Pub Date : 2023-11-23DOI: 10.1080/10454446.2023.2284725
Mara Martini, Angela Fedi, Blain Murphy, Moira Dean, Barbara Loera
Research shows that the search for healthier foods and concern for sustainability are driving the purchase of organic products. However, consumer expectations for quality attributes and sustainabil...
{"title":"More Than Organic: Consumer Expectations of Sustainability and Quality. Evidences from a Qualitative Study in Italy","authors":"Mara Martini, Angela Fedi, Blain Murphy, Moira Dean, Barbara Loera","doi":"10.1080/10454446.2023.2284725","DOIUrl":"https://doi.org/10.1080/10454446.2023.2284725","url":null,"abstract":"Research shows that the search for healthier foods and concern for sustainability are driving the purchase of organic products. However, consumer expectations for quality attributes and sustainabil...","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138525211","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-06DOI: 10.1080/10454446.2023.2276182
Georgia S. Papoutsi
ABSTRACTMultiple food certification labels are a significant trend in food marketing, yet their impact on consumer decisions remains insufficiently understood. This study used a choice experiment to assess consumer valuation of European organic and Protected Designation of Origin (PDO) labels on extra virgin olive oil, considering consumer heterogeneity. The data were analyzed using a willingness-to-pay-space model and a binary probit analysis. Results indicate positive valuation of both labels when presented individually, with a higher premium price for organic farming (2.16€/L) than PDO (1.79€/L). The introduction of multiple labels reveals the presence of a sub-additivity effect and leads to the emergence of distinct consumer segments. The majority displays a negative willingness to pay, indicating strong substitution effects, while a minority perceives the labels as complementary. Moreover, some consumers are willing to pay a premium price for one label, but adding a second label undermines the effectiveness of the individual label.KEYWORDS: Multiple labelingorganic certificationProtected designation of origin (PDO) certificationchoice experimentwillingness-to-pay-space AcknowledgmentsThe author would like to thank Dr. Vincenzina Caputo for her valuable assistance with Bayesian design, Dr. Achilleas Vassilopoulos for his comments on the choice model results, and Dr. Constantine Iliopoulos for language editing. Also, the author would like to thank the anonymous reviewers for their valuable suggestions and comments.Disclosure statementThe author declares that she has no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.Data availability statementData will be made available on request.Notes1 It was chosen PDO over PGI because PDO certification is prevalent among Greek products according to the official European database of agricultural products and foodstuffs, wine, and spirit drinks that are registered and protected across the EU for their geographical indications. Specifically, 69% of the certified products in Greece are protected for the designation of origin and in the specific case of olive oil, 63% of the certified olive oils has a PDO certification. Furthermore, results from the in-depth interviews revealed that Greek consumers recognize more the PDO certification than the PGI. Literature confirms that Italian olive oil consumers (who reveal similarities in food consumption with Greek consumers due to the fact that olive oil is part of the traditional diet for both countries) are willing to pay more for PDO than PGI label (Aprile et al., Citation2012; Menapace et al., Citation2011).2 Removing brand influences from the choices, can make respondents focus the tradeoffs upon the attributes’ levels.3 According to Louviere and Street (Citation2000), in order to make the choice experiment more comparable to real food shopping situations, consumers must have the op
摘要多种食品认证标签是食品营销的重要趋势，但其对消费者决策的影响仍未得到充分认识。考虑到消费者的异质性，本研究采用选择实验来评估消费者对特级初榨橄榄油的欧洲有机和原产地保护标识(PDO)标签的评价。使用付费空间意愿模型和二元概率分析对数据进行分析。结果表明，当单独呈现时，这两个标签的价值都是积极的，有机农业的溢价(2.16欧元/升)高于PDO(1.79欧元/升)。多重标签的引入揭示了亚可加性效应的存在，并导致了不同消费群体的出现。大多数人表现出消极的支付意愿，表明强烈的替代效应，而少数人认为标签是互补的。此外，一些消费者愿意为一个标签支付更高的价格，但增加第二个标签会削弱单个标签的有效性。关键词:多重标签有机认证受保护的原产地标识(PDO)认证选择实验支付空间意愿致谢作者要感谢Vincenzina Caputo博士在贝叶斯设计方面的宝贵帮助，Achilleas Vassilopoulos博士对选择模型结果的评论，以及Constantine Iliopoulos博士的语言编辑。同时，感谢匿名审稿人提出的宝贵建议和意见。披露声明作者声明，她没有已知的竞争经济利益或个人关系，可能会影响本文所报道的工作。数据可用性声明数据可应要求提供。注1之所以选择PDO而不是PGI，是因为PDO认证在希腊产品中很普遍，根据欧洲农产品和食品、葡萄酒和烈酒的官方数据库，这些产品在欧盟范围内注册和保护其地理标志。具体来说，希腊69%的认证产品受到原产地指定的保护，在橄榄油的具体情况下，63%的认证橄榄油有PDO认证。此外，深度访谈的结果显示，希腊消费者对PDO认证的认可程度高于PGI。文献证实，意大利橄榄油消费者(由于橄榄油是两国传统饮食的一部分，他们揭示了与希腊消费者在食品消费方面的相似之处)愿意为PDO支付比PGI标签更高的价格(Aprile等人，Citation2012;Menapace et al.， Citation2011)从选择中去除品牌影响，可以使受访者将权衡集中在属性的层面上根据Louviere和Street (Citation2000)的观点，为了使选择实验更接近真实的食品购物情况，消费者必须有机会决定不购买任何商品自从卡明斯和泰勒(Cummings & Taylor, Citation1999)引入“廉价谈话”脚本以来，一些研究将其作为一种减少在线调查中假设偏差的方法(Carlsson & Kataria, Citation2008;Tonsor & Shupp, Citation2011;Van Loo et al.， Citation2011)。
{"title":"Consumer Valuation of European Certification Labels on Extra Virgin Olive Oil: Assessing the Impact of Multiple Labels and Consumer Heterogeneity","authors":"Georgia S. Papoutsi","doi":"10.1080/10454446.2023.2276182","DOIUrl":"https://doi.org/10.1080/10454446.2023.2276182","url":null,"abstract":"ABSTRACTMultiple food certification labels are a significant trend in food marketing, yet their impact on consumer decisions remains insufficiently understood. This study used a choice experiment to assess consumer valuation of European organic and Protected Designation of Origin (PDO) labels on extra virgin olive oil, considering consumer heterogeneity. The data were analyzed using a willingness-to-pay-space model and a binary probit analysis. Results indicate positive valuation of both labels when presented individually, with a higher premium price for organic farming (2.16€/L) than PDO (1.79€/L). The introduction of multiple labels reveals the presence of a sub-additivity effect and leads to the emergence of distinct consumer segments. The majority displays a negative willingness to pay, indicating strong substitution effects, while a minority perceives the labels as complementary. Moreover, some consumers are willing to pay a premium price for one label, but adding a second label undermines the effectiveness of the individual label.KEYWORDS: Multiple labelingorganic certificationProtected designation of origin (PDO) certificationchoice experimentwillingness-to-pay-space AcknowledgmentsThe author would like to thank Dr. Vincenzina Caputo for her valuable assistance with Bayesian design, Dr. Achilleas Vassilopoulos for his comments on the choice model results, and Dr. Constantine Iliopoulos for language editing. Also, the author would like to thank the anonymous reviewers for their valuable suggestions and comments.Disclosure statementThe author declares that she has no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.Data availability statementData will be made available on request.Notes1 It was chosen PDO over PGI because PDO certification is prevalent among Greek products according to the official European database of agricultural products and foodstuffs, wine, and spirit drinks that are registered and protected across the EU for their geographical indications. Specifically, 69% of the certified products in Greece are protected for the designation of origin and in the specific case of olive oil, 63% of the certified olive oils has a PDO certification. Furthermore, results from the in-depth interviews revealed that Greek consumers recognize more the PDO certification than the PGI. Literature confirms that Italian olive oil consumers (who reveal similarities in food consumption with Greek consumers due to the fact that olive oil is part of the traditional diet for both countries) are willing to pay more for PDO than PGI label (Aprile et al., Citation2012; Menapace et al., Citation2011).2 Removing brand influences from the choices, can make respondents focus the tradeoffs upon the attributes’ levels.3 According to Louviere and Street (Citation2000), in order to make the choice experiment more comparable to real food shopping situations, consumers must have the op","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135634781","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-26DOI: 10.1080/10454446.2023.2273518
Natasha Gandhi, Caroline Meyer, Piotr Bogdanski, Lukasz Walasek
What do berries, avocado, quinoa, and ginger have in common? These food items are often regarded as superfoods, a marketing term that overstates the importance of single food items for one’s health and wellbeing. In the present paper, we set out to investigate how purported superfoods are represented in the discourse of online news. We use computational language models to extract the unique topics and terms used to discuss superfoods. Our results show that news coverage is dominated by many specific claims about the healing properties of superfoods. The structural topic model further demonstrates that articles mentioning superfoods are more likely to include topics about a) nutrients, physical appearance, and health in the same context, b) retail strategies, and c) scientific research about the health benefits of superfoods. These results illustrate complex representations of superfoods in news media.
{"title":"Computational Analysis of Superfood Representations in News Media","authors":"Natasha Gandhi, Caroline Meyer, Piotr Bogdanski, Lukasz Walasek","doi":"10.1080/10454446.2023.2273518","DOIUrl":"https://doi.org/10.1080/10454446.2023.2273518","url":null,"abstract":"What do berries, avocado, quinoa, and ginger have in common? These food items are often regarded as superfoods, a marketing term that overstates the importance of single food items for one’s health and wellbeing. In the present paper, we set out to investigate how purported superfoods are represented in the discourse of online news. We use computational language models to extract the unique topics and terms used to discuss superfoods. Our results show that news coverage is dominated by many specific claims about the healing properties of superfoods. The structural topic model further demonstrates that articles mentioning superfoods are more likely to include topics about a) nutrients, physical appearance, and health in the same context, b) retail strategies, and c) scientific research about the health benefits of superfoods. These results illustrate complex representations of superfoods in news media.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136381133","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-20DOI: 10.1080/10454446.2023.2273517
Edward Shih-Tse Wang, Jia-Yi Lin, Yu-Ting Liao
ABSTRACTBrand communication activities and brand equity influence purchase intention; however, few studies have investigated the effects of the valence and intensity of brand communication activities on brand equity and purchase intention. The present study investigated how the intensity and valence (or attitude) of brand communication activities influenced brand awareness, brand image, and purchase intention in the beer market. Convenience sampling was used to collect beer consumer data, and valid data from 433 individuals were gathered. Data were analyzed using structural equation modeling. Brand awareness and brand image were positively correlated with purchase intention, with brand image having the stronger association of the two. Furthermore, the intensity and valence of WOM and advertising attitude were associated with brand image, with advertising attitude having the stronger association of the three. Finally, advertising intensity and advertising attitude but not WOM intensity were associated with brand awareness.KEYWORDS: Word-of-mouthadvertisingintensityvalencebrand equity Disclosure statementNo potential conflict of interest was reported by the author(s).Ethics approval statementAll the participants in the survey were fully informed about the aims of the research and they were informed of the confidentiality and anonymity of the collected responses. The anonymization was done to prevent the study results being linked to any individual. According to standard socio-economic studies, no ethical concerns are involved other than preserving the participants’ anonymity.Additional informationFundingThe author(s) reported there is no funding associated with the work featured in this article.
{"title":"The Effects of Positive Valence and Intensity of Word-Of-Mouth and Advertising on Forming Beer Brand Equity and Purchase Intentions","authors":"Edward Shih-Tse Wang, Jia-Yi Lin, Yu-Ting Liao","doi":"10.1080/10454446.2023.2273517","DOIUrl":"https://doi.org/10.1080/10454446.2023.2273517","url":null,"abstract":"ABSTRACTBrand communication activities and brand equity influence purchase intention; however, few studies have investigated the effects of the valence and intensity of brand communication activities on brand equity and purchase intention. The present study investigated how the intensity and valence (or attitude) of brand communication activities influenced brand awareness, brand image, and purchase intention in the beer market. Convenience sampling was used to collect beer consumer data, and valid data from 433 individuals were gathered. Data were analyzed using structural equation modeling. Brand awareness and brand image were positively correlated with purchase intention, with brand image having the stronger association of the two. Furthermore, the intensity and valence of WOM and advertising attitude were associated with brand image, with advertising attitude having the stronger association of the three. Finally, advertising intensity and advertising attitude but not WOM intensity were associated with brand awareness.KEYWORDS: Word-of-mouthadvertisingintensityvalencebrand equity Disclosure statementNo potential conflict of interest was reported by the author(s).Ethics approval statementAll the participants in the survey were fully informed about the aims of the research and they were informed of the confidentiality and anonymity of the collected responses. The anonymization was done to prevent the study results being linked to any individual. According to standard socio-economic studies, no ethical concerns are involved other than preserving the participants’ anonymity.Additional informationFundingThe author(s) reported there is no funding associated with the work featured in this article.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135569534","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-12DOI: 10.1080/10454446.2023.2234850
Jackie Yenerall, Rita Chen
ABSTRACT In United States (U.S.) household food waste, which is generated in part from food purchased from food retailers, is believed to be a major contributor to national food waste. Understanding the relationship between household food shopping behavior and food waste is important for developing food waste reduction programs, particularly given the impact of the COVID-19 pandemic on households’ use of online grocery shopping and restaurants. Data from a sample of U.S. households in 2022 was analyzed using probit regression for the probability of any household food waste and a log-linear regression for mean household food waste, conditional on any food waste. This study found that online grocery shopping was associated with greater quantities of food waste overall and specifically fruit and vegetable waste. We also find the use of restaurants was associated with greater food waste, while short planning durations for grocery shopping were associated with less food waste.
{"title":"Food Retailer, Restaurant, and Online Grocery Shopping Use and Household Food Waste: Evidence from U.S. Households in 2022","authors":"Jackie Yenerall, Rita Chen","doi":"10.1080/10454446.2023.2234850","DOIUrl":"https://doi.org/10.1080/10454446.2023.2234850","url":null,"abstract":"ABSTRACT In United States (U.S.) household food waste, which is generated in part from food purchased from food retailers, is believed to be a major contributor to national food waste. Understanding the relationship between household food shopping behavior and food waste is important for developing food waste reduction programs, particularly given the impact of the COVID-19 pandemic on households’ use of online grocery shopping and restaurants. Data from a sample of U.S. households in 2022 was analyzed using probit regression for the probability of any household food waste and a log-linear regression for mean household food waste, conditional on any food waste. This study found that online grocery shopping was associated with greater quantities of food waste overall and specifically fruit and vegetable waste. We also find the use of restaurants was associated with greater food waste, while short planning durations for grocery shopping were associated with less food waste.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48264102","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-27DOI: 10.1080/10454446.2023.2227583
Gabriel Gaiato, Carlos Marcelo Ardigó, P. F. Limberger
ABSTRACT This research aimed to analyze how consumer perception of the animal welfare (AW) certification seal impacts brand equity (BE). It was conducted in two stages: a causal (experimental) research with a 2x2 design involving two scenarios and two brands, and a descriptive stage exploring the relationships between variables, such as prior knowledge about AW and BE, and BE and price. The sample included 334 Brazilian consumers of chicken breast fillet, randomly assigned to either a Control Group (CG) without the AW certification seal or an Experimental Group (EG) with the seal. The t-test and Kruskal-Wallis test were used in the respective stages. The results revealed that the presence of the AW certification seal did not have a positive impact on BE across brands. However, considering different levels of consumer knowledge about AW, higher knowledge was associated with greater BE. Plausible explanations for the findings include low consumer awareness, understanding, confusion, and skepticism regarding the authenticity of the seal, suggesting directions for future research.
{"title":"Animal Welfare Certification Seal and the Effect on Brand Equity: Consumer Perspective of Chicken Commodity","authors":"Gabriel Gaiato, Carlos Marcelo Ardigó, P. F. Limberger","doi":"10.1080/10454446.2023.2227583","DOIUrl":"https://doi.org/10.1080/10454446.2023.2227583","url":null,"abstract":"ABSTRACT This research aimed to analyze how consumer perception of the animal welfare (AW) certification seal impacts brand equity (BE). It was conducted in two stages: a causal (experimental) research with a 2x2 design involving two scenarios and two brands, and a descriptive stage exploring the relationships between variables, such as prior knowledge about AW and BE, and BE and price. The sample included 334 Brazilian consumers of chicken breast fillet, randomly assigned to either a Control Group (CG) without the AW certification seal or an Experimental Group (EG) with the seal. The t-test and Kruskal-Wallis test were used in the respective stages. The results revealed that the presence of the AW certification seal did not have a positive impact on BE across brands. However, considering different levels of consumer knowledge about AW, higher knowledge was associated with greater BE. Plausible explanations for the findings include low consumer awareness, understanding, confusion, and skepticism regarding the authenticity of the seal, suggesting directions for future research.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45789131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-26DOI: 10.1080/10454446.2023.2228731
K. Hossain, Jianhong Xue, Md. Ghulam Rabbany
ABSTRACT Consumers’ concerns about food safety have recently escalated in many developing nations as a result of repeated food safety incidents. Many countries, including Bangladesh, are trying to introduce more stringent food safety control measures such as food traceability. However, not much is known about the preferences of Bangladeshi consumers for food traceability, including whether they are willing to pay for traceable foods. This study attempts to fill this gap by evaluating factors that may influence consumers’ preferences and WTP for traceable liquid milk. Based on survey data obtained from 384 consumers in Dhaka in 2021, our results indicate that consumers are ready to pay almost 12% price premium for traceable liquid milk than for non-traceable liquid milk. Interval regression analysis reveals that international third-party certification, branding, price, information on contaminants, income, and milk consumption are important factors in determining consumers’ WTP for traceable liquid milk.
{"title":"Consumers’ Preferences and Willingness to Pay (WTP) for Traceable Liquid Milk: A Survey in Dhaka, Bangladesh","authors":"K. Hossain, Jianhong Xue, Md. Ghulam Rabbany","doi":"10.1080/10454446.2023.2228731","DOIUrl":"https://doi.org/10.1080/10454446.2023.2228731","url":null,"abstract":"ABSTRACT Consumers’ concerns about food safety have recently escalated in many developing nations as a result of repeated food safety incidents. Many countries, including Bangladesh, are trying to introduce more stringent food safety control measures such as food traceability. However, not much is known about the preferences of Bangladeshi consumers for food traceability, including whether they are willing to pay for traceable foods. This study attempts to fill this gap by evaluating factors that may influence consumers’ preferences and WTP for traceable liquid milk. Based on survey data obtained from 384 consumers in Dhaka in 2021, our results indicate that consumers are ready to pay almost 12% price premium for traceable liquid milk than for non-traceable liquid milk. Interval regression analysis reveals that international third-party certification, branding, price, information on contaminants, income, and milk consumption are important factors in determining consumers’ WTP for traceable liquid milk.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47794216","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-21DOI: 10.1080/10454446.2023.2227575
Katrin Brückner, A. Emberger-Klein, K. Menrad
ABSTRACT A strong link between emotions and eating behavior has been previously found, however there is a lack of research investigating how emotions influence food product choice in a retail setting. An online questionnaire including a choice-based conjoint analysis and self-reported consumer emotions was used to assess the importance of different product attributes to yogurt consumers in Germany in 2021. The analysis consisted of a Hierarchical Bayes approach and a cluster analysis. The results revealed that yogurt consumers placed most importance on ingredients, followed by price, Nutri-Score, flavour, and finally production method. Based on the self-reported consumer emotions, a positive, a rather positive and an indifferent emotion cluster was found. The positive cluster preferred the highest quality in terms of ecological and health values and was willing to pay more for such a yogurt. The rather positive cluster preferred these options as well, however was not always willing to pay more for them. The indifferent cluster was more driven by lower prices and was more willing to trade other qualities for the cheapest option. These findings are insightful for food marketing and health interventions as shopping experience, as well as product choice could be enhanced through emotion induction.
{"title":"The Role of Emotions in Food-Related Decision-Making: A Choice-Based Conjoint Analysis of Yogurt Preferences","authors":"Katrin Brückner, A. Emberger-Klein, K. Menrad","doi":"10.1080/10454446.2023.2227575","DOIUrl":"https://doi.org/10.1080/10454446.2023.2227575","url":null,"abstract":"ABSTRACT A strong link between emotions and eating behavior has been previously found, however there is a lack of research investigating how emotions influence food product choice in a retail setting. An online questionnaire including a choice-based conjoint analysis and self-reported consumer emotions was used to assess the importance of different product attributes to yogurt consumers in Germany in 2021. The analysis consisted of a Hierarchical Bayes approach and a cluster analysis. The results revealed that yogurt consumers placed most importance on ingredients, followed by price, Nutri-Score, flavour, and finally production method. Based on the self-reported consumer emotions, a positive, a rather positive and an indifferent emotion cluster was found. The positive cluster preferred the highest quality in terms of ecological and health values and was willing to pay more for such a yogurt. The rather positive cluster preferred these options as well, however was not always willing to pay more for them. The indifferent cluster was more driven by lower prices and was more willing to trade other qualities for the cheapest option. These findings are insightful for food marketing and health interventions as shopping experience, as well as product choice could be enhanced through emotion induction.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44902504","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-08DOI: 10.1080/10454446.2023.2222069
Kinga Nolan, J. Hobbs
ABSTRACT A Product of Canada label can be used on food if all major ingredients are grown or raised in Canada and the product is processed in a Canadian facility. A Made in Canada label is permissible when the final processing step occurs in Canada. Using survey data, we examine whether Canadian consumers understand the difference between these labels, their effectiveness as quality cues, and the relative importance of country-of-origin labels. A best-worst scaling experiment reveals a positive response to origin labels in general, and a Product of Canada label in particular. Nevertheless, few consumers understand the meaning of the labels or the difference between them. Probit regression models find little evidence of a relationship between valuing the source of ingredients or location of processing and choosing Product of Canada or Made in Canada labels. Consumers may be responding to the “Canadianness” of the labels, rather than what the labels signify.
{"title":"Signaling Origin: Consumer Perceptions of Product of Canada and Made in Canada Food Labels","authors":"Kinga Nolan, J. Hobbs","doi":"10.1080/10454446.2023.2222069","DOIUrl":"https://doi.org/10.1080/10454446.2023.2222069","url":null,"abstract":"ABSTRACT A Product of Canada label can be used on food if all major ingredients are grown or raised in Canada and the product is processed in a Canadian facility. A Made in Canada label is permissible when the final processing step occurs in Canada. Using survey data, we examine whether Canadian consumers understand the difference between these labels, their effectiveness as quality cues, and the relative importance of country-of-origin labels. A best-worst scaling experiment reveals a positive response to origin labels in general, and a Product of Canada label in particular. Nevertheless, few consumers understand the meaning of the labels or the difference between them. Probit regression models find little evidence of a relationship between valuing the source of ingredients or location of processing and choosing Product of Canada or Made in Canada labels. Consumers may be responding to the “Canadianness” of the labels, rather than what the labels signify.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42472160","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-05DOI: 10.1080/10454446.2023.2222067
Gauthier Casteran, D. Plotkina
ABSTRACT Demand for locally produced foods is increasing. Thus, mobile apps that help consumers order local foods are more and more common. Research shows that proximity (access-, identity-, production-, and relationship-related) plays a central role in local food consumption. Questions that arise are whether these apps can create proximity between users and producers and whether such perceived proximity improves users’ attitudes toward the app, and intention to continue using it. To test this, we conducted two studies. We ran an online survey using a fictional local food app as well as a field test with consumers of an actual local food app. In both studies, we used the app’s perceived proximity as independent variables, the technology acceptance model (TAM)’s app evaluation as mediators, and consumer attitude toward the app as dependent variable. We found that perceived proximity has an impact on most TAM dimensions. The impact is further differentiated across consumers.
{"title":"The Importance of Perceived Proximity in Local Food Mobile Apps","authors":"Gauthier Casteran, D. Plotkina","doi":"10.1080/10454446.2023.2222067","DOIUrl":"https://doi.org/10.1080/10454446.2023.2222067","url":null,"abstract":"ABSTRACT Demand for locally produced foods is increasing. Thus, mobile apps that help consumers order local foods are more and more common. Research shows that proximity (access-, identity-, production-, and relationship-related) plays a central role in local food consumption. Questions that arise are whether these apps can create proximity between users and producers and whether such perceived proximity improves users’ attitudes toward the app, and intention to continue using it. To test this, we conducted two studies. We ran an online survey using a fictional local food app as well as a field test with consumers of an actual local food app. In both studies, we used the app’s perceived proximity as independent variables, the technology acceptance model (TAM)’s app evaluation as mediators, and consumer attitude toward the app as dependent variable. We found that perceived proximity has an impact on most TAM dimensions. The impact is further differentiated across consumers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45056675","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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