country through a purely market-based approach. Whereas social marketing is vital to the introduction and scale-up of fortified staple foods through commercial markets, it is not sufficient to achieve meaningful scale and sustainability. Engagement from the public and social sectors, clear governance, and other factors are critical to substantial and long-term impact. Lessons from this first attempt to introduce a fortified staple food through a market-based approach are relevant to similar initiatives elsewhere.     

Ewom and 2.0 Opinion Leaders in the Food Context: A Study with a Sample of Spanish Food-Related Weblogs

There is no doubt that the arrival of the internet has modified dramatically the way and rhythm of our lives which it reflects directly on our consumption patterns and the way in which individuals interact and search for information. Online platforms, generally known as web 2.0, are usual websites where consumers read reviews from other consumers before making a final decision. In turn, opinion leaders emerge preponderantly within this context exerting an unequal amount of influence on the decision of others. The food sector is not apart from this scenario. This study dives into web 2.0 and ewom with reference to food topics in the Spanish arena. For that purpose, a group of opinion leaders in regard to food aspects is selected. Afterwards, the content of the ewom they emit is determined by means of a cluster analysis. This information is of great importance for businesses and professionals in marketing. Discussion and further lines of research are also included in order to guide interesting future studies.