Older consumers’ perceptions of functional foods and non‐edible health‐enhancing innovations

Increasing interest in health and well‐being is likely to drive a growth in demand for products that have positive effects on health. Consumers’ acceptance of and willingness to buy functional foods has been widely studied, but there has not been research on consumers’ attitudes towards innovative non‐edible products with health effects. This study examines how older consumers perceive functional foods and novel non‐edible health‐enhancing products, how willing they are to purchase such products, and how health orientation influences their views. As an example of a ‘radical’ innovation, consumers’ acceptance of rubbing their hands in a specific soil‐based mixture to modulate the immune system is explored. The research material, 13 thematic interviews, was collected in Lahti region, Finland, in 2015. The study indicates that the older consumers’ market is not homogeneous. Based on a qualitative, in‐depth approach, the study distinguishes four consumer segments with different lay understandings of health and attitudes towards health‐enhancing products, which influence people's willingness to purchase such products. The segments are health‐seeking consumers, cautious consumers, critical consumers and natural health consumers. Various motives and barriers for using products with health claims are also identified. The case of rubbing hands in organic soil‐based mixture indicates the difficulty of predicting which consumer segment will first adopt this kind of ‘radical’ innovation. The results highlight that the credence qualities of a novel product must be communicated and advertised before entering the market while also taking into account the sensory properties of the product. ‘Radical innovations’ must be in a form that consumers can easily accept.     

Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation

This paper examines consumer-brand engagement on social media, focusing on the dynamic interplay between brands and consumers as well as among consumers themselves. In addition to liking and sharing behaviors, we look at what influences consumers to provide feedback to brands by commenting on brand posts, connect with other consumers by replying to their comments and agree with other consumers by liking their comments and replies. Drawing on a large longitudinal dataset from 2740 Facebook brand pages across 25 industries, a multilevel multivariate autoregressive zero-inflated negative binomial model is used to examine how brand post and response behaviors are related to specific consumer engagement behaviors. Results show that the amount of brand posts indirectly affects consumer comments through increased liking and sharing, but with diminishing returns. Liking is key as it increases positive and attenuates negative feedback, whereas sharing is associated with both positive and negative consumer-brand comments. Posting photos and videos encourages liking, with photos having increasing returns. Videos are the only format with a direct positive influence on consumer-brand comments, though with decreasing effect. Brand replies to consumer comments, even delayed ones, have little effect on negative conversations but prompt replies would be more beneficial as they bolster positive consumer comments. Moreover, our findings provide evidence for both a “positivity spiral” and “negativity spiral”, with the negativity spiral stronger than the positivity one. Taken together, these findings shed light on how marketers can stimulate positive conversations between brands and consumers on social media.     

Perceived preservation format and food preference

The same (chilled) food product was presented to 77 consumers with either a frozen or chilled label. As predicted, liking for the food product was found to be in line with consumer expectation of liking for the different preservation format labels. For example, consumers that expected chilled foods to taste better than frozen reported higher liking for the product with the chilled label, even though actual quality of all products tasted was the same. Contrary to our prediction that tasting similar quality products perceived to be from different preservation formats would bring expectation of liking for those formats closer together, we found consumers who expressed no preference before tasting the products had developed a preference afterwards. We discuss the implication of these results and similarities between the concepts of conditioning, attitude, expectation and preference.     

Evaluative Conditioning of Food Technologies

Consumer attitudes play an important role in the acceptance of new technologies. The success of food innovations depends on understanding how consumers form and change attitudes toward food technologies. Earlier post hoc explanations suggest that evaluative conditioning can change consumer attitudes toward food technologies. The present study tests how evaluative conditioning can affect consumer acceptance of new food technologies. Furthermore, authors investigate whether evaluative conditioning is resistant to extinction after a two‐month period and whether the evaluative conditioning effect prevails in a product‐related context. Within an evaluative conditioning paradigm including between‐subjects control groups in addition to standard within‐subjects control conditions, participants were presented with three food technologies (conventional, enzyme, and genetic technology) paired with affectively positive, neutral, and negative pictures. Subsequent evaluative measurements revealed that evaluative conditioning can explain attitude change toward food technologies when affective pictures are used. Furthermore, results indicate that evaluative conditioning is resistant to extinction after two months and acquired evaluative conditioning effect spills over in a product‐related context.     

The impact of consumer decision‐making styles on consumer confusion in Mauritius: An empirical analysis

This article investigates the effects of consumer decision‐making styles on consumer confusion and harm. While consumer confusion has been well documented in the literature, this investigation attempts to bridge our understanding on its relationship with consumer decision‐making styles. Empirical data was collected from a field survey where 400 consumers selected at 20 supermarkets in Mauritius were asked to respond to a questionnaire measuring three variables under study: consumer confusion, consumer decision‐making styles, and situational factors. Findings from the MANOVA parametric test showed that there is a significant difference between consumer decision‐making styles and consumer confusion. Even when covariate situational factors were controlled through the parametric test MANCOVA, results still showed a significant difference between consumer decision‐making styles and consumer confusion. More specifically, ANCOVA tests showed that the findings were specifically significant for three types of confusion: product confusion, packaging confusion, and product complexity. The study tends to confirm that a consumer's style of decision making does impact on consumer confusion.     

eWOM Watchdogs: Ego‐Threatening Product Domains and the Policing of Positive Online Reviews

Suspicion regarding dishonest electronic word‐of‐mouth is a growing concern for consumers online. Individual consumers are occasionally seen acting as product review forum “watchdogs” within the websites they visit, posting vigilante comments against reviews they perceive to be fraudulent. This multimethod set of studies investigates consumer “watchdog comments,” and the way in which ego‐threatening product categories themselves may actually induce a prosecutorial mindset, leading to greater levels of suspicion toward positive online product reviews and the impulse to prosecute potential fraudsters. In Study 1, laboratory‐induced ego threat increased punitive severity against the act of falsifying online product reviews. In Study 2, a content analysis of actual Amazon.com reviews and consumer commentary indicates that the occurrence of watchdog comments is more common within ego‐threatening product categories.     

Determination of Intrinsic Appearance Properties that Drive Dry Dog Food Acceptance by Pet Owners in Thailand

Consumers and institutions make purchase and potential consumption decisions on behalf of other product users on a daily basis. Pet foods are one example of a product in that situation. The objective of this study was to determine what aspects of pet food appearance characteristics determine higher liking among Thai consumers. Consumers (n = 120) evaluated a total of 30 samples that varied in color, shape, size, and kibble composition. Information on overall liking, shape liking, size liking, and color liking was collected. Additional information was collected using a check-all-that-apply question regarding product characteristics. The results indicated that color and shape were important for Thai consumers; specifically, a yellowish color and bone shape were liked best. These results are important for pet food manufacturers and marketers in developing new products, as well as for product marketers in other consumer goods, such as child food, medications, food aid, and other divisions.     

Effect of knowledge on decision making in the context of organic cotton clothing

This research was designed to study whether consumer knowledge on organic cotton and relevant issues influences attitude toward and price acceptance of organic cotton clothing. The effect of consumer knowledge was also studied on the way consumers use product label information in purchasing organic cotton clothing. An online survey was developed to measure the variables including experimental choice‐based conjoint models for mandatory and auxiliary label specifications. Four hundred ninety‐eight people completed the survey. The results indicated that moderately and highly knowledgeable participants were more willing to buy organic cotton clothing at higher price points and they had more positive attitudes toward organic cotton clothing than low knowledgeable participants. The results suggest that differentially knowledgeable consumers may attend to different types of information provided on product labels to evaluate organic cotton apparel products. Providing product‐related information on product labels is essential; however, providing additional information on the benefits of using organic cotton and socially responsible business practices may improve consumers’ knowledge and acceptability of organic cotton apparel products.     

Foods produced using biotechnology: how does the law protect consumers?

This paper addresses the following subjects: biotechnology and consumers, concern about risks, consumer acceptance, labelling of foods produced using biotechnology, the legal approach to consumer protection, and consumer protection policies relating to biotechnology products in the European Union, the United States, Turkey and global institutions such as the Convention for Biological Diversity (CBD) and the World Trade Organisation (WTO). It is likely that biotechnology will gain ground much more rapidly in the twenty‐first century than in the past. Despite rapid, detailed and precise advances in gene technology, its applications have not been the received with a great deal of consumer enthusiasm. Consumers have approached genetically modified foods with considerable apprehension and opposition. Consumer concerns about bioengineered food products focus on the questions of human health, environmental and social risks and benefits. The most important stages in the process of marketing new foods produced using biotechnology are to demonstrate user need and consumer acceptance. Generally, the technical complexity of biotechnology makes it difficult for consumers to understand details of the product and the specific attributes of biotechnology applications. Scientific uncertainty, the nature of consumer concerns and general reluctance to accept biotechnology products, increase the importance of consumer protection. Legal protection is a very important factor in the solution of new social problems related to technological advances. More specifically, consumer and environmental law support consumer protection related to foods produced with biotechnology. The basic principles of consumer law can be re‐formulated as consumer rights. Environmental law is a new phenomenon, but precautionary principles and public participation in decision‐making for environmental law are relevant to consumer protection relating to bioengineered food products.     

Consumer Ethnocentrism and Country-of-Origin Effects in the Moroccan Market

ABSTRACT

Differences in consumer values exert a powerful impact on product acceptance. Morocco is no stranger to this phenomenon. While this country's consumers have easy access to world markets, consumer ethnocentrism can restrict choice. The objective of this research has been to investigate ethnocentric behavior of Moroccan consumers and the extent to which domestic products might be preferred to foreign products or vice versa. Data were collected via face-to-face interviews with 400 consumers in four major Moroccan cities. A questionnaire was developed for this purpose using a version of the Consumer Ethnocentrism Scale (CETSCALE). Opinions about four products were solicited. The four products were jeans, cars, shampoo, and juice. The interviewees were asked their opinions about product attributes and about various countries-of-origin. Their responses were analyzed also on the basis of their most essential demographic characteristics. Logistic regression models were developed to analyze the data.     

Beyond radical affordability in the base of the pyramid: The role of consumer self-confidence in product acceptance

When developing products and services for base of the economic pyramid (BoP) consumers, it has been widely assumed that organizations must set extremely low prices that are dependent on substantial product acceptance and economies of scale. However, such pricing is often not feasible. Growing evidence suggests that more moderate price levels are needed for organizations to viably serve the needs of low-income consumers. However, price sensitivity is less understood in low-income contexts. To promote the success of social enterprises through fresh insight, we reexamine the extremely low-price BoP assumption by investigating product acceptance among low-income consumers using two experiments in Latin America. Results reveal that a belief in one's capabilities to make effective consumption decisions, consumer self-confidence, helps explain the acceptance of moderately-priced products. Discussion highlights directions for stimulating acceptance of socially beneficial products in low-income contexts.     

Assessing Russian consumers' imported versus domestic product bias

Data from a cross‐section of 438 Russian consumers were collected and analyzed to evaluate consumer preference for ten product types—five consumables and five durables. Results indicate that when Russian consumers consider purchasing a consumable product, consumer ethnocentrism levels and product characteristics reinforce each other, resulting in a strong domestic bias; however, these variables conflict with each other when consumers consider durable products, resulting in consumers exhibiting an inclination for imported durables. This indicates that product characteristics may influence product preference (domestic versus imported) more than consumer ethnocentrism levels. © 2006 Wiley Periodicals, Inc.     

Lack of attribute searchability: Some thoughts

Established theory about the searchability of product attributes has advanced a tripartite classification of product attributes and, correspondingly, a three‐pronged view of consumer evaluation procedures. Using this theory as a springboard, this article takes a closer look at the procedures consumers seem to utilize for evaluation of products that vary in their attribute searchability. Reflecting on current theory and practice, the consumer is construed to employ evaluation procedures different from those indicated by the product‐attribute typology. This is so both because consumers view the attributes differently and because they rely on biased heuristics, as might suit their expertise and involvement. To capture these consumer assessment dynamics, propositions are advanced and empirical methods to test them are suggested. © 2004 Wiley Periodicals, Inc.     

An Alternative Explanation of Consumer Product Returns from the Postpurchase Dissonance and Ecological Marketing Perspectives

Research on consumer product returns has identified product failure, dissatisfaction, and fraudulent intent as primary causes. In recent years, however, consumers return products even before experiencing dissatisfaction and when products are not defective. Moreover, most consumers who return products are ordinary scrupulous people. Ironically, product returns are on the rise while overall product quality has improved. This suggests that there are other reasons for product returns yet to be uncovered. This study critically examines such types of recently observed product‐return behaviors from the postpurchase dissonance (PPD) and ecological marketing perspectives. A proposition emerged through the critical review that in the current competitive and consumer‐centered market environment, consumers increasingly choose product return over other options identified in the literature as a viable strategy to cope with their PPD. Two empirical studies and a recent major industry study on consumer product returns provided strong support for the proposition. Managerial and future research implications of the findings are discussed.     

Consumer acceptance of food irradiation: a test of the recreancy theorem

Consumers living in both developed and developing nations rely upon foods that have been produced and processed in many countries and in a wide variety of ways. Therefore, it is not surprising that they express concerns about the safety of their food supplies. A technology proposed to improve consumer trust in food safety is irradiation. Despite extensive education efforts and endorsements given by many health‐related organizations worldwide, food irradiation has been slow to gain widespread acceptance. This ineffectiveness of diffusion efforts might indicate a need to broaden our theoretical perspectives of consumer acceptance of controversial technologies. Most theoretical approaches explain acceptance primarily as a function of perceived risks associated with a technology. The recreancy theorem, in contrast, explains acceptance as a function of public trust in societal institutions to effectively manage a technology. This study investigated the extent to which the recreancy theorem explained acceptance of food irradiation by US consumers, while statistically controlling for perceived risk and social‐demographic variables. The study used a longitudinal field design to survey one adult each in 116 households located in the Minneapolis, Minnesota area during the first large‐scale market test of irradiated food. The results indicate that the recreancy theorem might provide a valid conceptual approach to gaining a broader understanding of consumer acceptance of controversial new technologies.     

The role of Swedish retailers in food innovations

Innovations should create value for increasingly individualistic consumers with varying demands and for other stakeholders. Today, retailers have the power in the supply/value chain. This research investigates how Swedish food retailers view innovations, their role and that of customers and suppliers in the development process and how they see future development. The study is based on open-ended interviews. The results show that Swedish retailers regard food product innovations as something to provide to consumers rather than achieve with consumers. Retailers want more collaboration with packaging suppliers to differentiate. Retailers are successful in establishing their own brands, in becoming brands themselves and in competing with producer brands. This follows the UK model and may result in fewer alternatives in stores and fewer product – or new technology-based innovations by Swedish producers. Service innovations can still occur for retailers to retain consumer loyalty. Consumers demand more than new products; they want to be excited by the shopping experience. More innovations will require deeper insight about consumers, efforts from the value chain and from outsiders. Collaboration is needed to establish trust among supply chain actors.     

Preference for green packaging in consumer product choices – Do consumers care?

In this paper, consumer environmental choice is studied by analysing the relative importance of green packaging when compared with other relevant product attributes. The empirical study is based on a choice‐based conjoint analysis of preferences for functional drink products of a sample of 330 consumers using these products. Our choice‐based approach on environmental behaviour brings new insights to previous research, which predominantly relies on attitude models. Results indicate that consumers differ in their preferences for packaging, brand, price and convenience of use of daily products. In addition, various distinctive consumer segments can be identified on the market. Contrary to several previous studies, we found that the largest consumer segment, one‐third of consumers, favoured environmentally labelled packaging as the most important criteria in their choice. The findings emphasize the increasing importance of ethical and environmental dimension in product choices. We also propose that the attention in environmental consumer research should be shifted from general attitude studies towards the study of actual product choices.     

The Moderating Role of Personal Need for Structure on the Evaluation of Incrementally New Products versus Really New Products

Previous literature about the impacts of product newness on consumers’ acceptance of new products pointed out that consumers are more prone to purchase incrementally new products (INPs) than really new products (RNPs). This study investigated the moderating role of individual difference in personal need for structure (PNS) on consumers’ evaluation of INP versus RNP. The inverted‐U evaluation pattern of the schema congruity effect was predicted to be left‐skewed for high‐PNS consumers and right‐skewed for low‐PNS consumers as regards their evaluations of INP versus RNP. The results of Study 1 showed that low‐PNS consumers evaluated RNPs higher than INPs. High‐PNS consumers evaluated INPs higher than RNPs consistent with the prediction; however, the result was not significant. Relative to this issue, the moderating role of PNS on consumers’ evaluation of INP versus RNP may have been affected by consumers’ product category knowledge. The results of Study 2 verified the left‐ and right‐skewed inverted‐U hypotheses and showed that the moderating effect of PNS was evident only for novice consumers. Theoretical contributions and managerial implications from the results of the studies are discussed.     

The role of emotions in shaping purchase intentions for innovations using emerging technologies: A scenario‐based investigation in the context of nanotechnology

Although emotions may not play a major role as antecedents of consumers′ innovation acceptance, this study proposes that attitude formation works differently in the context of emerging technologies because of their high levels of uncertainty. To investigate the role of emotions in shaping intentions to adopt innovations using emerging technologies, the conceptual model developed in this study integrates cognitive (risks and benefits) and emotional (optimism and worry) elements. A scenario‐based study employing 731 participants tests the model across three nanotechnology‐based product innovations that differ in terms of product category risk. The results of a mediated moderation model show that emotions do play a key mediating role in explaining purchase intentions. Although the study supports the conceptual model regardless of the level of product‐related risk, it finds risk‐related differences in the strength and level of the mediational links. By unveiling the role of emotions in emerging technology contexts, this study has important implications not only for innovation management but also for regulating institutions and public policymakers.     

Helping You to Waste Less? Consumer Acceptance of Food Marketing Offers Targeted to Food-Related Lifestyle Segments of Consumers

ABSTRACT

Consumer households and consumer behavior have been identified as the major cause of food waste in the supply chain. Food marketing might offer products and services that help consumers to reduce their food waste or reduce the consumer-related food waste at the consumer–retailer interface. However, such strategies require consumer acceptance and targeting the right customers. Through an online survey of 800 Danish consumers and a measure of food-related lifestyle, four clusters of consumer segments are identified. The segments are compared with regard to their acceptance of a number of actions consumers can take to reduce food waste or their acceptance of food marketing services they would need to pay for. Acceptance differs with food involvement and the role of the price criterion, as well as with gender, education and age. The findings show how food marketing can help consumers to reduce food waste, through actions targeted to specific segments of consumers characterized by food-related lifestyle differences.