Consumer food safety perceptions and self‐reported practices in Greece

A substantial proportion of foodborne illness is associated with food prepared in households. The primary understanding of how foods are handled in private homes comes mostly from questionnaire based studies and direct observation. The aim of this survey was to examine consumers' perceptions and knowledge of safe food handling practices in Greece. More specifically, their attitudes, opinions and self‐reported practices were studied. Data were collected from a total of 399 consumers living in Greece by the use of a self‐administered on‐line survey. The questionnaire consisted of four positive and five negative statements according to the 5‐point Likert scale, which grouped into three constructions using principal component analysis in order to investigate food safety perceptions of consumers. Furthermore, the survey included 11 demographic questions, two close‐ended questions (type yes/no) and four questions that are related to self‐reported food‐handling practices. The results showed that the most commonly known bacterium causing food‐related illness according to respondents' knowledge is Salmonella (99.7%), followed by Escherichia coli (73.9%) and Listeria (58.4%). The overall consumers' score concerning food safety was 32.8 ± 5.37 (full score was 45). No significant differences to the mean score of food safety knowledge were found according to gender, age or the incidence of foodborne illness over the past 12 months. Knowledge and awareness of safe food handling practices was enhanced at higher education levels, while homemakers were found to have deficiencies at this level. Information obtained from consumers can be used to shape educational programs and determine where food safety educational efforts would be most effective and the needed content of the messages.     

Moderating effects of consumer empowerment on the relationship between involvement in eco‐friendly food and eco‐friendly food behaviour

This study investigates the moderating effect of consumer empowerment on the relationship between involvement in and purchase behaviour towards eco‐friendly food. It uses the generalized linear model, with data from the 2017 Research on Food Consumption. The results showed that gender is related only to involvement in eco‐friendly food and this involvement is higher for women than for men. Moreover, involvement in eco‐friendly food, purchase empowerment, engagement empowerment and frequency of buying eco‐friendly food increase as age increases, with the highest increases observed at ages 40–49 and 50–59; the score for those older than these age groups was much lower, resembling an inverted U shape. Groups with high education and income levels presented high scores for involvement in eco‐friendly food, purchase empowerment, engagement empowerment and frequency of buying eco‐friendly food. Regarding the effects of involvement in eco‐friendly food, purchase empowerment and engagement empowerment on the frequency of buying eco‐friendly food, the main effects of involvement in eco‐friendly food and purchase empowerment as well as the interactive effects between involvement in eco‐friendly food and engagement empowerment were statistically significant.     

Vendor Hygienic Practices and Consumer Perception of Food Safety during the Carnival festival on the island of Tobago,West Indies

Local festivals are usually the highlights on the small island, Tobago, West Indies. The street vendors capitalized on the Carnival season where they provide a variety of foods and beverages on‐demand for masqueraders and spectators. Therefore, this study examined food safety and hygienic practices by vendors and consumer perception of such practices at the Carnival festivals in Tobago. Standard structured questionnaires and observational checklists were compiled and administered to 50 vendors and 150 consumers at five Carnival events. Each vendor was observed for frequency of practices for 15–20 min. Consumers were sampled systematically (every fifth person encountered) at each event. The vendors examined were generally female (70.0%), 41–50 years old (34.0%), possessed less than primary education (36.0%), acquired more than 5 years of experience (44.0%) and were stationary (78.0%). The most common food prepared and sold was hot dog (36.0% of all sold foods). Educated vendors practised good personal hygiene and on‐site food handling, whereas the others performed improper practices such as absence of aprons and hair covering, wearing of jewellery and handling money while serving. Also, vendors displaying valid food badges generally practised more proper personal hygiene and food handling than those without badges. The majority of the consumers examined were residents of Tobago (80.0%), female (74.7%), 21–30 years old (39.3%) and possessed secondary education (53.3%). More than half of the consumers purchased foods at Carnival events (57.3%). Most (82.7%) who did not purchase stored foods in coolers. More than half (58.0%) had seen or read Carnival food safety articles in the local newspapers and most (96.0%) were aware that illnesses can be transmitted via consumption of food. Additionally, 42 out of 74 respondents (56.8%), who indicated that they were affected by foodborne illness, sought medical help when foodborne illness was suspected. However, a mere 13 out of 74 consumers (17.6%), who indicated that they were affected by foodborne illness, lodged reports of suspected foodborne illness with the local health authority. Younger consumers (21–30 years old) mostly read food safety articles and were conscious of illness being transmitted via consumption of food. In addition, the more educated consumers (tertiary education) indicated awareness as well as formal reporting of foodborne illness. Some gaps in vendor practices included handling of money while serving (78.0%), failure to clean utensils (68.0%) and access to water (48.0%). Noteworthy, only visual observation and interviews were utilized in the study.     

Determinants of Community‐Based Sponsorship Impact on Self‐Congruity

Sponsors increasingly shift from large professional to community‐based properties, as these can deliver an engaged audience and enable them to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community‐based sponsorship may improve CSR image and, in turn, self‐congruity, a key determinant of consumer behavior. Study 1 investigates perceived sponsor–club fit, confirming attitude and corporate positioning similarity as relevant predictors. Importantly, CSR image similarity does not impact fit, suggesting sponsorship opportunities for organizations independent of their initial CSR image. Study 2 shows perceived sponsor CSR image to mediate the relationship between the perceptions of a community‐based property's CSR image and consumers' self‐congruity with the sponsor. While perceived sponsor–club fit and sponsorship awareness moderate the relationship between property and sponsor CSR image, attitudes toward CSR moderate the association between sponsor CSR and self‐congruity. The paper concludes with implications and future research directions.     

Consumers’ attitudes,knowledge, self‐reported and actual hand washing behaviour: a challenge for designers of intervention materials

Cross contamination by microbial pathogens in the kitchen environment may play an important role in many cases of food borne illnesses. Hand washing has been shown to be one of the most important factors in controlling the spread of microorganisms and in preventing the spread of disease. However, educational campaigns such as distribution of information leaflets, workshops, performance feedback and lectures have been, at best, associated with a transient improvement in compliance rates. In addition, the majority of research investigating UK consumers’ food safety behaviour has examined self‐reported as opposed to actual hand washing behaviour. This research utilises psychological theory in an attempt to understand how one might design a more effective hand washing campaign. Social cognition models were utilised to explore the relationship between consumers’ knowledge, attitudes, self‐reported and actual hand washing behaviour. The research was conducted in two stages. Firstly, salient beliefs of 100 consumers towards food safety were obtained using open‐ended questions. Secondly, the food handling practices of 40 consumers were observed and their food safety attitudes and knowledge determined using structured questionnaires. All the participants were knowledgeable about hand washing techniques, intended to wash their hands and generally had positive attitudes towards the importance of washing their hands. However, none of the participants adequately washed their hands on all appropriate occasions. The attitude statement results suggest measures of perceived behavioural control, perceived barriers and perceived risk may provide developers of food safety intervention materials with more useful information compared with measures of consumers’ knowledge or intention. Issues of habit and optimistic bias also need to be given consideration when designing intervention materials to change hand washing behaviour of consumers.     

Home and away: Why do consumers shy away from reporting negative experiences in the peer‐to‐peer realms?

This study investigates how customers use their construct of “home” in evaluating their experience in peer‐to‐peer rented accommodation, as opposed to traditional hotels. The literature has paid considerable attention to people's perceptions of destinations, but almost none to their perceptions of “home” and its complexities whilst visiting a destination. We examine the relationships between the concepts of “home” or “here” represented in peer‐to‐peer accommodation and the construct of “away” or “there” represented in traditional hotels. A mixed‐method approach determines the existence of bias in reporting behavior. Our findings indicate that there is a consistent review gap between institutional actors and peer‐to‐peer actors. Also, consumers of peer‐to‐peer accommodation prefer not to engage in negative reporting if a bond with the host is developed. This perception of a home shapes consumers' relationship with the host and leads to reporting bias. This study provides clear theoretical insights to advance our knowledge about the underlying motives behind reporting behavior of negative experiences. Furthermore, it offers practical implications for both institutional and peer‐to‐peer contexts.     

The Commodification of Self‐Esteem: Branding and British Teenagers

This study explores the role of consumption in the lives of British adolescents, with a particular focus on its role in forming and maintaining self‐esteem. Through a large qualitative study, over 100 adolescents revealed their attitudes and feelings toward consumption—particularly fashion. It was found that as a result of peer pressure and the importance of conformity among adolescents, consuming the correct possessions at the right time, is essential for social acceptance, gaining and maintaining friendships and thus self‐esteem. This paper argues that self‐esteem has been commodified. The consequences of failing to “keep up” with consumption trends were revealed; these include social exclusion, negative peer evaluation, and reduced self‐esteem. Moreover, these negative consequences were particularly pronounced among adolescents from low‐income families who, in contrast to their financial status, were eager to purchase the more expensive brands. Adolescents appear to have a striking awareness of the role of branding, advertising, and peer pressure in forming their consumption attitudes, yet they are unable to resist them. The findings from this study highlight the need for a rethinking of the more traditional components of adolescent self‐esteem.     

The Allocation of Food Expenditure in Married‐ and Single‐Parent Families

Differences in food expenditures in married‐ and single‐parent families are examined using the Consumer Expenditure Survey Diary Component (1990–2003). Single parents, compared to married parents, allocate a greater share of their food budget to alcohol and food purchased away from home; conversely, they spend a smaller share of their food budget on vegetables and fruits. Compared to married parents, single fathers spend a greater share on alcohol and food purchased away from home and a lesser share on vegetables, fruits, meat and beans, desserts and snacks, and prepared foods. Single mothers, compared to married parents, spend a greater share on grains and nonalcoholic beverages and a lesser share on vegetables and alcohol. Single mothers and fathers differ from each other in almost all categories of food and beverage expenditure. We also find important differences based on the employment status of parents in the household: families where all parents are employed, irrespective of family structure, spend a greater share of their food budgets on food purchased away from home and a lesser share on vegetables, fruits, milk, and meat and beans compared with married‐couple families in which the mother is not employed. We discuss ways in which family structure and parental employment status may be associated with food purchasing decisions.     

The Impact of Food‐Related Values on Food Purchase Behavior and the Mediating Role of Attitudes: A Swiss Study

Personal values and attitudes can help to explain food choice. This study confirmed a hierarchical organization of the value–attitude–behavior chain: Food‐related values influence attitudes, and these, in turn, impact behavior. Contrary to previous findings, values are only partially mediated by attitudes: Some food‐related values are fully mediated, whereas others are partially mediated, and still others have exclusively direct effects on purchase behavior. Questionnaire data from a roughly representative sample of 851 adults living in Switzerland was complemented with actual food purchase behavior measured by a loyalty card of a Swiss retailer over the period of one year. Four theoretically derived structural equation models were compared across eight different food product categories (organic, fair trade, low‐budget, fresh convenience, ready‐to‐eat, light, functional foods, fruits and vegetables). The results question central assumptions of the theory of planned behavior and emphasize the role of food‐related values in food consumption. Implications for marketing and future product developments of food companies are discussed.     

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.     

Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions

Even without official quality standards, food retailers generally do not offer abnormally shaped food based on the assumption that consumers reject food that deviates physically from some norm. Because this practice contributes significantly to food waste, the current study tests this assumption experimentally. A representative sample of 964 Danish consumers indicated their purchase intentions for two fruits and two vegetables with varying levels of food shape abnormality (normal, moderately abnormal, and extremely abnormal) and organic labels (organic label, no label). Food shape abnormalities influence consumers’ purchase intentions, but only if the food deviates extremely from the norm; no differences in purchase intentions emerge for moderately abnormal food. Awareness of food waste issues and proenvironmental self‐identities also drive purchase intentions, such that participants with high levels of these traits express significantly higher purchase intentions for abnormally shaped food. Thus, increasing awareness of food waste issues, particularly among those with strong proenvironmental self‐identities, might encourage more consumers to purchase abnormally shaped fruits and vegetables.     

Do discounted food products end up in the bin? An investigation into the link between deal‐prone shopping behaviour and quantities of household food waste

Household food waste is considered to be the largest share of food waste along the food supply chain. Given that its recoverability is also more challenging compared to food waste in other stages of the chain, most studies on household food waste adopt a pre‐emptive approach by aiming to identify and address consumer beliefs, attitudes and actions that are linked to food waste. In scientific literature, household food waste has often been studied in relation to the habit of purchasing discounted food products (DFP). However, findings have been contradictory. Specifically, while some authors found that deal‐prone consumers are usually of lower income and therefore display a wiser and more attentive attitude towards grocery shopping, other authors reported that the purchase of discounted products was usually linked to compulsive shopping, hence resulting in higher food waste quantities at home. Due to these discrepant findings, a definitive answer on the impact of DFP on household food waste does not currently exist in the literature. This paper analyses the correlation between the purchase of DFP and weekly household food waste quantities. To do so, we examine (a) the results of a food waste diary experiment carried out on a representative sample of 385 households in Italy in February 2017, and (b) the results of a 23‐items Computer Assisted Web Interview survey administered to the same householders, in which shopping habits were investigated. Results revealed no evidence of either a positive or negative relationship between the purchase of DFP and household food waste quantities. Frequency of grocery shopping was the only variable found to have a significant impact on household food waste quantities.     

Does Payday Lending Hurt Food Security in Low‐Income Households?

During the study period of 2005–2011, household food insecurity rates as well as regulations over payday lending industry increased in the United States. This study evaluates the association between access to payday lending and the risk of food insecurity using cross‐sectional samples of low‐income households from the 2005 to 2011 Food Security Supplements of the Current Population Survey. The study uses county‐level payday lender density, state‐level legislative status, and county border indicators of cross‐state payday access to examine how payday lender availability affects household food insecurity. The findings suggest that access to payday lending, which may be presumed to provide convenient short‐term credit to underserved consumers, increases the likelihood of household food insecurity by 2.8–6.0 percentage points in absolute terms. Furthermore, the county border effect of payday access has become insignificant later in the sample period, the potential reasons for which are discussed.     

Exploring the relationship between consumer knowledge and purchase behaviour of value‐based labels

Despite an increasing market presence, little research has been conducted regarding consumer‐purchase behaviour of food products bearing ‘value‐based’ labels. Moreover, as the effectiveness of these labelling formats is dependent upon consumer's knowledge of their existence, this paper aims to explore the relationship between knowledge, openness to experience (i.e. validated personality trait related to intellectual capability) and purchase behaviour upon consumer behaviour in this context. Using structural equation modelling techniques, causal influences on purchases of fresh meat bearing ‘value‐based’ labels are identified and three multi‐attribute attitude models are proposed. The paper concludes that these labels are of value to consumers and that product knowledge plays a significant role in aiding purchase decisions. Consequently, marketing communication implications arising from the proposed multi‐attribute attitude models are discussed.     

Competence‐based management development in small and medium‐sized enterprises: a multi‐stakeholder analysis

Small and medium‐sized enterprises (SMEs) are considered increasingly important for economic growth (Wilson, 1995) and effective management of them is regarded as essential for their survival and success (Jennings and Beaver, 1995). This study adopted a multi‐stakeholder perspective in order to explore the promotion, via Training and Enterprise Councils (TECs); provision and (potential for) purchase of competence‐based management training and development (MTD) in the SME sector in the United Kingdom. Survey data from (551) and interviews with (12) SMEs; plus interviews (6) with TECs and interviews (29) with providers of MTD are reported. ‘Product’ deficiencies in competence‐based MTD are identified and recommendations for promotion made.     

Budget over health unless overweight: A Solomon four‐group study

Budget and health motivations for food purchase (e.g., discounts and health consciousness, respectively) affect consumer choice while shopping and well‐being afterward. However, not all findings from research have suggested that discounts/taxations on healthy/unhealthy food encourage health‐conscious food choice. On the other hand, the consumer behaviour line of research on the influence of front‐of‐package health messages has mostly echoed similar results that such communication leads to overconsumption; thus, obesity. We examined the influence of market practices targeting consumers’ budget and health‐related motivations for food purchase in a 2 (price: recommended retail price, discount price) × 2 (product: regular potato chips, potato chips with ‘75% less saturated fat’) experiment using six Solomon four‐group designs. Our results indicate that overweight consumers are not prone to discounts, unlike their normal‐weight counterparts. A price cut nullifies the influence of health messages on purchase intentions among normal‐weight buyers when the regular and healthier packaged foods are both on discount.     

Scope of improvement in water usage efficiency in manual dishwashing: A multicountry study by questionnaire survey

Over recent decades, water conservation have become increasingly an utmost important issue for debate, and this includes the domestic sector. Reducing demand water by improving the efficiency of water use in domestic sector requires an understanding of how water is used and in what ways water savings can be realized. The focus of this global, web‐based, consumer questionnaire survey was to analyze individual consumer attitudes towards using water in manual dishwashing and understand the likelihood of a prospect of changing the daily manual dishwashing method resulting to a more efficient domestic usage of water. This study was designed to investigate the manual dishwashing technique used in the 5249 households of nine different countries ‐ China, Germany, Italy, Russia, Indonesia, Brazil, India, South Africa and Argentina. Besides socio‐demographics, technical questions like cleaning steps, hygiene questions motivational question, environmental awareness questions, questions on payment for water and electricity, questions on information sources about household work were included in the study. It was found that the awareness to conserve water was common among the Asian participants but it necessarily was not practiced in the households as individual washing of dishes was found to be quite high. Among the many outcomes, important one was that ‘running tap method’ was found to be most prevalent (86%) among Russian participants, complimenting their detached approach towards conserving domestic water usage. In South American countries like Brazil (66%) and Argentina (51%), high occurrence of ‘running tap rinse’ was found to be a common practice, confirming the lack of conscious use of water in manual dishwashing in the subcontinent. Based on the overall responses, awareness of a new and efficient technique of manual dishwashing could be propagated through the most voted mediums of Internet (81%) and TV (69%).     

Understanding consumption behaviours for fair trade non‐food products: focusing on self‐transcendence and openness to change values

Using the Schwartz value system, this study explored the personal values of consumers related to fair trade product consumption. This study further investigated how the values determine beliefs, attitudes and purchase intentions associated with fair trade non‐food products. Data were collected using an online survey from a random sample of 1824 nationwide consumers. The results of this study revealed that fair trade purchasers show a higher level of self‐transcendence (universalism, benevolence) and openness to change values (self‐direction, stimulation) than non‐purchasers. These values also have positive effects on the formation of beliefs, attitudes and purchase intentions pertaining to fair trade non‐food products. Fair trade purchasers were also found to possess distinctive socio‐demographic characteristics concerning age, education and income. Findings can offer marketers specific information regarding consumers' motivations to purchase fair trade goods, which can improve targeting of products and ultimately increase the business and benefits of fair trade.