Pub Date : 2020-09-24DOI: 10.1080/10454446.2020.1821419
R. Uribe, R. Infante, C. Kusch, L. Contador, Igor Pacheco, K. Mesa
ABSTRACT Studies have demonstrated the significance of intrinsic sensory attributes on consumer responses to fruits. This paper evaluates the effects on consumers of intrinsic characteristics on new and existing fruit varieties. Fruit consumers were exposed to and tasted a new or an old variety of fruit and rated its intrinsic search and experience attributes, as well as their satisfaction and purchase intention. Results indicated, firstly, that search and experience intrinsic attributes significantly predicted satisfaction and purchase intention. Secondly, the examination of differences between existing and new varieties showed not only a general similarity but also some differences: search attributes played a more relevant role in the purchase intention among existing varieties, and experience qualities were more important for new varieties in terms of satisfaction. It was observed that new varieties were preferred over existing ones. Results are discussed in terms of their implications for consumer behavior study and for managers.
{"title":"Do Consumers Evaluate New and Existing Fruit Varieties in the Same Way? Modeling the Role of Search and Experience Intrinsic Attributes","authors":"R. Uribe, R. Infante, C. Kusch, L. Contador, Igor Pacheco, K. Mesa","doi":"10.1080/10454446.2020.1821419","DOIUrl":"https://doi.org/10.1080/10454446.2020.1821419","url":null,"abstract":"ABSTRACT Studies have demonstrated the significance of intrinsic sensory attributes on consumer responses to fruits. This paper evaluates the effects on consumers of intrinsic characteristics on new and existing fruit varieties. Fruit consumers were exposed to and tasted a new or an old variety of fruit and rated its intrinsic search and experience attributes, as well as their satisfaction and purchase intention. Results indicated, firstly, that search and experience intrinsic attributes significantly predicted satisfaction and purchase intention. Secondly, the examination of differences between existing and new varieties showed not only a general similarity but also some differences: search attributes played a more relevant role in the purchase intention among existing varieties, and experience qualities were more important for new varieties in terms of satisfaction. It was observed that new varieties were preferred over existing ones. Results are discussed in terms of their implications for consumer behavior study and for managers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-09-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1821419","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44088792","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 : 2020-09-01DOI: 10.1080/10454446.2020.1817827
Komal Nagar
ABSTRACT The study builds on the theory of planned behaviour and empirically tests a model that incorporates the effects of health consciousness, social influence, and risk-benefit perception in predicting consumers’ attitude and intention to purchase gym supplements. While past studies have contributed considerably in understanding why individuals consume various dietary supplements, the present study brings to light the motives behind the consumption of fitness supplements, specifically gym supplements. Structural equation modelling is used to test the research model with a sample of 310 respondents in India. Major findings of the present study indicate benefits associated with gym supplement consumption as the most significant predicator of attitude, suggesting that marketers can develop effective marketing strategies emphasizing health benefits to increase consumers’ intentions to buy gym supplements. While health consciousness appears to be the least important motive, social influence is found to positively influence both attitude and intention to purchase gym supplements. Further, a significant and large effect of attitude on behavioural intentions was also observed. The study provides an actionable model for marketers as well as policymakers who seek to develop marketing strategies and encourage supplement consumption.
{"title":"An Examination of Gym Supplement Choice: Using the Modified Theory of Planned Behaviour","authors":"Komal Nagar","doi":"10.1080/10454446.2020.1817827","DOIUrl":"https://doi.org/10.1080/10454446.2020.1817827","url":null,"abstract":"ABSTRACT The study builds on the theory of planned behaviour and empirically tests a model that incorporates the effects of health consciousness, social influence, and risk-benefit perception in predicting consumers’ attitude and intention to purchase gym supplements. While past studies have contributed considerably in understanding why individuals consume various dietary supplements, the present study brings to light the motives behind the consumption of fitness supplements, specifically gym supplements. Structural equation modelling is used to test the research model with a sample of 310 respondents in India. Major findings of the present study indicate benefits associated with gym supplement consumption as the most significant predicator of attitude, suggesting that marketers can develop effective marketing strategies emphasizing health benefits to increase consumers’ intentions to buy gym supplements. While health consciousness appears to be the least important motive, social influence is found to positively influence both attitude and intention to purchase gym supplements. Further, a significant and large effect of attitude on behavioural intentions was also observed. The study provides an actionable model for marketers as well as policymakers who seek to develop marketing strategies and encourage supplement consumption.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1817827","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41954096","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 : 2020-08-18DOI: 10.1080/10454446.2020.1811185
Liege Regina Akemi Kanematsu, Jéssica Müller, Tailane Scapin, Rafaela Karen Fabri, Claudia Flemming Colussi, G. L. Bernardo, A. C. Fernandes, Rossana Pacheco da Costa Proença, P. L. Uggioni
ABSTRACT The objective of this study was to investigate the presence and classes of food additives in packaged foods labeled ‘home-made’. Food identification information was collected by photographing food labels (n = 5,620); the ingredients lists were subsequently transcribed for analysis. The ingredients list (foods labeled ‘home-made’ and similar foods) were compared regarding the presence and classes of additives (function) using the chi-square test and regarding the median number of additives using the Mann–Whitney test. For all tests, p < .05 was used as the significance level. We evaluated 65 products labeled ‘home-made’ and 172 comparable conventional products. Seventy-nine percent (n = 188) of all products (n = 237) contained additives. There was no significant difference between the percentage of foods with the ‘home-made’ claim (81%) and those without (78%) regarding the presence of additives (p = .605). No significant difference was observed in the median number of additives (p = .61) and in the number of classes of additives (p = .79) between foods with and without the claim. It can contribute globally to the reflection and the creation of public policies for the elaboration of criteria for the use or prohibition of the use of “home-made” claims on labels.
{"title":"Do Foods Products Labeled “Home-made” Contain Fewer Additives? A Brazilian Survey","authors":"Liege Regina Akemi Kanematsu, Jéssica Müller, Tailane Scapin, Rafaela Karen Fabri, Claudia Flemming Colussi, G. L. Bernardo, A. C. Fernandes, Rossana Pacheco da Costa Proença, P. L. Uggioni","doi":"10.1080/10454446.2020.1811185","DOIUrl":"https://doi.org/10.1080/10454446.2020.1811185","url":null,"abstract":"ABSTRACT The objective of this study was to investigate the presence and classes of food additives in packaged foods labeled ‘home-made’. Food identification information was collected by photographing food labels (n = 5,620); the ingredients lists were subsequently transcribed for analysis. The ingredients list (foods labeled ‘home-made’ and similar foods) were compared regarding the presence and classes of additives (function) using the chi-square test and regarding the median number of additives using the Mann–Whitney test. For all tests, p < .05 was used as the significance level. We evaluated 65 products labeled ‘home-made’ and 172 comparable conventional products. Seventy-nine percent (n = 188) of all products (n = 237) contained additives. There was no significant difference between the percentage of foods with the ‘home-made’ claim (81%) and those without (78%) regarding the presence of additives (p = .605). No significant difference was observed in the median number of additives (p = .61) and in the number of classes of additives (p = .79) between foods with and without the claim. It can contribute globally to the reflection and the creation of public policies for the elaboration of criteria for the use or prohibition of the use of “home-made” claims on labels.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1811185","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43949999","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 : 2020-08-04DOI: 10.1080/10454446.2020.1802381
Sandra Gomes, M. Nogueira, Mafalda Ferreira, M. J. Gregório, P. Graça, J. Jewell, J. Breda
ABSTRACT This paper investigates how consumers use and understand nutrition information on food labels in their daily lives. Primary data were collected from a survey (1127 Portuguese consumers) and four focus groups exploring dissimilarities among consumer segments: a) nutrition-concerned adults; b) adults non-concerned with nutritional issues; c) young consumers, aged 15–18; d) less educated and older consumers. A mixed-methods approach was crucial to further understand consumers’ preferences for labels and to identify obstacles to their use. Data evidence that consumers prefer symbolic, coloured, and simple, FOP schemes and that ‘traffic light’ schemes are better understood and result in faster decision-making at points of sale. By collecting data on how different consumer segments search, understand, like, and use food labels, this paper provides rich guidelines to agri-food practitioners’ future actions, particularly retailers. It also reveals serious interpretation obstacles faced by consumers, which needs to be revisited by policy-makers on nutritional labelling and inform decisions on a national scheme. Lastly, it further strengthens existing models by setting that some influencing dimensions are related to the idiosyncratic nature of the subject (consumer) and others are related to the object itself (label format), neither of which has been explored in the literature.
{"title":"Consumer Attitudes Toward Food and Nutritional Labeling: Implications for Policymakers and Practitioners on a National Level","authors":"Sandra Gomes, M. Nogueira, Mafalda Ferreira, M. J. Gregório, P. Graça, J. Jewell, J. Breda","doi":"10.1080/10454446.2020.1802381","DOIUrl":"https://doi.org/10.1080/10454446.2020.1802381","url":null,"abstract":"ABSTRACT This paper investigates how consumers use and understand nutrition information on food labels in their daily lives. Primary data were collected from a survey (1127 Portuguese consumers) and four focus groups exploring dissimilarities among consumer segments: a) nutrition-concerned adults; b) adults non-concerned with nutritional issues; c) young consumers, aged 15–18; d) less educated and older consumers. A mixed-methods approach was crucial to further understand consumers’ preferences for labels and to identify obstacles to their use. Data evidence that consumers prefer symbolic, coloured, and simple, FOP schemes and that ‘traffic light’ schemes are better understood and result in faster decision-making at points of sale. By collecting data on how different consumer segments search, understand, like, and use food labels, this paper provides rich guidelines to agri-food practitioners’ future actions, particularly retailers. It also reveals serious interpretation obstacles faced by consumers, which needs to be revisited by policy-makers on nutritional labelling and inform decisions on a national scheme. Lastly, it further strengthens existing models by setting that some influencing dimensions are related to the idiosyncratic nature of the subject (consumer) and others are related to the object itself (label format), neither of which has been explored in the literature.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1802381","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49389782","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 : 2020-08-03DOI: 10.1080/10454446.2020.1802380
Antonio Chamorro‐Mera, Beatriz Román-Suero, M. M. García-Galán
ABSTRACT This study analyzes the structure of preferences of olive oil importers in three countries (USA, Germany and Mexico, three non-producer countries with very different cultural characteristics) to evaluate the country of origin effect in their purchasing decisions. Using the conjoint analysis technique, the data collected through a survey sent to the list of importers in the “Alimentos de Extremadura-Food from Spain” project, a total of 31 companies, is analyzed. From the study of the origin, packaging, production system and price attributes, the overall results show that origin is the attribute most valued by the importers, very closely followed by price. The analysis carried out shows that the country of origin effect is not universal. Exporters of olive oil need more than one marketing-mix strategy and they may also be very useful for both business managers and for those responsible in the public administrations for managing trade policies.
摘要本研究分析了三个国家（美国、德国和墨西哥，这三个非生产国具有非常不同的文化特征）的橄榄油进口商的偏好结构，以评估其采购决策中的原产国效应。使用联合分析技术，对通过发送给“来自西班牙的Alimentos de Extremedura食品”项目进口商名单的调查收集的数据进行了分析，该项目共有31家公司。从原产地、包装、生产体系和价格属性的研究来看，总体结果表明，原产地是进口商最看重的属性，价格紧随其后。所进行的分析表明，原产国效应并不普遍。橄榄油出口商需要不止一种营销组合策略，它们对企业经理和公共行政部门负责管理贸易政策的人也可能非常有用。
{"title":"The Structure of Preferences of Olive Oil Importers: The Country of Origin Effect","authors":"Antonio Chamorro‐Mera, Beatriz Román-Suero, M. M. García-Galán","doi":"10.1080/10454446.2020.1802380","DOIUrl":"https://doi.org/10.1080/10454446.2020.1802380","url":null,"abstract":"ABSTRACT This study analyzes the structure of preferences of olive oil importers in three countries (USA, Germany and Mexico, three non-producer countries with very different cultural characteristics) to evaluate the country of origin effect in their purchasing decisions. Using the conjoint analysis technique, the data collected through a survey sent to the list of importers in the “Alimentos de Extremadura-Food from Spain” project, a total of 31 companies, is analyzed. From the study of the origin, packaging, production system and price attributes, the overall results show that origin is the attribute most valued by the importers, very closely followed by price. The analysis carried out shows that the country of origin effect is not universal. Exporters of olive oil need more than one marketing-mix strategy and they may also be very useful for both business managers and for those responsible in the public administrations for managing trade policies.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1802380","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42929004","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 : 2020-07-16DOI: 10.1080/10454446.2020.1790459
Leslie Lang, Lê Tấn Bửu, N. V. Hien
ABSTRACT The study applied the mixed-method approach to measure sponsorship and public relations, and their influences on Aaker’s four dimensions of brand equity. Applying scale development and Structural Equation Modeling on a final sample of 628 observations on ten leading soft drink brands, the results first developed two consumer-based scales, i.e., sponsorship and public relations, then investigated the effects of sponsorship and public relations on brand equity creation. The study also indicated the country of brand origin does not make any difference in the consumer mentality of the influence of sponsorship and public relations on brand equity dimensions. The findings contribute significantly to the existing knowledge of marketing communications and brand equity. This study also provided several practical implications for both marketing communication designers and brand managers.
{"title":"The Role of Sponsorship and Public Relations in Brand Equity Creation: An Exploratory of Vietnamese Consumers Perception of Soft Drinks","authors":"Leslie Lang, Lê Tấn Bửu, N. V. Hien","doi":"10.1080/10454446.2020.1790459","DOIUrl":"https://doi.org/10.1080/10454446.2020.1790459","url":null,"abstract":"ABSTRACT The study applied the mixed-method approach to measure sponsorship and public relations, and their influences on Aaker’s four dimensions of brand equity. Applying scale development and Structural Equation Modeling on a final sample of 628 observations on ten leading soft drink brands, the results first developed two consumer-based scales, i.e., sponsorship and public relations, then investigated the effects of sponsorship and public relations on brand equity creation. The study also indicated the country of brand origin does not make any difference in the consumer mentality of the influence of sponsorship and public relations on brand equity dimensions. The findings contribute significantly to the existing knowledge of marketing communications and brand equity. This study also provided several practical implications for both marketing communication designers and brand managers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1790459","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49083333","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 : 2020-07-14DOI: 10.1080/10454446.2020.1792023
P. W. Handayani, Rismanti Amalia Nurahmawati, A. Pinem, F. Azzahro
ABSTRACT To date, there is still a low consumer intention to use an online grocery (e-grocery) in Indonesia. Therefore, this study was conducted to identify the factors affecting consumer intention to switch from traditional to online grocery shopping using the moderating effect of gender. This study involved 522 respondents. The data were then analyzed using the Covariance Based Structural Equation Modeling (CB-SEM) method with the AMOS 21.0 software. The results show that the factors influencing consumer intention to switch from offline to online shopping in Indonesia are perceived channel risk, perceived price-search intentions, mobility, and perceived difference in delivery time. Additionally, the moderating effect of gender significantly influences the factors affecting consumer intention to switch. This research can be a reference to developers of e-grocery applications that are aimed to provide better services and that could be widely accepted by consumers.
{"title":"Switching Intention from Traditional to Online Groceries Using the Moderating Effect of Gender in Indonesia","authors":"P. W. Handayani, Rismanti Amalia Nurahmawati, A. Pinem, F. Azzahro","doi":"10.1080/10454446.2020.1792023","DOIUrl":"https://doi.org/10.1080/10454446.2020.1792023","url":null,"abstract":"ABSTRACT To date, there is still a low consumer intention to use an online grocery (e-grocery) in Indonesia. Therefore, this study was conducted to identify the factors affecting consumer intention to switch from traditional to online grocery shopping using the moderating effect of gender. This study involved 522 respondents. The data were then analyzed using the Covariance Based Structural Equation Modeling (CB-SEM) method with the AMOS 21.0 software. The results show that the factors influencing consumer intention to switch from offline to online shopping in Indonesia are perceived channel risk, perceived price-search intentions, mobility, and perceived difference in delivery time. Additionally, the moderating effect of gender significantly influences the factors affecting consumer intention to switch. This research can be a reference to developers of e-grocery applications that are aimed to provide better services and that could be widely accepted by consumers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1792023","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42148202","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 : 2020-07-14DOI: 10.1080/10454446.2020.1792022
George Anghelcev, S. Mcgroarty, Sela Sar, Jas L. Moultrie, Yongkai Huang
ABSTRACT The study shows that the perceived healthfulness of processed organic foods, compared to their conventional counterparts, can be altered by slight variations in how promotional messages are framed. A sample of US organic shoppers (N = 375) was exposed to advertisements promoting processed organic (and processed conventional) foods by highlighting either virtue or vice aspects of the products. An interaction between the type of processed food (organic, non-organic) and the type of promotional message (vice, virtue) was observed. Processed organic foods were perceived as more healthful than non-organic equivalents only when advertisements emphasized vice-related aspects of the product. Following exposure to virtue-framed advertisements, organic and non-organic products were seen as equally healthful. The result was replicated conceptually using different vice and virtue products, rather than framing the same product as virtue and vice. The paper concludes by presenting theoretical, practical, and methodological implications of the design and reported findings.
{"title":"Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness","authors":"George Anghelcev, S. Mcgroarty, Sela Sar, Jas L. Moultrie, Yongkai Huang","doi":"10.1080/10454446.2020.1792022","DOIUrl":"https://doi.org/10.1080/10454446.2020.1792022","url":null,"abstract":"ABSTRACT The study shows that the perceived healthfulness of processed organic foods, compared to their conventional counterparts, can be altered by slight variations in how promotional messages are framed. A sample of US organic shoppers (N = 375) was exposed to advertisements promoting processed organic (and processed conventional) foods by highlighting either virtue or vice aspects of the products. An interaction between the type of processed food (organic, non-organic) and the type of promotional message (vice, virtue) was observed. Processed organic foods were perceived as more healthful than non-organic equivalents only when advertisements emphasized vice-related aspects of the product. Following exposure to virtue-framed advertisements, organic and non-organic products were seen as equally healthful. The result was replicated conceptually using different vice and virtue products, rather than framing the same product as virtue and vice. The paper concludes by presenting theoretical, practical, and methodological implications of the design and reported findings.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1792022","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43366058","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 : 2020-07-14DOI: 10.1080/10454446.2020.1793252
Patricia Hernández Medina, Rafael Hernández Maqueda, P. Gavilanes, Karina P. Marin Quevedo
ABSTRACT This research aimed to determine the factors that influence people’s decision to purchase quinoa, with emphasis on culture and healthy lifestyles, in the urban parishes of the city of Latacunga. The data were analyzed by first considering contrasting hypotheses of means or proportions between consumers and non-consumers of quinoa or its derivatives; second by estimating a probabilistic model to identify the variables that determine consumer probability; and finally by defining the profile and purchase habits of those who claim to prefer cookies and bread, using an association analysis and contingency tables. The results indicate that more than half of the households consume quinoa, mainly in the form of pearl grain, and in its derived form (flour). Moreover, the decision to buy quinoa is linked to people’s knowledge of its nutritional benefits, and its consumption is additionally influenced by cultural and traditional aspects.
{"title":"Culture and Healthy Lifestyle: Factors Influencing the Decision to Buy Quinoa in the City of Latacunga in Cotopaxi Province, Ecuador","authors":"Patricia Hernández Medina, Rafael Hernández Maqueda, P. Gavilanes, Karina P. Marin Quevedo","doi":"10.1080/10454446.2020.1793252","DOIUrl":"https://doi.org/10.1080/10454446.2020.1793252","url":null,"abstract":"ABSTRACT This research aimed to determine the factors that influence people’s decision to purchase quinoa, with emphasis on culture and healthy lifestyles, in the urban parishes of the city of Latacunga. The data were analyzed by first considering contrasting hypotheses of means or proportions between consumers and non-consumers of quinoa or its derivatives; second by estimating a probabilistic model to identify the variables that determine consumer probability; and finally by defining the profile and purchase habits of those who claim to prefer cookies and bread, using an association analysis and contingency tables. The results indicate that more than half of the households consume quinoa, mainly in the form of pearl grain, and in its derived form (flour). Moreover, the decision to buy quinoa is linked to people’s knowledge of its nutritional benefits, and its consumption is additionally influenced by cultural and traditional aspects.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1793252","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46769281","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 : 2020-06-12DOI: 10.1080/10454446.2020.1783416
Clark D. Johnson, Yunmei Kuang, Nicolas Jankuhn
ABSTRACT There is increasing academic and public interest in the rise of nonalcoholic (NA) beverage options. As a whole, the nascent stream of research on NA consumption has generated some important insights into the demand and attractiveness of NA options to consumers. However, we know little about how the social context both influences and is influenced by NA wine consumption. This paper examines how the motives, social contextual factors, and outcomes may differ for NA wine consumption. We apply signaling theory to develop our formal propositions and present the results of a netnography study, which provides the initial corroboration of our conceptual model. Finally, we discuss the implications of our model and directions for future scholarship in this important area of wine research.
{"title":"You’re Not A Teetotaler, are You? A Framework of Nonalcoholic Wine Consumption Motives and Outcomes","authors":"Clark D. Johnson, Yunmei Kuang, Nicolas Jankuhn","doi":"10.1080/10454446.2020.1783416","DOIUrl":"https://doi.org/10.1080/10454446.2020.1783416","url":null,"abstract":"ABSTRACT There is increasing academic and public interest in the rise of nonalcoholic (NA) beverage options. As a whole, the nascent stream of research on NA consumption has generated some important insights into the demand and attractiveness of NA options to consumers. However, we know little about how the social context both influences and is influenced by NA wine consumption. This paper examines how the motives, social contextual factors, and outcomes may differ for NA wine consumption. We apply signaling theory to develop our formal propositions and present the results of a netnography study, which provides the initial corroboration of our conceptual model. Finally, we discuss the implications of our model and directions for future scholarship in this important area of wine research.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2020-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1783416","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41298478","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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