Consumer purchase behaviour of irradiated beef products: a simulated supermarket setting

In December 1997, the US Food and Drug Administration approved the use of irradiation to kill harmful bacteria in beef. As a result of limited information about consumers’ potential response to implementation of this technology, a supermarket simulation setting (SSS) test was conducted to assess consumer purchase behaviour. The objectives were to determine consumers’ willingness to purchase irradiated beef products when provided with information at the grocery store level and consumer's perceptions towards irradiated beef. Primary household grocery shoppers (n = 207) in Griffin, Georgia, USA who consumed beef at least twice per week participated in the study. Ground beef, ground chuck, top round steak and rib eye steak were displayed in refrigerated cases in either traditionally labelled packages (non‐irradiated) or in packages labelled as irradiated. Irradiated and non‐irradiated beef had the same unit price. Participants were instructed to purchase two packages of each cut on their first shopping trip; they then shopped a second time after an informative poster about irradiation had been placed in the display cases. The results indicated that irradiation information displayed on the poster at the point of purchase was effective in causing significant change in beef purchase behaviour. The information caused some consumers who had bought traditional packages initially to buy irradiated packages subsequently while others who bought irradiated packages initially subsequently bought traditional packages. Hence, the net effect of the information was minimal. A mean test across form/cut showed that consumers did not differentiate between the ground form and the muscle form in selecting irradiated packages.     

Food Safety and Consumers' Willingness to Pay for Labelled Beef in Spain

Abstract

The objective of this paper is to assess the quality/safety value for beef consumers, measuring their willingness to pay a price premium for labelled beef. From a survey conducted among food shoppers within the household, consumers are segmented according to their safety perception of specific food products. For each segment, their willingness to pay for labelled beef is calculated. Finally, the main factors explaining such a decision are considered. The results indicate that food scares, the perception of a negative impact of agricultural production on the environment and health concerns are having a major impact on the food consumer purchasing decisions for beef. However, most consumers are not willing to pay a price premium for labelled beef.     

The changing consumer in Portugal

The 1980's for Portugal was a period of remarkable changes and a number of events influenced the decade significantly. Changes in environmental variables had great impact on the behaviour of Portuguese consumers and the marketing management of firms. This article reviews the changes along a number of variables which are relevant for decision-making in marketing in Portugal. Economic environment, demographic developments, cultural and attitude changes, variables related to Portuguese consumers and changes in macro marketing-mix will be assessed. The future trends of these variables will be reviewed and their implication for marketing management in the remaining years of this century will be considered.     

The changing consumer in Germany

Changes in economic, demographic, and cultural factors in West Germany during the past decades are briefly described, as well as changes in consumption patterns and the way the major marketing variables have been used and implemented. Special attention is paid to the upheavals caused by the German reunification. Implications for marketing management are drawn by proposing eight bipolar constructs.     

Resilient shopping behaviours by change,not by chance: are disruptive events’ effects permanent?

The paper investigates the impact of disruptive events on distribution channels. In particular, it explores the mechanism underlying changes in consumer shopping behaviours during stressful events and their persistence in the aftermath. An empirical study on 2019 Italian consumers allowed us to shed light on the drivers and the dynamics of the changes related to the COVID-19 pandemic from an Alphabet Theory perspective. The paper has the merit of providing one of the first operationalisations of this theoretical framework and proving its capability to, on the one hand, add granularity to the values-beliefs-norms Theory during a disruptive event through habits and context and, on the other hand, to provide retailers with a better understanding of the persisting effects in the aftermath. Results show that context exerts a significant influence on attitudes and habits and that the related behavioural changes are destined to be persistent when associated with new habits that imply the development of new competencies and attitudes whose object carries emotional value.     

Associations between demographics and perceptions of unethical consumer behaviour

Retailers may lose profits as a result of shoplifting and other unethical consumer behaviour. Research focusing on consumer ethical decision making is needed. Information provided by 1117 undergraduate students from universities within the US revealed that women are less accepting of unethical consumer behaviour than men. Subjects who reported that they very consistently follow the teachings of their primary faith are less accepting of unethical consumer behaviour than subjects who reported that they do not very consistently follow the teachings of their primary faith. Relationships between consumer ethical response scores and other demographic characteristics are discussed.     

Consumer's scepticism of wine awards: A study of consumers’ use of wine awards

This study aims to explain the process by which the effect of wine awards, as an extrinsic cue, becomes the reverse of what was intended. Based on their age and commercial background, and separating those with professional affiliations, participants were placed into one of four focus groups. Thematic analysis was applied to focus groups. Most consumers are found to be sceptical about wine awards and critical of awards, as confusing and misleading. Most consumers also criticised the transparency of the awards process. Despite this, participants frequently used awards for evaluating wines. Decision-making theory (Pellemans, 1971) needs extending to include awards.     

An examination of the values that motivate socially conscious and frugal consumer behaviours

This article extends social psychological research on the motivations for sustainable consumption from the predominant domain of ecologically conscious consumer behaviour to socially conscious and frugal consumer behaviours. A UK‐based survey study examines relationships between socially conscious and frugal consumer behaviours and Schwartz's value types, personal and socio‐political materialism, and demographics among the general public. Socially conscious consumer behaviour, like its ecological counterpart, appears to be an expression of pro‐social values. In contrast, frugal consumer behaviour relates primarily to low personal materialism and income constraints. As such, it does not yet represent a fully developed moral challenge to consumerism.     

Assess the impact of subjective norms of consumers' behaviour in the Greek olive oil market

The objective of the research was to highlight the role that socio-economic and spatial attributes of consumers – households exert on their choices regarding not only the supply modes but also the price they are willing to pay for different categories of olive oil. Regarding WTP for different olive oil labels, consumers are willing to pay premiums only for olive oils being processed by either private companies or cooperatives, with the latter to gain 34% of them in case they would decide to change the olive oil they usually purchase. The most important consumer profile is the young educated consumer one.     

Do consumers act in a sustainable way using their refrigerator? The influence of consumer real life behaviour on the energy consumption of cooling appliances

Over recent decades, energy savings and resource conservation have become increasingly important issues for debate, and this includes the residential sector. Since the introduction of the European Energy Label, the energy consumption of appliances has decreased drastically. Additionally, a number of guidelines have been published to assist the consumer in adopting more energy‐saving behaviours. Refrigerators and freezers in particular are covered by these recommendations because they are large energy consumers in domestic households. In order to understand the influence of consumers' real life circumstances and their behaviour in relation to the energy consumption of refrigerators, a web‐based survey was carried out. A total of 1011 participants in four European countries completed a questionnaire to allow the researchers to gain information about refrigerator characteristics and consumer behaviour in relation to refrigerator use. As well as demographic and socio‐economic characteristics of the participants, data were collected on refrigerator configuration and specification, ambient conditions (ambient temperature, position near any heat sources), and consumer behaviours such as shopping frequency, loading of the refrigerator, door opening and food consumption. The study has shown that recommendations on energy efficient usage are not always observed. A major finding of the present study is that for 25% of refrigerators, correct operation is not ensured as these appliances are operated outside the temperature ranges specified according to their climatic classes. This suggests a lack of consumer information on this topic. Consequently, guidelines and recommendations will have to be revised and their dissemination to be improved in order to ensure the sustainable and safe use of domestic refrigerators.     

The Greydollarfella: An endangered species or a market opportunity?

This paper identifies an ignored and endangered species: the mature male shopper, who we have named the Greydollarfella. Based on current research and interviews, we describe this fellow and attempt to differentiate him from other consumer segments. The Greydollarfella, unlike younger men, appears not to like shopping and so is often ignored by retailers or excluded from the retail environment. We argue that the Greydollarfella should be included in, not sidelined from, retail and marketing considerations. He is much wealthier and less time-poor than younger men, and deserves a retail environment that suits his preferences and consumer requirements. We present some examples of how retailers are attending (and not attending) to the Greydollarfella. We conclude that Greydollarfella is not very well understood, is undervalued, and is often marginalised by retail marketing strategies. We believe he offers great value for marketers and retailers (both niche and mass) willing to take the time to understand his psyche, product and service needs, and views on the retail experience. Finally, we call for more attention to be paid to this segment.