Chinese consumers’ preferences for food quality test/measurement indicators and cues of milk powder: A case of Zhengzhou,China

Many food regulations focus on test/measurement indicators, such as hazard analysis and critical control points (HACCP) and traceability, etc. Other than these indicators, the food industry uses various cues such as product origin as indicators of product quality. However, in an environment where consumers’ confidence in food safety is low due to frequent food safety scandals, little is known about the efficiency of these test/measurement indicators and cues. This paper used the primary data collected in Zhengzhou (China) to estimate consumers’ preferences for test/measurement indicators and a new cue of “own farm” for milk powder. Our results show that country of origin is the most important cue attribute, followed by price and own farm. The importance of test/measurement indicators such as organic, traceability, and HACCP certification is relatively low. Also, the individual parameter estimates show that consumers’ preferences for test/measurement indicators currently in the market are weak and fragile. Interestingly, price has an inverse-U-shaped relationship with consumer utility, implying that Chinese consumers may perceive low-price milk powder as low quality. The results of this study provide important insight for regulatory authorities and the food industry to develop more effective policies and programs to improve consumer preferences for milk powder.     

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.     

Redefining rural prosperity through social learning in the cooperative sector: 25 years of experience from organic agriculture in Spain

In the political system and in public perception, the well-functioning of economy is frequently equalled to the output of the national economic system. However, during the last decades, this narrow conception of economic prosperity started to erode. This paper is based on a rural prosperity conceptual framework that takes into account the systemic nature and dynamics of interactions and impacts within rural systems through the analysis of an organic agriculture cooperative called Camposeven in the south east of Spain. The focus is on rural prosperity, differences in understanding, related parameters and strategies used by the cooperativés farming partners to success without following the traditional conventions of economic growth and farm-efficiency. Experience lessons in this paper demonstrate that the “technical-economic” approach of rural prosperity is not sufficient and results emphasize the important role of individuals’ behaviour as well as the contexts in which they are involved. The findings point to the increasing relevance of expanding both the theory and practice of rural prosperity approaches in sustainable rural development. This is important in order to enrich the connections between rural prosperity and other concepts such as social capital, innovation, social learning and resilience.     

Service innovativeness and the structuring of organizations: The moderating roles of learning orientation and inter-functional coordination

This paper aims to investigate the influence of organizational structure on service innovativeness by testing the moderating roles of learning orientation and inter-functional coordination. This helps to understand how organic structure influences service innovativeness when it is effectively leveraged with favorable organizational factors. Data were collected from 178 hotel managers and executives in Japan and moderated regression analysis was performed to analyze the data. Findings of the study suggest that higher levels of service innovativeness are positively related to higher levels of hotel business performance. In addition, organic structure makes a positive influence on service innovativeness and an increase in the levels of learning orientation boost the effectiveness of organic structure on service innovativeness. Moreover, the positive association between organic structure and service innovativeness become stronger when all firm’s functions make an attempt to cooperate and contribute to disseminating customers and competitors’ information in the hotels. These findings contribute to understanding how hotel service innovation is affected by service innovativeness, organizational structure, learning orientation and inter-functional coordination.     

Health and cosmetics: Investigating consumers’ values for buying organic personal care products

In investigating consumers’ intentions to re-purchase organic personal care products (PCP), this study extends the theory of planned behaviour by including perceived value dimensions as the antecedents of attitude in the model. The findings revealed that most of the hypothesised relationships linking the consumer perceived value constructs (namely, health, safety, hedonic and environmental) with attitude towards the rebuying of organic PCP, were supported. Also, better product knowledge about organic PCP would lead to more positive attitudes towards re-purchasing the product. In contrast, social value was not important in predicting attitude. Similarly, the influence of subjective norm on rebuying intention was not supported. In terms of ranking of importance with regards to prediction of re-purchasing intention, attitude was the most important predictor followed by perceived behavioural control, product knowledge, hedonic value, environmental value and safety value.     

Consumer behavior and purchase intention for organic food: A review and research agenda

In this article, we review and discuss the factors, which affect the change in the consumer behavior towards organic food. We extract findings from various studies conducted in different countries and analyze those factors and provide suggestions for future research. We find that health-conscious consumers show a growing preference for organic food over the conventionally grown food. This shift in the attitude of the modern consumers is greatly influenced by the rising incidence of lifestyle diseases, such as heart disorders and depression. The need to purchase organic food to improve the quality of life will have huge implications for the retail, distribution and marketing functions of business.     

Price premiums for organic menus at restaurants: What is an acceptable level?

This study identifies acceptable premium price levels that customers would be willing to pay for organic menu items at restaurants in the United States. Previous literature indicates that health-related and socio-demographic characteristics significantly influence consumers’ intentions to purchase organic food. To advance our understanding of how different consumers respond to changes in organic food prices, this study examines the moderating effects of the level of health consciousness (high versus low), gender (male versus female), and age (young versus old) on the relationship between premium price levels and purchasing intentions. In addition, this study further investigates acceptable premium price levels for different consumer segments at two types of restaurants (casual dining versus fine dining). The results of this study provide guidelines for menu design and strategies for restaurateurs to devise effective price premiums for organic menu options.     

What influences consumers’ intention to purchase organic personal care products? The role of social reassurance

Green and organic markets have grown rapidly in recent times, thanks to the increasing global popularity of having a healthier lifestyle. Rising consumer awareness of the risks of synthetic chemicals for humans as well as the environment have boosted the demand for organic personal care products (PCPs). To better understand the micro-mechanisms guiding the organic PCPs buying process, this study builds on the social proof theory by examining the drivers leading this process in two different national contexts. Partial least squares structural equation modelling was used to conduct a multigroup analysis on a sample of 473 consumers (n = 266 from Spain, n = 207 from Italy). Findings reveal the significant role of environmental value, product knowledge, convenience & quality, and information adoption. Furthermore, the study introduces and validates the new construct ‘social reassurance’ explaining the psychological mechanisms leading the organic PCPs buying process.     

The food neophobia scale and young adults’ intention to eat insect products

In the coming years, the new EU Regulation on Novel Food is likely to facilitate the development of a niche market for insects and insect‐based ingredients in many European countries. In this research, the aim is to explore the relationship between willingness to try (WTT) and behavior of eating insects, where the independent variables are food neophobia, sensory property expectations, and previous consumption. In total, 88 Italian participants took part in the study. The food neophobia scale (FNS) was constructed using 9 of the 10 items from the original FNS, and a Structural Equation Modeling approach was used to test the research hypotheses. The results show that males are more open to trying insects than females, and food neophobia is negatively correlated with the willingness to eat insects. Findings also indicate that the first exposure to insects positively increases consumers’ sensory property expectations. Intention to try is a strong predictor of the behavior of eating insects. People who scored lower on the FNS were more likely to try (intention) and consequently eat insects (behavior). These findings enhance knowledge about factors which could lead to lower levels of negative prejudice and greater willingness to taste edible insects among Western consumers. Finally, some marketing implications are discussed, like the need of information campaigns to emphasize positive sensory attributes of edible insects to increase the WTT this unfamiliar food.     

Alternative farming and collective goals: Towards a powerful relationships for future food policies

Based on the significant amount of literature on the concept of spatial, ecological, and social embeddedness in the Alternative Food Networks (AFNs) research, this study describes the main dynamics related to the involvement of non-conventional farmers in their collective ideas and actions.With a comparison between two European regions: Sardinia and the Community of Madrid, the paper identifies different styles of behaviour among organic producers, whether or not supervised by a control body, and highlights the differences and similarities regarding their ideas about how alternative agriculture has an impact on the environment as well as society. Eco-economies and ecopreneurship are also considered. The aim is to see if, and to what extent, these ideas have a collective character, going beyond the limits of the single farm to reach a regional scale and, thus, if there is a basis for the development of future food-related planning policies. Through the information provided by semi-structured interviews, farmers have been divided into categories according to their degree of embeddedness, described through the main themes that emerged during the interviews. Every farmer has been included in only one category according to his or her main preference, which does not imply the ab-sence of a positive attitude towards other categories.The study aims to contribute to the understanding of how AFN values and methods can boost the improvement of biodiversity and landscape conservation through collective actions which have the power to boost and develop rural initiative at a regional scale.