Pub Date : 2022-02-12DOI: 10.1080/10454446.2022.2043212
Bang Nguyen-Viet
ABSTRACT People are becoming increasingly aware of the environmental and social implications of their consumption. To make ecologically responsible purchases consumers require environmentally relevant product information. Therefore, marketers and firms are increasingly using green marketing tools to integrate detailed environmental information into their offerings, such as eco-labels and green advertising. This study aims to test the direct impact of eco-labels and green advertising on green purchase intention and examine the mediating role of green brand equity dimensions. Data were gathered from a sample of 870 consumers who purchased milk products in Vietnam. The results reveal that eco-labels and green advertising positively and significantly influence green purchase intention directly and via adaptive green brand equity dimensions as a mediating influence mechanism. The study provides essential insights for firms and marketers investigating issues related to green purchase intention and green brand equity, thereby identifying the role of eco-labels, and green advertising.
{"title":"Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity","authors":"Bang Nguyen-Viet","doi":"10.1080/10454446.2022.2043212","DOIUrl":"https://doi.org/10.1080/10454446.2022.2043212","url":null,"abstract":"ABSTRACT People are becoming increasingly aware of the environmental and social implications of their consumption. To make ecologically responsible purchases consumers require environmentally relevant product information. Therefore, marketers and firms are increasingly using green marketing tools to integrate detailed environmental information into their offerings, such as eco-labels and green advertising. This study aims to test the direct impact of eco-labels and green advertising on green purchase intention and examine the mediating role of green brand equity dimensions. Data were gathered from a sample of 870 consumers who purchased milk products in Vietnam. The results reveal that eco-labels and green advertising positively and significantly influence green purchase intention directly and via adaptive green brand equity dimensions as a mediating influence mechanism. The study provides essential insights for firms and marketers investigating issues related to green purchase intention and green brand equity, thereby identifying the role of eco-labels, and green advertising.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"87 - 103"},"PeriodicalIF":2.9,"publicationDate":"2022-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47335175","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 : 2022-02-12DOI: 10.1080/10454446.2022.2042758
Kendra J Morrissette, J. Lusk
ABSTRACT This study aims to determine the impact of shopping lists on consumer spending and healthy shopping behaviors. A non-hypothetical field experiment was conducted, using the online platform Amazon Mechanical Turks, to determine the value 228 consumers place on these self commitment devices via their willingness-to-accept (to give up their list) or equivalent gain (to write a list) for a shopping list during a grocery shopping trip. By randomly determining who kept and who gave up shopping lists, we are able to explore causal effects of lists on food spending and the healthiness of food purchases. We find that after controlling for conscientiousness, consumers willingness-to-accept to give up their shopping list is $5.05, while the equivalent gain to write a shopping list is $3.87. We did not however find a significant difference in the healthiness of the purchases made by consumers using a shopping list versus those without. There is a lack of prior research on this topic – particularly papers that use a random assignment to treatment. Previous studies have explored correlations between shopping list use and spending; however, this study provides a value of list use, utilizes a credible approach to determine impact of list use disentangled from unobserved confounds, and provides insights on impact of shopping lists on healthy eating.
{"title":"Keep Forgetting to Make a Shopping List? Don’t Beat Yourself up over It!","authors":"Kendra J Morrissette, J. Lusk","doi":"10.1080/10454446.2022.2042758","DOIUrl":"https://doi.org/10.1080/10454446.2022.2042758","url":null,"abstract":"ABSTRACT This study aims to determine the impact of shopping lists on consumer spending and healthy shopping behaviors. A non-hypothetical field experiment was conducted, using the online platform Amazon Mechanical Turks, to determine the value 228 consumers place on these self commitment devices via their willingness-to-accept (to give up their list) or equivalent gain (to write a list) for a shopping list during a grocery shopping trip. By randomly determining who kept and who gave up shopping lists, we are able to explore causal effects of lists on food spending and the healthiness of food purchases. We find that after controlling for conscientiousness, consumers willingness-to-accept to give up their shopping list is $5.05, while the equivalent gain to write a shopping list is $3.87. We did not however find a significant difference in the healthiness of the purchases made by consumers using a shopping list versus those without. There is a lack of prior research on this topic – particularly papers that use a random assignment to treatment. Previous studies have explored correlations between shopping list use and spending; however, this study provides a value of list use, utilizes a credible approach to determine impact of list use disentangled from unobserved confounds, and provides insights on impact of shopping lists on healthy eating.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"69 - 86"},"PeriodicalIF":2.9,"publicationDate":"2022-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48670990","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}
ABSTRACT The home meal replacement(HMR) market is growing rapidly, but consumers have been dissatisfied with safety and nutrition of HMR. On demand side, HMR has been positioned as a convenient meal replacement but its nutrition and safety has been questioned by consumers. On supply side, the food industry has been challenged to find sustainable way of sourcing and producing. The issue of using local food and food self-sufficiency has gained more attention with COVID-19. This study aims to explore the attributes that are related to consumers’ trust and purchase intention of HMR using locally sourced food. An online survey was conducted with 807 Korean consumers. Factor analysis and structural equation modeling were used. The result showed three subdimensions of attributes: products, ingredients and retail attributes. Only ingredients attributes had direct effect on consumers’ purchase intention. However, when mediated by consumer trust, all three dimensions had positive indirect effect on purchase intention.
{"title":"Consumers’ Attitudes and Purchase Behavior of HMR (Home Meal Replacement) Using Locally Sourced Food","authors":"Jong-Youn Rha, Yun-Ok Chun, Bohan Lee, Juhui Ko, Jisu Jang, Hyeon-Gyeong Won","doi":"10.1080/10454446.2022.2048767","DOIUrl":"https://doi.org/10.1080/10454446.2022.2048767","url":null,"abstract":"ABSTRACT The home meal replacement(HMR) market is growing rapidly, but consumers have been dissatisfied with safety and nutrition of HMR. On demand side, HMR has been positioned as a convenient meal replacement but its nutrition and safety has been questioned by consumers. On supply side, the food industry has been challenged to find sustainable way of sourcing and producing. The issue of using local food and food self-sufficiency has gained more attention with COVID-19. This study aims to explore the attributes that are related to consumers’ trust and purchase intention of HMR using locally sourced food. An online survey was conducted with 807 Korean consumers. Factor analysis and structural equation modeling were used. The result showed three subdimensions of attributes: products, ingredients and retail attributes. Only ingredients attributes had direct effect on consumers’ purchase intention. However, when mediated by consumer trust, all three dimensions had positive indirect effect on purchase intention.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"104 - 117"},"PeriodicalIF":2.9,"publicationDate":"2022-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46379608","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 : 2022-01-02DOI: 10.1080/10454446.2022.2038757
Carolin Ischen, M. Meijers, Lisa Vandeberg, Edith G. Smit
ABSTRACT Environmentally friendly products become increasingly popular. To be considered for purchase, they must be (1) sufficiently salient and (2) perceived as environmentally friendly (“green”). The current paper investigates whether implicit (packaging material) and explicit (eco-labeling) packaging cues can facilitate such salience and greenness perceptions. We conducted a mixed-method, within-subjects experiment using self-report measures to assess perceived greenness, and mouse tracking as an exploratory measurement method to assess salience. Finally, we explored whether green consumerism, as a personal value, moderates these effects. Results confirm that both implicit and explicit cues that signalize environmental friendliness positively influence perceived salience and greenness. Furthermore, we find that implicit and explicit cues seem mostly independent in affecting salience and greenness perceptions and that green consumerism is no prerequisite for most of these packaging effects to emerge. As such, this research provides important new theoretical and practical insights on the role of packaging in food marketing.
{"title":"Seen as Green? Assessing the Salience and Greenness of Environmentally Friendly Packaging Cues","authors":"Carolin Ischen, M. Meijers, Lisa Vandeberg, Edith G. Smit","doi":"10.1080/10454446.2022.2038757","DOIUrl":"https://doi.org/10.1080/10454446.2022.2038757","url":null,"abstract":"ABSTRACT Environmentally friendly products become increasingly popular. To be considered for purchase, they must be (1) sufficiently salient and (2) perceived as environmentally friendly (“green”). The current paper investigates whether implicit (packaging material) and explicit (eco-labeling) packaging cues can facilitate such salience and greenness perceptions. We conducted a mixed-method, within-subjects experiment using self-report measures to assess perceived greenness, and mouse tracking as an exploratory measurement method to assess salience. Finally, we explored whether green consumerism, as a personal value, moderates these effects. Results confirm that both implicit and explicit cues that signalize environmental friendliness positively influence perceived salience and greenness. Furthermore, we find that implicit and explicit cues seem mostly independent in affecting salience and greenness perceptions and that green consumerism is no prerequisite for most of these packaging effects to emerge. As such, this research provides important new theoretical and practical insights on the role of packaging in food marketing.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"31 - 48"},"PeriodicalIF":2.9,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44105517","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 : 2022-01-02DOI: 10.1080/10454446.2022.2037487
T. Nguyen, Seifeddine Ben Taieb, M. Moritaka, S. Fukuda
ABSTRACT Genome editing technologies represent a potential revolution in plant breeding methods. However, there is a limitation in understanding the consumers’ attitudes toward foods derived from this novel technology. Especially, the lack of knowledge and confusion in differentiating with genetically modified (GM) products could potentially restrict further development of genome-edited (GE) foods. Therefore, a survey of 407 Vietnamese consumers was conducted to analyze the implicit and explicit attitudes toward GE foods compared to GM foods under different information treatments. The implicit association test (IAT) was used for implicit evaluation, and semantic differential scales were used for explicit evaluation. As our important results, under the context of condensed information, the implicit measure shows a high correlation between attitudes toward GE and GM foods. This result is one of the initial pieces of evidence that has been shown about the relationship among consumers’ attitudes toward GE and GM foods. And as our result has been pointed out that providing in-depth information help to reduce the correlation between attitudes toward GE and GM foods. This evidence is important to suggest effective risk-benefits communication to help reduce negative attitudes toward GE food and increase consumers’ acceptance.
{"title":"Implicit and Explicit Attitudes toward Foods Derived from Genome Editing and Genetic Modification Technologies under Different Information Treatments","authors":"T. Nguyen, Seifeddine Ben Taieb, M. Moritaka, S. Fukuda","doi":"10.1080/10454446.2022.2037487","DOIUrl":"https://doi.org/10.1080/10454446.2022.2037487","url":null,"abstract":"ABSTRACT Genome editing technologies represent a potential revolution in plant breeding methods. However, there is a limitation in understanding the consumers’ attitudes toward foods derived from this novel technology. Especially, the lack of knowledge and confusion in differentiating with genetically modified (GM) products could potentially restrict further development of genome-edited (GE) foods. Therefore, a survey of 407 Vietnamese consumers was conducted to analyze the implicit and explicit attitudes toward GE foods compared to GM foods under different information treatments. The implicit association test (IAT) was used for implicit evaluation, and semantic differential scales were used for explicit evaluation. As our important results, under the context of condensed information, the implicit measure shows a high correlation between attitudes toward GE and GM foods. This result is one of the initial pieces of evidence that has been shown about the relationship among consumers’ attitudes toward GE and GM foods. And as our result has been pointed out that providing in-depth information help to reduce the correlation between attitudes toward GE and GM foods. This evidence is important to suggest effective risk-benefits communication to help reduce negative attitudes toward GE food and increase consumers’ acceptance.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"1 - 30"},"PeriodicalIF":2.9,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45886574","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 : 2022-01-02DOI: 10.1080/10454446.2022.2040683
A. Ijaz
ABSTRACT In situations where information asymmetries exist in the convenience food market, little is known about how such knowledge failures shape the purchase behavior of religious minorities living in a non-dominant religious context. The purpose of this paper is to understand Muslim religiosity’s connection with information asymmetry concerns and search behavior when buying convenience food products. Cross-sectional survey data were collected from 141 Muslims in Liverpool, UK, using a face-to-face contact approach. Data were analyzed by a means of descriptive statistics and Pearson’s correlations. In the purchase of convenience foods, findings show that Muslim religiosity did positively correlate with halal importance. There was no relationship found between religiosity and information asymmetry concerns based on safety, quality, selection uncertainty and labeling inadequacies when selecting appropriate convenience foods. Also, religiosity was associated with information search intensity and sources used by Muslims. Results and implications are discussed for policy-makers and advertisers.
{"title":"The Role of Religiosity on Information Asymmetry Concerns and Search Behaviour In UK’s Convenience Food Market: A Focus on Muslim Minorities","authors":"A. Ijaz","doi":"10.1080/10454446.2022.2040683","DOIUrl":"https://doi.org/10.1080/10454446.2022.2040683","url":null,"abstract":"ABSTRACT In situations where information asymmetries exist in the convenience food market, little is known about how such knowledge failures shape the purchase behavior of religious minorities living in a non-dominant religious context. The purpose of this paper is to understand Muslim religiosity’s connection with information asymmetry concerns and search behavior when buying convenience food products. Cross-sectional survey data were collected from 141 Muslims in Liverpool, UK, using a face-to-face contact approach. Data were analyzed by a means of descriptive statistics and Pearson’s correlations. In the purchase of convenience foods, findings show that Muslim religiosity did positively correlate with halal importance. There was no relationship found between religiosity and information asymmetry concerns based on safety, quality, selection uncertainty and labeling inadequacies when selecting appropriate convenience foods. Also, religiosity was associated with information search intensity and sources used by Muslims. Results and implications are discussed for policy-makers and advertisers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"49 - 67"},"PeriodicalIF":2.9,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42360369","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 : 2021-11-22DOI: 10.1080/10454446.2022.2028692
Walter von Mettenheim, Klaus-Peter Wiedmann
ABSTRACT In this study, the researchers investigate the issue of social influencers as endorsers of healthy nutrition. This issue is highly underexplored and involves two aspects that might pose a special challenge: (1) overshadowing and (2) consumers’ lack of involvement in healthy nutrition. Based on an experiment that included 289 valid observations, the researchers tested two influencer archetypes, namely, an attractive influencer and a sporty influencer. The data were analyzed with structural equation modeling in SmartPLS. For the attractive influencer, the researchers found a small overshadowing effect. The sporty influencer did not elicit any overshadowing. Furthermore, the sporty influencer appeared to have more favorable effects on highly involved consumers. The opposite was true for low-involved consumers: the attractive influencer had a stronger impact. Based on these surprising results, the researchers propose implications for theory and practice.
{"title":"Social Influencers and Healthy Nutrition – The Challenge of Overshadowing Effects and Uninvolved Consumers","authors":"Walter von Mettenheim, Klaus-Peter Wiedmann","doi":"10.1080/10454446.2022.2028692","DOIUrl":"https://doi.org/10.1080/10454446.2022.2028692","url":null,"abstract":"ABSTRACT In this study, the researchers investigate the issue of social influencers as endorsers of healthy nutrition. This issue is highly underexplored and involves two aspects that might pose a special challenge: (1) overshadowing and (2) consumers’ lack of involvement in healthy nutrition. Based on an experiment that included 289 valid observations, the researchers tested two influencer archetypes, namely, an attractive influencer and a sporty influencer. The data were analyzed with structural equation modeling in SmartPLS. For the attractive influencer, the researchers found a small overshadowing effect. The sporty influencer did not elicit any overshadowing. Furthermore, the sporty influencer appeared to have more favorable effects on highly involved consumers. The opposite was true for low-involved consumers: the attractive influencer had a stronger impact. Based on these surprising results, the researchers propose implications for theory and practice.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"365 - 383"},"PeriodicalIF":2.9,"publicationDate":"2021-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44379427","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 : 2021-11-22DOI: 10.1080/10454446.2022.2034699
K. Jensen, D. Lambert, A. Rihn, E. Eckelkamp, Caitlin S. Zaring, Mark T. Morgan, David W. Hughes
ABSTRACT Survey elicitation of consumer preferences for product attributes where survey-taker inattention bias exists can lead to irrational product choices. Survey-taker inattention measures, such as screen reading time, can be confounded by repeat product purchasers taking the survey. This study estimates consumer willingness to pay (WTP) for farmstead milk attributes, including pasteurization type (VAT, HTST, Ultra), packaging (plastic, paper, glass), and homogenization/milkfat content (low-fat, whole, full-fat homogenized, and full-fat cream-line) while controlling for respondent inattention. These attributes entail key equipment purchase decisions to enter the milk processing business. The survey design accounts for effects of survey-taker inattention and prior product purchases. Attribute premiums and discounts were estimated using a random parameter logit model estimated in WTP-space. The Attentive/Repeat-purchase group of 817 respondents prefers VAT or HTST pasteurized, low-fat farmstead milk, packaged in plastic or glass containers. Inattention effects were confounded with product familiarity, with inattention effect being strongest among new customers.
{"title":"Effects of Inattention and Repeat Purchases: A Choice-Based Conjoint Study of Consumer Preferences for Farmstead Milk Attributes","authors":"K. Jensen, D. Lambert, A. Rihn, E. Eckelkamp, Caitlin S. Zaring, Mark T. Morgan, David W. Hughes","doi":"10.1080/10454446.2022.2034699","DOIUrl":"https://doi.org/10.1080/10454446.2022.2034699","url":null,"abstract":"ABSTRACT Survey elicitation of consumer preferences for product attributes where survey-taker inattention bias exists can lead to irrational product choices. Survey-taker inattention measures, such as screen reading time, can be confounded by repeat product purchasers taking the survey. This study estimates consumer willingness to pay (WTP) for farmstead milk attributes, including pasteurization type (VAT, HTST, Ultra), packaging (plastic, paper, glass), and homogenization/milkfat content (low-fat, whole, full-fat homogenized, and full-fat cream-line) while controlling for respondent inattention. These attributes entail key equipment purchase decisions to enter the milk processing business. The survey design accounts for effects of survey-taker inattention and prior product purchases. Attribute premiums and discounts were estimated using a random parameter logit model estimated in WTP-space. The Attentive/Repeat-purchase group of 817 respondents prefers VAT or HTST pasteurized, low-fat farmstead milk, packaged in plastic or glass containers. Inattention effects were confounded with product familiarity, with inattention effect being strongest among new customers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"399 - 416"},"PeriodicalIF":2.9,"publicationDate":"2021-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47881094","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 : 2021-11-22DOI: 10.1080/10454446.2022.2033663
T. Lucchese-Cheung, L. K. de Aguiar, Lilian Maluf de Lima, Eduardo Eugênio Spers, Filipe Quevedo-Silva, F. V. Alves, Roberto Giolo de Almeida
ABSTRACT Before launching a new beef brand concept based on high sustainability and environmental production principles, the Brazilian market was tested using a survey informed by Intentions’ Framework scales. To identify the determinants of the willingness to consume and pay for a new brand of beef based on Carbon-Neutral production principles, 1,000 valid responses were evaluated, using Exploratory Factor Analysis. A Hierarchical Cluster Analysis identified five classes of respondents. The classes showed general skepticism regarding exaggerated ethical and/or sustainability claims which led to rejection or indifference, particularly of those from lower income families with children. Despite this, there was an overall positive attitude toward good production practices and product innovation. The resulting typology throws a light onto consumers in markets such as Brazil or similar. The dataset could be also further explored by stakeholders in beef chain, particularly in new product development, positioning and targeting segments.
{"title":"Brazilian Carbon Neutral Beef as an Innovative Product: Consumption Perspectives Based on Intentions’ Framework","authors":"T. Lucchese-Cheung, L. K. de Aguiar, Lilian Maluf de Lima, Eduardo Eugênio Spers, Filipe Quevedo-Silva, F. V. Alves, Roberto Giolo de Almeida","doi":"10.1080/10454446.2022.2033663","DOIUrl":"https://doi.org/10.1080/10454446.2022.2033663","url":null,"abstract":"ABSTRACT Before launching a new beef brand concept based on high sustainability and environmental production principles, the Brazilian market was tested using a survey informed by Intentions’ Framework scales. To identify the determinants of the willingness to consume and pay for a new brand of beef based on Carbon-Neutral production principles, 1,000 valid responses were evaluated, using Exploratory Factor Analysis. A Hierarchical Cluster Analysis identified five classes of respondents. The classes showed general skepticism regarding exaggerated ethical and/or sustainability claims which led to rejection or indifference, particularly of those from lower income families with children. Despite this, there was an overall positive attitude toward good production practices and product innovation. The resulting typology throws a light onto consumers in markets such as Brazil or similar. The dataset could be also further explored by stakeholders in beef chain, particularly in new product development, positioning and targeting segments.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"384 - 398"},"PeriodicalIF":2.9,"publicationDate":"2021-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44243400","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 : 2021-09-02DOI: 10.1080/10454446.2021.2016536
Siddharth Bhatt, Jonathan Michael Deutsch, R. Suri
ABSTRACT The problem of food waste continues to plague the world. Upcycled foods, made from ingredients remaining from the manufacturing of other food products, are a partial solution to the food waste problem. Limited research on consumer acceptance of upcycled foods suggests a commercial prospect for these foods. While encouraging, extant findings tell us little about the role of pricing in crafting a market for such foods. We investigate consumers’ price sensitivity for upcycled foods vis-à-vis conventional alternatives. We find that compared to conventional alternatives, consumers exhibit a higher price sensitivity for upcycled foods. We discuss the academic and managerial implications of these findings.
{"title":"Differentiating Price Sensitivity from Willingness to Pay: Role of Pricing in Consumer Acceptance of Upcycled Foods","authors":"Siddharth Bhatt, Jonathan Michael Deutsch, R. Suri","doi":"10.1080/10454446.2021.2016536","DOIUrl":"https://doi.org/10.1080/10454446.2021.2016536","url":null,"abstract":"ABSTRACT The problem of food waste continues to plague the world. Upcycled foods, made from ingredients remaining from the manufacturing of other food products, are a partial solution to the food waste problem. Limited research on consumer acceptance of upcycled foods suggests a commercial prospect for these foods. While encouraging, extant findings tell us little about the role of pricing in crafting a market for such foods. We investigate consumers’ price sensitivity for upcycled foods vis-à-vis conventional alternatives. We find that compared to conventional alternatives, consumers exhibit a higher price sensitivity for upcycled foods. We discuss the academic and managerial implications of these findings.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"331 - 339"},"PeriodicalIF":2.9,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48225521","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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