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NEXT TIME IT MIGHT NOT BE HERE: EXPLORING MOTIVATIONS TO PURCHASE LIMITED EDITION FOOD AND BEVERAGE PRODUCTS 下一次可能不在这里:探索购买限量版食品和饮料的动机
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2021-01-02 DOI: 10.1080/10454446.2021.1884160
Ş. Köse, Ece Özer Çizer
ABSTRACT In competitive environments, food and beverage brands frequently launch limited-edition products to increase market share. Within this context, this study aims to investigate the antecedents of purchasing limited-edition food and beverage products in general. Data were collected via copies of questionnaires from 399 Turkish customers. The population of the study is actual and/or potential buyers of limited-edition food and beverage products. Convenience sampling method was used for data collection and the data were analyzed with structural equation modeling method. The study found positive relationships between perceived scarcity, anticipated regret, attitude, and purchase intention of limited-edition food and beverage products (FABP). Results show that attitude is a partial mediator in the relationship between perceived scarcity-purchase intention as well as anticipated regret-purchase intention. The study also presented the moderating role of desire for unique consumer products in the relationship between attitude and purchase intention for limited-edition FABP. Food and beverage brands should consider perceived scarcity, anticipated regret, attitude, and desire for unique consumer product variables while implementing limited-edition strategies.
摘要在竞争激烈的环境中,食品饮料品牌频繁推出限量版产品,以提高市场份额。在此背景下,本研究旨在调查购买限量版食品和饮料的一般前因。数据是通过399名土耳其客户的问卷副本收集的。研究对象是限量版食品和饮料的实际和/或潜在买家。数据采集采用方便抽样法,采用结构方程建模法对数据进行分析。研究发现,限量版食品和饮料(FABP)的感知稀缺性、预期后悔、态度和购买意愿之间存在正相关关系。结果表明,态度是感知稀缺性购买意愿和预期后悔性购买意愿之间关系的部分中介。该研究还提出了对独特消费品的渴望在限量版FABP的态度和购买意愿之间的关系中的调节作用。食品和饮料品牌在实施限量版策略时,应考虑感知到的稀缺性、预期的遗憾、态度和对独特消费产品变量的渴望。
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引用次数: 0
Understanding the Role of Purchasing Predictors in the Consumer’s Preferences for PDO Labelled Honey 了解购买预测因素在消费者对PDO标签蜂蜜的偏好中的作用
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2021-01-02 DOI: 10.1080/10454446.2021.1884161
G. Di Vita, L. Pippinato, Simone Blanc, Raffaele Zanchini, A. Mosso, Filippo Brun
ABSTRACT In recent years, honey consumption has attracted an increasing interest among consumers, due to its beneficial properties for health and to the multiplicity of its use. Given the high importance that consumers ascribe to the Protected Designation of Origin (PDO) label, considered as one of the most relevant attributes for agro-food consumers, this study aims at detecting the main variables that influence the attitudes of honey consumers toward the PDO label by analyzing the purchasing intention of a convenience sample of northern Italian consumers. With this purpose, a logistic regression model analysis was performed, based on the consumers’ stated preference for PDO honey. The research highlights that those consumers who give their preference to PDO honey, also associate this label with aspects linked to environmental sustainability and to its organic production. Moreover, only gender, among the socio-demographic characteristics, had a significant effect on consumer attitudes toward the PDO label.
摘要近年来,蜂蜜因其有益健康的特性和用途的多样性,越来越引起消费者的兴趣。鉴于消费者对原产地保护标签的高度重视,该标签被认为是农产品消费者最相关的属性之一,本研究旨在通过分析意大利北部消费者的便利样本的购买意愿,检测影响蜂蜜消费者对原产地保护标签态度的主要变量。为此,基于消费者对PDO蜂蜜的偏好,进行了逻辑回归模型分析。研究强调,那些偏爱PDO蜂蜜的消费者,也会将这个标签与环境可持续性及其有机生产联系起来。此外,在社会人口特征中,只有性别对消费者对PDO标签的态度有显著影响。
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引用次数: 14
Food Photo Posting on Social Media while Dining: An evidence using Embedded Correlational Mixed Methods Approach 用餐时在社交媒体上发布食物照片:使用嵌入式相关混合方法的证据
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2021-01-02 DOI: 10.1080/10454446.2021.1881861
M. Javed, F. Malik, T. Awan, R. Khan
ABSTRACT This study examines behaviors leading to the intention to post food photos on social media. The embedded correlational mixed methods approach was used through two studies. The quantitative study was accomplished by surveying 540 respondents through a survey. The qualitative study encompassed two contrived environmental experiments, and themes were identified for narrative analysis. This mixed-method approach helped align findings and ensure generalizability. It was found that behavioral intentions to post food photos on social media are dependent on subjective norms, perceived behavioral control, self-expression, market mavenism, supportive interaction, and utilitarian attitudes. A full mediation between dining experiences and behavioral intentions to post food photos through self-expression was instituted. Theoretically, this study contributes to the literature regarding the theory of planned behavior and added value in the construct of market mavens through enriching dining experience findings. The findings help brand managers promote food brands, which can then result in positive reviews.
摘要本研究调查了导致在社交媒体上发布食物照片的行为。两项研究采用了嵌入相关混合方法。这项定量研究是通过调查540名受访者完成的。定性研究包括两个人为的环境实验,并确定了叙事分析的主题。这种混合方法有助于调整研究结果并确保可推广性。研究发现,在社交媒体上发布食物照片的行为意图取决于主观规范、感知的行为控制、自我表达、市场特立独行、支持性互动和功利态度。在用餐体验和通过自我表达发布食物照片的行为意图之间建立了充分的中介。从理论上讲,本研究通过丰富用餐体验发现,为市场专家构建中的计划行为和附加值理论的文献做出了贡献。这些发现有助于品牌经理推广食品品牌,从而获得正面评价。
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引用次数: 9
Determinants of Household Choice of Dairy and Plant-based Milk Alternatives: Evidence from a Field Survey 家庭选择乳制品和植物性牛奶替代品的决定因素:来自实地调查的证据
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2020-11-21 DOI: 10.1080/10454446.2020.1857318
A. Boaitey, K. Minegishi
ABSTRACT The growing popularity of plant-based milk alternatives suggests a shift in consumer preferences for dairy and nondairy products. Drivers of these shifts include rising concerns for environmental sustainability and farm animal welfare (FAW). Using data from a field survey, this study examines how primary purchasing motivations regarding health, nutrition, environment, and FAW worldviews (a focus on perceptions of calf housing) influence consumer choice of dairy milk, plant-based milk alternatives, and soda. We also explore parent–child consumption patterns within a given household. Our results show that as compared to the baseline of price sensitive consumers, respondents who were primarily concerned about health, FAW, and the environment were more likely to purchase and consume plant-based milk alternatives more frequently. We find consistencies in the consumption patterns between youth and parents within households; however, the substitution effects of FAW worldviews on these consumption patterns differed. The implications of these findings for the fluid milk industry are discussed.
植物性牛奶替代品的日益普及表明消费者对乳制品和非乳制品的偏好发生了转变。这些转变的驱动因素包括对环境可持续性和农场动物福利(FAW)的日益关注。利用实地调查数据,本研究考察了健康、营养、环境和一汽世界观(重点关注小牛住房的看法)等主要购买动机如何影响消费者对牛奶、植物性牛奶替代品和苏打水的选择。我们还探讨了一个特定家庭的亲子消费模式。我们的研究结果表明,与价格敏感消费者的基线相比,主要关注健康、一汽和环境的受访者更有可能更频繁地购买和消费植物性牛奶替代品。我们发现家庭中年轻人和父母之间的消费模式是一致的;然而,一汽世界观对这些消费模式的替代效应是不同的。讨论了这些发现对液态奶工业的影响。
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引用次数: 12
Sustainable Beer: Testing the Effects of Water Conservation Messages and Brewery Type on Consumer Perceptions 可持续啤酒:检验节水信息和啤酒厂类型对消费者认知的影响
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2020-11-21 DOI: 10.1080/10454446.2020.1854915
Nicole M. Lee, Coy Callison, Trent Seltzer
ABSTRACT Beer brewing is a water intensive industry, which has led breweries to adopt different water conservation practices such as buying water offsets or using reclaimed water. In order to encourage widespread adoption of these practices, it is important that breweries see the benefits of their efforts. Beyond benefiting the environment, sustainable business practices can influence consumer behavior. To examine these effects on macro and craft brewers, we conducted a 2 (brewery type) by 3 (conservation practice) between-subjects online experiment. Results indicated any type of conservation practice increases purchase intentions for craft or macro breweries. However, although craft beer drinkers report being more concerned about water scarcity and more supportive of sustainability efforts, water conservation practices do not increase purchase intentions for macro beers among those who typically drink craft beer.
摘要啤酒酿造是一个用水密集型行业,这导致啤酒厂采取了不同的节水措施,如购买水补偿或使用再生水。为了鼓励广泛采用这些做法,啤酒厂必须看到他们努力的好处。除了有益于环境,可持续的商业实践还可以影响消费者的行为。为了检验这些对大型和精酿啤酒厂的影响,我们在受试者之间进行了一项2(啤酒厂类型)乘3(保护实践)的在线实验。结果表明,任何类型的保护措施都会增加精酿啤酒厂或大型啤酒厂的购买意愿。然而,尽管精酿啤酒饮用者报告称,他们更关心缺水问题,也更支持可持续发展努力,但在那些通常饮用精酿啤酒的人中,节水措施并没有增加对大啤酒的购买意愿。
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引用次数: 5
The International Marketing Strategy of Luxury Food SMEs: The Case of Truffle 奢侈食品中小企业的国际营销策略:以松露为例
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2020-11-21 DOI: 10.1080/10454446.2020.1854916
M. Milanesi, Marina Gigliotti, A. Runfola
ABSTRACT This paper aims at investigating the international marketing strategy of luxury small- and medium-sized enterprises (SMEs), with a focus on food SMEs operating in the luxury global niche of truffle products. The paper proposes two qualitative case studies of highly internationalized Italian luxury SMEs in the truffle industry. It discusses market selection, entry modes, and international marketing mix in foreign markets. The U.S. and Brazil are considered as emblematic international markets in the empirical investigation. The study shows the need for luxury food SMEs to implement control over the distribution channels. Trust-based relationships with commercial partners are pivotal to this purpose. Moreover, the need to educate consumers and to exploit experiential rely on peculiar promotion strategies. The paper discusses five pillars of the international marketing strategy of luxury food SMEs. Lessons learned from the truffle case can be extended to the study of other luxury SMEs’ international marketing strategies.
摘要本文旨在研究奢侈品中小企业(SMEs)的国际营销策略,并以从事松露产品奢侈品全球利基的食品中小企业为研究对象。本文提出了两个高度国际化的意大利奢侈品松露行业中小企业的定性案例研究。讨论了国外市场的市场选择、进入模式和国际营销组合。在实证调查中,美国和巴西被视为具有代表性的国际市场。研究表明,奢侈食品中小企业需要对分销渠道实施控制。与商业伙伴建立以信任为基础的关系是实现这一目标的关键。此外,需要教育消费者和利用经验依赖于特殊的促销策略。本文论述了奢侈食品中小企业国际营销策略的五大支柱。松露案例的经验教训可以推广到其他奢侈品中小企业的国际营销策略研究中。
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引用次数: 7
The Moderating Role of Individualism/Collectivism and Materialism: An Application of the Theory of Planned Behavior (TPB) in Halal Food Purchasing 个人主义/集体主义与物质主义的调节作用:计划行为理论在清真食品购买中的应用
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2020-11-11 DOI: 10.1080/10454446.2020.1846148
Afzaal Ali, Mehkar Sherwani, Adnan Ali, Zeeshan Ali, Shahid Sherwani
ABSTRACT The purpose of this paper is to investigate the determinants of halal meat consumption within Chinese and German Muslims population using the Theory of Planned Behavior as a conceptual framework. The role of the cultural dimension of individualism/collectivism and materialism is explored. A quantitative research methodology using an online questionnaire survey was used. Data were collected from 650 consumers mainly originating from Turkey and currently living in China and Germany. A positive personal attitude toward the consumption of halal meat, motivation to comply with others, the perceived control over consuming halal meat, and the availability of halal meat predicts the intention to eat halal meat among Muslims’ consumers. This article extends the rare literature analyzing Chinese and German consumers’ inclination to buy halal food. It also extends the understanding of the role of individualism/collectivism and materialism as moderators of antecedents of consumers’ purchasing intentions for halal meat.
摘要:本文的目的是利用计划行为理论作为概念框架,研究中国和德国穆斯林人口中清真肉类消费的决定因素。探讨了个人主义/集体主义和唯物主义的文化维度的作用。采用在线问卷调查的定量研究方法。数据收集自650名消费者,主要来自土耳其,目前居住在中国和德国。对清真肉类消费的积极个人态度,遵从他人的动机,对消费清真肉类的感知控制,以及清真肉类的可获得性预测了穆斯林消费者食用清真肉类的意图。本文扩展了罕见的文献分析中国和德国消费者购买清真食品的倾向。它还扩展了对个人主义/集体主义和唯物主义作为消费者购买清真肉类意向前因的调节者的作用的理解。
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引用次数: 22
Sweetening the Deal: The Ingredients that Drive Consumer Adoption of Online Grocery Shopping 甜蜜的交易:推动消费者采用在线杂货购物的因素
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2020-10-12 DOI: 10.1080/10454446.2020.1829523
Darius‐Aurel Frank, A. O. Peschel
ABSTRACT Over the past decades, consumer adoption of online grocery shopping has increased steadily. Yet, overall market share is still comparatively low and retailers start questioning the prospects of the maturing distribution channel. The existing landscape of online grocery channels has seen little innovation nor diversity in terms of business models, reflecting the prevailing assumption that consumer online grocery shopping behavior is largely homogeneous. The present research challenges this notion by updating the understanding of consumer online grocery shopping behavior in a large-scale, representative study of Danish consumers. The results reveal distinct segments of online grocery adopters, which differ in their importance placed on perceived benefits of online grocery shopping. These segments can be targeted based on differences in preference for price, convenience, and service. The findings imply potential for retailers’ differentiation in the market of online grocery shopping.
在过去的几十年里,消费者对网上购物的采用稳步增长。然而,整体市场份额仍然相对较低,零售商开始质疑日趋成熟的分销渠道的前景。在线杂货渠道的现有格局在商业模式方面几乎没有创新和多样性,反映了消费者在线杂货购物行为在很大程度上是同质化的普遍假设。目前的研究挑战了这一概念,更新了对消费者在线购物行为的理解,对丹麦消费者进行了大规模的代表性研究。调查结果揭示了不同的在线杂货采用者,他们对在线杂货购物的感知好处的重视程度不同。这些细分市场可以根据价格、便利性和服务偏好的差异来定位。这一发现暗示了零售商在网上杂货购物市场的差异化潜力。
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引用次数: 32
The Right Tortilla for the Right Occasion: Variation in Consumers’ Willingness to Pay for Blue Maize Tortillas Based on Utilization 合适时机的玉米卷:消费者购买蓝玉米卷的意愿随使用情况的变化
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2020-10-12 DOI: 10.1080/10454446.2020.1832637
T. Blare, J. Donovan, M. García-Medina
ABSTRACT This study examined consumers’ purchasing habits and demand in peri-urban Mexico City for three types of tortillas: i) machine-made white, ii) handmade white, and iii) handmade blue. As part of a sensory analysis, the participants rated the blue maize tortillas significantly higher across all categories (overall score, flavour, smell, texture in mouth, texture in hand, size, thickness, and colour). To explore how demand varies according to the intended use, we conducted a choice experiment using three scenarios: in-home daily use, in-home special event, and out-of-home consumption. Consumers were willing to pay (WTP) 42% more for the blue maize tortillas when eating out, but were WTP less for daily in-home consumption. Participants reported limited access to blue maize tortillas and insufficient knowledge about product availability. Findings suggest a considerable demand-side opportunity for expansion of the blue maize market; however, limitations on the supply side are likely to be a major barrier.
摘要:本研究调查了墨西哥城近郊消费者对三种类型玉米饼的购买习惯和需求:1)机器制作的白色,2)手工制作的白色,和3)手工制作的蓝色。作为感官分析的一部分,参与者在所有类别(总分、味道、气味、口感、口感、大小、厚度和颜色)中对蓝色玉米饼的评价都明显更高。为了探讨需求如何根据预期用途而变化,我们进行了三种场景的选择实验:家庭日常使用、家庭特殊活动和家庭外消费。当消费者外出就餐时,他们愿意为蓝色玉米薄饼多支付42%的WTP,但每天在家消费时,他们的WTP就少了。参与者报告说,获得蓝色玉米薄饼的机会有限,对产品供应的了解也不足。研究结果表明,扩大蓝玉米市场存在相当大的需求方机会;然而,供应方面的限制可能是一个主要障碍。
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引用次数: 6
The Value of Front-of-Package and Point-of-Purchase Summaries in the Cold Cereal Industry 包装正面和购买点摘要在冷谷物行业中的价值
IF 2.9 Q1 Business, Management and Accounting Pub Date : 2020-10-12 DOI: 10.1080/10454446.2020.1830910
A. Ivanova, Jill Kurp (Maher), Austin Hampe
ABSTRACT This study explores the relationship between perceived quality as indicated by the front of package (FOP) and point of purchase (POP) summaries, objective quality, price, and value among 270 cold cereals. Findings reveal organic and whole-grain summaries are associated with higher objective quality; however, organic cereals offer lower value as these cereals are overpriced. Wholegrain-certified cereals are priced more affordably and offer better value. Cereals marked as “heart-healthy” at the point of purchase have better objective quality and lower price and better value. Cereals with POP and FOP gluten-free claims are associated with lower value; low objective quality and a higher price. Cereals with the gluten-free certification were found to offer the lowest value among all summary categroies. Kids’ cereals were of lower objective quality, the same price, and lower value, compared to other targets. Implications for consumer, cereal manufacturers and public policy are discussed.
摘要:本研究探讨了270种冷食谷物的包装正面(FOP)与购买点(POP)摘要、客观质量、价格和价值之间的关系。研究结果显示,有机和全谷物摘要具有更高的客观质量;然而,有机谷物提供较低的价值,因为这些谷物价格过高。全谷物认证的谷物价格更实惠,性价比更高。在购买时标有“有益心脏”的谷物客观质量更好,价格更低,价值更高。含有POP和FOP无谷蛋白声明的谷物价值较低;客观质量低,价格高。无谷蛋白认证的谷物在所有总结类别中提供的价值最低。与其他目标相比,儿童谷物的客观质量较低,价格相同,价值较低。对消费者、谷物生产商和公共政策的影响进行了讨论。
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引用次数: 2
期刊
Journal of Food Products Marketing
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