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.     

Consumer preferences for GM food and other attributes of the food system

While qualitative surveys regarding consumers' attitudes about gene technologies and their application to food production are plentiful, quantitative studies are less so. The present paper reports choice modelling methods to examine the conditions under which Australian consumers are willing to purchase genetically modified (GM) foods, if at all, and examines those preferences within the context of the food system as a whole. This allows us to compare consumer attitudes towards gene technology to consumer preferences for other features of the food they consume. The results of the choice modelling analysis suggest consumers require a discount on their weekly food bill before they will purchase GM food. Gene technology using animal as well as plant genes was found to be more objectionable to respondents than that using plant genes alone, especially among women. Age seems to affect the preferences for a certain type of food, with older people generally more accepting of the use of gene 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.     

A Conjoint/Logit Analysis of Consumers’ Responses to Genetically Modified Tofu in Taiwan

We use data collected from a consumer survey of face‐to‐face interviews to determine consumer demand for genetically modified (GM) tofu attributes in Taiwan. Conjoint analysis using logit models reveals that, on average, brand is the most important attribute in terms of influence on consumers’ preferences, followed by price, with GM content having the least influence. However, the analysis also reveals three distinct market segments for tofu. Apart from the largest segment (which reflects the average lack of concern about GM food), the remaining two segments are split according to their preference or antipathy towards GM tofu. This result suggests that GM labelling is helpful to Taiwanese tofu consumers.     

Attitudes and Preferences of Kosovar Consumer Segments Toward Quality Attributes of Milk and Dairy Products

ABSTRACT

The dairy market is one of the fastest growing agri-food sectors in Kosovo, yet the farm structure is fragmented. The level of productivity is lower compared with European Union levels and shows potential for improvements. The consumption of dairy products is expected to rise due to income growth and segmentation of consumers that would reflect different preferences for low-fat or zero-fat products, products with natural additives, and so on. On the market level, a significant share of the consumed milk and dairy products is imported. This study aims to better understand attitudes and preferences of Kosovar consumer segments toward milk and dairy products. A quantitative survey with 300 consumers was conducted in major Kosovo cities. Applying a reduced version of the Food Related Lifestyle instrument identified three distinct consumer segments: the conservative consumer segment, the socially oriented foodie, and the information-seeking eco-consumer. The latter two segments are especially open to trying new food products and actively search information about food. All three consumer segments show strong consumer patriotism by believing that domestic milk and cheese are safer than imported products and are of higher quality. This indicates the strong market potential for dairy farmers and companies in the Kosovo, which should develop new food products having these segments in mind. The authors explore the strategies that farmers and companies should use to better target these consumer groups and gain greater access to desirable segments.     

Segmenting Irish Food Consumers Using the Food-Related Lifestyle Instrument

Abstract

This paper reports on the food-related lifestyle (FRL) segments identified in Ireland, based on a nationally representative sample of one thousand households. The objectives are to use the food-related lifestyle instrument developed by the Centre for research on customer relations in the food sector in Denmark (MAPP) to segment Irish food consumers based on attitudes towards the purchase, preparation and consumption of food products and to profile these segments by attitudes and socio-demographic variables. The sixty nine FRL items were scored and scale reliability tested. The structure of the FRL dimensions was tested with exploratory factor analysis using principal component analysis and varimax rotation. Hierarchical cluster analysis (HCA) using Wards method was employed for market segmentation. Profiles of the clusters (segments) were achieved by comparing the mean scores on the dimensions for each segment with the population mean scores on the same dimensions.

Six distinct food-related lifestyle segments were identified. The hedonistic segment, representing 28 percent of consumers was the largest group, followed by conservative consumers (21%), extremely uninvolved consumers (16%), enthusiastic consumers (14%), moderate consumers (13%) and adventurous consumers (8%). The segments were found to have different attitudes towards food and different socio-demographic profiles.     

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.     

Heterogeneous Consumer Preferences for Nanotechnology and Genetic‐modification Technology in Food Products

This study investigates heterogeneous consumer preferences for nanofood and genetically‐modified (GM) food and the associated benefits using the results of choice experiments with 1,117 US consumers. We employ a latent class logit model to capture the heterogeneity in consumer preferences by identifying consumer segments. Our results show that nano‐food evokes fewer negative reactions compared with GM food. We identify four consumer groups: ‘Price Oriented/Technology Adopters’, ‘Technology Averse’, ‘Benefit Oriented’, and ‘New Technology Rejecters’. Each consumer group has a distinctive demographic background, which generates deeper insights into the diversified public acceptance of nano‐food and GM food. Our results have policy implications for the adoption of new food technologies.     

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.     

Comparative Advantage in Demand: Experimental Evidence of Preferences for Genetically Modified Food in the United States and European Union

The United States (US) exports more than US$6 billion in agricultural commodities to the European Union(EU) each year, but one issue carries the potential to diminish this trade: use of biotechnology in food production. The EU has adopted more stringent policies towards biotechnology than the US. Understanding differences in European and American policies towards genetically modified (GM) foods requires a greater understanding of consumers’ attitudes and preferences. This paper reports results from the first large‐scale, cross‐Atlantic study to analyse consumer demand for genetically modified food in a non‐hypothetical market environment. We strongly reject the frequent if convenient assumption in trade theory that consumer preferences are identical across countries: the median level of compensation demanded by English and French consumers to consume a GM food is found to be more than twice that in any of the US locations. Results have important implications for trade theory, which typically focuses on differences in specialization, comparative advantage and factor endowments across countries, and for on‐going trade disputes at the World Trade Organization.     

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.     

Willingness to Pay for Quality Labeled Meat in a Rural Area

The aim of this study is to identify consumer perceptions and attitudes toward quality labeled pork and beef using cross-sectional consumer data. Given the dramatic changes over the last years in the meat sector as a result of the recent food scares, the study can facilitate better communicating with consumers and gaining insight into their perceptions and behavior toward meat products. A consumer survey was conducted in the rural region of Thessaly in Greece in order to investigate (a) food quality perceptions, (b) attitudes toward pork and beef quality labels, and (c) intentions to purchase higher priced certified pork and beef. The findings suggest that sociodemographic and personal characteristics have an impact on consumer willingness to pay for such products and different market segments can be targeted by marketers and food policymakers.     

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.     

Consumer Acceptance of Second‐Generation GM Foods: The Case of Biofortified Cassava in the North‐east of Brazil

Biofortified staple foods are currently being developed to reduce problems of micronutrient malnutrition among the poor. This partly involves use of genetic modification. Yet, relatively little is known about consumer acceptance of such second‐generation genetically modified (GM) foods in developing countries. Here, we analyse consumer attitudes towards provitamin A GM cassava in the north‐east of Brazil. Based on stated preference data, mean willingness to pay is estimated at 60–70% above market prices for traditional cassava. This is higher than the results from similar studies in developed countries, which is plausible given that micronutrient malnutrition is more severe in developing countries. GM foods with enhanced nutritive attributes seem to be well received by poor consumers. However, the results also suggest that acceptance would be still higher if provitamin A were introduced to cassava through conventional breeding. Some policy implications are discussed.     

Consumer Trends and Attitudes to Functional Foods

Abstract

Consumers' needs have grown to such an extent that they are sought out of nutritious and pleasant organoleptic foods, as well as functional foods. This study explores consumer attitudes towards health nutrition products and particularly functional foods, using data from a survey to 325 consumers. The results designate that consumers recognize different kinds of functional foods, willing to pay a premium for their purchase. They perceive that functional foods may contribute to easily follow a healthy and balanced diet and reduce the risk of health problems but appeared anxious about the health benefits these foods communicate in their labelling.     

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.     

On the Segregation of Genetically Modified,Conventional and Organic Products in European Agriculture: A Multi‐market Equilibrium Analysis

Evaluating the possible benefits of the introduction of genetically modified (GM) crops must address the issue of consumer resistance as well as the complex regulation that has ensued. In the European Union (EU), this regulation envisions the co‐existence of GM food with conventional and quality‐enhanced products, mandates the labelling and traceability of GM products and allows only a stringent adventitious presence of GM content in other products. All these elements are brought together within a partial equilibrium model of the EU agricultural food sector. The model comprises conventional, GM and organic food. Demand is modelled in a novel fashion, whereby organic and conventional products are treated as horizontally differentiated but GM products are vertically differentiated (weakly inferior) relative to conventional ones. Supply accounts explicitly for the land constraint at the sector level and for the need for additional resources to produce organic food. Model calibration and simulation allow insights into the qualitative and quantitative effects of the large‐scale introduction of GM products in the EU market. We find that the introduction of GM food reduces overall EU welfare, mostly because of the associated need for costly segregation of non‐GM products, but the producers of quality‐enhanced products actually benefit.     

Expenditure Pattern for Food Away from Home Consumption in Turkey

ABSTRACT

One of the largest recent changes in consumer food purchasing behavior is the trend towards greater consumption of food eaten outside the home. Between 1994 and 2000, the share of total food expenditures spent on food away from home (FAFH) increased from 7 to 15% with an increasing share for fast-food facilities. This study focuses on whether demographic and socioeconomic factors have detectable effects on Turkish FAFH expenditures. This question is of interest because previous studies suggest that increasing household income, education, female labor participation and changing lifestyle especially in developing countries increased household FAFH consumption share but decreased food at home consumption share. However, no study to our knowledge has examined the combined effect of income, education, employment, and family status on Turkish FAFH consumption. The data for this research were obtained from personal interviews of representative sample households of the province of Adana in Turkey. The findings of this study generally indicate that restaurant facilities, employment of wife and education, composition of household, and income are statistically significant determinants of FAFH consumption.     

Consumer Acceptance of Genetically Modified (GM)—Cowpeas in Sub-Sahara Africa

ABSTRACT

Cowpea (known as black-eyed peas in America) is the most important indigenous African grain legume for both home use and as a cash crop. Because of its tolerance to drought, it is especially important for the Sahel. Genetic transformation of cowpea with Bacillus thuringiensis (Bt) genes to control pod-boring insects has many advantages, but little is known of the potential consumer response. This article analyzes and reports the results of a survey of 200 consumers in northern Nigeria concerning consumer awareness of and acceptance of biotechnology. Ninety percent of the respondents were aware of genetically modified (GM) products. Those respondents who were most concerned about the ethics of genetic transformation were likely to disapprove of such products, while those individuals who identified international radio as an information source were more likely to approve of GM technology.