Pub Date : 2021-05-04DOI: 10.1080/10454446.2021.1955798
Siddharth Bhatt, Hongjun Ye, Jonathan Michael Deutsch, Haeyoung Jeong, Jintao Zhang, R. Suri
ABSTRACT Upcycled foods, made from ingredients that are generally discarded, are a promising new category of foods that could help reduce food waste. However, the commercial success of upcycled foods hinges on consumer acceptance of these foods. This research finds that consumers see many benefits of upcycled foods but also have concerns about the quality of these foods. Based on these findings, we posit that appropriate marketing communications that address the concerns and highlight the benefits could improve acceptability of upcycled foods. We propose that an appropriate upcycled logo is a necessary and key element in marketing communications about these foods. Using a theoretical lens, we predict and empirically demonstrate that an appropriately designed upcycled logo increases perceived quality and, in turn, consumers’ willingness to buy these foods. Findings from a series of studies suggest a marketing communication design strategy that will help increase consumer acceptance of upcycled foods.
{"title":"Food Waste and Upcycled Foods: Can a Logo Increase Acceptance of Upcycled Foods?","authors":"Siddharth Bhatt, Hongjun Ye, Jonathan Michael Deutsch, Haeyoung Jeong, Jintao Zhang, R. Suri","doi":"10.1080/10454446.2021.1955798","DOIUrl":"https://doi.org/10.1080/10454446.2021.1955798","url":null,"abstract":"ABSTRACT Upcycled foods, made from ingredients that are generally discarded, are a promising new category of foods that could help reduce food waste. However, the commercial success of upcycled foods hinges on consumer acceptance of these foods. This research finds that consumers see many benefits of upcycled foods but also have concerns about the quality of these foods. Based on these findings, we posit that appropriate marketing communications that address the concerns and highlight the benefits could improve acceptability of upcycled foods. We propose that an appropriate upcycled logo is a necessary and key element in marketing communications about these foods. Using a theoretical lens, we predict and empirically demonstrate that an appropriately designed upcycled logo increases perceived quality and, in turn, consumers’ willingness to buy these foods. Findings from a series of studies suggest a marketing communication design strategy that will help increase consumer acceptance of upcycled foods.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1955798","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47972964","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 : 2021-05-04DOI: 10.1080/10454446.2021.1944418
Samrat Bharadwaj, Dr. Pranjal Bezborah
ABSTRACT The present study ponders a significant type of non-monetary form of sales promotion called freebies. It refers to offering a gift of some worth to the customer along with the product purchased. While prior studies focused primarily on monetary forms of sales promotion, a very minimal number of works were conducted on its counterpart. The study bridges the gap between non-monetary sales promotion and brand loyalty in India and inspects into Generation Z consumer behavior toward dietary supplements. It checks whether a freebie campaign influences perceived quality, customer perceived value and purchase intentions. It also investigates the role of the variables as mediators and inspects whether they play any role between freebies and brand loyalty. Intercept method of data collection is applied for the survey across 388 health-conscious respondents. Regression and mediation analysis present that freebies influence the variables positively and partial mediation exists between the causal and outcome variable.
{"title":"Decoding Consumer Psychology toward Dietary Supplements: A Mediation analysis between Freebies and Brand Loyalty","authors":"Samrat Bharadwaj, Dr. Pranjal Bezborah","doi":"10.1080/10454446.2021.1944418","DOIUrl":"https://doi.org/10.1080/10454446.2021.1944418","url":null,"abstract":"ABSTRACT The present study ponders a significant type of non-monetary form of sales promotion called freebies. It refers to offering a gift of some worth to the customer along with the product purchased. While prior studies focused primarily on monetary forms of sales promotion, a very minimal number of works were conducted on its counterpart. The study bridges the gap between non-monetary sales promotion and brand loyalty in India and inspects into Generation Z consumer behavior toward dietary supplements. It checks whether a freebie campaign influences perceived quality, customer perceived value and purchase intentions. It also investigates the role of the variables as mediators and inspects whether they play any role between freebies and brand loyalty. Intercept method of data collection is applied for the survey across 388 health-conscious respondents. Regression and mediation analysis present that freebies influence the variables positively and partial mediation exists between the causal and outcome variable.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1944418","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49299128","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 : 2021-03-24DOI: 10.1080/10454446.2021.1922325
Wilda Paras Asti, P. W. Handayani, F. Azzahro
ABSTRACT E-grocery users are increasing due to the coronavirus 2019 pandemic. In the first quarter of 2020, the e-grocery business saw a 20% increase in users from before the pandemic. This study, therefore, aims to determine the factors that influence users’ repurchase intentions (RIs) for electronic store (e-grocery) applications. The research results were processed from 427 valid respondents. The data is then analyzed using the Covariance Based Structural Equation Modeling method with the help of AMOS 24 software. The results of data processing and data analysis show that factors that influence users’ RIs for e-grocery applications are trust to e-grocery, perceived value, and attitude. This research can guide e-grocery providers on the development of their applications’ features and services.
{"title":"Influence of Trust, Perceived Value, and Attitude on Customers’ Repurchase Intention for E-Grocery","authors":"Wilda Paras Asti, P. W. Handayani, F. Azzahro","doi":"10.1080/10454446.2021.1922325","DOIUrl":"https://doi.org/10.1080/10454446.2021.1922325","url":null,"abstract":"ABSTRACT E-grocery users are increasing due to the coronavirus 2019 pandemic. In the first quarter of 2020, the e-grocery business saw a 20% increase in users from before the pandemic. This study, therefore, aims to determine the factors that influence users’ repurchase intentions (RIs) for electronic store (e-grocery) applications. The research results were processed from 427 valid respondents. The data is then analyzed using the Covariance Based Structural Equation Modeling method with the help of AMOS 24 software. The results of data processing and data analysis show that factors that influence users’ RIs for e-grocery applications are trust to e-grocery, perceived value, and attitude. This research can guide e-grocery providers on the development of their applications’ features and services.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1922325","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47708123","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 : 2021-03-24DOI: 10.1080/10454446.2021.1921090
Caio Rodrigues da Silva, Elder Semprebon
ABSTRACT In order to understand the acceptance of cultivated meat, we propose experiments regarding (i) a sustainability appeal to increase consumer’s purchase intention, (ii) private consumption as a mediator, and (iii) awareness of environmental issues related to the production process and the use of antibiotics and hormones in the production process as moderators. The results showed that the sustainability appeal of cultivated meat raises consumers’ intention to buy it, while private consumption explains their low intention to buy it. In addition, the low awareness of the production process and the use of antibiotics and hormones in the production process reduce the consumers’ intention to purchase cultivated meat, both directly and indirectly. These results contribute to the literature on the adoption of cultivated meat and sustainable appeals, thus expanding the discoveries regarding a more efficient way of placing it on the market.
{"title":"How about Cultivated Meat? the Effect of Sustainability Appeal, Environmental Awareness and Consumption Context on Consumers’ Intention to Purchase","authors":"Caio Rodrigues da Silva, Elder Semprebon","doi":"10.1080/10454446.2021.1921090","DOIUrl":"https://doi.org/10.1080/10454446.2021.1921090","url":null,"abstract":"ABSTRACT In order to understand the acceptance of cultivated meat, we propose experiments regarding (i) a sustainability appeal to increase consumer’s purchase intention, (ii) private consumption as a mediator, and (iii) awareness of environmental issues related to the production process and the use of antibiotics and hormones in the production process as moderators. The results showed that the sustainability appeal of cultivated meat raises consumers’ intention to buy it, while private consumption explains their low intention to buy it. In addition, the low awareness of the production process and the use of antibiotics and hormones in the production process reduce the consumers’ intention to purchase cultivated meat, both directly and indirectly. These results contribute to the literature on the adoption of cultivated meat and sustainable appeals, thus expanding the discoveries regarding a more efficient way of placing it on the market.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1921090","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47207801","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 : 2021-03-24DOI: 10.1080/10454446.2021.1912680
Silvia Boßow-Thies, Marion Preuss, J. Schwarz
ABSTRACT This article examines the willingness of consumers in Germany to purchase unpackaged food products. A two-step approach was used to determine and analyze factors potentially influencing the purchase intention: a focus group was asked about aspects and motives for purchasing intentions as a qualitative method. Starting with this research, hypotheses were derived based on the gained insights as well as the theory of planned behavior (TPB). Thus, an explanatory model was set up. To test our hypotheses, a data set of 1,894 persons was generated using an online survey. The study integrates various perspectives on unpackaged food from the consumers’ point of view, such as ethical and egoistic motives for buying in relation to attitude, subjective norm as well as limitations of personal and external resources and explains their effects on the intention to buy. Since consumer decisions play a key role in product success in the food industry, the results of the study support existing marketing strategies and allow new approaches to address potential customers within this special market.
{"title":"Acceptance of Unpackaged Food Products","authors":"Silvia Boßow-Thies, Marion Preuss, J. Schwarz","doi":"10.1080/10454446.2021.1912680","DOIUrl":"https://doi.org/10.1080/10454446.2021.1912680","url":null,"abstract":"ABSTRACT This article examines the willingness of consumers in Germany to purchase unpackaged food products. A two-step approach was used to determine and analyze factors potentially influencing the purchase intention: a focus group was asked about aspects and motives for purchasing intentions as a qualitative method. Starting with this research, hypotheses were derived based on the gained insights as well as the theory of planned behavior (TPB). Thus, an explanatory model was set up. To test our hypotheses, a data set of 1,894 persons was generated using an online survey. The study integrates various perspectives on unpackaged food from the consumers’ point of view, such as ethical and egoistic motives for buying in relation to attitude, subjective norm as well as limitations of personal and external resources and explains their effects on the intention to buy. Since consumer decisions play a key role in product success in the food industry, the results of the study support existing marketing strategies and allow new approaches to address potential customers within this special market.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1912680","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44964033","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 : 2021-02-12DOI: 10.1080/10454446.2021.1906817
Md. Al Amin, Md. Shamsul Arefin, Md. Razib Alam, Taslim Ahammad, Md. Rakibul Hoque
ABSTRACT The purpose of this study was to identify the factors influencing consumers’ behavioral and continuance intention to use mobile food delivery applications (MFDAs) during COVID-19 pandemic. Based on the theory of Planned Behavior, we examined the impact of social isolation, food safety, delivery hygiene, subjective norms, dining attitudes, and behavioral control on behavioral and continuous intention to use MFDAs. Data were collected from 432 users and analyzed using Structured Equation Modeling. The results showed that delivery hygiene, subjective norms, attitudes, and behavioral control were related to both behavioral and continuance intention to use MFDAs, whereas perceived food safety was related to behavioral intention and social isolation was related to continuance intention. Moreover, behavioral intention mediated the impact of perceived food safety, delivery hygiene, attitudes, and behavioral control on continuance intention. This study incorporated situational factors into theory of Planned Behavior, which might guide the practitioners to use MFDAs during COVID-19.
{"title":"Using Mobile Food Delivery Applications during COVID-19 Pandemic: An Extended Model of Planned Behavior","authors":"Md. Al Amin, Md. Shamsul Arefin, Md. Razib Alam, Taslim Ahammad, Md. Rakibul Hoque","doi":"10.1080/10454446.2021.1906817","DOIUrl":"https://doi.org/10.1080/10454446.2021.1906817","url":null,"abstract":"ABSTRACT The purpose of this study was to identify the factors influencing consumers’ behavioral and continuance intention to use mobile food delivery applications (MFDAs) during COVID-19 pandemic. Based on the theory of Planned Behavior, we examined the impact of social isolation, food safety, delivery hygiene, subjective norms, dining attitudes, and behavioral control on behavioral and continuous intention to use MFDAs. Data were collected from 432 users and analyzed using Structured Equation Modeling. The results showed that delivery hygiene, subjective norms, attitudes, and behavioral control were related to both behavioral and continuance intention to use MFDAs, whereas perceived food safety was related to behavioral intention and social isolation was related to continuance intention. Moreover, behavioral intention mediated the impact of perceived food safety, delivery hygiene, attitudes, and behavioral control on continuance intention. This study incorporated situational factors into theory of Planned Behavior, which might guide the practitioners to use MFDAs during COVID-19.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1906817","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41334898","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 : 2021-02-12DOI: 10.1080/10454446.2021.1894296
Anne Badenhop, M. Frasquet
ABSTRACT Online shopping for food products is quickly accelerating worldwide, particularly following the impact of COVID-19 pandemic. Most e-grocers are multichannel supermarkets that have developed the online channel. This paper aims to investigate the intention to purchase at the online channel of a multichannel supermarket as a function of retailer brand equity and technology acceptance model (TAM)-based variables. The model was tested through structural equation modeling using EQS. Results based on a survey answered by 154 customers of a leading multichannel supermarket in Germany show that variables defining retailer brand equity, i.e., retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty contribute, together with perceived usefulness, to explain intentions to shop online at multichannel supermarkets.
{"title":"Online Grocery Shopping at Multichannel Supermarkets: The Impact of Retailer Brand Equity","authors":"Anne Badenhop, M. Frasquet","doi":"10.1080/10454446.2021.1894296","DOIUrl":"https://doi.org/10.1080/10454446.2021.1894296","url":null,"abstract":"ABSTRACT Online shopping for food products is quickly accelerating worldwide, particularly following the impact of COVID-19 pandemic. Most e-grocers are multichannel supermarkets that have developed the online channel. This paper aims to investigate the intention to purchase at the online channel of a multichannel supermarket as a function of retailer brand equity and technology acceptance model (TAM)-based variables. The model was tested through structural equation modeling using EQS. Results based on a survey answered by 154 customers of a leading multichannel supermarket in Germany show that variables defining retailer brand equity, i.e., retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty contribute, together with perceived usefulness, to explain intentions to shop online at multichannel supermarkets.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1894296","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41504489","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 : 2021-02-12DOI: 10.1080/10454446.2021.1888366
Jessica L. Beyer, Rebecca R. Ortiz
ABSTRACT The purpose of this study was to determine to what extent providing more information about the nature and benefits of an organic food item in an advertisement would move a U.S. consumer closer to the point of purchase. Four other dependent variables were tested using varying amounts of information (low, medium, high). Results indicated that category of food (processed vs. non-processed) was an influencing factor. Concerning processed foods, it was found that any amount of information accompanying the USDA label moved the consumer closer to the point of purchase, as well as increased level of interest, understanding, desire to share the ad, and perceived usefulness of the ad. It was deduced that for non-processed foods level of interest, understanding, and perceived usefulness of the ad went up when any amount of information was included, while purchase intent and willingness to share the ad yielded no significance at any level of information.
{"title":"How Explaining the Nature and Benefits of Organic Food in Advertising for Processed Products May Increase Purchase Intent","authors":"Jessica L. Beyer, Rebecca R. Ortiz","doi":"10.1080/10454446.2021.1888366","DOIUrl":"https://doi.org/10.1080/10454446.2021.1888366","url":null,"abstract":"ABSTRACT The purpose of this study was to determine to what extent providing more information about the nature and benefits of an organic food item in an advertisement would move a U.S. consumer closer to the point of purchase. Four other dependent variables were tested using varying amounts of information (low, medium, high). Results indicated that category of food (processed vs. non-processed) was an influencing factor. Concerning processed foods, it was found that any amount of information accompanying the USDA label moved the consumer closer to the point of purchase, as well as increased level of interest, understanding, desire to share the ad, and perceived usefulness of the ad. It was deduced that for non-processed foods level of interest, understanding, and perceived usefulness of the ad went up when any amount of information was included, while purchase intent and willingness to share the ad yielded no significance at any level of information.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1888366","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45378428","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 : 2021-02-12DOI: 10.1080/10454446.2021.1892007
Bang Nguyen Viet, Tuan Nguyen Anh
ABSTRACT This study defines and measures marketing mix elements in consumer-based brand equity. It undertakes qualitative research through focus group discussions with 10 consumers. It conducts quantitative research through direct interviews with 477 consumers. The results reveal that brand awareness, brand associations, perceived quality, brand trust, and brand loyalty affect brand equity, while brand awareness, and brand trust affect brand loyalty. Advertising impacts brand awareness, brand associations, perceived quality, brand trust, while distribution intensity impacts brand awareness, brand associations, brand trust. However, the limited resources in conducting the research result in a small sample size of only 477 consumers. As a sampling technique, this study employs direct interview methods.
{"title":"The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam","authors":"Bang Nguyen Viet, Tuan Nguyen Anh","doi":"10.1080/10454446.2021.1892007","DOIUrl":"https://doi.org/10.1080/10454446.2021.1892007","url":null,"abstract":"ABSTRACT This study defines and measures marketing mix elements in consumer-based brand equity. It undertakes qualitative research through focus group discussions with 10 consumers. It conducts quantitative research through direct interviews with 477 consumers. The results reveal that brand awareness, brand associations, perceived quality, brand trust, and brand loyalty affect brand equity, while brand awareness, and brand trust affect brand loyalty. Advertising impacts brand awareness, brand associations, perceived quality, brand trust, while distribution intensity impacts brand awareness, brand associations, brand trust. However, the limited resources in conducting the research result in a small sample size of only 477 consumers. As a sampling technique, this study employs direct interview methods.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1892007","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42136097","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 : 2021-01-02DOI: 10.1080/10454446.2020.1869133
Bárbara Franco Lucas, Jorge Costa, T. Brunner
ABSTRACT The goal of this study was to identify the drivers for the consumption of superfoods. A comprehensive (paper-and-pencil) survey was mailed to German- and French-speaking Swiss residents, yielding a final sample size of N = 442. A multiple regression, using the backward elimination method, was applied to verify the influence of 18 predictors, including behavioral patterns and socio-demographics, on superfoods consumption. The results indicate that consumers interested in superfoods believe in their health benefits; these consumers also showed high nutritional knowledge. Furthermore, they are creative while cooking and consume meals that result in positive emotions and a relaxed mood. They accept new food technologies and are not concerned about eating non-traditional or not-easily-accessible meals. Superfood consumers are also characterized by their interest in organic and natural ingredients. The findings contribute to the existing literature by expanding the knowledge about the drivers of superfood consumption and help marketers setting strategies.
{"title":"Superfoods: Drivers for Consumption","authors":"Bárbara Franco Lucas, Jorge Costa, T. Brunner","doi":"10.1080/10454446.2020.1869133","DOIUrl":"https://doi.org/10.1080/10454446.2020.1869133","url":null,"abstract":"ABSTRACT The goal of this study was to identify the drivers for the consumption of superfoods. A comprehensive (paper-and-pencil) survey was mailed to German- and French-speaking Swiss residents, yielding a final sample size of N = 442. A multiple regression, using the backward elimination method, was applied to verify the influence of 18 predictors, including behavioral patterns and socio-demographics, on superfoods consumption. The results indicate that consumers interested in superfoods believe in their health benefits; these consumers also showed high nutritional knowledge. Furthermore, they are creative while cooking and consume meals that result in positive emotions and a relaxed mood. They accept new food technologies and are not concerned about eating non-traditional or not-easily-accessible meals. Superfood consumers are also characterized by their interest in organic and natural ingredients. The findings contribute to the existing literature by expanding the knowledge about the drivers of superfood consumption and help marketers setting strategies.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1869133","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41405205","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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