A Pre-Purchase Model of Consumer Choice for Biological Foodstuff

Abstract

The present study examines the way consumers form their purchase intentions for organic products using the concepts of perceived quality and value. A model of relationships among quality cues, evaluative judgments, and willingness to buy for organic foodstuff is then developed and explored empirically with respect to biological olive oil. The data provide support for the critical importance of perceived value on consumers' purchase intention. The discussion centres on theoretical and especially managerial implications for organically and naturally produced food.     

Environmental Concerns and Food Consumption: What Drives Consumers’ Actions to Reduce Food Waste?

Consumer behavior and food consumption comprise the largest amount of waste in the food chain. This study aimed to identify the relationships among consumer environmental concerns, their awareness of food waste, demographics, and their food consumption. The findings suggest that food waste prevention is positively influenced by consumers' environmentally conscious buying, food waste awareness, bulk buying, frequency of home cooking, and age. Impulsive food purchasing, the frequency of eating out, and the number of people in the household negatively influence food waste prevention. Food policy makers and retailers should be involved in educating and encouraging consumers to minimize food waste.     

Green Food Consumption in China: Segmentation Based on Attitudes Toward Food Safety

ABSTRACT

The objectives of this report are twofold: to examine the demographic factors that drive demand for green food and to segment Chinese consumers based on their attitudes toward food safety. An online survey was used to collect consumer behavior information. A total of 402 responses were obtained covering participants who lived in 24 provinces and municipalities in China. Probit modeling, analysis of variance, and cluster analysis are used. Income, education, age, gender, presence of young children, household size, and overseas experience are variables that have an impact on green food purchase. Young, wealthy men, who have young children and live in a small household, are likely to buy green food. The survey shows that Chinese consumers are willing to pay a price premium for green food; however, price will be a major factor restricting the growth of the green food label in China, given market prices. Three segments―the “distrustful consumer,” the “ambivalent consumer,” and the “trusting consumer”―are identified for market segmentation purposes.     

Individual and Situational Determinants of U.S. Consumers’ Buying Behavior of Organic Foods

ABSTRACT

The current study expands on previous research by examining a more comprehensive set of factors that influence consumers’ buying behavior of organic foods. This study focuses on individual and situational factors associated with attitudes and intentions to buy organic foods, which subsequently lead to organic food-buying behavior. Health and environmental consciousness were found to be individual factors that significantly influenced attitudes toward buying organic foods, whereas children’s age and perceived convenience of purchase were recognized as strong situational factors that determined intentions to buy organic foods.     

Food Waste Avoidance Actions in Food Retailing: The Case of Denmark

Food waste occurs throughout the entire food supply chain, from production to consumption of food in households. Retailers are in a unique position to contribute to food waste avoidance, not only by minimizing the amount of waste in their distribution channels but also by influencing consumer attitudes and behaviors. This explorative study aims to identify which food waste avoidance actions are conducted by retailers in Denmark, to which extent, and how they vary across food categories and supermarket chain. Based on an analysis of secondary and empirical data collected via observations at retail stores, the authors identify 22 food waste avoidance actions in Danish retail. The results provide new insights into food waste avoidance in retail. Based on the findings, suggestions for further research directions are developed that should serve to identify the most efficient customer targeted actions in the in-store setting and marketing of suboptimal foods.     

Integrating Factors Influencing Consumers’ Halal Products Purchase: Application of Theory of Reasoned Action

ABSTRACT

The purpose of this research is to determine Muslim consumers’ purchase perceptions of Halal products in Pakistan. The research team has integrated different factors such as processing, Halal logo, ingredients, health consciousness, perceived value, food safety concern, and religious factor with Theory of Reasoned Action (TRA), and they investigated their influence on consumers’ attitudes and intentions to purchase Halal food products. A survey was conducted in Islamabad and Rawalpindi city, Pakistan. A total of 282 (56.4%) completed questionnaires were received from 500 respondents. Structural equation modeling technique was used to determine consumers’ purchase intention and behavior regarding Halal products. Except for health consciousness and Halal logo, all factors positively influence consumers’ attitude and purchase intention of Halal food products and, subsequently, their purchase behavior.     

A Proposal of the Buying Model for Fresh Food Products

Abstract

This paper develops a model of buying intention for food products based on consumer information, habits and prior experience, contrasting it with a perishable product such as fresh mussels. The model studies what influence the attitude and confidence shown by the subject have in evaluating the product in the intention to buy. Also analysed is the influence that habits and previous experience have on the formation of consumer preference and the intention to buy the product. A structural equation model is used to identify these variables and constructs as well as the relations established between them. Furthermore, strategies are presented for both consumers and managers designed to reduce the perceived risk associated with buying fresh mussels. The purpose of this is to reduce the risk perceived by consumers and prevent it from curtailing mollusc purchases.     

Marketing Premium Food Products in Emerging Economies

Abstract

Developing branded food products, that signal higher standards, presents a challenge to processors in newly emerging markets. Many studies have been conducted to learn about consumer awareness and willingness to pay for higher quality products with particular attention to local origin, organic, or environmentally friendly products in developed countries. This study focuses on attributes that may increase demand for domestic cheese in Macedonia. We find the willingness to pay to premiums for higher quality, taste, consistency and certified “safe” cheese is relatively high, and with respect to determining target markets, income, region, shopping behavior and various other demographics all help to delineate potential consumers of premium cheese.     

Agricultural Show Awards: A Brief Exploration of Their Role Marketing Food Products

ABSTRACT

Drawing on interviews with 12 agriculture show winners across a range of different food industries, this report provides a preliminary analysis of the role that agricultural show awards play in branding and marketing food products for commercial sale. In keeping with findings from previous studies, show awards were found to be regarded by producers as prestigious, signifying product excellence. Further, the assessment of the quality of products, the opportunity to receive expert feedback on new products, and a comparative, competitive effect of the show system was found to provide a mechanism to improve quality, helping to support industry standards and foster a culture of innovation. Show awards were identified as especially important in supporting small-scale entrepreneurial endeavors that depend on niche marketing strategies. However, winning awards was shown to contribute more to perceived brand equity of products rather than actual economic gain. To strengthen the impact of show success, participants indicated the need for increased consumer awareness of the meaning of the awards. The authors identify key future directions research could take to maximize the impact of agricultural award systems on the businesses of competitors.     

Branding Food Culture: UNESCO Creative Cities of Gastronomy

ABSTRACT

Although branding is a well-established practice in consumer goods marketing its application to intangibles is a relatively new activity. This article analyzes the co-branding between the United Nations and urban centers that are successful in becoming UNESCO Creative Cities of Gastronomy. Cities with this status have the potential to generate benefits from enhanced brand image, with associated economic and social rewards. However, it requires ongoing investment to create awareness among potential tourists and investors and in the development of enhanced pride and coordination among city residents and businesses. Numerous cities are likely to join the existing five UNESCO Creative Cities of Gastronomy over coming years as a result of efforts from UNESCO to raise its profile, alongside individual cities prioritizing food tourism in their economic development plans and increasing global importance of food security as evidenced by it being the theme for World Exposition being hosted by Italy in 2015.     

信任对城市居民有机食品消费行为的影响机理分析

[目的]揭示不同信任水平消费者在有机食品消费行为上的差异及其内在逻辑,从而为有效破解有机食品市场提供新的思路。[方法]文章以价值感知和食品安全意识为中介调节变量,构建信任影响消费行为的分析框架,并基于全国1 113位城市居民的微观调查数据,采用Ologit模型进行实证检验。[结果]信任水平正向影响居民有机食品消费行为和价值感知,价值感知在信任对消费行为的影响中发挥中介效应;同时,居民食品安全意识在信任与价值感知之间起调节作用,从而价值感知对信任与消费行为之间关系的中介效应也会受到食品安全意识的调节,即产生了被调节的中介效应。[结论]信任是决定消费者有机食品消费行为的重要因素,信任缺失会限制消费者的购买行为。利用有效的信号揭示和传递机制能缓解市场信息不对称,增进消费者信任,从而促进有机食品消费市场发展。与消费者信任相比,价值感知是影响消费者购买行为的更为直接的因素,不同消费者信任水平导致的购买行为的差异,在一定程度上是通过影响消费者价值感知实现的。因此,提供差别化的产品与服务、加强消费者的良性社交互动,普及和传播食品安全知识,有效提升消费者的价值感知水平和食品安全意识,都有利于有机食品市场培育。     

Anti-Waste Labeling and Consumer Willingness to Pay

ABSTRACT

Food waste is an important topic in the general context of food consumption sustainability and ethical consumption. Several studies have focused on environment-friendly labeling schemes based on different “ethical attributes,” such as organic, fair trade, and locally grown. However, the effect of a labeling scheme based on food waste prevention has never been studied. In the current work, experimental auctions were used to investigate the effect of a certification about containing food waste within a certain threshold on participants’ willingness to pay. The product chosen for the auctions was the French baguette (500 g) packaged with a paper wrapper. Furthermore, we examined whether the effect would be moderated by different communication strategies about the consequences of wasting. Specifically, two different frames of reference were used: the first is based on the carbon footprint, the other on the water footprint. Our results showed that waste prevention–based labeling positively affected participants’ willingness to pay and that this effect was enhanced by the carbon footprint frame of reference.     

Consumers' Perception of Food Product Quality in Tunisia

Abstract

This paper investigates consumers' perception of food quality in Tunisia. In fact, the development of quality standards is driven by government regulations and mostly in response to export markets regulations. The role of consumers in this process is quite missing. This paper first highlights the current food safety and quality programs undertaken by the Tunisian government. Second, we use a sample of 150 consumers chosen at random at two of the largest hypermarkets in Tunisia to analyze consumers' behavior regarding quality. The paper shows strong concerns about hygiene among other quality attributes and strong awareness about quality and quality assurance schemes in general. Consumers are also motivated by habits of consuming home made products for hygiene and taste reasons. If appropriate quality systems were implemented to assure consumers about such attributes this would boost up demand for quality products.     

Consumer Acceptance of Food Biotechnology

Abstract

Using data from a national survey, this study examines public acceptance of food biotechnology by modeling consumers' willingness to buy genetically modified foods. Empirical results suggest that younger, white, male and college educated individuals are more likely to accept food biotechnology. However, consumers' views about scientists and biotechnology companies, and their trust and confidence in government regulators, have greater impacts on their acceptance of genetically modified foods than their economic and demographic attributes. Overall, consumers view food biotechnology as a risk-benefit issue rather than an ideological issue. There is some evidence of regional differences in the acceptance of bioengineered food products.     

Information Effects on Consumers' Willingness to Purchase Irradiated Food Products

This study assessed the effect of information related to the food irradiation process on consumers' willingness to purchase irradiated food products and the perceived consumer segment to which they belonged ("strong buyer,""interested,""doubter," or "rejector" of irradiated food). Two types of information were presented: the nature and benefits of food irradiation and information about two ways in which food can be irradiated. Positive shifts in the responses were observed in both the consumer segment to which they belonged and willingness to buy after the presentation of information about food irradiation technology.     

Food-Related Lifestyle Segments in Ireland with a Convenience Orientation

Abstract

This paper reports on an investigation into the convenience orientation of various food-related lifestyle segments in Ireland. The food-related lifestyle instrument developed by the Centre for research on customer relations in the food sector (MAPP Institute in Denmark) provided a valuable framework for the development of this analysis.

This instrument was applied in Ireland in 2001, with a nationally representative sample of one thousand Irish consumers. Six distinct food-related lifestyle segments were identified (Ryan, 2002). The lifestyle instrument grouped consumers in terms of their attitudes towards the purchase, preparation and consumption of food products in general.

This research investigates the degree to which these food-related lifestyle segments are convenience-oriented by investigating their attitudes towards convenience and their purchase frequency for a range of convenience foods. The convenience element was developed following a review of the Irish convenience food market, which highlighted a number of convenience-related food issues driving this market. This study identified the food-related lifestyle segments that were particularly convenient oriented. These segments were further explained by relating their purchase frequency for a range of convenience products.

The attitudes of the various food-related lifestyle segments towards convenience foods and purchase frequencies for convenience foods differed. Three of the food-related lifestyle segments were identified as having a convenience orientation, namely the hedonistic, the extremely uninvolved and the adventurous segments.     

Consumer Motives and Purchase Preferences for Organic Food Products: Empirical Evidence From a Consumer Survey in Bangalore,South India

ABSTRACT

Consumer organic food choice motives and purchase preferences were studied in a structured quantitative survey (N = 201) in Bangalore, with the aim of identifying consumer segments based on these motives and preferences. Further, sociodemographic differences between the clusters were studied. Face-to-face interviews were used to sample the data, which were analyzed with factor and k-means cluster analysis (SPSS 16.0). Five latent factors were identified based on the motives, representing a set of consumer concerns labeled here as “food phobia” (health),” “environment,” “humanity,” “healthy eaters,” and “control.” Further, three clusters emerged from these motives representing 38%, 37%, and 25% of the sample size. The factors differ in terms of variance. Here, the records of perceived healthiness (food phobia) were the most important element, explaining 18.37% of the total variance. These clusters were differing in terms of the level and order of motivations. The health factor was a most important motive in two clusters, followed by environment. Further, humanity was the most important motive for the third cluster. This may reflect a heterogeneous nature of consumers in study area. Additionally, five clusters were identified based on the preferences, and profiles of these clusters differed in terms of sociodemographic factors and consumption pattern. Segments were identified based on motivating factors and preferences, and linking them with food choice motives and products preference provides the input needed by marketing professionals and policy makers to calibrate more efficient marketing strategies to better focus and position their products and design their communication strategies for target segments.     

Effect of Production Process and Attitudes on the Intent to Buy Sustainable Beef

Abstract

Previous studies on food consumption explore limited dimensions of the sustainable food production process. A model of consumer concern over the agricultural production process was developed to assess the influence of environmental attitudes, product involvement, and brand equity on the intent to buy sustainable beef. Interviews with experts, two focus groups, and a literature review were used to propose a scale for production process concerns. A survey of 725 beef consumers was conducted to test eight hypotheses. Results suggest that product involvement and concerns over the production process are related to attitude towards the environment and intent to buy sustainable beef. Moreover, as a result, the consumer bears a positive attitude towards sustainable consumption and is more likely to buy a sustainable product. Meanwhile, the rejected hypothesis refers to the relationship between brand equity and purchase intention. This new conceptual model may be validated with other food commodities.     

Predicting Consumers' Acceptability of Pesticide-Free Fresh Produce in Canada's Maritime Provinces

ABSTRACT

This study examines consumers' willingness to purchase pesticide-free fresh produce (PFFP) in Canada's Maritime Provinces. Households' decisions in purchasing organic foods are reflected in their willingness-to-pay (WTP) a premium for obtaining these types of products. WTP was modeled as a function of a series of explanatory variables including sociodemographic, socioeconomic, media, and public awareness about the impact of pesticide use on health and environment. Results suggest that Maritimes' consumers tend to pay the premium because they believe that the use of pesticide in conventional farming is life threatening. In addition, males and individuals with bachelor degrees are more willing to pay the premium, but those who visit farmers' markets on a regular basis are less likely to pay a premium for pesticide-free fresh fruit and vegetables. Finally, results show that media have no impact on consumers' decisions to purchase pesticide-free fresh produce.