Consumer value conflicts surrounding ethical food purchase decisions: a focus on animal welfare

Ethical attitudes in relation to meat purchases were studied among urban and rural consumers in Scotland. All subjects perceived at least some ethical issues in relation to animal production systems, in particular, systems keeping animals in close confinement. Welfare‐friendly production systems were viewed as adding value to a food, but this value was not necessarily realizable to producers if purchases occurred only when foods were on special offer. Statements made by individuals were often contradictory, revealing ambivalence, unresolved value conflicts and a general lack of involvement in the nature of meat production. A number of barriers to the establishment of stable attitudes and behaviours in relation to the ethical treatment of food animals were also identified. A key finding of the study is that individuals can hold two views on animal welfare. On the one hand, they may think as citizens influencing societal standards, and on the other, as consumers at the point of purchase. As citizens, they support the notion of animals being entitled to a good life; as meat consumers, they avoid the cognitive connection with the live animal. This paper explores both the citizen–consumer relationship and purchase strategies used by consumers to resolve value conflicts. Lessons for public and commercial policy are highlighted in the context of the Curry Report (2002) which advocates more effective market segmentation where markets are finely attuned to their customers, with the development of a number of assurance schemes discussed in the article.     

Retail ‘Quality Assurance’ Labels as a Strategic Marketing Communication Mechanism for Fresh Meat

Approximately 40 quality assurance labels are in operation throughout the UK, namely for meat, salmon, milk, cereals, eggs, fruit and vegetables. Fresh meat quality labels are the most prevalent, thus requiring consumers to recognize and learn not only about the many nationally organized quality labels, but also the in-house retail labels. This paper identifies the meat purchasing behaviour of consumers and their perceptions, attitudes and knowledge towards the main quality assurance labels. Results indicate consumers' purchase preferences to be more influenced by quality labels co-ordinated by producer-led organizations, and that recognition and knowledge of retail labels are low in comparison. This raises questions regarding the relevance and communication strategies of in-house retail ‘quality assurances’ to consumers.     

Exploring the relationship between consumer knowledge and purchase behaviour of value‐based labels

Despite an increasing market presence, little research has been conducted regarding consumer‐purchase behaviour of food products bearing ‘value‐based’ labels. Moreover, as the effectiveness of these labelling formats is dependent upon consumer's knowledge of their existence, this paper aims to explore the relationship between knowledge, openness to experience (i.e. validated personality trait related to intellectual capability) and purchase behaviour upon consumer behaviour in this context. Using structural equation modelling techniques, causal influences on purchases of fresh meat bearing ‘value‐based’ labels are identified and three multi‐attribute attitude models are proposed. The paper concludes that these labels are of value to consumers and that product knowledge plays a significant role in aiding purchase decisions. Consequently, marketing communication implications arising from the proposed multi‐attribute attitude models are discussed.     

Value conflicts in food ethics – causes and possible resolutions

Ethical attitudes in relation to meat purchases were studied among urban and rural consumers in Scotland. All subjects perceived at least some ethical issues in relation to animal production systems, in particular, systems keeping animals in close confinement. Welfare friendly production systems were viewed as adding value to a food, but this value was not necessarily realisable to producers if purchases occurred only when foods were on special offer. Statements made by a particular individual were often contradictory, revealing ambivalence, unresolved value conflicts and a general lack of involvement in the nature of meat production. A number of barriers to the establishment of stable attitudes and behaviours in relation to the ethical treatment of food animals were identified, including a lack of transparency of competing production systems, problems with product availability and a general aversion to confront animal production. Whilst adequate labelling implies that labels are transparent and revealing all the essential features of a food, this is not the case with most farm assurance quality marks. Free‐range chicken may be widely available as a complete carcass, but portions often are not. Attitude‐inconsistent purchasing behaviours were thereby related to a lack of perceived control on the part of the purchaser in certain food choice scenarios. A key finding of the study is that individuals can hold two views on animal welfare. On the one hand, they may think as citizens influencing societal standards, and on the other, as consumers at the point of purchase. As citizens, they support the notion of animals being entitled to a good life, as meat consumers, they avoid the mental connection with the live animal. The paper explores this citizen/consumer relationship and strategies used by consumers to resolve any resultant value conflicts. Lessons for public and commercial policy are highlighted in the context of the Curry Report (2002), which advocates more effective market segmentation where markets are finely attuned to their customers, with the development of higher‐level assurance schemes based on the existing ‘Little Red Tractor’ standard.     

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

Abstract

Throughout the marketing literature, little attention has been paid to the responsibilities of luxury-fashion businesses. Harnessing Polonsky, Carlson, and Fry’s harm chain, the extended harm chain, and the theoretical lens of institutional theory, this conceptual paper explores a systematic way to examine the potential for value co-creation, the harmful outcomes linked to luxury-fashion marketing activities, and how those harms might be addressed. Our analysis identifies a number of harms occurring throughout the luxury-fashion supply chain. The paper concludes by urging luxury-fashion businesses to sustain their success through ‘deep’ corporate social responsibility (CSR), adding voice to the developing conversation that seeks to change the scope of the critique of marketing practice beyond the economic and competitive advantages that CSR delivers.     

Food shopping behaviour in Scotland: the influence of relative rurality

Despite a number of studies investigating consumer food purchase behaviour, few studies actually address the nature of the rural consumer. This may have implications for the generalization of much research on food purchase behaviour, as official estimates of the UK rural population vary between 8.5% and 24%. This paper compares and contrasts the food shopping behaviour of customers in rural and urban areas in Scotland. Particular focus is given on respondent characteristics, attitudes towards rural and urban locations, distance travelled for food shopping purposes and store patronage. Results from the research emphasize the notion that rural and urban retailing should be conceptualized as a continuum rather than being regarded as dichotomous, and a conceptual framework is proposed.     

Intra- and inter-country bank branch assessment using DEA

Increasingly globalized financial markets with considerable activity in the multinational sector have created the need to understand inter-country bank branch performance. This topic is relatively unstudied, primarily due to the immense difficulty encountered in gathering reliable data. Fortunately, we have been able to obtain data on a group of banks operating in one geographical market area, but in different countries. In this paper we critically assess bank branch profitability and productivity in seven national branch networks owned and operated by a multi-national financial services corporation. The corporate head office (owner) imposes its management philosophy equally on all of its subsidiaries, thus removing executive managerial and corporate disparity. Results suggest that countries in which branch performance is quite consistent amongst domestic branches are less productive and less profitable when compared to other countries that have more disparity in their efficiency scores. In addition, we discovered that, surprisingly, branches do not have to be productive in order to be profitable and this led us to somewhat of a major breakthrough in inter-country branch analysis. Significant managerial advice may be derived from these results vis-à-vis trans-national benchmarking and opportunity for performance improvements both at the branch level and nationally as well.

Encouraging Sustainable Behaviour Change via a Social Practice Approach: A Focus on Apparel Consumption Practices

Journal of Consumer Policy - To encourage greater sustainability regarding apparel consumption practices, policymakers have traditionally focused on economic and/or social psychology frameworks...     

The conscious consumer: taking a flexible approach to ethical behaviour

This paper considers the ethical purchasing of what is described as conscious consumers. Conscious consumers remain a ‘work in progress’, and present a complex mix of behaviours; while seeking ethical alternatives, other social and economic forces impact on their behaviour (e.g. family, convenience, price) such that positive ethical choices are not always made. Examining ethical consumption in this way reveals the ‘competing priorities, paradoxical outcomes, and the nature of compromises reached in real decision processes’. We identify two areas of theory relevant to the conceptualization of such consumers, flexibility and dissonance theory. A qualitative study of participants identified as conscious consumers was undertaken. As anticipated, the participants revealed a range of often contradictory behaviours regarding their ethical purchases. The relevance of flexibility and dissonance theory to their behaviour is discussed.