The Impact of Health Claims in Different Product Categories

Abstract

There has been little research about which combinations of health claims, food product categories, and nutrient enrichment labellings are most appealing to consumers. This paper tests whether specific product group differences exist for health claims and ingredient labellings based on the food additive Xanthohumol. To analyze preference heterogeneity, differences between consumers with a high, medium, or low preference for organic food products were considered. For data collection, an online-based discrete choice experiment was applied in Germany for the product categories milk, yoghurt, water, cola, and chocolate. The choice experiments were analyzed with multinomial and mixed logit models. Positive effects for the considered health claims that are based on the effect of the food additive Xanthohumol could be found for water, milk, and yoghurt. The comparison of the different organic consumer segments revealed that respondents with a medium preference for organic food products show the highest preference for the considered health claims.     

Unconventional adjustment strategies for rural households in the less developed areas in Greece

International competition in agricultural production is intensifying following the implementation of the 1993 accord of the General Agreement on Tariffs and Trade. The production of conventional farm products in surplus is being discouraged by means of indirect economic disincentives. The Common Agricultural Policy has already adjusted to unprotected national markets within the European Union and greater market orientation is being achieved mainly through price reductions. Farmers in the less developed areas in Greece, where agricultural activity is still the main source of income and employment, have been responding to policy reforms by seeking part-time employment and income in non-farm enterprises. The adoption of alternative, unconventional farm enterprises that use farm resources in an innovative and quantitatively different way does have the potential for bringing in a new source of income to farm business. For the purpose of this research three adjustment strategies were recognised. The ‘conventional’ (no change) pathway is based on traditional, region-specific products, production methods and services. The adoption of the ‘new crop’ pathway refers to the redeployment of resources into new agricultural products, whereas farms on the market integration Pathway redeploy resources into new marketing services and agricultural product processing on the farm. The new crop and the market integration pathways are identified as unconventional adjustment strategies. Results derived from multinomial logit analysis highlight the major constraints and opportunities associated with the adoption of new crops and market integration practices. Farmers who have adopted unconventional practices are influenced by factors external to the farm. such as contacts with institutions, and have a high probability of having higher debts. These farmers are likely to depend heavily on seasonal labour and rented land. The fact that market integration activities are associated with smaller farms in conjunction with off-farm work signifies the importance of establishing an integrated rural development policy approach. Public policy involvement in enhancing dissemination of information concerning unconventional enterprises is emphasised.     

Product Differentiation and Cost Pass‐Through

The present paper extends the existing literature on vertical price transmission and cost pass‐through by investigating the impact of product differentiation. We apply distance‐measures of product differentiation to a specific product market (yoghurt) within one country (Germany). Results from a panel‐error‐correction model for 30 products sold in 432 stores over a period of 312 weeks suggest that product differentiation explains a significant share of differences in cost pass‐through rates: more differentiated products command higher prices and are characterised by lower equilibrium cost pass‐through rates as well as more sluggish price adjustment.     

The Influence of Consumer Characteristics and Attitudes on the Demand for Organic Olive Oil

Abstract

The aim of the present study is to examine consumer factors that affect the demand of organic olive oil (socioeconomic characteristics as well as attitudes towards organic products, food safety and the environment). Heckman approach for single equation procedure was applied in order to (1) identify the profile of regular buyers of organic olive oil based on the aforementioned factors and (2) to estimate income elasticity for the same product. Results indicate that the demand for or ganic olive oil is strongly affected by socioeconomic characteristics such as income size and occupation status, and to a lesser extent by attitudes towards organic products, food safety and the environment.     

Does Production Labeling Stigmatize Conventional Milk?

Production labeling is a common approach for differentiating otherwise similar products in the marketplace. While these labels may convey positive messages to consumers about the new product, they may simultaneously stigmatize the conventionally produced product by highlighting perceived problems. The net economic result for producers can be negative since consumers may decrease their willingness to pay for the conventional product that dominates the market, while the new product has a relatively small market share. This experimental research identifies this stigma effect in the case of milk, where the introduction of rBST-free and organic milk reduces consumers' willingness to purchase conventional milk.     

Consumers’ Appreciation of Regional Certification Labels: A Pan‐European Study

Successful regional products, such as Florida oranges, Idaho potatoes and Parma ham, often have to compete against products passing themselves off as the authentic product using the exact same name. This unfair competition misleads consumers, discourages small‐ and medium‐sized enterprises (SMEs) from marketing products based on their region of origin, and may end up hurting rural economies. To protect consumers, and support SMEs and rural economies, many countries around the world have introduced regulations enabling SMEs to legally protect the names of their regional products. The success of these regulations largely depends on consumers’ appreciation of regional certification labels that inform consumers that the name of the regional product is protected and that it denotes the authentic product. To gain an understanding about consumers’ appreciation of regional certification labels, this paper investigates consumers’ image of these labels and proposes a model that relates this image to consumers’ willingness to buy and pay for protected regional products. The model is tested based on Regulation No. 2081/92 that was introduced by the EEC allowing European SMEs to protect their regional products and market their products with a protected‐designation‐of‐origin (PDO) label. Structural equation modelling results suggest that consumers’ image of regional certification labels consists of a quality warranty dimension and an economic support dimension, which positively relate to consumers’ willingness to buy and pay for the protected regional product. Protecting regional products and marketing them with regional certification labels may be beneficial for SMEs producing and marketing regional products. Policy and managerial implications are discussed.     

An inverse demand analysis with introduction of quality effects: an application to Spanish consumption of fruit and vegetables

This article analyzes consumer preference for fruit and vegetables when, by using time series with socioeconomic characteristics of households, there can be seemingly unobserved quality effects, which are increased by aggregation. The changes in Spanish demand for fresh and processed fruit and vegetables over the period 1987–2000 are discussed. Following previous tests and analyses, quantities are taken as predetermined and prices as matching the offer conditions. Thus, quality effects (based on the nutritional and/or health value of the product) are estimated from the error terms associated with the functions of the unit values. Quality variables are introduced as taste shifters in the inverse demand system (Laitinen–Theil model). The results show the positive effects of quality differences on the normalized price for the group of products through own‐quality flexibilities, and the negative effects between fresh and processed products through cross‐quality flexibilities.     

Consumer Behavior Toward Eco-Labeled Minimally Processed Fruit Product

The authors proposed an analysis of the determinants of purchase intentions and willingness to pay for minimally processed fruit. For this purpose, on-field research was conducted that involved 589 consumers. A questionnaire, gathered in Italy and based on a Likert scale, was administered to investigate intentions to purchase minimally processed fruit from environmentally sustainable farms, simulating a minimally processed product with an eco-label. Via structural equation modeling, the authors develop propositions representing a theoretical approach in the context of purchasing food products. By analyzing two different types of consciousness (health and green), the deduced managerial implications make it possible to assess that the green consciousness influences the attitude and affects the choices and behaviors of consumers. The potential adoption of an eco-label on this kind of food product could be seen as a useful marketing tool for new markets.     

Analyzing the Demand for New Value-Added Product: Case of Pure Blueberry Sweetener

Analyzing the demand for a new product that is not on the market presents challenges as agricultural producers search for potential value-added products and develop marketing strategies for these products. This study examines the market potential for a new pure blueberry sweetener in Kentucky. The results from a contingent choice survey indicate that the average respondent was not willing to pay a significantly positive amount for the product. However, a small group of respondents, who can be identified by their overall blueberry purchasing intentions and age, was willing to pay a price higher than the product's cost of production. Small and medium-size producers who are often limited by the financial and technical constraints associated with actual market trials of new products are likely to find that the type of marketing research described here is a particularly cost-effective method of getting information to assess market potential.     

Measuring Distortions to Agricultural Incentives for Value Chain Analysis: Evidence from Indian Value Chains

We extend the nominal rate of protection (NRP) methodology to a value chain framework. We develop our methodology for three types of value chains: a new value chain created by policy, a value chain in which a by‐product is created in the processing of a commodity, and a value chain in which processing of a commodity generates new product(s). We consider two cases of value chains: when the commodity is tradable and when it is non‐tradable. The proposed indicator, value chain NRP, allows policy‐makers to see an aggregate measure of all policy impacts on all the commodities and products in the value chain, normalised at the farm level. We apply the methodology to selected value chains in India. Our results indicate that farmers are subsidised, but at different rates. Both sugarcane producers and sugar producers are protected, but sugar producers are protected at higher rates. Producers of downstream products such as ethanol and molasses are taxed, whereas the crushing industry is subsidised. We observe that there is increasing protection along the value chain from commodity to product for the oilseeds sector, whereas the picture is less clear for the sugarcane value chain.     

Producer–Consumer Misalignment as a Possible Cause for New Food Failure: Empirical Evidence From Chile

Literature on new food products development agrees on the importance of gaining knowledge about consumer tastes and preferences as a way to increase new product success. However, the failure rate of new food introductions continues to be high. In economies with a highly developed retail system, retailers and other market players create an information and communication barrier between the producer and the consumer. Consequently, the development of new products becomes difficult in such conditions, since misalignments between producers and consumers are more likely to occur. To investigate the issue, we interviewed producers of Chilean companies in the blueberry, plum, and wine industries and concluded that their product design was based on assumptions about consumers’ preferences and on the observed market response to competitors’ products. To test if these assumptions were correct, we compared them to consumer preferences. Results showed that producers’ assumptions about consumer preferences differ significantly from actual consumers’ preferences.     

Food Manufacturers’ Sustainable Product Launch Strategy: Game Theory Approach

This article constructs a manufacturers’ sustainable food product launch game theory based model to understand the decision-making. The results based on derivations and simulations of the egg industry show that the lead manufacturer and the follower manufacturer have different launch criteria for sustainable products. The lead manufacturer decides to launch a sustainable product when the relative maximum willingness to pay for the sustainable product is higher than the relative cost and/or the absolute value of the maximum willingness to pay for the sustainable product is sufficiently higher than the absolute value of the cost of the sustainable product. The follower launches primarily based on the degree of substitution. When consumers perceive that the sustainable product is differentiated and distinguishable enough from the conventional product, the follower is more likely to launch a sustainable product. The simulation results show that egg manufacturers, both the leader and the follower, under both the worst and best case scenarios will launch sustainable egg products to increase their profit. Our results are supported by industry data, which shows that both national and store brand manufacturers have increasingly marketed sustainable eggs over the past few years.     

Product Differentiation with Credence Attributes and Private Labels: The Case of Whitefish in UK Supermarkets

The retail market for seafood is dynamic with substantial competition both amongst retailers and between private labels and national brands. New product attributes are added in attempts to differentiate products and to attract consumers. Credence attributes, in particular those related to eco‐labels and fishing method, have become more common. But little is known about how these and other credence attributes are valued in the retail market. In addition, little is known about price differences between private labels. To estimate the value of these attributes, weekly in‐store observations of selected frozen whitefish products were conducted in seven UK retail chains in the city of Glasgow. An estimated hedonic model shows a substantial price premium for fishing method (line‐caught), a premium for both home (Scottish) and non‐home country of origin (Icelandic) and a premium for the Marine Stewardship Council eco‐label. An uncertified eco‐label owned by a large seafood manufacturer leads to reduced price. The study also reveals substantial price differences between private labels for whitefish. The results contribute new insights regarding opportunities for differentiation by credence attributes which may lead to more sustainable and effective resource use along the value chain for frozen whitefish.     

Decision Process for Adoption of Innovative Products in the European Seafood Market: The Importance of Supply and Demand Factors

This study proposes a new approach with two-dimensional point of view to test predicting factors that are influencing European trader decisions for the adoption of innovative seafood products in the distributor channels. A combination of two main predicting factors for adoption is investigated in the “supply factors” (4Ps: product, promotion, place, and price) and the “five innovation demand factors” (5IDs: relative advantage, compatibility, complexity, trialability, and observability). The findings indicate that 4Ps and 5IDs have a significant effect as controlling variables in the decision-making process for innovation adoption. This fact shows a strategic function and illustrates that supply–demand factors have a pressure effect on the innovation adoption process in the market. The results are important both for satisfying consumer expectations and for industrial innovation strategies.     

Food Product Acceptance in Foreign Distribution Channels

This article examines some of the factors associated with gaining product acceptance by middlemen in export channels. Our thesis is that a major problem for (potential) exporters is not so much to select, but rather to be selected by middlemen in the target country. If significant differences of opinion occur between exporter and importer regarding the importance of certain product and/or organizational factors, the product acceptance decision may be negative. This study focuses on the opinions of U.S. importers and Dutch exporters of food and beverage products with respect to the final step of the import-export interaction model; the buying decision.     

Home Bias in Primary Agricultural and Processed Food Trade: Assessing the Effects of National Degree of Uncertainty Aversion

This study investigates the effects of national degrees of uncertainty aversion (unfamiliarity avoidance) on the magnitude of bias towards domestic products rather than imports. The empirical analysis is implemented for primary agricultural and processed food products, using a panel dataset covering trade between and within OECD countries. Primary agricultural products are often blended and associated with reference prices. Conversely, processed food products exhibit higher levels of product differentiation. The empirical results confirm expectations by emphasizing the magnifying effects of uncertainty aversion on home bias in the case of processed food products but not in the case of primary agricultural products. These magnifying effects are primarily associated with processed food products destined for final household consumption. Other results reveal significant variations between different countries (based on geo‐economic and national income categories). Our results also indicate that home bias and uncertainty aversion effects on home bias have not decreased over time. The empirical results remain robust under different estimation methods.     

Consumer preferences for new technology: apples enriched with antioxidant coatings in Uzbekistan

Food markets in developing countries are experiencing an expansion of new functional products. Even though their market share is small, these food products are usually imported and post a higher price compared to local products. In this article, we investigate the consumer response toward new functional food products in Uzbekistan by focusing on the incorporation of apples enriched with antioxidant coating in the food market. We conduct consumer surveys with two different information treatments. We utilize a dichotomous‐choice contingent valuation methodology to estimate willingness to pay for this product and analyze factors that affect consumer choice. The results suggest that the average Uzbek respondent is willing to purchase functional apples with a 6% discount. The effect of information regarding the potential health benefits of antioxidants is positive and statistically significant. We compare the findings with a previous U.S. study of the same product and discuss how the delivery method provides an additional hurdle in the Uzbek market.     

Agreement based land consolidation – In perspective of new modes of governance

A comparative study on the performance of new modes of governance in selected Central and Eastern European countries stated the problem that the emergence of new modes of governance in environmental policy is impaired by weak governance capacities in state and civil society and lack of mutual trust among stakeholders (Börzel, 2009a). The purpose of this article is to draw attention to agreement based land consolidation for implementation of area based environmental policies. The article contends that land consolidation exclusively based on agreements can cope with capacity constraints in state and civil society and at the same time apply the principles of new modes of governance. The research questions are: (i) how are principles of new modes of governance applied in agreement based land consolidation? (ii) what are the incentives and the technique in agreement based land consolidation? and (iii) what are the capacity building requirements for an agreement based land consolidation approach? The Danish land consolidation procedure is used as an example of an agreement based approach. Transaction technique, planning technique, and incentives are exposed with reference to transaction cost theory. The impact on trust is illuminated with reference to theory on social capital. The wetland projects serve as an example of area based environmental projects and is illustrated by a case. Data, however incomplete, indicate that agreement based land consolidation has been and is used as an important implementation tool in land related environmental policies in Denmark. The article concludes that the agreement based approach displays key features of new modes of governance. The principle of voluntary agreements grants the affected non-state actors a strong position to influence the final policy outcome and they contribute with local knowledge and mediation. The approach avoids conventional enforcement. Agreement based land consolidation is possible but relies on demanding preconditions. The investment in incentives and capacity building can be justified by a broad range of benefits.     

Productivity,resource endowment and trade performance of the wood product sector

This paper analyzes the determinants of international trade of wood products, considering three main groups: woodworking products, pulp and paper and wooden furniture. We extend the Heckscher-Ohlin-Vanek (HOV) framework in order to take into account the forest resource endowment as well as industrial performance factors. Empirical tests are based on data on European countries between 1995 and 2007. The HOV hypothesis is partially confirmed in that the forest resource endowment is a significant determinant for explaining differences in net trade of two products (pulp and paper and furniture) but not for woodworking products. In addition, empirical tests also show the limits of the HOV model for explaining international trade of wood products. Indeed, factors reflecting industrial performance of wood sectors, including total factor productivity and average labor cost, have a significant role in determining differences in net trade of wood products.     

Does willingness to pay increase with the number and strictness of sustainability labels?

Labels signaling sustainable product attributes are gaining importance, although uncertainty concerning the environmental, micro‐ and macroeconomic benefits of such labels persist. One of the questions still incompletely answered is whether Willingness To Pay (WTP) varies with a gradually increasing number of labels on a food product. In order to answer this question, we conducted a laboratory experiment with 191 student respondents, testing consumer valuations of different labeling strategies. Using the Becker‐DeGroot‐Marschak mechanism, WTP for 15 food products was measured. The products were endowed with up to six different sustainability labels, such that each grocery item was available in eight product versions. For perishable, nonperishable, and plant‐based products, the results indicate that participants are prone to allocating WTP‐premiums to labeled products, more than to unlabeled products. For animal products, however, labels do not influence WTP significantly. Furthermore, the premiums do not vary with an increasing number of labels, irrespective of whether the labels signal substitute or complementary sustainability information. The results are not entirely in line with normative notions of magnitude variation, but rather with the behavioral economic concept of embedding effects.