Structural Equation Modeling of Consumer Purchase Intention Toward Synthetic Functional Foods

Functional foods are gaining greater popularity around the world. They are not just a new category of food products marketed for their health benefits, but their competitive market has made consumers become more favorable toward firms that are involved in this industry. The public is increasingly concerned about health and food-related risks. They tend to make decisions on food consumption, food storage, and food preparation on a more ideal perspective based on health and safety. Therefore, the objective of this study is to determine the factors and intention of Malaysian consumers to purchase synthetic functional foods. Structural equation modeling is used to accomplish the objectives of this study with the feedback received from the 2,004 households who were interviewed through a structural questionnaire. The results show that the most influential factors influencing consumer purchasing intention toward synthetic functional foods are perceived benefits followed by attitude and subjective norms.     

Food supply chains and sustainability: evidence from specialist food producers in the Scottish/English borders

Despite an increasing interest in more sustainable forms of land management, few analyses have examined whether ‘local’ or ‘alternative’ food supply systems are sustainable in environmental, economic and social terms. Using SUSTAIN's ‘sustainable food’ criteria, this paper analyses the sustainability of a number of ‘speciality’ food supply chains operated by small rural enterprises in the Scottish/English borders. Results indicate that, in the main, the case study businesses are not particularly sustainable; instead, driven by a strong economic imperative, they often have to ‘dip’ into various ‘links’ associated with more conventional (commodity-based) food supply chains. The paper concludes by warning against the tendency to conflate terms such as ‘local’, ‘alternative’, ‘speciality’ and ‘sustainable’.     

Effects of Cheap Talk on Consumer Willingness-to-Pay for Golden Rice

A large body of literature suggests willingness-to-pay is overstated in hypothetical valuation questions as compared to when actual payment is required. Recently, "cheap talk" has been proposed to eliminate the potential bias in hypothetical valuation questions. Cheap talk refers to process of explaining hypothetical bias to individuals prior to asking a valuation question. This study explores the effect of cheap talk in a mass mail survey using a conventional value elicitation technique. Results indicate that cheap talk was effective at reducing willingness-to-pay for most survey participants; however, consistent with previous research, cheap talk did not reduce willingness-to-pay for knowledgeable consumers.     

Health claims and consumers’ behavioral intentions: The case of soy-based food

This research evaluates the impact of two soy-specific health claims (highlighting FDA approval along with scientific results and simply describing scientific results) on stated behavioral intentions toward soy-based food using a survey administered by Ipsos-Observer to a nationally representative web panel in the summer of 2007. Our research design randomly assigned respondents to a health claim. Three ordered probit models (non-soy users; infrequent soy users; regular soy users) show that non-soy users and infrequent soy users who were exposed to either FDA health claim or general health claim are significantly more likely to eat soy-based food products. FDA or general health claim, however, did not change the behavioral intentions of regular soy users. These results suggest that soy consumption status moderates the impacts of health claims on behavioral intentions. However, the impact of FDA health claim did not differ from that of general health claim, indicating that the word ‘FDA’ did not add any additional information to consumers beyond the general health claim.     

Barriers and potential facilitators to the implementation of government policies on front-of-pack food labeling and restriction of unhealthy food advertising in Thailand

Thailand is experiencing an increasing burden of obesity and diet-related non-communicable diseases. The Thai government has responded by developing a number of policies to protect and promote healthy eating. In particular, in 2008, the Thai Government passed a regulation to restrict unhealthy radio and television food advertising to children (RTA). In the following year, a voluntary front-of-pack nutrition labeling policy to promote those products that had reduced their sugar, fat and/or sodium content by at least 25% (25% SFS) was passed. However, the extent of implementation of both of these policies has been poor to date. The aim of this study was to identify barriers and potential facilitators to the implementation of both the RTA and 25% SFS policies. Semi-structured interviews were conducted with 28 participants holding senior positions in government, industry and civil society organizations closely involved in the implementation of these policies. The interview data were analyzed using the thematic framework analysis approach. The major barriers to policy implementation perceived by participants were a lack of a monitoring and evaluation system, a lack of organization knowledge regarding skills required for implementation, poor governance system, lack of funding and resources, lack of effective multi-sectoral platforms, influence of the food industry, lack of clear policy content, organizational culture and structure, and changes in policy priorities. Factors that potentially facilitated implementation of these policies, as identified by participants, were policy being compatible to implementer’s context, individual support from government officials, good financial management mechanisms, inter-organization networks, and personal motivation to implementing policy. The successful implementation of policies to create healthy food environments in Thailand will likely require attention towards improving the capacity and authority of government agencies, infrastructure to support multi-sectoral platforms and inter-organizational networks, and adequate resources.     

Willingness-to-pay for natural,organic, and conventional foods: The effects of information and meaningful labels

Vague food labels and distorted product claims have persisted in the “natural” food industry, while organic claims can be certified by the U.S. Department of Agriculture (USDA). Using experimental methods and a sample of randomly selected subjects, we test food label and information treatment effects on subjects' willingness-to-pay (WTP) for organic, “natural,” and conventional foods. Random nth-price auctions are used to elicit WTP after subjects received one of five randomly assigned information treatments. We find large information effects, including asymmetric cross-market effects for natural and organic foods. Perhaps surprising is that organic premiums increase in response to subjects seeing the “natural” foods industry's perspective on its products. Demographics effects are also important. The results have practical implications for natural and organic food marketing and valuing products where there are vague claims about their attributes.     

中国绿色(有机)食品出口的市场定位与发展战略研究

在绿色消费以及由此引发的绿色食品产业和市场迅速发展的今天,中国绿色食品出口仍存在着规模偏小、结构单一、企业国际化程度低、产品相关性不强等问题。应从市场定位分析入手,实施总量增长、优化结构等发展战略,提高冲破绿色壁垒的能力,大力促进中国绿色食品产业发展。     

The use and acceptability of convenience and fast-foods in the food service industry in Scotland

A questionnaire was circulated at random to six sectors of the catering industry in Scotland. The types of convenience foods used, frequency of use, relative importance of several processing factors and customers' views of catering establishments were studied. Some fifteen ideas for ‘new’ products are listed, the main requirement being for higher quality products at lower cost. Most caterers feel that customers mainly look for value for money and good presentation.     

Marketing supplementary food products in LDCs: A case study in Morocco

Developing country governments as well as a number of international agencies have become directly involved in the past two decades in the production and marketing of supplementary food products. This article discusses the Moroccan government's involvement in introducing a weaning food targeted for elaborates on the factors which contributed contributedm to the failure of this and other similar ventures, while drawing attention to the important low-income Moroccan children. It role that marketing plays in launching socially desirable food products in developing country environments.