Pub Date : 2022-07-24DOI: 10.1080/10454446.2022.2106606
Rongbin Yang, Roshnee Ramsaran, S. Wibowo
ABSTRACT For decades, research and practice have recognized the significant effects of risk aversion and uncertainty avoidance on consumer behavior. These two concepts are often used interchangeably and studied as an integrated factor in marketing literature. Despite the relationship between risk aversion and uncertainty avoidance, it is necessary to differentiate between the two concepts to address the inaccuracy in definition and application. This research investigates Chinese dairy consumers who experienced one of the most significant food safety crises in recent years. Based on a structural equation modeling analysis, this study reveals that risk aversion and uncertainty avoidance have different effects on consumers’ information search, perceived quality and brand loyalty. Therefore, future research should recognize the different roles of risk aversion and uncertainty avoidance in consumer behavior. Practitioners should target risk-averse and uncertainty-avoiding consumers as distinct groups, based on different marketing communication campaigns.
{"title":"The Effects of Risk Aversion and Uncertainty Avoidance on Information Search and Brand Preference: Evidence from the Chinese Dairy Market","authors":"Rongbin Yang, Roshnee Ramsaran, S. Wibowo","doi":"10.1080/10454446.2022.2106606","DOIUrl":"https://doi.org/10.1080/10454446.2022.2106606","url":null,"abstract":"ABSTRACT For decades, research and practice have recognized the significant effects of risk aversion and uncertainty avoidance on consumer behavior. These two concepts are often used interchangeably and studied as an integrated factor in marketing literature. Despite the relationship between risk aversion and uncertainty avoidance, it is necessary to differentiate between the two concepts to address the inaccuracy in definition and application. This research investigates Chinese dairy consumers who experienced one of the most significant food safety crises in recent years. Based on a structural equation modeling analysis, this study reveals that risk aversion and uncertainty avoidance have different effects on consumers’ information search, perceived quality and brand loyalty. Therefore, future research should recognize the different roles of risk aversion and uncertainty avoidance in consumer behavior. Practitioners should target risk-averse and uncertainty-avoiding consumers as distinct groups, based on different marketing communication campaigns.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"257 - 275"},"PeriodicalIF":2.9,"publicationDate":"2022-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42934186","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 : 2022-07-24DOI: 10.1080/10454446.2022.2129539
Bruna Alves Malheiros, Eduardo Eugênio Spers, Hermes Moretti Ribeiro da Silva, Carmen J. Contreras Castillo
ABSTRACT This study evaluates consumer Willingness-to-Pay (WTP) according to preferences for quality-cue attributes offered in two different purchase modes: fresh and cooked meat. The questionnaire was applied and answered by 534 Brazilian meat consumers. Three clusters were defined: Group 1- price conscious consumers; Group 2- quality cues conscious consumers; and Group 3- consumers who were neither price nor quality cues conscious. Different levels of consumer involvement are related to different levels of a purchase intention regarding breed and flavor. Using a logit regression model, the probabilities regarding individual choice and WTP were then calculated. Results indicate significant differences (p < .01) between attributes and for both fresh and cooked beef. For fresh meat, the most important quality cue was its bright red color and the least important its marbling. Interestingly, the lowest product price level does not appear to motivate purchase intention. For cooked beef purchase, consumers highly valued tender meat with flavor and aroma. When a consumer evaluates the purchase of fresh meat, WTP starts at a low level, and then increases with the introduction of positive quality-cue attributes. The opposite is true for cooked meat, where WTP starts at a high level and then decreases as negative quality cues are introduced.
{"title":"Southeast Brazilian Consumers’ Involvement and Willingness to Pay for Quality Cues in Fresh and Cooked Beef","authors":"Bruna Alves Malheiros, Eduardo Eugênio Spers, Hermes Moretti Ribeiro da Silva, Carmen J. Contreras Castillo","doi":"10.1080/10454446.2022.2129539","DOIUrl":"https://doi.org/10.1080/10454446.2022.2129539","url":null,"abstract":"ABSTRACT This study evaluates consumer Willingness-to-Pay (WTP) according to preferences for quality-cue attributes offered in two different purchase modes: fresh and cooked meat. The questionnaire was applied and answered by 534 Brazilian meat consumers. Three clusters were defined: Group 1- price conscious consumers; Group 2- quality cues conscious consumers; and Group 3- consumers who were neither price nor quality cues conscious. Different levels of consumer involvement are related to different levels of a purchase intention regarding breed and flavor. Using a logit regression model, the probabilities regarding individual choice and WTP were then calculated. Results indicate significant differences (p < .01) between attributes and for both fresh and cooked beef. For fresh meat, the most important quality cue was its bright red color and the least important its marbling. Interestingly, the lowest product price level does not appear to motivate purchase intention. For cooked beef purchase, consumers highly valued tender meat with flavor and aroma. When a consumer evaluates the purchase of fresh meat, WTP starts at a low level, and then increases with the introduction of positive quality-cue attributes. The opposite is true for cooked meat, where WTP starts at a high level and then decreases as negative quality cues are introduced.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"276 - 293"},"PeriodicalIF":2.9,"publicationDate":"2022-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49499975","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 : 2022-06-13DOI: 10.1080/10454446.2022.2096423
Jackie Yenerall, K. Jensen, David W. Hughes, C. Trejo-Pech, K. DeLong
ABSTRACT Hard ciders have enjoyed a recent resurgence in popularity in the United States, yet little is known about drivers of hard cider expenditures. This study used data from a 2019 survey of Tennessee alcoholic beverage consumers and a hurdle model to investigate drivers of hard cider expenditures. About 63% of respondents had previously purchased hard cider, and purchasers averaged $70.14 in spending on hard cider annually. Consistent with anecdotal popular press reports, Millennial and Gen X generations were the most likely to purchase hard cider and had spent the most on hard cider. Furthermore, there was a significant complementarity relationship between frequent wine cooler and malt liquor beverage purchasing and hard cider expenditures. However, neither preferences for local foods in general nor for local ciders influenced levels of hard cider purchases or expenditures. Results are informative regarding the profile of hard cider consumers.
{"title":"Demographics, Alcoholic Beverage Purchase Patterns, and Attitudes Driving Hard Cider Expenditures","authors":"Jackie Yenerall, K. Jensen, David W. Hughes, C. Trejo-Pech, K. DeLong","doi":"10.1080/10454446.2022.2096423","DOIUrl":"https://doi.org/10.1080/10454446.2022.2096423","url":null,"abstract":"ABSTRACT Hard ciders have enjoyed a recent resurgence in popularity in the United States, yet little is known about drivers of hard cider expenditures. This study used data from a 2019 survey of Tennessee alcoholic beverage consumers and a hurdle model to investigate drivers of hard cider expenditures. About 63% of respondents had previously purchased hard cider, and purchasers averaged $70.14 in spending on hard cider annually. Consistent with anecdotal popular press reports, Millennial and Gen X generations were the most likely to purchase hard cider and had spent the most on hard cider. Furthermore, there was a significant complementarity relationship between frequent wine cooler and malt liquor beverage purchasing and hard cider expenditures. However, neither preferences for local foods in general nor for local ciders influenced levels of hard cider purchases or expenditures. Results are informative regarding the profile of hard cider consumers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"228 - 241"},"PeriodicalIF":2.9,"publicationDate":"2022-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45914523","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 : 2022-06-13DOI: 10.1080/10454446.2022.2096424
Jessica Castonguay, Aysen Bakir, Jeffrey Blodgett
ABSTRACT Using the framework of the elaboration likelihood model, this study investigated the role of health-consciousness as a motivator for adolescents, 12–17 years of age, to assess a healthy food advertisement. Alternatively, the study investigated whether lower health-conscious youth would use the appearance of characters in advertising as a peripheral cue to evaluate the food. Data confirmed that those adolescents lower in health consciousness, and higher in Body Mass Index, can be encouraged to like a healthy food if the associated character is thin. While the body positivity movement is making advances in limiting bias against overweight by encouraging the portrayal of heavier models, these efforts could be detrimental to the audience most in need of effective promotions for healthy foods. Instead, this study contributes to the marketing literature by asserting that the peripheral cue of body size can be used to better promote healthy foods to overweight youth.
{"title":"An Exploration of health-consciousness and Character Weight as Factors Influencing Adolescents’ Perceptions of a Healthy Food Ad","authors":"Jessica Castonguay, Aysen Bakir, Jeffrey Blodgett","doi":"10.1080/10454446.2022.2096424","DOIUrl":"https://doi.org/10.1080/10454446.2022.2096424","url":null,"abstract":"ABSTRACT Using the framework of the elaboration likelihood model, this study investigated the role of health-consciousness as a motivator for adolescents, 12–17 years of age, to assess a healthy food advertisement. Alternatively, the study investigated whether lower health-conscious youth would use the appearance of characters in advertising as a peripheral cue to evaluate the food. Data confirmed that those adolescents lower in health consciousness, and higher in Body Mass Index, can be encouraged to like a healthy food if the associated character is thin. While the body positivity movement is making advances in limiting bias against overweight by encouraging the portrayal of heavier models, these efforts could be detrimental to the audience most in need of effective promotions for healthy foods. Instead, this study contributes to the marketing literature by asserting that the peripheral cue of body size can be used to better promote healthy foods to overweight youth.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"242 - 255"},"PeriodicalIF":2.9,"publicationDate":"2022-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44596887","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 : 2022-06-13DOI: 10.1080/10454446.2022.2092436
Jessica Castonguay, Nicole M. Messina
ABSTRACT Childhood obesity is a serious public health issue. While advertising on children’s television has been established as a contributing factor to poor dietary habits, less is known regarding the influence of food promotions in social media. Thus, this 2-part exploratory study examined the content and effects of food promotions in YouTube. Our data revealed that fruits and vegetables are more likely to be promoted on this newer platform than in television advertising. Study 2 then revealed that exposure to a promotion for healthy food was associated with more positive evaluations of the food. However, neither judgments of appropriateness nor persuasion knowledge activation were significantly associated with evaluations of the healthy food. Thus, our findings did not support the use of the persuasion knowledge model in examining covert advertising of healthy foods to children and instead provides support for the mere exposure effect.
{"title":"YouTube Influencers: A New Defense against Childhood Obesity?","authors":"Jessica Castonguay, Nicole M. Messina","doi":"10.1080/10454446.2022.2092436","DOIUrl":"https://doi.org/10.1080/10454446.2022.2092436","url":null,"abstract":"ABSTRACT Childhood obesity is a serious public health issue. While advertising on children’s television has been established as a contributing factor to poor dietary habits, less is known regarding the influence of food promotions in social media. Thus, this 2-part exploratory study examined the content and effects of food promotions in YouTube. Our data revealed that fruits and vegetables are more likely to be promoted on this newer platform than in television advertising. Study 2 then revealed that exposure to a promotion for healthy food was associated with more positive evaluations of the food. However, neither judgments of appropriateness nor persuasion knowledge activation were significantly associated with evaluations of the healthy food. Thus, our findings did not support the use of the persuasion knowledge model in examining covert advertising of healthy foods to children and instead provides support for the mere exposure effect.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"211 - 227"},"PeriodicalIF":2.9,"publicationDate":"2022-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47692392","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 : 2022-05-04DOI: 10.1080/10454446.2022.2072695
M. Thorsen, Fiona Nyhof, Francesca Goodman-Smith, Jonathan Michael Deutsch, M. Mirosa
ABSTRACT Upcycled food is a new way of communicating to consumers the age-old process of creating new foods from by-products or unmarketable produce. Consumers are open to the idea of purchasing upcycled foods yet the availability of these products in supermarkets is limited. Securing shelf space will help to ensure the growth of this trend. Therefore, this research identified the enabling attributes of upcycled products that category managers approve for retail. Seven semi-structured, qualitative interviews were conducted with retail category managers using the Delphi technique. Category managers assess new products through two lenses, a customer-focused lens where they seek evidence that a new product can meet an identified customer demand, and a vendor-focused lens through which they seek confidence in the manufacturer’s marketing plan, pricing structure, and product placement within the relevant category architecture. This research delivers guidance for food industry stakeholders and serves as a call to action for upcycled food manufacturers.
{"title":"Accessing Supermarket Shelves: Retail Category Managers Advice to Upcycled Food Manufacturers","authors":"M. Thorsen, Fiona Nyhof, Francesca Goodman-Smith, Jonathan Michael Deutsch, M. Mirosa","doi":"10.1080/10454446.2022.2072695","DOIUrl":"https://doi.org/10.1080/10454446.2022.2072695","url":null,"abstract":"ABSTRACT Upcycled food is a new way of communicating to consumers the age-old process of creating new foods from by-products or unmarketable produce. Consumers are open to the idea of purchasing upcycled foods yet the availability of these products in supermarkets is limited. Securing shelf space will help to ensure the growth of this trend. Therefore, this research identified the enabling attributes of upcycled products that category managers approve for retail. Seven semi-structured, qualitative interviews were conducted with retail category managers using the Delphi technique. Category managers assess new products through two lenses, a customer-focused lens where they seek evidence that a new product can meet an identified customer demand, and a vendor-focused lens through which they seek confidence in the manufacturer’s marketing plan, pricing structure, and product placement within the relevant category architecture. This research delivers guidance for food industry stakeholders and serves as a call to action for upcycled food manufacturers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"179 - 192"},"PeriodicalIF":2.9,"publicationDate":"2022-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47035197","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 : 2022-05-03DOI: 10.1080/10454446.2022.2072696
Mohamed A. Ghonim, Wael Zakaria Elsawy, Mohamed M. Elsotouhy, M. A. Khashan
ABSTRACT While the market orientation (MO) is a significant predictor of new product development (NPD) performance in the previous studies, research reveals that adopting the MO is insufficient without a deeper grasp of other determinants. The study model is based on the resource-based view (RBV) to investigate the MO-NPD performance relationship through mediating marketing technical integration (MTI) in the Egyptian food industry. Primary data were acquired via a self-administered questionnaire from 243 executive managers of 74 food manufacturing companies in Egypt. The gathered data were analyzed using the SEM approach. The findings indicate that MO and MTI are positively associated with NPD performance and that MTI mediates the MO-NPD performance. Furthermore, the findings suggest that larger companies may be better at controlling NPD performance. In addition, environmental dynamism raises NPD performance.
{"title":"Market Orientation and New Product Development Performance in Egyptian Food Industry: The Mediating Role of Marketing Technical Integration","authors":"Mohamed A. Ghonim, Wael Zakaria Elsawy, Mohamed M. Elsotouhy, M. A. Khashan","doi":"10.1080/10454446.2022.2072696","DOIUrl":"https://doi.org/10.1080/10454446.2022.2072696","url":null,"abstract":"ABSTRACT While the market orientation (MO) is a significant predictor of new product development (NPD) performance in the previous studies, research reveals that adopting the MO is insufficient without a deeper grasp of other determinants. The study model is based on the resource-based view (RBV) to investigate the MO-NPD performance relationship through mediating marketing technical integration (MTI) in the Egyptian food industry. Primary data were acquired via a self-administered questionnaire from 243 executive managers of 74 food manufacturing companies in Egypt. The gathered data were analyzed using the SEM approach. The findings indicate that MO and MTI are positively associated with NPD performance and that MTI mediates the MO-NPD performance. Furthermore, the findings suggest that larger companies may be better at controlling NPD performance. In addition, environmental dynamism raises NPD performance.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"193 - 209"},"PeriodicalIF":2.9,"publicationDate":"2022-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49057768","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 : 2022-04-18DOI: 10.1080/10454446.2022.2064202
Breda McCarthy, Pengji Wang
ABSTRACT Plastic packaging has a destructive impact on the environment, and it is crucial to understand consumer response to plastic substitutes. The aim of this study is to examine the influence of sustainable lifestyles on the willingness to buy two types of packaging, sustainable and edible packaging, along with barriers to purchase. An online survey was conducted with 477 Australian consumers. Partial least squares structural equation modeling was used to test the hypotheses. Out of the three lifestyle segments identified through cluster analysis, two segments are willing to buy edible packaging. Perceived dispersed responsibility to protect the environment is a psycho-social factor influencing purchase intentions. Willingness to buy sustainable packaging is positively related to familiarity with the sustainable packaging format and willingness to buy is negatively related to functional barriers. Different lifestyle segments respond to edible packaging in different ways. This study makes an important contribution to the marketing literature given the scarcity of studies on sustainable lifestyle segmentation. The study has implications for business managers who wish to acquire competitive advantage through packaging and niche marketing.
{"title":"Shades of Sustainability: Who are the Buyers and Non-buyers of Sustainable Packaging?","authors":"Breda McCarthy, Pengji Wang","doi":"10.1080/10454446.2022.2064202","DOIUrl":"https://doi.org/10.1080/10454446.2022.2064202","url":null,"abstract":"ABSTRACT Plastic packaging has a destructive impact on the environment, and it is crucial to understand consumer response to plastic substitutes. The aim of this study is to examine the influence of sustainable lifestyles on the willingness to buy two types of packaging, sustainable and edible packaging, along with barriers to purchase. An online survey was conducted with 477 Australian consumers. Partial least squares structural equation modeling was used to test the hypotheses. Out of the three lifestyle segments identified through cluster analysis, two segments are willing to buy edible packaging. Perceived dispersed responsibility to protect the environment is a psycho-social factor influencing purchase intentions. Willingness to buy sustainable packaging is positively related to familiarity with the sustainable packaging format and willingness to buy is negatively related to functional barriers. Different lifestyle segments respond to edible packaging in different ways. This study makes an important contribution to the marketing literature given the scarcity of studies on sustainable lifestyle segmentation. The study has implications for business managers who wish to acquire competitive advantage through packaging and niche marketing.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"153 - 178"},"PeriodicalIF":2.9,"publicationDate":"2022-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47072627","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 : 2022-03-24DOI: 10.1080/10454446.2022.2058900
T. Natarajan, Jayadevan G. R., Jegan Jayapal
ABSTRACT This study examined Branded Functional Beverage (BFB) consumption behavior in the post-pandemic setting using a psychosocial theoretical framework derived from the tenets of Theory of Planned Behavior (TPB) and the Health Belief Model (HBM). The theoretical framework was tested using the Partial Least Squares-Structural Equation Modeling method. A structured questionnaire was used to collect data from branded functional beverage consumers aged 18 and up. For the final data analysis, 445 usable questionnaires were utilized. This study revealed that perceived behavioral control and subjective norms were significant predictors of BFB purchase intention and subsequent consumption behavior in the post-pandemic period. The perceived threat of NCDs did not affect purchase intention or consumption behavior. Perceived susceptibility indirectly affected BFB purchase intention and consumption behavior via subjective norms (role of subjective norms as a “mediator”). The study implied that to positively influence the subjective norms of potential BFB customers, food marketers should focus on “opinion” leaders and subject experts. The companies may devise appropriate options for delivering functional beverage products to consumers’ doors via m-commerce and e-commerce platforms at competitive prices. They may also focus on customer education centered on the superior quality of their “functional” product portfolio and the ways of acquiring those at the minimum cost during this post-pandemic period. This pioneering study investigated the use of TPB and HBM in the context of post-pandemic functional beverage consumption. To build healthier and more robust food systems, governments and public health authorities across the world should proactively design and execute policies to promote sustained and strategic changes through functional foods and beverages. They must acknowledge that good nutrition is a priority for public health at all levels, equity, and economic security.
{"title":"Consumption of Branded Functional Beverages Post-COVID Pandemic: An Empirical Investigation in a Developing Economy Using Behavioral Change Models","authors":"T. Natarajan, Jayadevan G. R., Jegan Jayapal","doi":"10.1080/10454446.2022.2058900","DOIUrl":"https://doi.org/10.1080/10454446.2022.2058900","url":null,"abstract":"ABSTRACT This study examined Branded Functional Beverage (BFB) consumption behavior in the post-pandemic setting using a psychosocial theoretical framework derived from the tenets of Theory of Planned Behavior (TPB) and the Health Belief Model (HBM). The theoretical framework was tested using the Partial Least Squares-Structural Equation Modeling method. A structured questionnaire was used to collect data from branded functional beverage consumers aged 18 and up. For the final data analysis, 445 usable questionnaires were utilized. This study revealed that perceived behavioral control and subjective norms were significant predictors of BFB purchase intention and subsequent consumption behavior in the post-pandemic period. The perceived threat of NCDs did not affect purchase intention or consumption behavior. Perceived susceptibility indirectly affected BFB purchase intention and consumption behavior via subjective norms (role of subjective norms as a “mediator”). The study implied that to positively influence the subjective norms of potential BFB customers, food marketers should focus on “opinion” leaders and subject experts. The companies may devise appropriate options for delivering functional beverage products to consumers’ doors via m-commerce and e-commerce platforms at competitive prices. They may also focus on customer education centered on the superior quality of their “functional” product portfolio and the ways of acquiring those at the minimum cost during this post-pandemic period. This pioneering study investigated the use of TPB and HBM in the context of post-pandemic functional beverage consumption. To build healthier and more robust food systems, governments and public health authorities across the world should proactively design and execute policies to promote sustained and strategic changes through functional foods and beverages. They must acknowledge that good nutrition is a priority for public health at all levels, equity, and economic security.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"132 - 151"},"PeriodicalIF":2.9,"publicationDate":"2022-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44588137","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 : 2022-03-17DOI: 10.1080/10454446.2022.2053024
He Wang, G. Zeng, Shuru Zhong
ABSTRACT Modern food retailers in China use both intrinsic quality cues (IQCs) (e.g., umami and flavorfulness) and extrinsic quality cues (EQCs) (e.g., antibiotics-free) to market pork products. However, Chinese consumers trust IQCs over EQCs when judging the quality of pork. This study explored the reasons for this phenomenon and developed strategies for improving consumer trust in EQCs. This research engaged two focus groups and conducted 41 in-depth interviews, including consumers and managers of a leading fresh food retailer in Guangzhou. It was determined that the failure of linking EQCs with familiar IQCs was a key reason for their strong IQC preference. Food retailers enhanced EQC acceptance by integrating it into the existing IQC-based knowledge system, and highlighted transparency in production and distribution processes to build consumer trust in EQCs.The proximity of content and form between EQCs and IQCs will eventually improve consumers’ acceptance of EQCs.
{"title":"Exploring Consumer Trust in Extrinsic Quality Cues for Pork Products in China","authors":"He Wang, G. Zeng, Shuru Zhong","doi":"10.1080/10454446.2022.2053024","DOIUrl":"https://doi.org/10.1080/10454446.2022.2053024","url":null,"abstract":"ABSTRACT Modern food retailers in China use both intrinsic quality cues (IQCs) (e.g., umami and flavorfulness) and extrinsic quality cues (EQCs) (e.g., antibiotics-free) to market pork products. However, Chinese consumers trust IQCs over EQCs when judging the quality of pork. This study explored the reasons for this phenomenon and developed strategies for improving consumer trust in EQCs. This research engaged two focus groups and conducted 41 in-depth interviews, including consumers and managers of a leading fresh food retailer in Guangzhou. It was determined that the failure of linking EQCs with familiar IQCs was a key reason for their strong IQC preference. Food retailers enhanced EQC acceptance by integrating it into the existing IQC-based knowledge system, and highlighted transparency in production and distribution processes to build consumer trust in EQCs.The proximity of content and form between EQCs and IQCs will eventually improve consumers’ acceptance of EQCs.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"119 - 131"},"PeriodicalIF":2.9,"publicationDate":"2022-03-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43515027","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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