
Klaus G GrunertAarhus University | AU · Department of Management
Klaus G Grunert
Prof., Dr.oec.habil., Dr.h.c.
About
500
Publications
258,116
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Introduction
Additional affiliations
January 1991 - present
June 1987 - present
July 1976 - May 1987
Education
June 1981 - July 1986
July 1976 - May 1981
October 1971 - May 1976
Publications
Publications (500)
Purpose
This study aimed to investigate changes in food consumption during the COVID-19 lockdown period in a sample of female college students in China. The study employed a dual processing approach that simultaneously investigates the effects of students' beliefs about the importance of healthy eating and the effect of emotional eating due to anxi...
Consumers’ recognition and understanding of food characteristics can have an important role when making purchase decisions. The current study analysed consumer preferences for bread, an important food in the diets of Central European countries. The study included a conjoint experiment on a representative sample of 547 adult consumers in Slovenia. T...
Purpose
Though prior research has addressed customer engagement (CE) with a focal object (e.g. a brand), the dynamics characterizing customers' engagement with different objects and the potential spillover from a customer's engagement with one object to that with another remains tenuous, exposing an important literature-based gap. The authors, ther...
Following the growth in the demand for organic food in many Western markets, restaurants are following up by using organic produce in their meal preparation. We conduct a study investigating the role of information on use of organic produce in consumers’ restaurant choice, and the role of a state-certified labelling scheme in this context, using th...
The Comprehensive Feeding Practices Questionnaire (CFPQ) has been evaluated in international studies, but the evaluation of its psychometric properties in Spanish, and in particular for parents of adolescents is still limited, and the invariance of measurement according to gender has not been evaluated. Therefore, the objectives of this study were:...
Purpose
The aim of this paper is to study the consumer perception of functional foods and to identify determinants of functional foods consumption in Slovakia.
Design/methodology/approach
The research is based on primary data obtained by conducting an online questionnaire survey in 2021 using the snowball sampling method ( n = 1,138 Slovak respond...
Our study is a part of the scientific and political debate on how to inform consumers about the health benefits of foods and guide their choices towards healthier diets. In particular, the study has investigated how attitude towards functional foods moderates the effect of the health claim and naturalness claim when choosing these products. For thi...
Information about food is available from several sources using a variety of communication channels. Following an overview of the different types on food information, the most important source/channel combinations are discussed. The key steps in processing the information toward making a food choice are discussed: consumer's exposure to such informa...
Smartphone apps can create value for consumers by supporting their health goals. The purpose of the study was to reveal people's preferences for Self‐Determination theory derived app features of health‐related apps that can potentially promote motivation and sustained use of such apps. Three discrete choice experiments, followed by a ranking task,...
Evidence shows that numerous family-related variables influence parents’ use of different food parenting practices (FPP), but less is known about the influence of parents’ work-related variables on their use of FPP, and their own and their children’s outcomes in the food domain. To fill this gap, the present study explored intra-individual and inte...
Purpose
Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the motivational determinants of such behaviours. This study aims to present and critically evaluate the theoretical and empirical basis of goal-framing theory, which asserts...
Current patterns of meat consumption are considered unsustainable. Plant-based products are presented as a solution. However, while some plant-based products thrive, others do not make the cut due to the information “framing” effect issues related to the way information is presented to the consumers. Information on the nutrition and health properti...
Reciprocal family influences in the food domain have been little explored, particularly during the COVID-19 pandemic. To fill in this gap, this study explored actor and partner effects between parents’ food modeling and parents’ and their adolescent children’s diet quality and satisfaction with food-related life (SWFoL); and the mediating role of d...
This study examined the relationships between diet quality, satisfaction with food-related life and life satisfaction in mother-adolescent dyads. The sample consisted of 470 mother-adolescent dyads in Temuco, Chile. Mothers and adolescents responded to the Adapted Healthy Eating Index, Satisfaction with Life Scale, and the Satisfaction with Food-re...
Numerous studies have related socioeconomic status (SES), family structure, and family life cycle to adolescents’ life satisfaction (LS). However, studies assessing the moderating role of these variables in the relationship between LS and domain-specific satisfaction are still limited. The present study examines life satisfaction in adolescents by...
In this paper, we study consumer preferences for olive oil across four countries (Denmark, France, Tunisia, and the US). Based on a large-scale study with olive oil consumers (N=3,462), we use the Best-Worst Scaling method to measure perceived importance for product attributes known to influence consumer choice. Our results show that consumers acro...
The effects of work-to-family enrichment (WtoFE) have been examined on outcomes such as family and job satisfaction, with scarce research on the potential effects of WtoFE on the food domain. To fill in this gap, the present study explored actor and partner effects between WtoFE, the perception of the atmosphere of family meals (AFM), and satisfact...
https://authors.elsevier.com/c/1c-m5_LcwKAEWu (50 days free access)
Research interest in the acceptability of insects as food has dramatically grown in recent years. Investigators have studied the antecedents of people willingness to eat whole insects, processed (non-visible) insects, and insect-fed animals as well. Another important topic is the...
For this study, the authors measured attitudes toward shopping for food and cooking, before and during the first lockdown due to the COVID-19 pandemic, among a sample of 526 Danish consumers, using an online survey. To analyse changes due to the lockdown, they applied a latent class Markov model, which revealed four states: middle of the road, love...
The COVID-19 pandemic and especially the lockdowns coming with it have been a disruptive event also for food consumption. In order to study the impact of the pandemic on eating habits, self-reported changes in food-related behaviours were investigated in ten European countries by means of an online survey. A latent class cluster analysis distinguis...
The outbreak of the coronavirus pandemic (Covid-19) has profoundly affected the food systems, leading to consumer concerns about the lack of reliability and safety of global foods and a growing trend towards consuming local foods. Consumers have formed multicultural identities, such as global identity and local identity, under the influences of glo...
Life satisfaction is a psychological state of an individual, however, a psychological perspective on how life satisfaction is based on cognitive inference-making has been largely neglected in the extant literature on elderly’s life satisfaction. This paper fills the gap by focusing on the psychological determinants of Chinese elderly’s satisfaction...
Background
The already many and further increasing number of label elements make food labels progressively “busy”. The question is whether all these label elements are useful, and impactful, in conveying information to consumers, to help them making easier, safer, and healthier food choices.
Scope and approach
The scope of this review is food safe...
This study explored the influence of each family member’s life satisfaction on the other family members’ life satisfaction in mother-father-adolescent triads. We also explored the influence of each family member’s satisfaction with food-related life and family life on their own life satisfaction (LS) as well as on the other family members’ LS in mo...
When channels of distribution change, consumer competences have to adapt. We define supermarket competence as the set of skills and knowledge that enables consumers to locate, evaluate, and choose among product offerings in a supermarket to fulfill their shopping goals. We develop a scale that measures three components of supermarket competence: fi...
In recent years, measurement of quality of life is receiving increased attention. We used the satisfaction with life and subjective happiness scales in older adults living in urban areas in the Maule Region, Chile; generalized linear models were computed (n=396). We discovered that (1) gender is linked to the satisfaction with life, (2) satisfactio...
In order to achieve a better understanding of young consumers’ deselection of pork, the objective of the present study was to get insight into the influence of attitudes, perceived social norms, abilities, and other psychological factors on pork consumption among young consumers in Denmark and Sweden. Using data collected through questionnaire surv...
The growing market for healthy foods has contributed to increased interest in communicating the health-related benefits of food products. Health claims are becoming an increasingly used instrument to communicate such benefits. In the European Union, consumer understanding of health claims was set as condition for use in order to protect consumers a...
There is a consensus that for a brand being perceived as authentic is an asset. However, an authentic brand is only half of the equation, as a brand must also appear in advertisement that seems authentic. Drawing on the selective accessibility model (SAM), this paper examines in the context of food brands (a) the joint effect of perceived brand aut...
Consumer behavior is crucial in the transition towards circular food systems. Studies so far investigate isolated circular food behaviors, but it is still unclear how the literature comprehensively addresses these behaviors. This paper provides an overview of the literature on circular food behaviors. Following a semi-systematic literature review,...
This study explores the relationship between food-related parenting practices, satisfaction with food-related life and satisfaction with family life in mothers-adolescent children dyads with different family structures. We assessed the relationships between satisfaction with food-related life and life satisfaction as well as the relationship betwee...
Segmentation is crucial for targeting product development initiatives and marketing communication nationally as well as internationally. In this paper we use the Food Related Lifestyle instrument that has been applied in the food arena for many years as a ‘stepping stone’ to develop a contemporary, targeted and smaller version of the Food Related L...
Domestic food markets are of significant importance to Kosovar and Albanian companies because access to export markets is under-developed, partly as a result of the gaps in food safety and quality standards. Kosovar and Albanian consumers’ use of food safety attributes and their evaluation of the quality of domestic food versus imported food are th...
Distribution systems for food can change quickly in emergent markets, requiring new competences for consumers, and even in some European countries we have seen considerable changes in the distribution system for food in recent decades, raising the question whether consumers have acquired corresponding competences. We take two Balkan countries, Alba...
This study identifies family profiles based on the level of life satisfaction (LS) in mothers, fathers and adolescents, and variables related to their family, food, and work life. The sample was composed of 303 families of dual-earner parents (mothers’ mean age = 40.9 years, SD = 7.4, fathers’ mean age = 43.2 years, SD = 7.2) and one of their child...
Research interest in direct entomophagy (the eating of insects) and indirect entomophagy (the eating of insects-fed animals) has grown exponentially in recent years. The use of insects as food and feed is a potential avenue to meet the growing global food demand, and for enhancing the sustainability of animal diets as well. The Entomophagy Attitude...
Poaching rhinos to sell their horns is one of the most pressing threats to wildlife and constitutes an illicit yet extremely profitable business. Employing construal level and reactance theory, two studies examine which marketing campaign is most effective in countries where the crime is actually taking place by distinguishing supply (=poachers in...
Although recent literature has shown that switching to an insect-based diet could provide several relevant advantages—from a nutritional, environmental, economic and ecological point of view—the potential growth of insects as everyday food is still unclear. Despite a growing literature on consumer acceptance and product preference for insect-based...
Satisfaction with food-related life (SWFRL) is one component of satisfaction with life. Although researchers have identified associations between satisfaction with food-related life and specific food behaviours, it is still not clear how consumers conceptualize this complex construct. The aims of the present study were to explore consumers’ concept...
Global marketers are widely implementing global or local product positioning in an attempt to appeal to consumers in international markets. However, there is no consensus in homogenization versus heterogenization of consumer needs and globalization vs. localization of the marketplace.
This paper examines the relationship between consumption orienta...
Purpose
This study aims to investigate the impact of social risk and inter-tier brand competition across traditional retailers and discounters on consumers' purchase intentions in the UK.
Design/methodology/approach
The authors conduct a 2 (social risk) × 3 (brand type) × 2 (retailer type) between-subjects design ( n = 309; UK) experiment employin...
This study explored the spillover and crossover associations between satisfaction with food-related life and life satisfaction in mothers, fathers and adolescent children in dual-earned families. This is a cross-sectional design study with mothers, fathers and children surveyed in Temuco, Chile. The participants were 303 dual-earner parents and the...
This study explored the spillover and crossover associations between work-life balance and satisfaction with life, food-related life and family life in dual-earner parents. Questionnaires were administered to 303 dual-earner couples with adolescent children in Temuco, Chile. Both members of the couples answered the Work-life Balance (WLB) scale, Sa...
In order to measure consumer trust in food chain actors and its impact on consumer confidence in food and the technology with which it has been produced, a model was developed relating social trust, beliefs in trustworthiness, overall trust in food chain actors, and confidence in both the supply of food products and food technologies. Data were col...
This paper reports the estimation of an Actor-Partner Interdependence Model (APIM), examining how meal preparation focus –measured by taste, context, and thrift–affect actor’s and partner’s satisfaction with food-related life (SWFRL) in cohabiting couples. Questionnaires were administered to 187 different-sex couples in Denmark. Both members of the...
Current meat consumption habits will need to change, especially those of Western consumers. The level of meat consumption is unsustainable, and a recent study estimates a necessary reduction of 90% of the current intake. Insects are a promising alternative to existing protein sources, but previous literature has emphasised the initial level of disg...
Consumers’ and policy makers’ interest in local foods is growing. Accordingly, researchers are also increasingly paying attention to the consumption of local foods. Studies have identified preference for local foods as an emergent consumer ideology called “locavorism”, but they have not yet addressed its antecedents or put it into a theoretical con...
Providing an introduction to the use of nutrition and health claims, this book explores these claims around the world and the impact of the different legislations on consumers as well as likely developments in the future. As nations tackle the food and health issues of the 21st century, this book will provide a single source drawing together all of...
Kosovo and Albania, in a manner similar to other Western Balkan countries, face serious challenges in relation to national food safety and control in terms of legislation, infrastructure, institutional capacity and private investments. Consequently, food safety is a major concern for consumers in this region. The objective of this study was to gain...
This study explored the spillover and crossover associations between depression and satisfaction with life, food-related life, and family life in dual-earner families. Questionnaires were administered to 303 dual-earner couples with adolescent children in Temuco, Chile. Both members of the couple answered the Depression Subscale of the Depression A...
Determining the key parameters driving attention and choice at the point of sale is a challenging task. To address this challenge, we performed two studies employing eye-tracking (ET) as a methodological tool when varying the visual marketing stimuli in a lab-experimental setting and in real supermarket shelf, and thus, facing an important gap in t...
This chapter introduces the means-end approach to the analysis of the meaning that food has to people. Food has meaning for people because of the goals that they attach to food and eating, and research shows that these goals are many and diverse, extending far beyond the basic goal of nutrition and survival. The means-end approach can be used to an...
Copycats or “me‐too” brands imitate prominent features of market leaders with the intention to benefit from consumers’ positive associations of the imitated brand. However, the imitated market leader can be perceived as being local (=in‐group) or global (=out‐group). Employing social identity theory, Study 1 examined the interaction between copycat...
Purpose
The purpose of this paper is to investigate situational factors (i.e. social risk) and negative emotions (e.g. shame and guilt) on consumers’ purchase intentions for premium private labels (PPLs) vs national brands (NBs) at discounter (Lidl) in the UK, and the underlying process of this effect.
Design/methodology/approach
The authors condu...
In the ongoing public debate about livestock production systems and especially for pig production, natural living conditions, including sufficient space for each individual animal, outdoor access and litter bedding are the most discussed public issues. In contrast, many consumers are very price sensitive and additionally demand products to have hig...
To study consumers’ intention to reduce their dietary salt intake and willingness to purchase salt-reduced food products, as well as the determinants of these, this research relies on data collected through a web survey of 1030 participants in Denmark. The majority of respondents (66.8%) express no intentions to change their dietary salt intake, bu...
This study has revealed the role of a new factor, perceived correspondence of health effects, in consumer acceptance of functional foods. Using a web survey of 1016 people, we hypothesized and verified the following: when an ingredient does not occur naturally in the carrier but the consumer assigns the same health effect to it as to the carrier, t...
Despite the fact that front-of-pack nutrition labels such as health claims and symbols have received growing attention in consumer behavior research, comprehensive conclusions could not yet be drawn to develop concrete policy actions, owing to the complexity of the subject and a constantly changing market environment. In this study, evidence-based...
Visual ecology is the study of how different species perceive their visual surroundings. We introduce the concept to consumer research and show that the micro-ecology of product packaging has a predictable visual ecology. Analyzing images of 158 consumer products, we show that brand-related packaging elements are visually conspicuous in terms of vi...
Most consumers are aware of the link between eating and health and have learned basic nutritional concepts. While we know very little about what consumers know about vitamin E, the level of knowledge of the average consumer is most likely low, as the debate about healthy eating has been dominated by issues around macronutrients. To the extent that...
This qualitative study aims to investigate consumers’ perceptions toward dairy cow welfare in traditional mountain farms. While consumers’ understanding of conventional dairy production and animal welfare has already been investigated, how consumers perceive animal welfare in traditional mountain dairy farming remains still unexplored. Focus group...
We sought to identify profiles of single-mother families according to the quality of family members’ diets. A total of 170 single-mother-adolescent-children dyads participated in the study, the Adapted Healthy Eating Index (AHEI), Satisfaction with Life Scale (SWLS), Satisfaction with Food-related Life (SWFL) scale and Food Involvement Scale (FIS)...
International segmentation is defined as the identification of groups of consumers with similar needs and wants in the food domain across cultural units. Four criteria for such segmentations are discussed (theoretical support for the segmentation base, cross-cultural relevance of the segmentation base, cross-cultural validity of the measurement ins...