Consumers’ Response to Genetically Modified Ingredients in Processed Food in an Emerging Economy

Genetically modified (GM) foods are available in many countries including post–Soviet Union countries. However, empirical evidence on consumer acceptance for this region is scarce. In this study, we investigate consumers’ willingness to purchase a processed food containing GM ingredients. For this purpose, a consumer survey was conducted in 2015 in Tajikistan. In many aspects, our results confirm previous empirical findings showing that women are more skeptical toward GM food and a higher level of respondents’ education and the presence of minors in households are negatively correlated with their willingness to purchase a processed food containing GM ingredients. Moreover, a higher risk perception of GM food is negatively associated with the probability to purchase and consume such foods. However, our results indicate that risk perceptions of GM food seem to be relatively low in comparison to other studies with 41.5% of Tajik respondents connecting no risks with GM food. This result is surprising given the existing knowledge about post–Soviet Union consumers who are usually assumed to reject GM food due to their strong focus on naturalness.     

Do the BRICs and Emerging Markets Differ in their Agrifood Imports?

This study develops an import demand model to explore the role of income in explaining the trade performance of low‐, middle‐ and high‐income countries with a special emphasis on Brazil, Russia, India and China – the BRIC economies. The study estimates the impact of the growth in per capita income on the trade of agrifood products using data from 52 countries and 20 agrifood products for the years 1990–2006. The results suggest that China, Russia and Brazil now have more income elastic import demands than other middle‐income countries. Conversely, the income elasticities of import demand in India are similar to other low‐income countries and for the most part statistically equal to zero.     

Consumers’ Perceptions and Behaviors Regarding Organic Fruits and Vegetables: Marketing Trends for Organic Food in the Twenty-First Century

ABSTRACT

Organic food market is very challenging in Europe and developing rapidly with different rates between the western and eastern parts. The objective of this report is to gain knowledge about attitudes toward organic fruits and vegetables among Slovenian consumers. Results indicated that organic buyers tend to be younger and higher educated than those who do not buy them. In addition, consumers’ trust in the authenticity of the goods and price are also issues. However, the main barrier to increase the market share of organic products is consumer information. According to the research results an important task for the producers will be to increase consumers’ knowledge of what an organic product is and how to differentiate it in the marketplace. Along with knowledgeable and educated consumers, consumption could be raised on another level. The results of the research could be used for planning further marketing activities.     

Consumers’ Trust in Food Quality and Willingness to Pay More for National Parks’ Brands: Preliminary Evidence From Italy

In Italy, national parks allow the use of their brand logo and name on the labels of food products produced by firms located within the national parks. However, no empirical research has yet investigated the impact of national park brands on consumers’ attitudes and behaviors. Hence, this empirical study explores the factors that influence consumer trust in food quality and their willingness to pay premium prices for the national park brands. Results from a survey involving a sample of 227 Italian consumers suggest that women and younger consumers trust more and are more willing to pay for national park brands. The origin of food products associated with national parks, naturalness of foods, food quality certifications and branding, and the environment in which the packaged foods originate influence consumer confidence and buying behavior. Implications for food marketers and policymakers are discussed.     

Vietnamese Consumers’ Willingness to Pay for Safe Pork in Hanoi

Abstract

Food safety is one of the main concerns and the biggest challenge for consumers due to its direct influence on human health. In order to deal with unsafe food situation, the demand for food hygiene has increased in recent years as well as the consequent increase in price accepted by consumers. This study aimed to estimate consumers’ willingness to pay (WTP) and to examine the determining factors influencing their WTP for safe pork using double-bounded dichotomous choice contingent valuation method (DBDC CVM). The data were collected from a survey with a sample size of 134 respondents in Hanoi, Vietnam using two sets of questionnaires on the consumption of rib and shoulder of pork. The results revealed that the percentages of the consumers willing to pay a premium for more hygiene shoulder and rib of pork were 81.75% and 73.01%, respectively. The mean WTP was 129,000 VND (US$6.07) for both safe shoulder and rib, 48.7% and 37.8% higher than the regular market price, respectively. The results showed that consumers’ awareness of the risk of unhealthy pork, household income and expenditure were the positive determinants to WTP; meanwhile, the amount of pork consumption per month negatively affected the willingness to pay more for shoulder and rib of pork.     

Consumers’ Willingness to Pay for Sustainable Seafood Made in Europe

Sustainability of increasing relevance also for seafood markets. The aim of this contribution is to analyze consumer preferences and their willingness to pay (WTP) for different sustainability claims, and to identify consumer segments according to their WTP. The contingent valuation method was applied to elicit consumers’ WTP in eight European countries. The WTP varies between seven and almost 20%, depending on attribute and country. Three consumer groups become apparent: the largest group without any additional WTP, a smaller group with a moderate additional WTP of plus 17%, and a very small group with an additional WTP of more than 40%. Clear differences between countries are obvious regarding preferences for different sustainability attributes, particularly in the segment with the highest WTP. A fraction of the consumers is willing to pay significantly higher prices for sustainably produced fish from Europe: given that trustful standards are applied and well communicated.     

Healthy Competition to Support Healthy Eating? An Investigation of Fruit and Vegetable Pricing in UK Supermarkets

Governments and public health officials are urging the public to eat more fruits and vegetables to contribute to a healthy diet. However, there is concern that a lack of effective competition amongst supermarket retailers has resulted in inflated prices for these products which are deterring consumers from eating more of these healthy foods. We investigate this by examining the nature and extent of price competition for fresh fruits and vegetables amongst UK supermarket retailers, drawing on a panel of weekly retail and corresponding wholesale market prices over a seven‐year period. We find that the extent of supermarket competition varies across the products, being quite intense on some but much weaker on others, where the retailers do not fully respond to each other's prices and where the extent of their competitive interaction varies significantly with each other.     

The demise of swidden-fallow agriculture in an Atlantic Rainforest region: Implications for farmers’ livelihood and conservation

The Brazilian Atlantic Forest is widely recognized for its high levels of biodiversity and endemism. Its vast region concentrates also a large number of small farmers, who historically have been practicing swidden-fallow cultivation. Globally, there is contradictory evidence of the current fate of this traditional, integrated agricultural system, and the new land uses may have a strong impact on farmers’ livelihoods and ecosystem conservation. In this study, we assessed the land cover and land use change in a watershed where slash-and-burn cultivation was prevalent, aiming at understanding the drivers of change and discussing past and possible future impacts, including the perception of farmers on the drivers of land use change. We combined information gathered from interviews with 15 key informant farmers and from the analysis of remote sensing images for the years 1957, 1978 and 2011. Swidden-fallow cultivation has declined steadily since the 1950s. Part of the land was abandoned and forest succession was allowed to occur, increasing the total forest area; an apparently positive outcome. However, conversion to pastures and Eucalyptus plantations not only used much of the open land but also converted successional forests through deforestation, based on remote sensing. The willingness of farmers to grow more Eucalyptus and raise more cattle further increases concerns about the prospect for conservation. Our approach, combining remote sensing-based land change quantification and interviews, revealed to be complementary, allowing a better understanding of the past and possible future scenarios for the land use dynamics.     

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.     

Effect of Consumers’ Personality on Store Brand Choice in Grocery Stores: Insights from France and Germany

Abstract

Consumers’ personality can influence choice behavior. Considering disparities between food store brand market shares across countries, we investigate the impact of personality on food store brand decision making. We carried out two non-hypothetical choice experiments for milk, ice-cream, and cereal, one in France and one in Germany for a total of N?=?505 participants. Results show that in France neurotic and in Germany conscientious consumers purchase significantly less store brands for the food items in question. This study contributes to the literature by providing evidence that both, personality and country-effects, influence consumer food choice behavior and serve as a motivating factor for multi-category purchases of grocery store brands.     

Regulators’ and stakeholders’ perspectives in a framework for bioenergy development

In this study, ten bioenergy crop rotations (corn, corn-stover, sorghum, soybean, corn-soybean, corn-soybean-canola, corn-stover-soybean, miscanthus, switchgrass, and sorghum-soybean) were selected based on local stakeholder (economically motivated) and regulator (environmentally motivated) preferences. These crops were implemented on diverse landscapes (agricultural, marginal, and agricultural plus marginal lands) one at time for 17 years using a SWAT model of the Saginaw River Watershed in Michigan. The bioenergy crops were evaluated based on 100 percent, 50 percent, and zero percent weight assigned to both stakeholders’ and regulators’ preferences using analytic hierarchy process (AHP), an optimization and decision-making technique that aims to satisfy multiple conflicting objectives. The corn-soybean-canola rotation was selected in all landscapes based on economic benefits (stakeholders’ preferences). Meanwhile, perennial grasses (miscanthus and switchgrass) were selected based on environmental benefits (regulators’ preferences), because they maintain permanent cover, require fewer inputs than traditional row crops, and are less management intensive. When implementing bioenergy crops on marginal lands, pollution generation greatly increased at the field level, indicating that these lands are likely not viable for bioenergy crop production to meet potential future renewable energy demand.     

Country of Origin Effect for Food Products from Developing and Transition Countries: A PLS Analysis of German Consumers’ Perception

ABSTRACT

This study investigates the importance of the country of origin (COO) effect in German consumers’ perception of chocolate quality using the example of chocolate made from Ecuadorian raw cocoa. From earlier COO and consumer perception research, a complex research framework grounded in schema and attribution theory has been developed acknowledging the multifactorial character of consumers’ food quality perception. Based on this framework, a PLS analysis of primary data from an online survey of 205 German chocolate consumers is conducted. The results demonstrate the overall applicability of the research framework and give evidence on the underlying complex consumer perception process of COO-labeled food products. For the case of chocolate made from Ecuadorian cocoa, PLS estimations show a strong COO effect in German consumers’ quality perceptions and identify characteristics of the target consumer group. Protecting geographical indications may offer a potential for products from developing and transition countries to differentiate in the German market, a prime example for European markets, and should be promoted more strongly by government offices and NGOs.     

Alberta Consumers’ Valuation of Extrinsic and Intrinsic Red Meat Attributes: A Choice Experimental Approach

This paper analyzes Alberta consumers’ perceptions toward extrinsic and intrinsic attributes of bison and beef steaks. In contrast to published Canadian consumer studies on bison meat that were undertaken prior to May 2003, before the first BSE case of Canadian origin was identified in beef cattle, this study provides a “post-BSE” assessment of consumer perceptions toward selected bison meat attributes. The results from an attribute-based choice experiment provide little support that simple traceability assurance schemes have value to consumers of bison and beef steaks, thus confirming similar findings of earlier beef studies that have employed different methodological approaches. The results also suggest that consumers are willing to pay significant premiums for bison steaks that are certified as being produced without genetically modified organisms, an attribute that has so far been unexplored in previous published bison studies. Le présent article analyse les perceptions des consommateurs de l’Alberta envers des attributs intrinsèques et extrinsèques du bifteck de bœuf et de bison. Contrairement aux études canadiennes sur la consommation de viande de bison publiées avant mai 2003, soit avant l’apparition du premier cas d’ESB dans un troupeau de bovins canadien, la présente étude livre une évaluation « post-ESB » des perceptions des consommateurs envers des attributs sélectionnés de la viande de bison. Les résultats obtenus à partir de la méthode des choix multi-attributs apportent peu d’appui à l’idée voulant que les mécanismes simples d’assurance de la traçabilité aient de la valeur pour les consommateurs de bifteck de bison et de bœuf, ce qui confirme les résultats similaires d’études antérieures sur le bœuf effectuées à l’aide de diverses approches méthodologiques. De plus, les résultats ont montré que les consommateurs sont prêts à payer un supplément appréciable pour du bifteck de bison certifié sans organisme génétiquement modifié (OGM), un attribut qui n’a pas été examiné dans les études sur le bison publiées antérieurement.     

Rural Bangladeshi consumers’ (un)willingness to pay for low-milled rice: Implications for zinc biofortification

Zinc deficiency is a severe public health problem in Bangladesh. We examine the effects of nutritional information on rural consumers’ willingness-to-pay (WTP) for two ways to increase zinc intake through rice, the main staple crop–low-milling that gives rice grains a distinctive light brown color (a visible trait) and sets it apart from the culturally preferred high-milled white rice grain and biofortification of rice with increased zinc content (an invisible trait), which is also low-milled to retain maximum zinc content. Results of our economic experiments suggest that with nutritional information, consumers are willing to pay a premium of 4.6% for zinc biofortified rice compared to non-biofortified rice, when milled at the same level. However, results confirm the strong preference for high-milled rice by Bangladeshi consumers who discounted low-milled rice by 8%–10% even after receiving information on the nutritional benefits of biofortified or low-milled rice. We find that consumers’ WTP for the two high-zinc-low-milled rice types (biofortified and non-biofortified) is positively correlated with being a female, more educated, belonging to households engaged in non-farm activities and with children under 5 years of age. Results point to the importance of nutritional awareness campaigns for increasing zinc biofortified and low-milled rice consumption and guiding the targeting strategy for such campaigns. Given the consumer preference for high-milled rice, this study also points to the need for exploring the rice fortification strategy to address the challenge of malnutrition.     

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.     

‘Good’ farm management employment: Emerging values in the contemporary Irish dairy sector

The number of Irish dairy farms with herds greater than 100 cows has increased from 4.5 % in 2005 to 23 % in 2016. The abolition of the dairy quota in 2015 has led to predictions that this trend will continue and that an additional 6000 people will be required to work on dairy farms by 2025. Ownership of farms is esteemed, with farm employment perceived as a poor second option, so it is necessary to identify possible routes towards creating 'good' farm employment relationships. This paper explores the social, cultural and economic values of employers and employees in the context of early experiences of farm employment in post-quota Ireland. Using narrative analysis, this study found that employees gained esteem and pride from acquiring managerial responsibilities and receiving recognition for their abilities and accomplishments from their employers. Greater social recognition of employ’ abilities by peer groups and in networks (social capital) cemented ‘good employee’ status. Employers, in a context of unprecedented dairy production expansion, emphasised the need for and demonstrated changing of power structures to open up the farm to new forms of influence. However, employers’ reflexivity in support of employment relationships was undermined overall by what the management literature calls a weak ‘rewards system’ for employees. Without the supportive scaffolding of a formalised rewards system, relational gestures of responsibility-devolution and employ’ appreciation of employees may be insufficient to sustain quality farm management employment in the long term. Inevitably, this diminishes the attractiveness of farm employment, limiting the drawing of talent not only into farm employment but into associated capacity-building programmes.     

Organic‐ and Animal Welfare‐labelled Eggs: Competing for the Same Consumers?

To understand the market for sustainable foods, it is important to allow for heterogeneous preferences. However, most studies of consumer preferences for sustainable foods only investigate average consumer preferences. They do not take into account that some consumer segments attempt to purchase as much sustainable food as possible, others are almost indifferent to the notion of sustainable food, and still others consider sustainable food a complete hoax. The aim of this study is to explore the preferences for various types of premium eggs across three consumer segments. We conduct a choice experiment including 900 Norwegian consumers and perform a behavioural segmentation based on the frequency of organic food purchase. We find that the segment purchasing the most organic food is, as expected, willing to pay a significant premium for organic eggs over eggs displaying only enhanced animal welfare. However, most consumers, who only occasionally purchase organic products, are unwilling to pay more for organic eggs than for enhanced animal welfare eggs, suggesting diminishing marginal utility for additional attributes. We find that a third consumer segment attempts to avoid organic eggs, even when they cost the same as other eggs. Our findings suggest that organic products will be unsuccessful in acquiring a larger share of the market as long as most consumers are unwilling to pay a premium for organic products with all their cost increasing sustainable attributes over products that have only a single sustainable attribute, in our case enhanced animal welfare.     

Heterogeneity in male and female farmers’ preference for a profit-enhancing and labor-saving technology: The case of Direct-Seeded Rice (DSR) in India

Labor-saving and income-increasing technologies may affect women farmers differently from men. However, very few studies explicitly account for women's preferences for new technologies. We carried out a discrete choice experiment with 337 female and 329 male farmers in Maharashtra, India, to measure their willingness to pay (WTP) for direct-seeded rice (DSR) with drum seeder and to understand the gender differences in marginal valuations of key attributes. We used the Women's Empowerment in Agriculture Index (WEAI) to collect self-reported data on the role and say of women in different domains of decision making. The respective gender roles of women and men in the family and on the farm are aligned with their preferences. Men have a greater say over how the family spends the cash. Accordingly, men tend to have a higher WTP for attributes that increase income (increase in yield) or reduce cash costs (reduction in seed rate). Women contribute a large share of the labor for transplanting rice, much of which is unpaid work on family farms. Women, therefore, seem to value labor saving more. Women in our sample were more interested in the new technology and had a higher WTP for it.     

Presidential Address: The Visible or Invisible Hand? The Balance Between Markets and Regulation in Agricultural Policy

The recent crisis in global financial markets has brought into question reliance on markets to determine the conduct of economic affairs and generated pressure for greater regulation and government control. Neither a neoliberal nor a neoregulatory approach is likely to be able to solve pressing problems affecting agriculture and natural resources, such as a deterioration in environmental quality and the challenge of climate change. To find solutions we need to employ a more realistic behavioural model than that typically used in economic analysis, and to recognise the key role played by values in individual and collective decision making. A more devolved approach to policy formation based on collective action seems to offer the greatest chance of success. More effort needs to be directed to understanding the drivers and processes of collective decision making, and how it can be harnessed to address pressing policy issues.     

Traditional Food Products: The Effect of Consumers’ Characteristics,Product Knowledge,and Perceived Value on Actual Purchase

The study demonstrates the importance of customer orientation in markets dominated by small food and drink manufacturers. The study evaluates the effect of consumers’ personal characteristics and perceptions on purchase and provides better understanding of their role in business development in specialty food markets. The United Kingdom’s Mediterranean food market was chosen as a context, focusing specifically on Greek feta. Two hundred seventy-three UK specialty food shoppers were surveyed online to determine what aspects of consumers’ cognition and what personal characteristics would affect purchase decisions. The findings reveal, through 3 models (R² = .26/.20/.19), that product knowledge (p < .01), country of origin (p < .10), perceived transactional value (p < .10), consumers’ life stage (p < .05), and available income (p < .01) are 5 critical factors affecting decision making. The managerial implications for small and medium sized enterprises (SMEs) lie in the need to create and deliver value to consumers by informing production decisions on consumers’ insight rather than on customers’ (wholesalers, retailers) specifications.