Gender differences in consumers’ acceptance of genetically modified foods

Research has shown that women are less accepting of genetically engineered products than men. We expect two mechanisms to be at work here. First, in consumer behaviour theory, more knowledge is assumed to lead to more acceptance. We assumed that for genetically engineered foods, this general principle does not apply since long‐term consequences are not known yet. The well‐informed consumer is likely to be comparatively more concerned with this lack of knowledge. We call this the information paradox. Theory on the topic is relatively recent. The results of this study will help to distinguish consumer behaviour with regard to new types of food as compared with traditional foods. Second, we assumed that there is a gender factor included in attitudes toward foods. In general, women still plan food and household purchases. A tentative attitude and an accompanying reluctance toward food innovation are adopted when buying food for children. We call this the gender paradox. In this exploratory study we use data from the Eurobarometer. Eurobarometer surveys have been executed since 1973 by the European Commission among the adult population of European Union member countries (n > 10 000), monitoring the evolution of public opinion. Analysis of these surveys shows that gender differences exist in the acceptance of genetically modified (GM) foods in Europe. Women tend to be less accepting toward genetically modified foods. This supports our gender hypothesis. However, no evidence was found to support the assumed information paradox. It seems that knowledge leads to acceptance, also of GM foods, but more so for men than for women.     

Product attributes and consumer acceptance of nutritionally enhanced genetically modified foods

Using data from a national survey, this study analyses US consumers’ acceptance of genetically modified foods that provide additional nutritional benefits. Using an ordered probit model, this study examines the relation between the willingness to consume genetically modified foods and consumers’ economic, demographic and value attributes. Empirical results suggest that despite having some reservations, especially about the use of biotechnology in animals, American consumers are not decidedly opposed to food biotechnology. Consumers’ economic and demographic variables are only weakly related to their acceptance of food biotechnology, especially when technology involves plant‐to‐plant DNA transfer. However, public trust and confidence in various private and public institutions are significantly related to their acceptance of food biotechnology. Overall, consumer acceptance of bioengineered foods is driven primarily by public perceptions of risks, benefits and safety of these food products.     

Influences of question wording on levels of support for genetically modified organisms

This paper examines the influences of question wording on consumers’ levels of support for genetically modified organisms (GMOs) in food products. Pairs of questions, offering varied amounts of information on the benefits and risks of GMOs, are posed to consumers in a specific geographic area (Vermont, USA) to ascertain the factors that impact on levels of support for this technology. A multivariate analysis is conducted to examine how knowledge, attitudes, and behavioural intentions affect changes in levels of support. The findings suggest that consumers’ levels of support do vary based on question wording. It is further found that knowledge and behavioural intentions play a consistently significant role in influencing change in support for GMOs. Implications for both consumer advocacy groups and industry groups are discussed.     

Consumer acceptance of fatty spreads

The effect of consumer trends on the purchase of reduced fat products in general and fatty spreads in particular are discussed. A variety of fatty spreads with fat levels ranging from 20 to 80% were assessed by cone penetration measurements and sensory assessments. The results indicated that butter had poor spreadability characteristics at 5° and 10°, while mechanically worked butter (spreadeasy butter) gave a significantly different texture profile, as measured by the Instron Model 1000. This butter type was assessed as being spreadable at 10° by the sensory panelists and by cone penetrometry. Comparable values of hardness were obtained using data obtained by cone penetrometry and texture profile analysis from the Instron. Low fat spreads (fat levels 25–39%) produced desirable spreadability characteristics using both objective and subjective methods of assessment. Sunflower oil-based spreads and very low fat spreads, i.e. ≦ 25% fat, were assessed as being soft and oily. The results overall indicated that the use of a cone penetrometer and the subsequent calculation of a yield value gave, using Haighton's seven-point scale, a good indication of spreadability characteristics.     

Genetically modified foods: Consumer awareness,opinions and attitudes in selected EU countries

The dynamic development of biotechnology in recent years has raised serious public concerns about the possible risks arising from genetically modified organisms (GMOs). The aim of this study was to investigate consumer opinions regarding genetically modified (GM) foods. The research also aimed at verifying the differences in the attitudes of respondents from two, relatively culturally diverse research sites. To obtain empirical data a face‐to‐face survey was conducted in 2015. It covered a total of 976 randomly selected individuals. The study was performed in the capital of the United Kingdom—London and the Polish capital—Warsaw. The results of the study show that almost half of the respondents were familiar with the GMO concept. According to the respondents, the greatest benefits arising from the genetic modification are: enhanced shelf‐life of food and crops' resistance to extreme climatic conditions. The main disadvantages were: unpredictable consequences of deoxyribonucleic acid (DNA) modification, production of species‐specific toxins and food allergenicity. Over two thirds of people surveyed support the idea of the obligatory labeling of GM foods. The information presented on food packaging should primarily include potential contraindications to the consumption, indication that food was produced using transgenic sources and a warning about potential allergenicity. An almost equal number of respondents showed intention for purchasing GM food products, an intention to act otherwise, or was not decided. As many as 27.7% of survey participants showed negative attitudes toward GM foods, whereas only 19.8% predominantly positive. It is worth noticing that, with only one exception, no statistically significant differences were observed between the opinions of Polish and British respondents.     

Consumer e-shopping acceptance: Antecedents in a technology acceptance model

This study integrates e-shopping quality, enjoyment, and trust into a technology acceptance model (TAM) to understand consumer acceptance of e-shopping. Online surveys with college students (n = 298) were conducted. E-shopping quality for apparel products consists of four dimensions: web site design, customer service, privacy/security, and atmospheric/experiential. A structural equation model reveals that e-shopping quality determines perceptions of usefulness, trust, and enjoyment, which in turn influence consumers' attitudes toward e-shopping. Consumer perceptions of usefulness and attitude toward e-shopping influence intention to shop online, while perceived ease of use does not influence attitude toward e-shopping. Shopping enjoyment and trust play significant roles in consumers' adoption of e-shopping. This study provides important implications for e-tailers whose web site developers must keep in mind that customers are not only web users with trust/safety and information needs, but also shoppers with service and experiential needs.     

Consumer acceptance of the mobile Internet

Technological innovations are often designed to help consumers save time. However, some consumers refuse to use innovations and downgrade their usability with increasing usage time. The purpose of this research is to find out how consumers?? personality in younger (vs. older) men (vs. women) affects behavioral choices of the mobile Internet, as an example of new technology, and how usage time affects perceived ease of use of innovative (vs. established) media. The study shows that innovativeness, low desire for social contact, and technology optimism, in interaction with demographics, determine whether consumers choose mobile Internet services over substitutes. Job-related dependency on technology and gender directly affect choice behavior. The study reveals that ease of use is downgraded as more time is spent using the mobile Internet, whereas there is no such relation for established media. The results help explain overoptimistic forecasts that were made in the field of technology acceptance.     

Consumer acceptance of delivery drones in urban areas

The concept of drone usage for commercial purposes by retailers worldwide is still in its early stages, and unheard of in Pakistan. Moreover, research on consumer perceptions regarding commercial drones in Pakistan and around the world is very sparse. The purpose of this paper is to gauge the level of acceptability and concerns Pakistani consumers may have in accepting the drone delivery technology. This study offers new insights that retailers and delivery companies can use to penetrate target markets in early stages. The authors have executed a quantitative analysis through the means of a survey. A sample of middle‐ and upper class residents of two cities in Pakistan was selected on which purposive sampling technique was applied. A total of 307 responses were collected and these responses were analysed in SPSS. Various analysis techniques were applied including Cronbach’s alpha, the Pearson correlation analysis, regression analysis and cluster analysis. The results show that consumers in Pakistan perceive privacy issues as a primary concern in relation to drone delivery. The results also throw light on the profile of consumer segments that can be targeted by retailers who may desire to use the drone delivery technology in the near future. Using these findings, retailers using the drone delivery mechanism can address consumer’s fears and ambiguities. Retailers can resolve consumer concerns by designing pro‐privacy parameters in the initial service design stage and the infrastructure deployment of drones.     

Consumer acceptance of low-fat and fat-substituted dairy products

The continued expansion of the low-fat market, coupled with extensive dietary guidelines given to consumers, has not yet appeared to have had the desired effect. Evidence suggests that the majority of U.K. consumers are still not prepared to sacrifice the taste and quality of a food for any perceived health benefits. This is particularly evident in the low-fat hard cheese market, which has not reached the same level of consumption as other diary based products. The key would appear to be in gaining an optimum balance between health and taste, yet the latter is often compromised by manufacturers who are under constant pressure to further reduce the fat levels of their products. A potential solution may be the development and inclusion of fat substitutes, as investigated in this study. Research consisted of two main elements. Firstly, lower fat cheese incorporating a fat substitute was developed and compared with other products currently on the market using sensory analysis. A questionnaire was then utilized to further assess the degree of consumer acceptance of this trend. Substitute use would appear to have potential in permitting a further reduction in fat levels, while retaining a measure of quality — an essential element if longer term dietary guidelines are to be achieved.     

Consumer attitudes and interactive digital advertising

This research examines consumer attitudes towards four sub-types of interactive digital advertising: internet-based e- and email advertising, and mobile-phone-based SMS- and MMS-type advertising. The differences in attitudes among these four sub-types of interactive digital advertising are also compared. Data are collected from three universities in Taiwan. Data analysis extracts three attitudinal forms (common factors) towards interactive digital advertising, namely, ‘informative’, ‘entertaining’ and ‘irritating’. Consumer attitudinal forms towards e-advertising and MMS-type m-advertising are both similar and positive (i.e. informative and less irritating and entertaining). Their attitudinal forms towards email advertising and SMS-type m-advertising are less positive (more irritating and less informative and entertaining). Furthermore, the three attitudinal forms towards the four sub-types of interactive digital advertising are compared. Consumer ‘informative’ and ‘entertaining’ attitudinal forms towards e-advertising and MMS-type m-advertisingare similar, while their attitudinal forms towards email advertising and SMS-type m-advertising are equal and lower than towards the previous two sub-types of interactive digital advertising. As for the ‘irritating’ attitudinal form, consumers feel more ‘irritated’ towards email advertising and SMS-type m-advertising, while their attitudinal forms towards e-advertising and MMS-type m-advertising are equal and less irritated.     

Consumer attitudes and loyalty towards private brands

Private or store brands improve the efficiency of consumer decision making by offering equivalent quality products at lower prices. The present study evaluated consumer attitudes towards private brands with the goal of understanding their appeal in order to enhance efforts to convince more consumers to buy them. We used three samples (ns = 279, 245 and 305) of US consumers to compare attitudes of buyers of private and national brands in three product categories: orange juice, cereal and bottled water. The results show that private label buyers (23% of orange juice, 6.5% of cereal and 14% of bottled water buyers) consider brands themselves to be less important and private brands to offer better performance than do national brand buyers. When asked about specific brands, national brand buyers tended to be price insensitive towards national brands, and private label buyers price insensitive towards store brands. In addition, the national brand buyers saw some of the national brands to be more relevant to their lifestyles and needs, but the private label buyers saw the private labels the same way. Being relevant to consumers' lives appears to influence brand selection. Besides touting lower prices, private brand promotions might stress the equivalent performance of private labels and create promotions showing how these brands can be relevant to consumers' lifestyles and needs.     

Consumer acceptance of beef with different levels of marbling

Beef striploin steak disappearance from the retail counters of six stores in three different Canadian provinces was monitored over two consecutive weekends. Beef consumers in three Canadian cities were subsequently interviewed and requested to evaluate steaks representative of four different marbling levels, both visually and organoleptically. There was a clear consumer preference at the point of purchase or visual assessment for steaks with traces of marbling, and discrimination against steaks with modest marbling, and a preference for steaks with slight marbling over steaks with small marbling. However, during organoleptic testing opposite preferences were evident. Therefore, most consumers desire both leanness and palatability in beef. However, these qualities are not necessarily coincidental.     

Consumers' awareness,acceptance and attitudes towards functional foods in Turkey

The aim of the present study was to investigate consumers' awareness, acceptance and attitudes towards functional foods in Turkey. Eight hundred and eight people participated in this study: aged between 20 and 80 years, 38.5% were male and 61.5% were female. Participants were given a questionnaire and were asked to fill it in by themselves to minimize the influence of the interviewer. Results indicated that socio‐demographic characteristics such as age, education level and income level are important indicators of consumers' awareness and consumption of functional food. The results show that the female respondents were 2.987 times more aware of functional food than the male respondents. Similarly, the likelihood of respondents having awareness of functional food was 1.431 times greater among those who had a higher educational level than among those with a lower educational level. Consumers who used vitamin supplements were 1.228 times more aware of functional food than other consumers. The results show that older respondents were 3.395 times more aware of functional food than younger respondents. Respondents with a history of familial diseases were more likely than others to have consumed margarine with plant sterol, fruit juices fortified with vitamin C, and breakfast cereals fortified with vitamins and minerals. Those with a diet‐related problem were more likely to have consumed cholesterol‐lowering products than those without a problem. As a conclusion, this study has shown that socio‐demographic characteristics such as age, education and income levels, and prices are important indicators that influence consumers' awareness and consumption of functional food. These results suggest that this type of knowledge could affect consumers' interest in functional foods, and therefore educational strategies might be necessary to encourage the consumption of functional foods.     

Consumer religious commitment's influence on ecocentric attitudes and behavior

A host of environmental issues are now of concern to many consumers, though efforts by marketing practitioners, researchers, and public policy officials to affect behavioral change among consumers have been marginal. Further, research investigating the influence of consumers' general religiosity as an antecedent to ecocentric attitudes and behaviors yields mixed results. In this study, the authors examine the antecedent role of a specific form of religiosity, intrapersonal religious commitment, on a specific environmental worldview, ecocentric attitude, and six wide-ranging environmental consumer behaviors from a socio-psychological viewpoint.     

Consumer acceptance of quick-cooking rice as food for use in a disaster

The consumer acceptability of a Philippine cultivar quick-cooking rice (QCR) as food for use in a disaster was studied. Test feeding in an evacuation centre involved random selection of 50 young adults and adult evacuees, rehydration of QCR and distribution of test rice samples for sensory evaluation test. The sensory evaluation results showed that more than 90% of the evacuee participants found the colour, texture, taste and overall qualities of the rehydrated QCR to be acceptable. Eighty per cent of the participants described the rehydrated rice to be adequately soft and neither undercooked nor overcooked. The test QCR samples were described by the community kitchen personnel of the evacuation centre as easy to prepare, requiring minimum cooking time and exhibiting homogeneity in doneness when cooked.     

Consumer acceptance of irradiated food: A study of symbolic adoption

Previous research reveals mixed signals regarding the potential for consumer acceptance of irradiated food. Consumer acceptance seems to depend upon the nature and amount of information provided about irradiation. Survey research finds that only about 20–30% of respondents initially express favourable opinions of irradiation with some cautionary signals concerning consumer suspicion of the process and its benefits to the public. Some laboratory experiments and market tests, on the other hand, indicate a willingness of the consumer to accept a high quality, government-approved product, especially when irradiation is placed within the context of alternative pest and bacteria control treatments. However, these studies fail to provide the consumer with negative information about irradiation. This study examines the relative impact of social persuasion and both favourable and unfavourable information on consumer acceptance of food irradiation. The study takes the approach that consumer acceptance is a social process, wherein acceptance becomes subject to societal approval through word-of-mouth conversations. Previous literature suggests that social persuasion, particularly negative social persuasion, should outweigh favourable information on consumer acceptance of a new technology. This proposition is supported by the results of our study, which indicates that responses that were initially favourable to irradiation, especially those opinions formed in the absence of unfavourable information, should be interpreted with caution. The study supports previous research, therefore, suggesting that industry and governmental agencies would benefit from close inspection of societal attitudes towards the food irradiation process.     

Consumer acceptance of food irradiation: a test of the recreancy theorem

Consumers living in both developed and developing nations rely upon foods that have been produced and processed in many countries and in a wide variety of ways. Therefore, it is not surprising that they express concerns about the safety of their food supplies. A technology proposed to improve consumer trust in food safety is irradiation. Despite extensive education efforts and endorsements given by many health‐related organizations worldwide, food irradiation has been slow to gain widespread acceptance. This ineffectiveness of diffusion efforts might indicate a need to broaden our theoretical perspectives of consumer acceptance of controversial technologies. Most theoretical approaches explain acceptance primarily as a function of perceived risks associated with a technology. The recreancy theorem, in contrast, explains acceptance as a function of public trust in societal institutions to effectively manage a technology. This study investigated the extent to which the recreancy theorem explained acceptance of food irradiation by US consumers, while statistically controlling for perceived risk and social‐demographic variables. The study used a longitudinal field design to survey one adult each in 116 households located in the Minneapolis, Minnesota area during the first large‐scale market test of irradiated food. The results indicate that the recreancy theorem might provide a valid conceptual approach to gaining a broader understanding of consumer acceptance of controversial new technologies.     

Consumer acceptance and physicochemical quality of osmodehydrated carambola (Averrhoa carambola L.) slices

Consumer acceptability and physicochemical properties of candied osmodehydrated (OD) carambola were evaluated in an effort to increase consumption of the fruit. Fresh carambola slices (Averrhoa carambola L.) were soaked in either 15% or 20% or 25% NaCl brine for 18 h, then in 40 °Brix sucrose for 18 h, followed by 60 °Brix sucrose for 18 h and dried at 55°C for 18 h. Slices soaked in 15% NaCl were most preferred by a focus group. Decreases in pH, total soluble solids (TSS) and increase in salinity were recorded in sucrose solutions after soaking carambola. During osmosis, carambola became less green and more orange‐yellow (P < 0.05). The pH of candied OD products varied between 3.62 and 4.16, salinity 16–28 ppt, TSS of 67–70 °Brix and 18.8–20.8% moisture. There were no differences (P > 0.05) in flavour or texture for products brined in 15% NaCl and soaked in either refined white sucrose (RS) solutions or brown unrefined sucrose (URS) syrups, but differences (P < 0.05) in appearance, colour and overall acceptability. Candied RS carambola had higher (P < 0.05) overall acceptability (6.2 – liked slightly to moderately) to products from URS (5.6 – neither liked nor disliked to liked slightly), which was also supported by paired preference testing. Flavour was most liked (P < 0.05) of all sensory attributes.     

Consumer attitudes towards the quality of domestic and imported apparel and footwear*

Due to increased imports and increasingly competitive consumer markets, this study was undertaken to determine consumers' quality images of Canada and the major countries from which men's, women's and children's clothing, and men's and women's footwear were imported. A self-completed mail survey of 635 members of a consumer panel yielded demographic representation from English- and French-speaking men and women. The Fishbein-Rosenberg multi-attribute model was used to compute consumers' attitudes towards countries as producers of clothing and footwear. Consumers had high quality images of Canadian-, U.S.- and European-made clothing and footwear. The styling of Italian-made shoes and French-made clothing was perceived as superior to Canadian-made products. All consumers were critical of the products from low-wage countries, particularly consumers with higher education, income and employment status. Implications were drawn emphasizing the need for consumer research and marketing strategies.     

Consumer debt attitudes: The role of gender,debt knowledge and skills

The link between financial attitudes and consumer financial market behaviour is well documented. However, little is known about the role of financial knowledge and skills—the main components of the financial literacy construct—in shaping debt attitudes. This link is especially absent from the gender perspective. This study focuses on consumer debt literacy and debt attitudes. A representative sample of adult Poles (N = 1,004) was participated in a computer‐assisted telephone interview. Latent class analysis was employed to reveal their debt attitudes, and subsequently, links between debt literacy and debt attitudes were studied with multinomial regression models. The results show that respondents in Poland can be grouped into five classes exhibiting different attitude profiles. The structure of debt attitudes is complex and differs from a simple unidimensional pro‐debt/ anti‐debt construct. Although this study did not find significant gender differences either in the conceptualization of debt attitudes or in their drivers, the results showed that in all but one class, consumer attitudes are strongly linked to either debt knowledge or debt skills or to both. Debt skills were revealed to be a particularly strong predictor of consumer debt attitudes.