Marketing Sustainable Consumption within Stores: A Case Study of the UK's Leading Food Retailers

Sustainable consumption is a core policy objective within the UK Government's Sustainable Development Strategy and there is a growing awareness that retailers have a vital role to play in promoting more sustainable patterns of consumption. This article explores how the UK's top ten food retailers are communicating sustainable consumption agendas to their customers within stores in the towns of Cheltenham and Gloucester. The findings reveal that while these retailers are providing customers with some information on sustainable consumption the dominant thrust of marketing communication within stores is designed to encourage consumption. The article concludes with some reflections on how sustainable consumption fits into the large food retailers' business models.     

Food consumption and political agency: on concerns and practices among Danish consumers

Increasingly ordinary individual consumers are expected to perform some kind of societal or political agency. In the debates about political consumption it is a recurrent topic to what degree consumption practices can be seen as political practices and how many consumers perform such practices. The aim of this article is to empirically qualify the demarcation of the political in individual consumer activities by integrating the concept of political agency in the definition of political consumption. On the basis of empirical results from a representative survey among food consumers in Denmark, the article suggests that by supplementing the criteria of consumers performing specific consumption activities with a criteria of consumers expressing political agency, a more precise empirical delimitation of political consumption can be achieved. Three groups of food consumers are identified: those who perform political consumption practices; those who perform politicized consumption practices; and those who vocalize the discourse of political consumerism.     

Food consumption,lifestyle patterns,and body mass index of a group of white South African students

There is worldwide concern that higher education students are increasingly engaging in unhealthy eating and lifestyle practices. A total of 488 white students participated in a study aimed at investigating the current food consumption and related lifestyle patterns of students at a South African residential university. The respondents’ self‐reported weight and height was used to calculate their body mass index (BMI). Closed and open‐ended questions measured aspects of the respondents’ usual eating patterns and lifestyles. The meal patterns and composition confirmed Western‐orientated food practices, as the majority consumed three meals a day, with in‐between meal snacking, and a different meal pattern over weekends. Respondents’ food intake was further characterized by a low intake of fruit, vegetables, and dairy products and frequent consumption of foods high in fat, sugar, and sodium. Although the majority (66.8%) of the study group were classified as normal weight according to their BMI, when comparing males and females, more males than females were overweight and obese. Only 54% of the males had a normal weight compared to 82% of the females. There was, however, no statistically significant difference (p = 0.149) between how males and females in the different BMI groups felt about their weight. The study also explored the relationships between the respondents’ BMI, gender, food consumption patterns, and type of residence. The features of the food consumption patterns were depicted according to whether breakfast was eaten or not; snacking activity between meals; the consumption of ready‐prepared convenience meals, fast foods; home‐cooked meals; and eating out. There were no statistical significant differences between the BMI categories of males and females regarding their habit to eat breakfast or not; and to snack between meals either during the morning, in the afternoon or after supper. Similarly, no statistical significant differences were noted when relating the BMI categories of the gender groups to the frequency of consumption of ready‐prepared, convenience type meals, fast foods, and home‐cooked meals. However, a statistical significant difference (p‐value 0.006) was found between BMI categories per gender and general frequency of eating out. No statistical differences was noted between BMI categories, gender and place of residence irrespective of the type, whether the student lived with parents, independently in a flat or apartment, or a house with friends or a room, or in a university residence.     

Factors that influence the consumption of food outside the home in Brazil

The food sector has taken on an unprecedented dynamism in recent years. The processing and distribution of food, although heavily influenced by tradition, have seen intensive innovations, leading to changes in the way individuals consume. One of these changes is the consistent growth of the habit of eating outside the home. Consuming food outside the home involves a number of practices such as eating at commercial establishments that specialize in food (restaurants, fast food restaurants and snack bars) and those that offer food as a part of their services (hotels, in‐flight meals), and non‐commercial alternatives such as the homes of family and friends. In order to describe the eating habits of consumers in the town of Lavras in Minas Gerais State, Brazil, especially when it comes to eating outside the home, a quantitative study was conducted, with 413 questionnaires being distributed by convenience sampling. Among the main results are: (a) a search for variety as a motivator for eating outside the home; (b) convenience as an important element on many occasions of consumption; (c) more intensive consumption and more favourable attitudes towards eating out on the part of younger people, people with higher incomes, no children and a higher degree of schooling; (d) importance of paying for food by the kilo. When compared with a study conducted in England, important similarities were identified in socio‐demographic influences, although the cultural factors are notable when it comes to dishes and the types of eating establishment. The growing habit of eating out has therefore become a worldwide phenomenon, but with cultural and regional differences that have led to different rhythms in terms of change and the way food is supplied. The recovery of embedded cultural habits, with increased value being given to slow food, traditional dishes and tradition itself, appears to co‐exist with a productivity model of food courts, pasteurization and accessible prices. The occasion for consumption, which may be understood as the dichotomies of ‘weekday versus weekend’ or ‘convenience versus leisure’, is an important element that influences consumer behaviours. The undertaking of a cross‐cultural comparative study can be seen as an important step in this field of research.     

Consumer needs and requirements for food and ingredient traceability information

The introduction of improved food traceability systems has aimed to restore consumer confidence in food safety and quality, in part by being able to provide consumers with more information about the origins of foods and food ingredients. However, little is known about consumers' opinions and beliefs associated with traceability, nor their preferences for information provision. In the current paper, consumer information needs and requirements regarding traceability are investigated. Semi‐structured interviews with consumers in four European countries focused on the need for traceability, the preferred means of communication, labelling and bodies held responsible for traceability and dealing with fraud. Results show that there is a clear consumer need for varied information about food and the production processes involved. Rigorous and accountable traceability systems may assist in making such information available to consumers.     

Food and social class

Food items are very good indicators of cultural differences between classes because the relative cost of food has generally decreased, thus allowing consumers more scope to choose personal food consumption models. The first purpose of this study was to make a comparison of classes and food choice between Britain and Finland. The analysis of Finnish data was conducted in an analogous way with the earlier British study. The results were in line with the findings of the British study: the boundaries between classes have been quite firm and stable from the 1960s to the 1990s. The second purpose of the study was to investigate some developmental trends of food choice on social classes in Finland in comparison with other relevant background variables. This study revealed that in 1990 there were still clear differences between the social classes in food consumption patterns. However, the impact of the socioeconomic group has slightly decreased, when the impact of type of household and the impact of income group is controlled.     

The workplace lunch room: an arena for multicultural eating

Many countries in Europe have experienced growing migration since World War II. It is estimated that more than one in five Swedes living today has roots in other countries and cultures. Segregation in terms of ethnic origin in housing areas makes it easier to maintain the language and cultural traditions of the home country when it comes to cooking and eating. In extremely segregated housing areas, there may even be no interface between foreign cultural traditions and Swedish traditions in food consumption. Almost every inhabitant in the age range 20–65 years spends a number of years in workplaces outside the home. Workplaces are generally melting pots for employees of all ages and ethnic groups. In this study, a bus company lunch room served as a field for studying preferences in food, meals structure and eating patterns during lunch breaks. The city centre lunch room was visited by every driver at least once during their working day for coffee/tea, lunch or a rest. The lunch room served as an arena for discussions and exposure to new foods customs relating to meals and eating. It thus constituted a place for cultural exchange about food preferences and for forming opinions about individuals and nationalities, including Swedes. The methods for gathering empirical material for the analysis were participant observations and semi‐structured interviews. Food consumption can be recognized as a marker of class and status in the same way as consumption of leisure activities and clothing. Some new criteria in identifying members of we‐groups in relation to others can be added to the classical criteria. When language fails in communication, visible signs become more important. A workplace lunch room is a clear arena for attitude formation. Attitudes may be conservative or stereotyped but sometimes evoke the curiosity to eat something different. In a multicultural arena such as a workplace lunch room, the knowledge available about food, meals and preferences is sometimes far from the real truth, especially when visible impressions are not followed by verbal communication, which can sometimes lead to incomplete and narrow‐minded conclusions.     

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.     

How practices inform the materialization of cultural ideals in mundane consumption

This study examines how consumers enact cultural ideals in mundane consumption. The empirical context is a weekday dinner practice among Finnish households. The findings demonstrate how practices inform consumers how, where, when, and with whom to enact and compromise cultural ideals and identity projects. Thus the practices guide food consumption choices and the meanings that the consumers ascribe to food consumption objects. The consumers are pragmatic, flexible and fragmented as they enact identity projects and cultural ideals in mundane consumption in relation to practices. They compromise the identity projects and the cultural ideals in some practice(s) but not across practices. As the practices serve different ends for the consumers at different times, the meaning of the practices is constantly re-created by the consumers. The perceived value of mundane consumption is related to how well and how frequently the consumers can enact their identity projects and cultural ideals in practices.     

Understanding consumers' online conversation practices in the context of convenience food

The area of convenience food has become an insightful context for studying consumption because it is full of tensions and contradictions. This context has attracted an ample amount of research on buying motivations, consumer attitudes and preferences. However, the practices of consuming convenience food have remained a rather unexplored area of research. The purpose of this study is to identify and dissect consumers' online conversation practices related to convenience food. Consequently, the study uses a practice theoretical approach to analyse consumers' online conversations about the topic. Three different categories and nine different practices within them are identified. The practices are further dissected to reveal their tension‐increasing and tension‐relieving characteristics. Finally, the article draws conclusions regarding practice theory and convenience food consumption.     

Running wild in the marketplace: the articulation and negotiation of an alternative food network

ABSTRACT

In this paper, we examine how actors within what we conceptualise as an emerging wild food alternative network are navigating through the foodscape to find alternatives to homogenous and standardised food products. Drawing on data from different research engagements with wild food consumers and producers over the last decade in Canada, we use the context of wild foods to explore how the ‘alternative’ is being articulated and negotiated. Inspired by scholarly work exploring the pedagogical promise of food, we also explore the transformational potential of the ‘alternative’ – how bringing wild foods to the table can both inspire and teach consumers about sustainability and alternative consumption practices. We conclude with directions for future marketing research on alternative food networks.     

Cosmopolitans of regionalism: dealers of omnivorous taste under Italian food truck economic imaginary

ABSTRACT

Cultural omnivorousness has gained relevance as a suitable theory to explain contemporary patterns of consumption, but the actual dealing of omnivorous taste by economic actors and businesses has been mostly overlooked. Through ethnographic research, this article explores how Italian gourmet food truck operators concretely produce claims of authenticity for omnivorous seekers. First, the adoption of the perspective of food truck operators highlights the reflexive and market-bounded nature of the omnivorous taste reproduction. Moreover, “being authentic” becomes an imperative for tastemakers, imposed by the economic imaginary. Finally, the centrality of regionalism in the Italian production of authenticity suggests that localism, too, has been subsumed by global food imaginaries and that regionalism expresses a cosmopolitan attitude. Taken together, these findings allow the integration of existing theory of food cultural omnivorousness: “gourmet” food must be authentic to be recognised by omnivores and distinctive to be successful on markets.     

Rural families food intake behaviour in relation to livelihood diversification,income differences and family size

The livelihood diversification significantly contributes to the family income having effect on food varieties' consumption in rural families of different sizes. This study investigated the food intake differences among rural families considering different income levels and family sizes. Moreover, barriers faced by the rural families to increase the consumption of food varieties were also analysed. A total of 200 rural families were selected through multistage purposive and random sampling techniques in the Punjab province of Pakistan and were directly interviewed and categorized first into low and high livelihood diversified families. The food groups were derived by assigning individual food to conventional food group taxonomies, and two‐way ANOVA (4 (income groups) × 3 (family size groups) was separately conducted for low and high livelihood diversified families. The income instability, prices of food items, market distance and storage were perceived as barriers for increasing food consumption. The high livelihood diversified families significantly and regularly consumed more food items than low diversified families. The rural households both in low and high livelihood diversified family categories having low income and high family size consumed less expensive food items. The regular consumption of fruits, bakery products, and livestock and dairy items was greatly associated with high income and small family size. One of the most remarkable findings of the multivariate multiple regression model was the households belonging to the lowest income group were significantly lowering the consumption of livestock and dairy food items as the family size increased from small to large family size. The interaction effect was highly associated with per capita income because the consumption of food items increased with the rise in income irrespective of the family size. However, family size groups showed different patterns of food intakes with different income levels. Government agencies should assist rural households to diversify their income portfolios for better nutrition.     

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.     

Changes in family food habits: the role of migration

The food habits of people generally dictate their nutritional well‐being, which subsequently affects their physical and mental health. A change in environment is one of the major factors that could bring about positive or negative changes in food consumption patterns. The food habits of 50 migrant families living in a suburb of Accra were studied to find out what changes have taken place as a result of a change in living environment. The homemaker in each family was interviewed to obtain information on socioeconomic characteristics, past and present food procurement and consumption patterns, food avoidances and factors that influence food selection and consumption. The findings revealed that, although the majority stuck to foods they were accustomed to, there were striking changes in sources of food procurement, the number of meals prepared at home and the relative frequency of consumption of some staple foods. One‐third of the study group felt that their diets had become poorer as a result of the change in environment. Two factors, time and money, were associated with the changes that had taken place. The study provides some evidence for the existence of inadequate diets among migrant families. This might even reflect a more serious situation facing the numerous migrant youth, who have no families to cater for them and, hence, put their health at risk. Home economists and other related professionals could be instrumental in drawing up intervention programmes to ensure adequate selection and consumption of food to promote good health among migrants to the city.     

Community supported agriculture membership: The benefits of spousal involvement

Fresh vegetables originating from alternative food networks (AFNs) are an increasingly popular choice all over the world. Being part of an AFN frequently redefines consumption and participation of family members in food‐related activities. Community Supported Agriculture (CSA) is a type of AFN, providing increased access to produce in a form of risk‐sharing model between farmers and consumers, which at the same time influences organization of household resources. Thus, not only the given member of a CSA, but also his/her spousal activities in household processes should be taken in account. It is clear that entering into CSA significantly affects lifestyles and frequently requires a great deal of adaptation, possibly leading to a crisis of whether to stay within the CSA or cease membership. The objective of this study was to reveal how spouses influence CSA membership. Using an explorative design, this study has identified three emerging patterns of spousal influence: coherent, integrative and neutral/antagonistic. The spousal influence on CSA membership may represent partner activities regarding food issues but also has an effect on food preparation and culinary choices at home. Our findings suggest that membership in CSA presents challenges and thus spousal support is crucial in the long term. As a consequence, spousal influence should be examined in relation to CSA participation. Inconveniences associated with CSA membership could be avoided by providing more information about the importance of spousal support.     

Young adults’ consideration of their food choices a propos consequences for their future health

Many researchers have devoted much time and effort to explain the undesirable health outcomes associated with an excessive intake of certain types of fast foods. Particularly vulnerable, are young adults who move out of their parents' homes to live on their own, and then begin to rely on the multitude of so‐called “food away from home” options which are convenient, available and even desirable in their social circles. This study investigated young adults' consideration of the consequences of their consumption of food eaten away from home due to concern about unacceptable habitual behaviour that might negatively affect their future households. The survey involved 395 young adults up to 25 years of age who completed a structured questionnaire which relied on an established Consideration of Future Consequences scale. Data analysis involved exploratory factor analysis, t‐tests and Anova. Findings revealed some concern about the immediate consequences of respondents' fast food consumption, but concern about the future consequences seemed rather distant in their minds. Although significant differences were confirmed within gender and among population groups with regard to immediate concern about their fast food consumption, the means were nevertheless low throughout indicating that much needs to be done to sensitize young people about every day food consumption that might have dire consequences for their future health.     

India's Food Security Strategy and its Impact on the Food Surplus State of Punjab

Based upon both primary data obtained from farmers and secondary data from government publications and Web sites this study examines the country's food security status, role of domestic food production to enhance national food security, and its impact upon the agricultural sector in the surplus agrarian region state of Punjab. Research indicates that the poverty level continues to be high and it varies across regions. The Public Distribution System constitutes a key element of food security in the country. It has come to rely upon internal procurement with the widespread dissemination of green revolution technology accompanied by a supportive policy framework. Government procures both wheat and rice from the surplus regions to feed the PDS. The state of Punjab has emerged a major contributor for both these crops. As this has heavily tilted the cropping patterns toward these crops, farmers have come to face several environmental problems, particularly that of water depletion. Due to low socioeconomic profiles and the lack of adequate market infrastructure, farmers are unable to make large-scale shifts in their cropping patterns. Thus it has endangered farmers' own food security, which may create a new dimension to food security in these countries.     

The effect of sensation seeking and emotional brand attachment on consumers’ intention to consume risky foods in restaurants

Sensation seeking and emotional brand attachment have been studied extensively, but limited research has been conducted on “risky foods.” This study explored how sensation seeking, emotional brand attachment, and risky food consumption varies demographically, and the relationships among those variables. Approximately 300 responses were collected from a restaurant serving “risky” and “nonrisky” foods. Significant differences included that consumption of raw/undercooked fish/eggs was higher in younger groups. Females showed more affection toward emotionally attached restaurants. The hypotheses testing showed the positive relationship from sensation seeking and emotional attachment to risky food consumption. Results offer information about marketing to different demographic groups.     

The impact of lifestyles and food knowledge on the food patterns of German children

The German youth is relatively well informed about healthy eating, but does not act in accordance with this knowledge. It is also known from empirical studies that there is an association between lifestyles, food knowledge and the eating patterns of older teenagers. However, is there a similar correlation in regard to younger children? This article shows results of a study addressing this issue by empirically investigating leisure time activities, food intake and food knowledge. The study conducted with 907 children, on average 12 years old, out of an urban region in northwest Germany using a written questionnaire, implies that food patterns and food knowledge have to be improved because they are – on average – only marginally acceptable. On this level, they are not in line with a healthy future. For the first time in Germany, food patterns and food knowledge of seventh grade pupils were analysed in relation to their lifestyles. The study revealed four lifestyles. One family‐oriented lifestyle and three non‐family oriented lifestyles: outdoor and sociable youth, culture‐oriented youth, and multimedia kids. The family‐oriented lifestyle influences the children's food patterns in a positive way; the three found non‐family‐oriented lifestyles lead to less preferable food patterns. The results imply that there is a phase of unhealthy food patterns at the beginning of the second life decade, which seems to be linked to the detachment from the parents and the gained independency, expressed by the first self‐chosen lifestyles. As lifestyles have such a vital influence on healthy eating, and family is no longer the place where children get their everyday competencies, school has to enable pupils to make healthier food and lifestyle choices.