Article

Segmenting the Australian organic food consumer market

November 2017
Asia Pacific Journal of Marketing and Logistics 30(11):00-00

November 2017
30(11):00-00

DOI:10.1108/APJML-10-2016-0211

Authors:

Parves Sultan

Central Queensland University (Melbourne Campus)

Ho Yin Wong

Deakin University

Marianna Sigala

University of Piraeus

Purpose The purpose of this paper is to segment the Australian organic food consumer market. Design/methodology/approach A nationwide online survey was conducted for collecting data about the Australian organic food consumer market. Various statistical techniques were used for analyzing the data and identifying market segments. Findings The key market segmentation variables that significantly characterize the Australian organic food consumer market include age, income, education, metro/city-vs-rural/region, purchase frequency, weekly expenditure, consumption period, retail outlets, perceived values, self-image, and perceptions about organic foods. Originality/value Australia, like many other countries, is an emerging market for the organically produced and marketed food products. The current review unfolds the fact that there are limited studies in market segmentation, and no study in the Australian context, in particular. The current paper contributes to the organic food market segmentation literature and provides several implications for market segmentation strategy.

Organic food market segmentation based on the neobehavioristic theory of consumer behavior

Article

Feb 2023
BRIT FOOD J

Purpose: Although Iran is one of the largest producers and exporters of saffron in the world, the organic saffron market in Iran is still in its early stages, and there is scarce empirical evidence in this regard. Therefore, the study's primary purpose is to segment the organic saffron market in Mashhad, Iran using neobehavioristic theory and machine learning methods. Design/methodology/approach: Considering the neobehavioristic theory of consumer behavior, the organic saffron market was segmented using crisp and fuzzy clustering algorithms. Also, to assess the relative importance of the factors affecting the intention to buy organic saffron in each market segment, a sensitivity analysis was performed on the output of the artificial neural network (ANN). A total of 400 questionnaires were collected in Mashhad, Iran in January and February 2020. Findings: In contrast to the belief that psychological factors are more important in market segmentation than demographic characteristics, findings showed that the demographic characteristics of consumers, especially education and income, are the dominant variables in the segmentation of the organic food market. Among the 4 A’s marketing mix elements, the results showed that a low level of awareness and accessibility are obstacles to organic saffron market development. Advertising, distribution channel improvement, package downsizing and online business development are suggested strategies for expanding the organic saffron market in Iran. Practical implications: The results of the present study will help policymakers and suppliers of organic saffron to identify their target markets and design short- and long-term marketing strategies to develop the organic saffron market. Originality/value: Machine learning methods and the neobehavioristic theory of consumer behavior were used to segment the organic food market.

Consumo Sustentável de Alimentos: Perfil do Consumidor Gaúcho de Leite Orgânico e Derivados

Article

Full-text available

Aug 2023

Os alimentos orgânicos têm seu consumo em crescimento contínuo em nível global, especialmente nas duas últimas décadas, no entanto, a literatura ainda não compreende, na totalidade, os seus drivers, especialmente em regiões periféricas. Neste contexto, este estudo objetiva analisar o perfil e as variáveis intervenientes que influenciam no consumo de leite orgânico e derivados no Estado do Rio Grande do Sul, Brasil. A metodologia utilizada vincula-se a quantitativa, por meio da aplicação de um questionário fechado, junto a unidade de análise de 1.997 consumidores de alimentos orgânicos, sendo que entre estes 424 consomem leite orgânico ou derivados. A confiabilidade das respostas foi apurada com base no alfa de cronbach, já a homogeneidade foi aferida por meio dos testes de Kolmogorov Smirnov e Shapiro-Wilk. Para verificar a força e a direção entre variáveis utilizou-se o teste de Pearson. A análise dos resultados, aponta para um perfil prevalente de mulheres solteiras, sem filhos, de nível superior incompleto, entre 21 e 30 anos. As motivações para o consumo são principalmente a produção sem químicos e em função da saúde. Por fim discute-se a importância de compreender o comportamento do consumidor de orgânicos a partir de olhares regionalizados e considerando o tipo de produto de forma a subsidiar o desenvolvimento de modelos agroalimentares mais sustentáveis.

Motivations to buy organic food in emerging markets: An exploratory study of urban Indian millennials

Article

Aug 2021
FOOD QUAL PREFER

A broad literature indicates two primary motives for consumers using organic food, a concern for health and a concern for the environment. Surprisingly, there is far less research examining the relationship between motivation and its principle antecedent, consumer perceptions of organic food. The purpose of this research is to explore the relative perceptual profiles of organic food consumers who buy out of concern for their health and for the environment, respectively. Organic food consumption in emerging markets is currently growing faster than it is in Western markets. We survey a set of urban Indian millennial organic food users as representative of organic food users in emerging markets generally, and as drivers of a burgeoning organic food market in India, which has a huge millennial population, to determine their relative perceptions of organic food in a multi-attributed manner, according to their primary reasons for buying and consuming it. These results confirm the primacy of health and environmental motives among urban Indian millennial organic food users, and show that those who buy organic food primarily for their health are pragmatic types mostly concerned about performance and utility, whereas, those who buy primarily to help the environment are social individuals mostly concerned about their appearance to others. Interestingly, results also indicate an inverse relationship between consumers’ attitude toward organic food and their intention to buy it, suggesting that those consumers who use organic food for health reasons have a greater affinity for organic food, but those consumers who use it for environmental reasons are less price sensitive and more prone to actually buying it. Theoretical and managerial implications are discussed.

Change of Price Premiums Trend for Organic Food Products: The Example of the Polish Egg Market

Article

Full-text available

Feb 2020

Adam Pawlewicz

One of the most rapidly growing areas of the organic agricultural system is egg production. However, the price premium often decreases the affordability of organic foods. In this study, the production and sales of organic eggs in Europe were compared, the prices of organic and conventional eggs in Poland were analyzed, and the price premium on the Polish market was evaluated. This study relied on data of Eurostat, Statistics Poland, Agricultural and Food Quality Inspection and Ministry of Agriculture and Rural Development in Poland. The prices of organic and conventional eggs on the Polish wholesale market were analyzed based on the monthly price registers. The production and sales of organic eggs in Europe were characterized by a steady increase. The nominal and real prices of organic eggs were higher than the prices of conventional eggs throughout the entire analyzed period. The nominal prices of organic eggs tended to decrease. However, an upward trend was observed in the real prices of both organic and conventional eggs. The average price premium for organic eggs exceeded 128% (median of 121%). The price premium was characterized by moderate variation (Vc = 33%). In Poland, the price premium was on a downward trend by around 1% per month in the examined period.

Factors Influence on Consumers’ Organic Food Purchasing Decisions: An Empirical Investigation in Bangladesh

Article

Full-text available

Jan 2024

Mir Misnad Sultana

Organic foods are becoming more attractive to consumers than conventional foods globally, mainly driven by perceived positive impacts on consumer health, environment, and sustainable development. This research aims to uncover the factors influencing consumers' organic food purchasing decisions in Bangladesh, especially Chattogram. This study employs purposive sampling methods to collect 435 responses from people who buy organic foods from different urban and sub-urban areas in Chattogram, Bangladesh, from various green markets, raw markets, super stores, and departmental stores. A Sophisticated Statistical Technique, "Factor Analysis" (Principal Component Analysis, and Confirmatory Factor Analysis), is used to understand why consumers purchase organic foods. The result showed nine factors, where the first consideration is perceived value, followed by marketing strategy, health consciousness, availability, attitudes, trust, subjective norms, and perceived behavioral control. The factor analysis results revealed that nine factors account for 61.85% of the variance of consumers' organic food purchasing decisions. This study's findings suggest that all these nine factors influence consumers' organic purchasing decisions: perceived value, marketing strategy, health consciousness, availability, attitudes, Trust, environmental concern, subjective norms, and perceived behavioral control. These findings are crucial for producers and authorities responsible for ensuring nutritional value, health concerns, and ecological sustainability.

Versengő szempontok a magyarok élelmiszer és háztartási cikk fogyasztásában – Az árérzékenység és a környezettudatosság fontossága

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Jan 2024

A magyar lakosság hagyományosan árérzékeny, miközben egyre fontosabb számára a környezetvédelem. Kérdés ugyanakkor, hogy ezek a szempontok egyszerre vagy egymástól függetlenül vannak-e jelen az élelmiszer és háztartási cikkekhez kapcsolódó fogyasztói döntésekben, valamint az is, hogy az árérzékenység és környezettudatosság mentén kialakíthatók-e fogyasztói szegmensek, és ha igen, akkor hogyan jellemezhetők és mennyiben térnek el egymástól. A szerzők kutatási projektjükben a témakörhöz kapcsolódó szakirodalom áttekintése után ezeket a kérdéseket válaszolják meg kvantitatív kutatásmódszertan segítségével, egy kiskereskedelmi lánc hűségprogramjában részt vevő fogyasztók mintáján. Elemzésük során főkomponens-elemzést hajtottak végre varimax rotációval, majd a kutatási céljaik vizsgálatához klaszterelemzést végeztek. Legfőbb eredményeik szerint a két jellemző együttes figyelembevétele szükségesnek látszik a fogyasztók szegmentálása során, miközben lényeges eredmény, hogy a környezettudatos fogyasztók csoportja kettős, azaz magában foglal egy árérzékeny és egy árakra nem érzékeny csoportot. Eszerint, a fenntarthatósággal foglalkozó tudományos kutatásokban és üzleti gyakorlatban érdemesnek tűnik elmozdulni a réspiac megközelítéstől a szélessebben vett zöldfogyasztás értelmezése felé.

Consumers’ Segmentation Influences Acceptance and Preferences of Cheeses with Sanitary Inspection and Artisanal Seals

Article

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Oct 2023

Food labeling serves as a crucial medium for industries to communicate product qualities to consumers. Sanitary inspection and artisanal seals are significant markers for traditional cheeses, yet current information on this topic is limited. Therefore, this study aims to evaluate the impact of sanitary inspection and the ARTE seal on the acceptance of artisanal cheese. To achieve this objective, four hypothetical cheese labels featuring all combinations of sanitary inspection and ARTE seals were presented to 404 consumers. These consumers rated their acceptance of each label, a conjoint analysis was conducted, and the relative importance of each seal was calculated. Subsequently, consumers were segmented using hierarchical cluster analysis. Their socio-demographic profiles were statistically correlated to the clusters through a chi-squared method. The results revealed the existence of three distinct consumer groups: those who strongly prefer cheeses with a sanitary seal (assigning a relative importance of 80.2% to the seal), those who favor cheeses with an artisanal seal (assigning a relative importance of 52.5% to the seal), and those for whom the presence of either seal did not significantly affect acceptance. Consumers residing in metropolitan areas generally placed less value on both seals, whereas frequent purchasers of artisanal foods and residents of rural areas showed a preference for the artisanal seal. Other socio-demographic variables did not statistically correlate with cluster membership. In conclusion, consumer segmentation based on preferences for sanitary inspection and artisanal seals in food labeling is vital for developing effective marketing strategies and food safety education policies.

A Study on Rice Bran Oil and Environmental Sustainability: Evidence from Bangladesh

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Sep 2023

Lately, studies in the area of sustainability have remarkably accelerated extensively. This can be attributed to the growing awareness about global warming and the perceived influences of this phenomenon around the world. This research investigates rice bran oil and environmental sustainability in Bangladesh perspective by exploring the relationships among the five factors, namely, food quality, health consciousness, trust, environmental concern, and attitude towards green buying behavior and their effects on environmental sustainability. Primary data have been collected through a questionnaire provided to 401 respondents. The purposive sampling method has been used and the respondents have been selected from different districts of Bangladesh. The relationship among the factors was established by the factor and principal component analysis method. KMO and Bartlett's analyses are employed to determine the significance of the hypotheses. Reliability test, correlation, and regression analysis have been carried out with the help of Statistical Package for Social Science (SPSS) version-16. All the assumed hypotheses have been supported by the research. It is also found in the study that among the factors FQ (Food Quality), HC (Health Consciousness), TR (Trust), and GBB (Green Buying Behavior) are the most significant ones and EC (Environmental Concern) is a relatively less influential factor for environmental sustainability.

A Study on Rice Bran Oil and Environmental Sustainability: Evidence from Bangladesh

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Sep 2023

Preferences of Food Consumption - Local Food vs Organic Food

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Jul 2023

Objective: The purpose of this research is to understand the change in food consumption patterns of consumers of organic food especially after the pandemic. Theoretical framework: This study draws suggestions from attitude-behaviour relationship model. The internal factors are - attitudes towards local food, and attitudes towards supporting the local economy, while the external factors are - high price and trust issues related to organic food. Method: Data from organic food consumers was quantitatively analysed using multiple regression in SPSS. A seven point Likert scale was considered to measure the responses and a Cronbach alpha score of 0.8 indicated that the constructs were reliable. Results and conclusion: The findings suggest organic food consumers who have an attitude towards local food consumption and an attitude to support local economy have positive intention towards local food purchase. Also the high price and trust issues related to organic food positively influence the intention to purchase local food. Implications of the research: This study uncovers the changes in food consumption pattern during and after the pandemic. COVID-19 has affected people financially too and affordability has become a key. Marketers will have to come up with affordable solutions to market healthy food. Originality/value: The shift in consumers' preference from organic to local has implications for the environment and the society. Local food is found to be sustainable, healthy and less expensive. Local food systems cater to food traceability and high food safety.

MSME Market Segmentation Analysis for Dessert Culinary Products in Malang Raya

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May 2023

The increasingly fierce competition in the culinary industry requires MSMEs to make various innovations. Hence, it is necessary to study market segmentation to map out market conditions and consumer profiles. This study aimed to analyze the MSME market segment for dessert, culinary products in Malang Raya based on geographic, demographic, and psychographic segmentation. The type of research applied is quantitative research. The object of this study is My Dessert Box, which is a new start-up business and has a sales area covering the Malang Raya area. The sample in this study was determined using the purposive sampling technique. The data collection method in this study employed a questionnaire, while the data analysis method employed cross-tabulation and k-mean analysis. The results reveal that in geographic and demographic segmentation cluster 1 in Malang City was dominated by female consumers aged 21-30 years, cluster 2 in Malang Regency had an equal number of female and male consumers with the age range of 21- 30 years, and cluster 3 in Batu City is dominated by female consumers aged 17-20 years. Psychographic segmentation is divided into three clusters as follow, cluster 1 consists of consumers who seek information through testimonies before making a purchase, cluster 2 consists of consumers who consider prices and attractive offers before purchasing dessert products, and cluster 3 consists of consumer who emphasizes product innovation such as variation of flavors. The findings of this study could be used as a reference for MSMEs to map out market segmentation and consumer profiles.

Consumers’ Behavior in the Field of Organic Agriculture and Food Products during the COVID-19 Pandemic in the Czech Republic: Focus on a Comparison of Hyper-, Super- and Farmers’ Markets and Direct Purchases from Producers

Article

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Mar 2023

The aim of this paper is to assess Czech food consumers’ behavior when buying organic products during the COVID-19 pandemic, with an emphasis on the place of purchase of organic agriculture and food products—especially those purchases with the shortest logistics value chain, i.e., purchase at farmers’ markets, or directly from the producer—and a comparison with the current most common places of purchase of organic products in the Czech Republic, supermarkets and hypermarkets. Categorical data analysis methods were used to create a profile of the consumer according to the most frequent purchase locations. To create mathematical–statistical models and interpretations, the methods of logistic regression, correspondence analysis and contingency table analysis were chosen. According to the results of the survey, respondents under 25 years of age are the least likely to make purchases at farmers’ markets or directly from the producer. Consumers aged 26–35 and with a university degree are the most likely to buy organic agriculture and food products at this location, followed closely by older respondents in the categories 36–45 and 46+ and with a secondary education. It is important for manufacturers to have an overview of where, in what quantities, and for what reasons consumers buy their products, especially for reasons of production optimization and planning, ecological concerns, rural development, and the impact on local areas and the value chain.

New label, new target group? The case of the organic label and the Nutri-Score

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Feb 2023

The organic label and the Nutri-Score represent important aspects of a sustainable nutrition. In Europe, the organic label is well established. The Nutri-Score is newly introduced in Germany, but in France, it can be on foods since 2017. Therefore, the aim of this online survey was to identify the extent to which the two labels share a target group or address different target groups in Germany. The dataset consists of 614 participants. Latent profile analysis was used to analyze the data. The results show that four different target groups exist. The first (8.3%) is clearly uninterested in food labels, the second (27.0%) is skeptical about organic foods, and the third (54.9%) is the large mainstream. The fourth one is the core target group (9.8%) because its members value both the organic label and the Nutri-Score. If organic manufacturers and retailers intend to target their products at this core group, then they should certainly use both labels. Besides, strategies should be developed by companies and/or policymakers to increase the percentage of consumers with positive attitudes and thus to understand why around one third of consumers are skeptical toward the organic label. Additionally, it is important to understand how to increase positive attitudes of mainstream consumers toward both labels.

Why Organic Food? Factors Influence the Organic Food Purchase Intension in an Emerging Country (Study from Northern Part of Bangladesh)

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Jan 2023

Organic farming is functionally integrated and serves as the foundation for circular agriculture. It guarantees resource efficiency in the deployment of nature-based initiatives to mitigate climate change. Organic farming is the most cost-efficient strategy for fighting climate change. Primarily the intensive generation of waste due to strong urbanization effects, the expression of consumer response is particularly powerful while purchasing organic items. This analysis’s major purpose is to examine which various aspects may be applied to consumers’ perspectives towards circular agriculture when buying organic foods. In this research, a well-constructed questionnaire was produced. Of the 1030 participants who participated in the survey, 1001 samples were examined. The major study question was, “Would the customer purchase organic food product that is good environment?” The second issue is, how do eco-label foods, knowledge about climate change, consumer education, and specific socio-demographic features impact the value of organic food consumption? According to the study’s findings, in the case of the studied customers, people’s concerns about climate change, trust, and eco-labels demonstrate a stronger preference for purchasing organic food. It is also a surprise that customer trust has a big effect on consumer buying intention. The new scientific result of the research is that, in the case of emerging countries, due to the significantly lower price level difference between organic products and traditional foods, the healthy properties of foods with an eco-label, as well as the communication of knowledge about climate change, have a significant effect on the level of consumption of organic foods.

Czech Consumers’ Preference for Organic Products in Online Grocery Stores during the COVID-19 Pandemic

Article

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Oct 2022
Int J Environ Res Publ Health

A major advantage of online organic produce shopping is the fact that it saves energy and reduces emissions otherwise generated by customers during their time spent on the road and while shopping. Organic products in general positively impact sustainability, the environment, and the regions of their origin along with the social changes in these regions and further rural development. Moreover, these products positively impact the perceived health benefits and quality of food labeled as organic. The Czech Republic has currently seen a rise in organic food purchasing and supply trends. This study maps the factors possibly influencing consumers’ decision to go shopping for organic food online. Observed factors include the following demographic characteristics of consumers (respondents): gender, age, education, household income, number of children in the household and number of household members. A total of 757 respondents from the Czech Republic from September 2020 to December 2020 took part in the research. Logistic regression, used for data processing, identified the statistically significant effects of education, income and number of household members on online purchases. These conclusions were confirmed by a detailed contingency tables analysis, including the almost monotonous trend of the dependencies, with only minor deviations in a maximum of one category. The strongest influence of some categories on the emergence of partial dependencies was found by residue analysis. The research confirmed that the frequency of online grocery shopping increases significantly with increasing education and income of respondents and decreases with increasing the number of household members. Most respondents apparently shop for groceries online because of time savings, better product choice and more convenient and easier search.

Purchase intention of organic foods: are lifestyles of health and sustainability the reason for my purchase decision?

Article

Aug 2022
Asia Pac J Market Logist

Purpose The purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions. Design/methodology/approach The study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods. Findings The results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive impact on purchase intention of organic food products. Interestingly, LCT had no direct impact on the purchase intention of the product. Trust and attitude were found to be significant mediators impacting purchase intention. Originality/value The study contributes to the past theoretical literature on LOHAS consumption by analyzing new constructs like scarcity and PCE in the context of organic food consumption. These findings will be crucial for marketers planning to launch organic products in new markets.

Market Segmentation and Competitive Advantage in Nigerian Telecommunications

Article

Full-text available

May 2022

The purpose of this study is to determine the effect of market segmentation on competitive advantage in the Nigerian telecommunications service sector in the Lagos state. Motivation: The Nigerian government's decision to liberalize the communication industry has increased rivalry among enterprises, implying that a market segmentation approach will improve both transaction flow and the quality of life. As a result, enterprises in the telecommunications sector must look beyond their financial capabilities and concentrate their efforts on developing a market positioning strategy that results in competitive advantage. Therefore, this study seeks to identify segmentation dimensions and their influence on competitive advantage and performance holistically: The focus was designed to establish the effect of factors of market segmentation such as measurability, accessibility, size, homogeneity, uniqueness and sustainability of a market segment on competitive advantage in the Nigerian telecom service industry. Data: A study of some selected telecommunications companies in the Lagos State, Nigeria, was adopted. Both purposive and accidental sampling was used to select a sample of 370 members of the population involved in the study using the Taro Yamane. Tools: Simple percentages and frequency tables were used as descriptive statistics, while Pearson correlation and Regression analysis were used for hypotheses testing. Findings: The study results indicate that measurability, accessibility, uniqueness, and size of a market segment are the most significant market segmentation variables that affect business competitive advantage in the Nigerian telecommunication industry. As such, to achieve competitive advantage through market segmentation, these variables must be well identified and strategically attained. Contribution: By comprehensively integrating and connecting the characteristics of market segmentation to competitive advantage, this study provides an understanding meaning to market segmentation based on the conceptual model. The study's implications for policymakers include that they should enhance these segmentation factors by incorporating additional characteristics outside of market segmentation to complement the market segmentation variables examined in this study in order to maintain competitiveness. Additionally, marketers may leverage customer relationship management (CRM) to create profitable market segments capable of recruiting new clients and lowering customer retention costs.

Sustainable lifestyles, eating out habits and the green gap: a study of food waste segments

Article

Full-text available

Jun 2022
Asia Pac J Market Logist

Purpose This paper aims to identify Australian consumer segments based on sustainable lifestyles and attitudes towards food waste and model the factors (socio-demographic, attitudinal and lifestyle) contributing to different levels of food waste. Design/methodology/approach This study uses a face-to-face survey of 334 respondents. Principal component analysis (PCA) is used to identify consumer segments, and econometric analysis is used to model the factors contributing to different levels of food waste. Findings A total of six lifestyle segments are identified: the freshness lovers, the vegetarian and organic food lovers, the recycle/reuse advocates, the waste-conscious consumers, the label-conscious/sensory consumer and the food waste defenders. This research distinguishes between low and medium levels of food waste based on marginal effects analysis. At low levels of food waste, consumers who worry about the food waste cost, making efforts to reduce food waste are less likely to waste food. Affluent consumers, who claim to be waste conscious, have young children and frequently eat outside, are more likely to waste food than others, lying in the medium waste group. Originality/value Australia, like many other countries, has high levels of food waste and despite policy efforts, curbing household food waste remains a challenge. In addition, there are limited food waste studies that focus on consumers who practice sustainable lifestyles. The current paper contributes to the market segmentation literature and has several implications for food policy and practice.

Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness

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Sep 2021

This study aims to identify the factors influencing the purchase behavior of organic foods among young generation customers in Bangladesh. The study adopted the theory of planned behavior as a base and developed 11 hypotheses based on the extant empirical literature. Adopting the purposive sampling method, the primary data were obtained from a cross-sectional sample of 464 young Bangladeshi consumers using a survey method. In order to identify the key relationship among the study variables, the structural equation modeling (SEM) approach was employed using AMOS software, version 25. The study employed a purposive sampling method to pick young respondents through online media. The study revealed that health consciousness, environmental consciousness, food safety consciousness, price consciousness, novelty consciousness, and trust are factors that significantly affect purchase intention and subsequently, the actual purchase of organic foods. The novelty consciousness factor got the highest predicting power, followed by food safety concerns among Generation Y. The research also found that trust and price consciousness exhibit positive and negative moderating effects, respectively, on the relationship between purchase intention and actual purchase. However, the study did not find any moderating role of price consciousness on the association between environmental consciousness and purchase intention. As policy recommendations, informing and educating young consumers about organic products, their novelty, and other benefits of consuming is critical for fostering their purchase.

Mapping the Market Segments for the Consumers of Greek Cooperative Food Products

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Mar 2021

The purpose of this study was to illustrate and understand how consumers of cooperative food products could be segmented in the region of Western Greece. For this purpose, a questionnaire survey was undertaken involving almost 500 consumers in the selected region. Consumers were segmented on the basis of their consumption of cooperative products and in association with their attributes and beliefs regarding cooperatives’ products. Τhe performed cluster analysis grouped participants into four distinct groups with different characteristics and perceptions regarding cooperatives’ products. The consumer groups were called “skeptics”, “cooperative”, “passively sensitive”, and “indifferent”. According to the results, in general, participants considered cooperative food products as a safe choice with excellent value for money and contributing to the local society, economy, and sustainability. Segmentation could allow agricultural cooperatives to focus only on those segments of consumers that are willing to pay for cooperative products by allocating all available resources in serving them. The results of this research, even with its limitations, can help directors and marketing executives of agricultural cooperatives to better understand that operating in a specific market could be more effective when targeted at specific segments to help not only the viability of agricultural cooperatives but also their economic development and growth. Keywords: agricultural cooperatives; segmentation; marketing management; Greece

Who Donates on Line? Segmentation Analysis And Marketing Strategies Based on Machine Learning for Online Charitable Donations in Taiwan

Article

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Mar 2021

The reduction in government support and the rapid growth in the number of nonprofit organizations have made them face fierce competition for charitable donations. Identifying valuable donors and developing effective marketing strategies can contribute to online donation platforms. This study explored online donors’ characteristics in Taiwan through the identification of different donor segments using a refined clustering algorithm. Furthermore, the marketing strategies based on the salient features of each segment are offered to retain donors and maximize their monetary donations. A real dataset derived from 14,029 donation records contributed by 7,432 donors during the years of 2016-2018 on an online donation platform were collected. A refined cluster analysis based on an improved particle swarm optimization algorithm was applied according to RFM (Recency, Frequency, and Monetary) values and donors’ socio-demographic variables (e.g., Sex, Age, and Education). The results offered four segments of online donors in Taiwan. “Passive donors” were found to be the largest segment (38%), followed by “female active donors” (24%), “potential donors” (21%), and “male loyal donors” (17%). Most donors on the platform were female, highly educated, and aged between 30 and 40. The men’s single donation amount was higher than women’s; however, the women’s total donations were higher than men’s. We contributed the donor segmentation process with a refined clustering technique, which combines RFM and socio-demographic variables as criteria to compensate for the shortcomings of previous studies that only focused on RFM. Longitudinal online donation data instead of the questionnaire survey was used to analyze the profiles of online charitable donors in Taiwan.

The Italian market of sparkling wines: Latent variable models for brand positioning, customer loyalty, and transitions across brands' preferences

Article

Sep 2020

The Italian market of sparkling wines has undergone a strong expansion driven by what can be defined as the “Prosecco phenomenon.” It has extended consumption reaching new and more complex segments with a wide offer of appellations, brands, and prices. We aim to evaluate the Italian market of sparkling wines to figure out the competitive associations among the major brands. We propose two different analyses to disentangle distinctive groups of brands. First, using the information on scanner purchases of sparkling wines recorded by a consumer panel over a 2‐year period, and appropriate specifications of the latent class model, we cluster homogeneous groups of winery brands for the product attributes they propose to the market. Then, we analyze consumers' brand preferences from a dynamic perspective by employing a hidden Markov model to identify segments of brands perceived as similar. These results shed light on loyalty behavior and its evolution over time in the market.

Coffee in capsules consumers’ behaviour: a quantitative study on attributes, consequences and values

Article

Full-text available

Jul 2020
BRIT FOOD J

Purpose Coffee in capsules consumers’ behaviour depends not only on the products’ attributes, but also the consequences perceived by them and the alignment with their values. This paper aims to investigate the impacts of the Attributes of coffees in capsules on the consequences perceived by consumers concerning their consumption and the effects of these Consequences on consumers’ Values. Design/methodology/approach This study developed a scale for assessing the perception of consumers of coffee in capsules about Attributes, Consequences and Values (A-C-V) regarding its consumption. A link to this survey’s electronic questionnaire was posted on the social networks Facebook and Peabirus. This research sample is for convenience and accessibility and has 213 consumers of coffee in capsules. Structural Equation Modelling (SEM) was the statistical method used for data analysis. Findings Attributes have two sub-dimensions (Own attributes and Functional attributes), while Consequences have three sub-dimensions (Handling Benefits, Rational Benefits, Convenience Benefits) and Values have just one dimension. Also, SEM has shown a statistically significant positive relationship between A-C-V perceived by consumers of coffee in capsules. These results confirm the hypotheses developed based on the Means-End Chain Theory (MEC). Originality/value As academic contributions, this paper develops a structural model that quantitatively demonstrates the impacts of Attributes perceived by consumers of coffee in capsules on the Consequences of consumption and its effects on their Values. The present survey is the first in the literature that uses structural models contemplating A-C-V. As managerial contributions, this survey provides relevant information to the decision-making of several stakeholders of the chain of coffee in capsules.

Why do consumers buy organic food? Results from an S–O–R model

Article

Apr 2020
Asia Pac J Market Logist

Purpose Organic food consumption is a complex process that makes it difficult for organic food businesses to develop appropriate marketing strategies. This study thus adopted the stimuli–organism–response (S–O–R) model to create a comprehensive framework to understand consumers' organic food purchase decisions. Design/methodology/approach This study collected 592 valid samples in organic food chain stores and markets by random sampling method. Meanwhile, structural equation modelling was adopted to test hypotheses. Findings The research findings indicate that consumer preference for natural food was the most important factor for enhancing purchase intention, followed by health consciousness, health risk, attitude towards organic food and trust in labelling. Perceptions of nutritional value positively influenced attitudes towards organic food and trust in labelling, followed by perceptions of environmental effects; conversely, attitudes towards organic food labelling had the least effect on increasing trust in labelling. Attitudes towards organic food labelling was the most important factor influencing positive attitudes towards organic food, followed by consumer perception of environmental protection effects. Originality/value This study demonstrates the relative influence of different variables on organic food purchase intention. Compared with consumer attitude towards organic food and trust in labelling, consumers' individual health was the most important factor influencing their purchase intention. As health and naturalness are attractive factors for consumers, the organic food industry can emphasize health protection in their marketing strategies.

Online users' attitudes toward fake news: Implications for brand management

Article

Full-text available

Sep 2020
PSYCHOL MARKET

This study examines brands' vulnerability to fake news. The rapid spread of online misinformation poses challenges to brand managers, whose brands are cocreated online, sometimes to the detriment of the brand. There is a need to identify the information sources that are likely to be trustworthy and to promote positive consumer attitudes toward brands. The data for this study were taken from a Flash Eurobarometer of 26,576 respondents across 28 European countries. Cluster analysis and partial least squares structural equation modeling were used to analyze the data and unveil users' attitudes toward fake news. The findings show that users' attitudes toward fake news differ among European countries. Younger and tech‐savvy users are more likely to recognize fake news and are consequently able to evaluate digital information sources without relying on policy interventions to limit the impact of fake news. Brand managers can use the findings of this study to better understand different kinds of users' susceptibility to fake news and reshape their social media branding strategies accordingly. It is hoped that this paper will encourage further research on brand management in relation to fake news and promote the widespread adoption of best practices in social media communication.

Intention–Behaviour Gap and Perceived Behavioural Control–Behaviour Gap in Theory of Planned Behaviour: Moderating Roles of Communication, Satisfaction and Trust in Organic Food Consumption

Article

Nov 2019
FOOD QUAL PREFER

This study examines the moderating effects of perceived communication, satisfaction and trust on the intentionbehaviour gap and the perceived behavioural control (PBC)-behaviour gap in the theory of planned behaviour (TPB) model, using a quantitative research method. A nationwide panel-only online survey was conducted, resulting in 1011 usable responses from organic food consumers in Australia. Data were analysed statistically using SPSS v.25 and SmartPLS 3 software, and the hypotheses were tested using the partial least squares-based structural equation modelling (PLS-SEM) technique. The findings confirm that perceived communication, satisfaction and trust positively and significantly enhance purchase behaviour and lessen gaps in the intentionbehaviour and PBC-behaviour relationships in the TPB model. This study also validates the TPB model and finds statistically significant results in support of all of its 14 hypotheses. It is the first such study to examine the intervention efficacy or moderating effects of perceived communication, satisfaction and trust on the intentionbehaviour and PBC-behaviour gaps in the TPB model. Examining the mediational effect of behavioural intention in the TPB model and including the Australian context are among its other contributions. Organic food producers and marketers aiming for sustained, positive changes in consumer behaviour are encouraged to consider the findings and implications of this study.

Impacts of the perceived quality by consumers' of à la carte restaurants on their attitudes and behavioural intentions

Article

Full-text available

Sep 2019
Asia Pac J Market Logist

Purpose À la carte restaurants have faced increasing challenges in meeting the needs and desires of new food consumers. The purpose of this paper is to propose and test a model for evaluating the consumers’ perceived quality of à la carte restaurants and to review the impact on their attitudes and behavioural intentions. Design/methodology/approach A survey was conducted with 508 university students in Brazil, and the data were analysed using structural equation modelling (SEM). Findings The results showed that global perceived quality (GPQ), which is a multidimensional construct with nine dimensions, directly impacted emotions, the satisfaction and perceived value by consumers. This satisfaction positively affected word-of-mouth (WOM) communication and the propensity for loyalty. Price did not have a statistically significant impact on customer satisfaction. Originality/value This paper, based on the structural model herein proposed and tested, is the most complete of all available articles in the literature about à la carte restaurants, as this study contemplates a greater number of perceived quality factors. In addition, both tangible and intangible perceived quality factors were included in this tested model, which goes beyond what is typically contemplated in other such. Moreover, none of the existing articles in the existing literature simultaneously observed the relationship between perceived quality, positive and negative emotions, price, perceived value, satisfaction, WOM communication and propensity to loyalty. Finally, the questionnaire developed in this study could be used both by academics in future studies and by restaurant managers.

Online impulse buying of organic food: a moderated (website personality) mediation (social appeal) process

Article

Jan 2019

While existing literature has addressed the antecedents of impulsive buying behaviour, this research study investigates the impulse buying of organic food through mediating effect of social appeal on the relationship between consumer attitude and online impulse buying behaviour and whether this mediated relationship is moderated by website personality. In total, 600 respondents were asked to fill online survey questionnaire, however, 423 valid responses were collected in Beijing, China. Data were collected in a period of three months from October-December 2017 by survey questionnaire placed on frequently used social media platform like Wechat, QQ and Sina Weibo. Results revealed a significant full mediation in a positive relationship. This mediating effect of social appeal is further moderated by website personality. Results instigate online marketing professionals to review their tactics to deal with modern consumers by developing websites with social learning mechanism, user-friendlier and visually appealing to push organic intake.

Organic food consumerism through social commerce in China

Article

Jan 2019
Asia Pac J Market Logist

Purpose The purpose of this paper is to examine the impact of consumers’ attitudes towards organic food on online impulse buying behaviour as well as the moderating effect of three website features (visual, information and navigation design) on this relationship. Design/methodology/approach Survey data were collected via an online survey using social media platforms. A total of 653 online questionnaires were collected (response rate = 72.5 per cent) and analysed by applying exploratory and confirmatory factor analyses. The proposed hypotheses were tested through structural equation modelling. Findings Social media forums, ratings and reviews shape Chinese consumers’ attitudes towards organic food and positively influence their online impulse buying in this market. Website features are critical for disseminating information on organic food. Informative webpages featuring product quality and certification have a greater moderating effect on purchase. Information cues such as nutritional content; production and processing methods, and environmentally friendliness also influence consumers’ attitudes and thus impulse buying decisions. Practical implications Marketers should reconsider their tactics for dealing with modern consumers, as webpages should be user-friendly and visually appealing with a social learning mechanism to drive organic food consumption. Originality/value This study bridges a gap in the literature on social commerce initiatives for developing consumers’ attitudes towards organic food and online impulse buying. Further, it proposes measures that can enhance organic consumption and contributes to the literature on the importance of social factors, resulting in enhanced knowledge on the online impulse buying of organic food.

Exploring users' motivations to participate in viral communication on social media

Article

Nov 2018
J BUS RES

Despite the popularity of viral marketing, its influencing factors have not been thoroughly investigated, especially in the context of social media. Successful viral communication depends on the sender's ability to turn receivers into active marketers, which requires the sender to consider both the perspective of the user/recipient and the message content. As the best means of engaging with social-media users and leading them to make a communication viral remains debated, this study seeks to determine the factors that influence users’ willingness to share viral content. In this investigation, partial least squares structural equation modeling was employed to analyze data gathered from an online survey of Facebook users, focusing on a case study of a Facebook event. The results showed that meaningful content affects users’ attitudes regarding sharing communications, and revealed significant differences between user groups regarding the effect the emotional tone and arousal level of content has on sharing behaviors.

Shopping experience and consumer loyalty towards organic food stores: evaluating the moderating role of gender

Article

Jan 2024
BRIT FOOD J

Purpose This study delves into the complex realm of consumer behavior by exploring the impact of distinct shopping motives, encompassing status, value and gratification, on store satisfaction within the domain of organic food retail. Moreover, it seeks to decipher the influence of perceptual disparities between male and female patrons on the intricate nexus between shopping experience and consumer loyalty within organic food stores. Design/methodology/approach A comprehensive dataset comprising responses from 400 participants was gathered and subjected to confirmatory analysis and structural equation modeling. These analytical tools were employed to dissect the data, validate the underlying research framework and unveil critical insights. Findings The empirical analysis, facilitated by structural equation modeling, substantiates that organic food stores prioritize the organic attribute, primarily centered on healthiness, often to the detriment of broader conceptual and social aspects. This validates the interplay between shopping experience dimensions, customer contentment, loyalty and the intent to revisit. Gender, as a moderator, exerts a discernible influence on these relationships, highlighting distinct shopping behaviors among male and female consumers when gauging the influence of shopping experience dimensions within organic food retail establishments. Practical implications The implications of this research resonate deeply within the organic food retail landscape. The insights garnered provide valuable guidance to organic food retailers aiming to enhance their store ambiance and allure, thereby fostering sustained customer satisfaction. This, in turn, augments the propensity for customer loyalty and repeat patronage, a particularly pressing concern in today's fiercely competitive retail milieu. Furthermore, the study carries significant ramifications for organic food producers and governmental entities, outlining a framework for augmenting the value proposition of organic foods in alignment with customer experiential paradigms. Originality/value In a milieu characterized by the emergence of novel product categories and industry entrants, the study fills a critical void by investigating customer satisfaction within the broader retail food sector, with specific focus on organic food stores. Moreover, the research embarks on a pioneering exploration of the prospective trajectory of organic food stores in the Indian context, employing a marketing lens and grounded in the theory of needs satisfaction.

Growing, consuming, and wasting/disposing: a study of the sustainable food practices of Australian households

Article

Aug 2023

Images of Organic Food Products, Consumers, Makers, and Distributors: An Image Congruence Study

Chapter

Feb 2023

Compared to the other fields of business, research on image congruence in the food business sector, particularly organic food, is relatively scarce. Previous studies could only identify the congruence of certain psychological elements of perceived image. Other functional elements, on the other hand, are mostly overlooked. Considering these issues, this study aimed to examine customer perceptions of themselves as organic food consumers, of organic food products, and of organic food makers and distributors. Using data gathered from nine informants, this study found that organic food consumers held certain images concerning organic food products, their makers and distributors, and themselves. Some images of organic food consumers and organic food products shared the same nature. In addition, some images of organic food consumers, makers and distributors had the same essence. Implications of these findings, together with the limitations of this study and directions for future research, were discussed.

The Roles of Innovation, Leadership, and Governance in Higher Education for the Covid-19 Recovery: A Review

Chapter

Jan 2023

Parves Sultan

This chapter explores the critical aspects of innovation, leadership, and governance strategies adopted during the Covid-19 pandemic between 2020 and 2022 in the higher education (HE) sector. For this purpose, the key and relevant literatures were sourced from Scopus, Google Scholar, and other electronic sources to identify and discuss the key themes and challenges. The reviews included perspectives from countries on various aspects of HE innovation, leadership styles, and governance practices adopted during this pandemic. This introductory chapter discusses strategies that helped institutions to survive during Covid-19. The chapter also identifies future research directions covering HE innovation, leadership, and governance.

Assessing Australian consumer preferences for fresh pork meat attributes: A best-worst approach on 46 attributes

Article

Nov 2022
MEAT SCI

Constant competition and changing consumer preferences prompts the need to improve the competitiveness of the Australian pork industry. This study examines the heterogeneity of Australian consumer preferences related to fresh pork cues. Using best–worst scaling, we examine the importance of 15 intrinsic and 31 extrinsic product attributes to 196 Australian consumers. Findings reveal that taste, succulence and the smell of boar taint were the most important intrinsic cues, while animal welfare and naturalness were the most important extrinsic cues. Based on the importance of intrinsic cues, four segments were identified, namely boar taint haters, lean meat eaters, colour lovers and cuts and size matters. Four segments based on extrinsic cues were identified as animal and environment lovers, naturalness lovers, demanding buyers and utilitarian buyers. This study contributes significantly to the industry by offering granular insights with respect to Australian consumer demands and optimal communication of cues.

Win Big with Small: The Influence of Organic Food Packaging Size on Purchase Intention

Article

Full-text available

Aug 2022

People pay much attention to food and health issues, more so these days. Organic food brings its own “organic” aura as soon as it is produced. Despite the many studies on organic food packaging at present, they mainly focus on packaging design, materials, and colors and pay less attention to packaging size. In view of this gap in the literature, this study explores the influence of organic food packaging size on consumer purchase intention. This article conducted two experiments with 755 participants to examine the effect of organic food packaging size on purchase intention. The results show that the packaging size of organic food has a significant influence on consumer purchase intention. Specifically, the small size of organic food packaging (vs. large) can improve consumer purchase intention, and the green perceived value plays an intermediary role (Study 1). In addition, the consumers’ construal level moderates the influence of organic food packaging size on their purchase intention. For consumers with a high construal level, the small size of organic food packaging (vs. large) can improve their purchase intention. For consumers with a low construal level, large packaging size (vs. small) of organic food can improve their purchase intention (Study 2). This study reveals the psychological mechanism and boundary conditions of organic food packaging size on consumer purchase intention and provides practical enlightenment for enterprises in formulating the size of organic food packaging.

An inquiry on organic food confusion in the consumer perception: a qualitative perspective

Article

Full-text available

Mar 2023
BRIT FOOD J

Purpose This study aims to reveal consumer perceptions towards organic food, particularly emphasizing the confusion and vagueness in the public eye. Design/methodology/approach In total, 21 well-educated and relatively high-income consumers were selected as cases of the study. The knowledge about the organic food concept and organic food preferences were analyzed through the grounded theory analysis. In this analysis, ten categories which are shopping from the close circle, the product information attitude, do it yourself (DIY), true and false facts and dilemmas, information sources, the most preferred organic products, perception of organic food indicator, market place trends, organic food orientation reasons, and attitude toward the organic products/producers were detected as the main issues. Findings The authors chose the cases from well-educated people who have a relatively high income, and it is seen that the knowledge levels of consumers are low regarding organic foods. This low-level knowledge becomes apparent in confused and erroneous answers and actions. The confusion over the organic food concept and the institutional image appear as two main findings of the study. The authors named this false fact as organic confusion and dilemmas in this analysis. According to the study’s results, there is a considerable amount of confusion over healthy and natural food contexts. Originality/value This study aims to bring a comprehensive delineation to the general perception of the organic food concept in society. And it reveals a detailed feedback for the institutions and companies on how to solve organic food problems such as confusion, institutional image problem, and false facts. Although organic product knowledge is shown as a critical factor in many studies in the literature, the number of studies that examine this situation in depth is insufficient.

DEPARTMENT OF AGRICULTURAL ECONOMICS FOOD PURCHASING BEHAVIORS OF THE REFUGEES: A CASE OF SAMSUN PROVINCE, TURKEY Doctoral Dissertation

Thesis

Feb 2021

Abdulrazak Ghazal

Increasing the number of refugees in the world is important to study refugee’s behavior. The objectives of the study were to examine the factors influencing food expenditure, points of purchase choice, and the food security status among Syrian and Iraqi refugees in Samsun province of Turkey. The data were gathered on the period of October 2019 – March 2020 from surveys conducted with 252 Syrian and Iraqi refugees in Samsun province. Person’s correlation (r), Chi-Square, t-test, and ANOVA tests were used for descriptive analysis of the variables, while factor analysis (FA) and multiple linear regression were used, to reduce the number of explanatory variables and to explain influencing factors on food expenditure, points of food purchase, and food security. The results indicated that average household size was 5 members and food expenditure on five categories represented 38% of the total household income. The study also resulted that the local markets were the preferred choice for fresh vegetables and fruit, supermarkets for meat and dairy products, and markets for cereal products. The food expenditure of refugee households was dominated by meat, vegetables, fruit, dairy products, and cereals, respectively. The findings suggested socio- demographic variables as household size, length of stay in Samsun province, economic variables as level of income and behavioural variables as purchasing out of season and wasted amount had significant effects on the food expenditure of refugee households. Price, product characteristics, and health dimensions seem to be the most influential factors on store choice of refugees. However, socio-demographic factors as nationality, gender, marital status, age, and district, economic factors as number of workers and income level, and behavioral factors as buying off-season and payment way had influenced on the refugees’ store choices at least for two food categories. The research findings also showed that 61.8% of refugee households could not access to enough foods. The influencing factors on food security were determined by socio-demographic variables as nationality, age, level of education, residence period and district, economic variables as job status and level of income had significant effects on food security status of refugee households. Consumers should pay attention to healthy products such as food safety and organic products more than price. Food retailers should improve marketing strategies taking account into refugees' preferences to fulfill their desires and needs. In order to improve food security status of the refugees, new business opportunities together with the improvement of the economic and employment situation should be created. To reduce food insecurity for especially the most vulnerable refugees, special strategies and programs should be implemented. Keywords: Refugees, Food Expenditure, Store Choice, Food Security, Samsun.

FOOD PURCHASING BEHAVIORS OF THE REFUGEES: A CASE OF SAMSUN PROVINCE, TURKEY

Thesis

Full-text available

Jan 2021

Abdulrazak Ghazal

Exploring Sustainable Meat Consumption Intentions in a Pakistani Collectivist Culture: Utilising the Theory of Planned Behaviour

Chapter

Jan 2022

Increased globalisation, urbanisation, and a growing middle class in developing countries significantly impact food sustainability, especially within the livestock industry. The way meat is produced, processed, transported and consumed has an immense effect on environmental sustainability. From an environmental perspective, it is vital to understand better how consumers can be motivated to restrict meat consumption, particularly in non-Western countries where this area is less explored. The current study proposes a model for an emerging economy, Pakistan, where meat consumption has increased rapidly. The empirical study employed the Theory of Planned Behaviour, integrating pro-environmental attitude, perceived behaviour control and collectivist culture, to investigate sustainable meat consumption intentions (SMCI) grounded in a specific context. Data were collected from 300 meat consumers and analysed through a two-step structural equation modelling (SEM) approach, i.e. measurement and structural models. Results reported that perceived behaviour control and collectivistic culture positively influence SMCI, and the model is partially mediated through pro-environmental attitude. The study findings can help managers and policymakers to understand consumer intentions and develop actionable strategies.

Third-party certification labels for organic food: consumers' purchase choice and willingness-to-pay

Article

Dec 2021
BRIT FOOD J

Purpose The purpose of the present study is to examine the effect of organic food certification labels of different third-party verification institutions on consumers' choice of organic food in terms of willingness-to-pay (WTP) using cue utilization theory. Design/methodology/approach The study conducted an experiment in which organic rice and organic certification labels were presented to 360 valid participants. Findings With different organic rice labels issued by various third-party verification institutions, including (1) foundations, (2) associations, (3) university certification centers and (4) private businesses, results indicate that consumers had different preferences and WTP for certain labels. The institutions preferred organic food labels issued by non-profit organizations. In addition, consumers showed different WTP as a result of different purchase motivations (e.g. health vs environmental protection). Originality/value These results imply that consumers might not have confidence in the organic labels issued by associations and private institutions. Therefore, different types of certification institutions can have significantly different impacts on consumers' WTP. The study further proposes that the extrinsic attributes of food products (i.e. the cues used in making a purchase decision) must be incongruent with the image of third-party certification institutions in order to develop more efficient communication of product information and to encourage consumers to give positive comments regarding organic food.

Consumption values, anxiety and organic food purchasing behaviour considering the moderating role of sustainable consumption attitude

Article

Dec 2021
BRIT FOOD J

Purpose This study aims to identify and describe the relationships among different consumption values, anxiety and organic food purchase behaviour considering the moderating role of sustainable consumption attitude from the viewpoint of the theory of consumption values. Design/methodology/approach Data were collected using a structured questionnaire survey in first-tier cities in China. A total of 344 consumers of organic foods participated in the study. Structural equation modelling and hierarchical regression analysis were employed for data analysis. Findings The results indicated the significant association of functional value-price, emotional value, social value and epistemic value with purchase behaviour. Anxiety had a positively significant influence on functional (quality), functional (price), emotional, social, conditional and epistemic values. In addition, the results indicated that functional (price), emotional, social and epistemic values played mediating effects in the relationships between anxiety and purchase behaviour. Moreover, sustainable consumption attitude had a positive moderating effect on functional value-price and purchase behaviour. Practical implications The research not only provides novel and original insights for understanding organic consumption but also provides a reference for organic retailers to develop sales strategies and policymakers to formulate policies to guide organic consumption that are conducive to promoting sustainable consumption. Originality/value For the first time, this research attempts to explore the relationships among different consumption values, anxiety and purchase behaviour. It may improve the gap of inconsistency in attitude and behaviour in organic consumption, and provide a new perspective for the study of organic consumption.

Coevolution of a premium segment and product innovation: a case study of the Japanese rice cooker market

Article

Aug 2021
Asia Pac J Market Logist

Manabu Miyao

Purpose This study aims to provide a comprehensive explanation of the linkage between premium segments and product innovation. While previous literature confirms that product innovation triggers premium segment emergence, and vice versa, there is no satisfactory explanation regarding the underlying mechanisms that drive the mutual shaping of premium segments and product innovation. This paper attempts to address this gap in literature. Design/methodology/approach This study employs a cognitive model of technology trajectories and empirically examines the Japanese rice cooker market using a mixed-methods approach. The methods used consist of content analyses of newspaper articles and press releases and case analyses of manufacturers' new product development. Findings Content analyses show the emergence of a premium segment within the Japanese rice cooker market as well as a simultaneous change in technology trajectories. Case analyses subsequently reveal the mechanisms that link the premium segment emergence and technology trajectory changes. The analyses also explore this linkage in detail; market actors' technological frames and interpretation processes mediate the mutual shaping of the premium segment and product innovations. Originality/value This study presents quantitative evidence indicating the emergence of a premium segment and changes in technology trajectories. It provides a qualitative explanation for the linkage between these two phenomena, which may serve as a viable foundation for future research in premium strategy.

How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model

Article

Full-text available

Jun 2021
J CLEAN PROD

This study aims to examine how marketing communication channels for organic food (MCOF) and perceived organic food values (OFV) stimulate organic food consumers’ behavioural intentions (BI) within the stimulus-organism-response (S–O-R) framework. The online survey resulted in 1011 responses, and data were statistically investigated, employing the partial least squares structural equation modelling (PLS-SEM) technique. Findings show that MCOF is a two-dimensional second-order construct, including controlled communication sources (CCS) and uncontrolled communication sources (UCS). Both MCOF and OFV have significant effects on utilitarian attitude (UA) and hedonic attitude (HA) that impact BI. Both UA and HA have partial mediational effects between OFV and BI and full mediational effects between MCOF and BI. Besides, gender differences are significant for MCOF→HA and OFV→HA paths in the model. Both researchers and practitioners alike could find the results and insights encouraging and valuable.

EVOLUÇÃO DAS PERSPECTIVAS TEÓRICAS DO MARKETING E A ABORDAGEM DO MARKETING ESTRATÉGICO

Article

Full-text available

May 2021

O marketing associa-se aos conceitos de criatividade e inovação para o alcançar as metas focadas em estratégia de sobrevivência, de antecipação de necessidades do mercado e na pesquisa de novas tecnologias para produtos e serviços. Para compreender melhor o Marketing, assim como a sua crescente importância dentro das organizações, esta pesquisa apresenta uma sintetização de seu desenvolvimento histórico, desde a época em que ainda não era considerada uma área específica do conhecimento, até os dias de hoje. Contudo, este trabalho tem por objetivo apresentar a evolução das perspectivas do marketing e a abordagem do marketing estratégico. Dessa forma, apresenta-se o início da história do Marketing, onde se identificam as primeiras atividades desenvolvidas, antes somente uma questão de mercado. Mostra-se a relação da orientação para o mercado, às trocas transacionais e a emergência do marketing de relacionamento a partir das atividades diferenciadas. Ainda se apresenta a abordagem do marketing estratégico, por ser fundamental nas organizações. Por fim, são apresentadas as limitações e algumas sugestões de estudos futuros e contribuições de estudos dentro da área do marketing.

ORGANIC FOOD MARKET IN JAVA AND BALI: CONSUMER PROFILE AND MARKETING CHANNEL ANALYSIS

Article

Full-text available

Dec 2020

Abstrak Tren keamanan pangan menjadi isu sensitif dalam industri pangan saat ini. Pertanian organik dapat menjadi alternatif solusi karena memiliki keseimbangan lingkungan, kesehatan, dan kebermanfaatan bagi petani lokal. Namun, tingginya harga produk serta skala produksi yang masih rendah menjadi faktor yang membatasi pertumbuhan pasar pangan organik di dalam negeri. Penelitian ini bertujuan menganalisis perilaku konsumen pangan organik, menganalisis saluran pemasaran dan memformulasikan alternatif saluran pemasaran pangan organik dalam negeri. Pengambilan sampel dilakukan secara purposive dimana kriteria responden adalah mereka yang mengetahui pangan organik dan berdomisili di lima kota besar pulau Jawa dan Bali. Survei saluran pemasaran dilakukan di Jakarta dan Jawa Barat dengan mewawancarai aktor-aktor di setiap rantai nilai. Hasil penelitian menunjukkan peluang pasar pangan organik cukup besar, karena umumnya responden telah menyadari bahwa pangan organik baik untuk kesehatan. Konsumen pangan organik saat ini termasuk kelompok middle class segment berusia 20-50 tahun, pekerja kantoran dan berpenghasilan di atas Rp 9 juta. Bagi konsumen, label sertifikasi pangan organik lebih penting dari merek. Saluran pemasaran organik sangat bervariasi. Pada pasar B2C pemanfaatan digital marketing dapat meminimalisir risiko finansial petani organik. Sementara pasar B2B dapat dioptimalkan melalui kerjasama perhotelan, restoran, kafe, rumah sakit, dan industri pengolahan makanan sehat, serta didukung kebijakan pemerintah yang selaras. Kata Kunci: Pangan Organik, Perilaku Konsumen, Saluran Pemasaran, Negara Berkembang Abstract The trend of food safety is a sensitive issue in the food industry today. Organic agriculture can be an alternative solution because it has a right balance in terms of the environment, health and benefits for local farmers. However, high prices for organic products and low production scale limit the growth of the domestic organic food market. This research aims to analyze organic food’s consumer behavior, analyze the existing marketing channels and formulate alternative marketing channels for the domestic organic food supply chain. Sampling was carried out by purposive sampling method in which the criteria for respondents were those who know about organic food and live in five big cities in Java and Bali. The marketing channel survey was conducted in Jakarta and West Java by interviewing each actor in the value chain. The results showed that organic food’s market opportunity was quite large, because the respondents were generally aware that organic food was good for health. Organic food consumers are currently included in the middle-class segment, aged 20-50 years, office workers, and income more than IDR 9 million a month. For consumers, certification labels are more important than brands in organic food. On the one hand, organic marketing channels still vary widely. In the B2C market, the use of digital marketing can minimize the financial risks of organic farmers. On the other hand, the B2B market can be optimized through cooperation in hotels, restaurants, cafes, hospitals, and the healthy food processing industry, supported by government policies. Keywords: Organic Food, Consumer Behavior, Marketing Channels, Developing Countries JEL Classifications: D11, F10, F18

Green Consumerism

Chapter

Jan 2021

Rajagopal Rajagopal

This chapter critically examines the corporate business policies on consumer education toward green consumerism. The endogenous and exogenous factors affecting consumer behavior toward sustainable consumption and the role of retailing and branding in building the behavioral orientation toward sustainable products and services constitute the core discussions in this chapter. In addition, this chapter analyzes the effects of consumer awareness on their behavior in the context of family health, well-being and social values. Synthesizing these insights, the chapter attempts to identify dynamic approaches for companies such as use social influence, healthy consumption habits, rationalizing the food-life grid effect, and the body–mind dynamics affecting the consumption behavior.

Green market segmentation and consumer profiling: a cluster approach to an emerging consumer market

Article

Full-text available

Mar 2021
Benchmark Int J

Purpose: In the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers’ demand of such products, their attitudes toward eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism. Design/methodology/approach: The deductive approach of questionnaire survey method adapted to collect the responses from convenient sampling of Indian consumers using the measured constructs concerning to green consumer psychology. The data was analyzed by applying multivariate techniques of confirmatory factor analysis (CFA), cluster and discriminant analysis. Findings: The results revealed that the three distinctive set of consumer groups are evolved as ‘keen greens’, ‘moderate greens’ and ‘reluctant greens’ based on the eight cognitive variables used in this study namely, environmental concern (EC), perceived environmental knowledge (PEK), perceived consumer effectiveness (PCE), perception of eco-label, perception of eco-brand, and environmental advertisements, green purchase intention (GPI) and green purchasing behaviour (GPB) in the Indian context. Research limitations/implications: The research findings may lack its generalizability in the Indian context, as the survey strategy is confined with the most populated territory of India. To provide its robustness, the future studies needs more heterogeneous sample across the country. The research findings could provide the key insights to policymakers and enterprises in the framing of marketing strategies to promote green consumerism in the setting of emerging economies. Originality/Value: There is dearth of literature concerning to green consumer segmentation based on ‘attitude-intention-behaviour’ approach in the Indian context. Therefore, the present study endeavors to manifest a holistic description of green consumer classification based on demographic, psychographic and behavioural characterization. At Prima facie, the study is the first that elucidates consumers’ segments profile by incorporating environmental cognitive factors from both the perspectives; ‘consumers’ inner stimuli’ and ‘external green marketing cues’ especially in the indigenous Indian setting. Keywords: Green market segmentation; Demographics; Psychographics; Green purchasing behaviour; Cluster analysis

Identifying market structure to monitor product competition using a consumer-behavior-based intelligence model

Article

Feb 2020
Asia Pac J Market Logist

Profiles of sustainable food consumption: Consumer behavior toward organic food in southern region of Brazil

Article

Full-text available

Feb 2020
J CLEAN PROD

Although the consumption of organic food is increasing around the world, the drivers are still not fully understood, especially in peripheral regions where sustainable food production and consumption systems are under development. Inconsistencies are found mainly in the differences in how people perceive organic food, what motivates people to buy and their attitudinal behavior while buying organic food. This study aims to analyze the relation between the socioeconomic and demographic profiles of organic food consumers and their motivations, perceptions and attitudes. We adopted a quantitative approach, and surveyed 1997 consumers of organic foods, who reside in the southern Brazilian state of Rio Grande do Sul. Results describe a complex perspective about consumer motivations, perceptions and attitudes towards organic food, in which the consumer profile is interrelated with an amalgam of intentional and attitudinal behavioral aspects despite of specific socioeconomic and demographic feature. Considering organic food as a mechanism to get a more sustainable food production and consumption system, theoretical implications highlight the importance to evaluate more sustainable consumption forms in line with consumer profile particularities. In managerial terms, the results indicate the necessity to act building a more homogeneous consumer perception, motivation and attitude towards organics food, as a form to improve a concrete sustainable food consumption mechanism in peripheral regions.

Segmenting the organic food market in Lebanon: an application of K-means cluster analysis

Article

Full-text available

Jul 2017
BRIT FOOD J

Purpose The purpose of this paper is to discover profiles of organic food consumers in Lebanon by performing a market segmentation based on lifestyle and attitude variables and thus be able to propose appropriate marketing strategies for each market segment. Design/methodology/approach A survey, based on the use of closed-ended questionnaire, was addressed to 320 organic food consumers in the capital Beirut, in February and March 2014. Descriptive analysis, principal component analysis and cluster analysis (k-means method) were performed upon collected data. Findings Four clusters were obtained and labelled based on psychographic characteristics and willingness to pay for the most purchased organic products. “Localist” and “Health conscious” clusters were the largest proportion of the selected sample, thus these were the most critical to be addressed by specific marketing strategies, emphasising the combination of local and organic food and the healthy properties of organic products. “Rational” and “Irregular” cluster were relatively small groups, addressed by pricing and promotional strategies. Originality/value This is the first study attempting to segment organic food consumers into different categories in a developing country as Lebanon.

The Chinese wine market: A market segmentation study

Article

Full-text available

Jan 2013
Asia Pac J Market Logist

Organic Consumer Segmentation

Article

Full-text available

Jul 2015

One of the aspects that configure the social agreement these days in Ecuador is based on the “Food Sovereignty”. In this sense, this paper tries to identify and validate determinant factors over the consumption of ecological food in Ecuador. Among other factors, the authors analyse the demo-graphic characteristics, the knowledge about organic agriculture, the attitudes towards environmental issues, the considerations about organic product sales, the lifestyles and the main priorities when choosing food. The population of study was the city of Ambato, province of Tungurahua (Ecuador) with a sample size of 400 subjects in order to determine the patterns of organic consumption right there. In particular, this research was conducted through a face-to-face survey of 40 questions considering 86 variables divided into blocks of perceptions, attitudes, behaviours and socio-demographic profiles, such as income source, home size, education level, lifestyle or monthly family incomes. Hence, a model of analysis is determined on the awareness of organic products and its association with ecological purchase.

The Chinese wine market: A market segmentation study

Article

Full-text available

Jun 2014
Asia Pac J Market Logist

Purpose – The purpose of this paper is to examine how the Chinese wine market can be meaningfully segmented and to explore marketing implications for the Australian wine sector. Design/methodology/approach – The research is descriptive in nature, using an online survey to collect quantitative data on wine consumer behaviour. A total of 407 responses were obtained. Data analysis included descriptive analysis (frequency distributions) and cluster analysis. Findings – The research identifies three clusters of wine consumers: “the extrinsic attribute-seeking customers”, “the intrinsic attribute-seeking customers” and “the alcohol level attribute-seeking customers”. These groups of consumers were categorised using a behavioural (benefit) segmentation base. Research limitations/implications – The use of an internet survey and convenience sample limits generalisation of the findings. The adoption of a behavioural basis in conducting the segmentation is a limitation. The use of more complex segmentation bases, such as psychographics, may yield a richer understanding of the Chinese wine consumer in future studies. Practical implications – The customer profiles provide Australian wine marketers with an insight into Chinese wine consumer behaviour. Brand positioning can be improved by ensuring that the brand emphasises certain product attributes which the segments value when choosing wine. Originality/value – Little previous research on market segmentation has been conducted in mainland China. For Australian wine marketers, this study provides a baseline study into market segmentation and may assist with targeting and brand positioning decisions.

An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a University

Article

Full-text available

Nov 2014
Manag Serv Qual

Purpose– The purpose of this paper is to develop and test an integrated-process model/an index model by incorporating the antecedents and consequences of service quality in a higher education context. Design/methodology/approach– This research employed both qualitative and quantitative research methods. The data from three focus groups, conducted at an Australian University, generated key themes and their interrelationships. The theoretical model was then tested using the structural equation modelling (SEM) technique on a sample of 528 University students. Findings– The findings show that information (or marketing communications) and past experience are the antecedents of perceived service quality (PSQ). PSQ is a second order construct and has three dimensions: academic, administrative and facilities. The consequences of PSQ include trust, satisfaction, university-brand (UniBrand) performance and behavioural intentions. Overall, the results suggest a good validity of the model, and the nine path coefficients are found statistically significant. Originality/value– The model explains how service quality is formed, and how PSQ affects UniBrand and positive behavioural intentions overtime. This paper develops and validates three new constructs including information, past experience and UniBrand performance. In addition, it improves and validates other constructs including service quality, satisfaction, trust and behavioural intention. The paper also advances service quality literature and validates five hypothesised relationships between constructs that are relatively new in the service quality literature. Finally, this study validates a comprehensive three-tiered “integrated-process” model/an index model that includes antecedents, dimensions and consequences of service quality taking a University as a case. Universities aiming for a sustainable presence in a competitive global market and intending to enhance brand performance and attract and retain students are encouraged to consider this model and its implications.

Consumer segments in organic foods market

Article

Full-text available

Jun 2014
J Consum Market

Purpose – The aim of this study is to examine profiles of consumers in organic foods market segments and determine their attitudes toward organic food consumption. Consequently, we explore whether there are differences among these consumer segments in terms of their health orientation, socially responsible consumption, environmental responsibility and values and lifestyles. Design/methodology/approach – A total of 316 consumers were surveyed at supermarkets and malls in one of the largest metropolitan areas of a European city. Findings – The cluster analysis performed indicates that there are three segments based on consumer attitudes toward organic foods: favorable, neutral and unfavorable. The results show that the consumer segment with more favorable attitudes toward organic foods exhibits higher levels of health orientation and socially responsible consumption behavior when compared to other segments. Practical implications – It important for marketers to understand organic foods market segments so that they can target them with the appropriate marketing mix. For this reason, we attempt to identify consumer segments based on their attitudes and behavior concerning organic foods. In doing so, we examine the profiles of consumers in each organic food market segment and their attitudes toward organic food consumption. Originality/value – Organic food consumption is growing at a fast pace despite economic problems around the world. This study has identified three market segments (consumer profiles) with different attitudes and behavior towards organic foods.

An extension of the benefit segmentation base for the consumption of organic foods: A time perspective

Article

Full-text available

Nov 2013

Benefit segmentation is a long-standing marketing approach that emphasises the ‘what’ and ‘how’ dimensions of consumer benefits; that is, what benefits consumers perceive in product/service consumption, and how such benefits are perceived. This research proposes a fresh time-based approach to benefit segmentation – namely, focusing on the ‘when’ element or when in time benefits take effect. Drawing upon a survey of UK consumers, it explains and discusses consumption motivations through examining antecedents of temporally dominated benefits in application to organic food. Specifically, the study investigates why some consumers predominantly seek present-based benefits vis-à-vis future-based benefits or vice versa in organic food purchase and consumption behaviour. Using correlation and regression analyses, the research findings establish significant associations of level of involvement, prior knowledge level, and product usage level, and some association of time orientation with the temporally emphasised consumption benefits consumers ultimately pursue. Overall, the research highlights the added contribution of a time perspective in a benefit segmentation approach which can assist marketers in understanding better and communicating more effectively with consumers through drawing up consumer profiles based on when in time their dominantly pursued benefit for an offering is perceived to take effect.

Examining a hybrid model for e-satisfaction and e-loyalty to e-ticketing on airline websites

Article

Full-text available

May 2014
J AIR TRANSP MANAG

The Behavioral Consequences of Service Quality

Article

Full-text available

Apr 1996
J MARKETING

If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers' behavioral responses should be detectable. The authors offer a conceptual model of the impact of service quality on particular behaviors that signal whether customers remain with or defect from a company. Results from a multicompany empirical study examining relationships from the model concerning customers' behavioral intentions show strong evidence of their being influenced by service quality. The findings also reveal differences in the nature of the quality-intentions link across different dimensions of behavioral intentions. The authors' discussion centers on ways the results and research approach of their study can be helpful to researchers and managers.

Australians' organic food beliefs, demographics and values

Article

Full-text available

Dec 2005
BRIT FOOD J

Purpose To examine consumers' beliefs about organic foods and their relationship with socio‐demographics and self‐transcendence (universal, benevolence) personal values. Design/methodology/approach A random questionnaire‐based mail survey of 500 Australian (Victorian) adults (58 per cent response) was used. The questionnaire included items on organic food beliefs, the importance of self‐transcendence values as guiding principles in life, and socio‐demographics. Statistical analyses included cross‐tabulations of organic food beliefs by socio‐demographics and multiple regression analyses of positive organic food beliefs with personal value and socio‐demographic items as the independent variables. Findings The majority of participants believed organic food to be healthier, tastier and better for the environment than conventional food. However, expense and lack of availability were strong barriers to the purchasing of organic foods. Generally, women were more positive about organic food than men (e.g. women were more likely to agree that organic food has more vitamins/minerals than conventional food). The personal value factor related to nature, environment and equality was the dominant predictor of positive organic food beliefs, followed by sex. These predictors accounted for 11 per cent of the variance. Research limitations/implications A survey response bias needs to be taken into account. However, the response rate was adequate for reporting and differences in age and education between participants and the Victorian population were taken into account in data presentation. Future understanding of consumers' use of organic foods will require the inclusion of a fairly extensive set of potential influences. Practical implications Communication appeals based on psychographics may be a more effective way to alter consumers' beliefs about organic foods than those based on demographic segmentation. Originality/value To the best of one's knowledge, this is the first study to examine the relationship between personal values, socio‐demographics and organic food beliefs in a random population sample. This study is relevant to producers, processors and retailers of organic food and those involved with food and agricultural policy.

Service quality in a higher education context: An integrated model

Article

Full-text available

Nov 2012
Asia Pac J Market Logist

b>Purpose – The aim of this study is to develop and empirically test an integrated model incorporating the antecedents and consequences of service quality in a higher education context. Design/methodology/approach – This research employed both qualitative and quantitative research methods. The data from three focus groups, conducted at the Central Queensland University (CQU), Rockhampton, Australia, generated key themes and their interrelationships. The theoretical model was then tested using structural equation modelling technique on a sample of 528 university students. Findings – The findings show that information (marketing communications) is more statistically significant than past experience as the antecedents of service quality. The consequences of service quality are composed of trust, satisfaction, and image. Overall, the results suggest a good validity of the theoretical model and the key paths in the model are found statistically significant, except past experience affecting service quality. Originality/value – The model provides a good explanation of a university brand image, and perceived service quality was found playing an important role in this model. Universities intending to enhance their image are encouraged to consider focusing their efforts on marketing communication information, service quality, student satisfaction and trust.

Consumers' Willingness to Pay for Organic Food: Factors That Affect It and Variation per Organic Product Type

Article

Full-text available

May 2005
BRIT FOOD J

Purpose Seeks to provide answers to two questions: is willingness to pay (WTP) for organic products influenced by the same set of factors that affect purchasing of conventional foods? Does WTP for organic products vary according to different food categories? Design/methodology/approach Purchasers were approached during their food shopping in retail chains in Athens in July 2003. Sample inclusion is based on real awareness of the term “organic”. The questionnaire included in its first part a number of criteria that influence consumers when buying food. In the second part respondents were asked to indicate if any food products they buy were organic and to state how much more they were willing to pay. Information from the first part was analysed with factor analysis. With the help of t ‐value analysis, it was examined whether there is a statistically significant difference per product category between consumers who are willing to pay and consumers who are unwilling to pay in terms of the factors identified. Findings Consumers' stated WTP and the type and magnitude of factors that affect it differ according to the organic food category. These factors include food quality and security, trust in the certification, and, for some products, brand name. Organoleptic characteristics, prices and consumers' socio‐demographic profiles do not constitute determinants of organic WTP. Research limitations/implications Organic types of some fresh as well as processed food products do not exist in the Greek market. Moreover, the large number of t ‐tests conducted might result in Type I error. Originality/value Purchasing of organic food follows “basic‐highest frequency”, “basic‐average frequency”, and “non‐basic” discrimination. The most frequently consumed organic products are some basic components of the Greek diet. Only the factors “quality and security” and “trust” play an important role in defining WTP for most organic food categories. Consumers' attitudes towards both organic and PDO/PGI certifications converge towards a perception of high quality food. Approximately 26 percent of the sample exhibited a U‐shaped WTP trend for 14 out of 16 organic food categories in increments from 45 to 120 percent. All the above elements of originality are particularly valuable for organic food firms and policy/decision makers.

Personal Determinants of Organic Food Consumption: A Review

Article

Full-text available

Sep 2009
BRIT FOOD J

Purpose – A lot of literature is available that discusses personal determinants of organic food consumption. However different models and determinants are used in the literature. This paper aims to provide an overview, within a framework linking Schwartz’ values theory and the theory of planned behaviour (TPB). Also it seeks to focus on the importance of affective attitude, emotions, personal norm, involvement and uncertainty related to organic food consumption. Design/methodology/approach – The paper is based on secondary data sources, namely the literature concerning personal determinants of organic food consumption. Findings – Both the values theory and the theory of planned behaviour have been referred to as relevant theories for better understanding consumers’ choice for organic food. Organic food consumption decisions can be explained by relating attributes of organic food with more abstract values such as “security”, “hedonism”, “universalism”, “benevolence”, “stimulation”, “self-direction” and “conformity”. Appealing to these values can positively influence attitudes towards organic food consumption. Besides attitude, subjective and personal norm and (perceived) behavioural control influence consumption of organic food. Research limitations/implications – More research related to the role of uncertainty (reduction) during the process of buying organic food is recommended. Practical implications – Relatively little research has examined the affective component of attitude and emotions in relation to organic food consumption, while these may play an important role as drivers of involvement and thus help to jolt food purchasers out of their routine of buying conventional food and set a first step to adopt organic food. Originality/value – To the authors’ knowledge, this is the first paper providing a comprehensive overview and linking the literature on organic food consumption to the values theory and the theory of planned behaviour, including the role of personal norm and focusing on emotions. The proposed integration ofmental processing in an organic food consumption model leads to interesting hypotheses and recommendations for policy makers, researchers and stakeholders involved in the organic food market.

The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food

Article

Full-text available

Oct 2011
BRIT FOOD J

Purpose - Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor slowing down growth. This paper aims to focus on the factors influencing objective and subjective knowledge with regard to organic food production and the relationship between both types of knowledge and consumer attitudes and motivations towards organic food and its consumption. Design/methodology/approach - A literature review is presented, relating to the impact of knowledge on behaviour in general and, more specifically, on organic food consumption. Several hypotheses are formulated concerning the relationship between objective and subjective knowledge, attitudes and organic food consumption and these are tested on organic vegetable consumption in Flanders (Belgium). Multiple regression models, a probit model and an analysis of variance are applied to a sample of 529 completed questionnaires (response rate = 44 per cent). The respondents were selected in January 2007 using a convenience sampling technique. Socio-demographic variables are used to check representativeness. Findings - In the sample, the level of objective knowledge regarding organic vegetables is high. Attitudes towards the consumption of organic vegetables are generally positive. The strongest motivations for consuming organic vegetables are that they are produced without synthetic pesticides, are better for the environment, healthier, of higher quality and taste better. The strongest perceived barriers are overly high prices and lack of availability. Objective and subjective knowledge with regard to organic food production show a positive correlation. Higher levels of objective and subjective knowledge concerning organic food are positively related to a more positive attitude towards organic food, greater experience of it and a more frequent use of information. Membership of an "ecological organisation" (VELT) is also related to higher levels of knowledge. Some variables have a significant positive relationship with subjective knowledge, but not with objective knowledge. Attitude is significantly and positively influenced by subjective knowledge, VELT-membership, norm, motivations and female gender. Perceived barriers have a significant negative influence on attitude. The likelihood of consuming organic vegetables is significantly and positively influenced by VELT-membership, subjective knowledge, attitude, motivations and the presence of children in the household. Whilst objective knowledge, norm and female gender have a significantly positive influence on attitude towards organic vegetables, they have no significant influence on the likelihood of actually consuming organic vegetables. Originality/value - Whilst several researchers argue that knowledge may be a very important factor in increasing organic food consumption, few have studied the mechanisms behind it. To the authors' knowledge this is the first paper describing the impact of knowledge on organic food consumption in such detail. By assessing the impact of knowledge, as well as other factors, on organic food consumption, greater insight is gained with regard to organic food consumption behaviour.

Consumer motivations in the purchase of organic food: A means-end approach

Article

Full-text available

Sep 2002
BRIT FOOD J

The paper presents partial results from an Italian study on consumer perception and knowledge of organic food and related behaviour. Uses the means-end chain model to link attributes of products to the needs of consumers. In order to provide insights into consumer motivation in purchasing organic products, 60 respondents were interviewed using ``hard’’ laddering approach to the measurement of means-end chains. The results (ladders) of these semiqualitative interviews are coded, aggregated and presented in a set of hierarchical structured value maps. Even if organic products are perceived as difficult to find and expensive, most consumers judge them positively. All consumers associate organic products with health at different levels of abstraction and want good, tasty and nourishing products, because pleasure and wellbeing are their most important values. Results show that differences exist between groups of consumers with respect to their frequency of use (experience) of organic products and level of information (expertise). Reports and discusses results on consumer cognitive structures at different level of experience.

Green decisions: Demographics and consumer understanding of environmental labels

Article

Full-text available

Jul 2007
Int J Consum Stud

This research examined the demographic profiles of Australian green consumers in relation to their satisfaction of environmental labelling. It examined consumers’ understanding of labelling and empirically investigated the association of demographic profile of consumers with their attitudes towards such labels. The results indicated that some of the demographic variables were significant, which is largely consistent with earlier findings by other researchers in this area. Label dissatisfaction was higher in the older and middle age respondents. However, some respondents disagreed that labels were accurate while commenting that labels were easy to understand. The key issue arising from the findings is that in order to provide perception of accuracy in labels, it is an option to use Type I or Type III labelling on products. These labels are, arguably, more credible because they are endorsed by third party labelling experts. This would come at a cost and for green products that use third party labelling, they will also have to bear in mind to keep the prices competitive.

Who Are Organic Food Consumers? A Compilation and Review of Why People Purchase Organic Food

Article

Full-text available

Mar 2007
J Consum Behav

This paper integrates and synthesizes the findings of published research on organic food consumption. We identify several themes that reflect the various rationales used by consumers when deciding to purchase organic food. The literature clearly indicates that the word “organic” has many meanings, that consumers of organic foods are not homogeneous in demographics or in beliefs, and that further research could help better describe the various constituencies that are often lumped together as “organic food consumers”. The organic and broader food industries must better understand the variety of motivations, perceptions, and attitudes consumers hold regarding organic foods and their consumption if their own long-term interests, as well as those of other stakeholders of food marketing, are to be best served. We conclude with implications and suggestions for further research. Copyright

Generation Y consumers’ selection attributes and behavioral intentions concerning green restaurants

Article

Full-text available

Dec 2011
Int J Hospit Manag

The objectives of this study are to examine the Generation Y consumer segments’ selection attributes and behavioral intentions toward green restaurants. A survey was administered to college students between the ages of 17 and 30 at a university in a Southeastern United States city. This study identified four different consumer segments of Generation Y college students according to their food-related lifestyles. Across the four segments, there were significant differences in selection attributes. In addition, significant differences were identified between the four segments regarding their behavioral intentions toward green restaurants. Finally, the marketing implications for the target groups are discussed.

Eating ‘Green’: Motivations behind organic food consumption in Australia

Article

Full-text available

Dec 2002

Central to the development of green lifestyles is the consumption of foods that by dint of their status as chemical-free, locally produced and/or free of genetically modified ingredients, reduce the environmental impact of food provision. Yet there are many other factors, such as health concerns, that may also encourage the consumption of 'green' foods. This paper explores the ways in which Australian consumers construct organic food-a sector of the food industry that is currently growing at between 20 and 50 percent per annum but is struggling to keep up with rising consumer demand. In order to examine the significance of 'green' signifiers in the consumption practices of Australian consumers a series of focus group interviews and a national consumer survey were conducted. These examined both those characteristics of food that were valued in general, and those meanings that were associated with organic food in particular. In very general terms, analysis reveals that while consumers believed organic foods to be healthy and environmentally sound-both of which were considered desirable-these characteristics were subsumed by an overarching concern with convenience. This does not mean that consumers did not hold genuinely positive environmental attitudes. Rather, it reflects a range of contradictory beliefs and practices that appeared to derive from the discursive conflict between conventional and organic food industries over environmental, health and safety claims. The paper concludes by identifying the barriers and opportunities for expanding the organic industry in Australia in the context of the ways organics is constructed by consumers.

Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food

Article

Full-text available

Aug 2005
BRIT FOOD J

Purpose The purpose of the paper is to explore the values that underlie consumers purchasing decisions of organic food. Design/methodology/approach The paper draws on data from focus groups and laddering interviews with a total of 181 regular and occasional consumers of organic food that were contrasted with survey results of other studies. Findings The results show that most consumers associate organic at first with vegetables and fruit and a healthy diet with organic products. Fruit and vegetables are also the first and in many cases only experience with buying organic product. The decision‐making process is complex and the importance of motives and barriers may vary between product categories. Research limitations/implications While further research would be required to facilitate full understanding of the consumer‐decision making process with regard to organic produce, this work indicates the complexity of the process and the likelihood of variation between different product categories. Future research should consider tradeoffs that consumers make between values and product as well as consumer segmentation. Originality/value Prior research concerning the consumer decision‐making process with regard to organically produced food is limited. Theses findings have implications for future sector‐based communications to consumers and, potentially, for product development and labelling.

Consumer behavior and purchase intention for organic food: A review and research agenda

Article

Sep 2017
J Retailing Consum Serv

In this article, we review and discuss the factors, which affect the change in the consumer behavior towards organic food. We extract findings from various studies conducted in different countries and analyze those factors and provide suggestions for future research. We find that health-conscious consumers show a growing preference for organic food over the conventionally grown food. This shift in the attitude of the modern consumers is greatly influenced by the rising incidence of lifestyle diseases, such as heart disorders and depression. The need to purchase organic food to improve the quality of life will have huge implications for the retail, distribution and marketing functions of business.

“Shrinking the food-print”: A qualitative study into consumer perceptions, experiences and attitudes towards healthy and environmentally friendly food behaviours

Article

Sep 2016

Internationally, there is increasing recognition of the importance of multilevel policies and actions that address healthy and environmentally friendly food behaviours. However it is not yet clear which actions are most suitable to support consumers to adopt both behaviours concurrently. To this end, we undertook a qualitative study to assess consumer perceptions, experiences and attitudes towards healthy and environmentally friendly foods and four target behaviours: reducing overconsumption of food beyond energy needs, reducing consumption of low-nutrient energy dense foods, eating less animal- and more plant-derived foods, and reducing food waste.

A concept mapping study on organic food consumers in Shanghai, China

Article

Sep 2016

Despite some similarities with developed countries, however, the growth of organic market in China seems to follow a different path. Thus, important questions are how Chinese urban consumers perceive organic food, and what are the main concepts associated to the organic attribute. We aimed at representing in graphic form the network of mental associations with the organic concept. We used an adapted version of the "Brand concept mapping" method to acquire, process, and draw individual concept networks perceived by 50 organic food consumers in Shanghai. We then analyzed the data using network and cluster analysis to create aggregated maps for two distinct groups of consumers. Similarly to their peers in developed countries, Chinese consumers perceive organic food as healthy, safe and expensive. However, organic is not necessarily synonymous with natural product in China, also due to a translation of the term that conveys the idea of a "technology advanced" product. Organic overlaps with the green food label in terms of image and positioning in the market, since they are easily associated and often confused. The two groups we identified show clear differences in the way the organic concept is associated to other concepts and features. The study provides useful information for practitioners: marketers of organic products in China should invest in communication to emphasize the differences with Green Food products and they should consider the possibility of segmenting organic consumers; Chinese policy makers should consider implementing information campaigns aimed at achieving a better understanding of the features of these quality labels among consumers. For researchers, the study confirms that the BCM method is effective and its integration with network and cluster analysis improves the interpretation of individual and aggregated maps.

The role of sustainability in profiling voluntary simplifiers

Article

Jul 2016
J BUS RES

Studies focusing on voluntary simplifiers are gaining in popularity, but doubt remains about the relevance to business of this segment and to what extent this lifestyle is attributable to sustainability-rooted choices. Instead of the commonly used self-reported scales, a novel measurement approach is applied using objective data to identify voluntary simplifiers. Based on equivalent household incomes and level of product possession this research provides, using a large-scale, representative sample, empirical evidence that voluntary simplifiers comprise almost one-sixth of the German population. Results indicate that voluntary simplifiers buy more green products, exhibit a greater environmental and economic sustainability consciousness and share more universalistic values compared to four other uncovered segments, namely well-off consumers, over-consumption consumers, less well-off consumers and poor consumers. From a business perspective, moderate voluntary simplifiers do not exit the market. Instead, they constitute an attractive target group for ecological products and alternative consumption options such as sharing.

Adolescents’ perception of the healthiness of snacks

Article

Feb 2016
FOOD QUAL PREFER

Changes in snacking habits in developed countries are a growing cause for concern, since foods and beverages commonly consumed as snacks, tend to be both energy dense and nutrient poor. Adolescents are characterised by frequent snack consumption. Therefore, promoting more healthful snack choices to adolescents is important for optimising nutrient intake and lowering the risk of chronic disease.The ability to evaluate the healthiness of snacks is essential to making healthy choices. Previous research has shown that health claims can influence consumers' perceptions of food products. However, little is yet known about consumers' perceptions of how nutritious or healthy specific foods or beverages are. This knowledge is important for planning successful interventions and designing healthy snacks that will also appeal to population groups with a higher dietary risk, including adolescents.The aim was to investigate how adolescents evaluate the healthiness of snacks currently available for consumption in school environments. Seventy-five adolescents participated in a sorting task and evaluated the healthiness of 37 representative snacks.The data were analysed using hierarchical multiple regression and cluster analysis. The sugar (β = -.51, P < .001), fruit (β = .49, P < .001), total fat (β = -.41, P = .002) and nut content (β = .35, P = .002) were significant predictors of snacks' perceived healthiness.The findings of this study are important for tailoring future interventions to promote healthy eating and setting priorities for nutrition education.

The intellectual structure of research in hospitality management: A literature review using bibliometric methods of the journal International Journal of Hospitality Management

Article

Jan 2016
Int J Hospit Manag

The purpose of this study is to analyze the existing literature on hospitality management from all the research papers published in The International Journal of Hospitality Management (IJHM) between 2008 and 2014. The authors apply bibliometric methods - in particular, author citation and co-citation analyses (ACA) - to identify the main research lines within this scientific field; in other words, its 'intellectual structure'. Social network analysis (SNA) is also used to perform a visualization of this structure. The results of the analysis allow us to define the different research lines or fronts which shape the intellectual structure of research on hospitality management.

Knowledge management, social media and employee creativity

Article

Feb 2015
Int J Hospit Manag

The study investigates the relation between social media use and employee creativity by adopting a knowledge management (KM) approach in order to consider the influence of social networks and interactions on individuals’ creativity. The literature review debates how the use of social media empowers people to engage in conversational and collaborative KM, which in turn enriches people's cognitive and creative processes. Data collected from Greek tourism professionals confirmed that employees’ creativity is positively related to their participation in social networks and their use of social media for: searching, storing and reading information (internal cognitive processes); and sharing, discussing and co-creating information (external cognitive processes). The study contributes to the field by providing a theoretical underpinning and practical evidence showing how social networks (i.e. a meso level) can influence employees’ creativity. Hence, the findings highlight the need to shift focus from identifying and managing creative individuals (micro level) and/or organisational contexts (macro level) to creating and managing creative social networks (meso level).

FOOD CHOICES AMONGST GAY MEN

Article

Gerald Kasten

The moderating role of human values in planned behavior: The case of Chinese consumers' intention to buy organic food

Article

Jun 2013
J Consum Market

Purpose This article aims to study the role of personal values as moderators of the antecedents of consumers' “green” buying intentions in the context of Chinese consumers' inclination to buy organic food. Design/methodology/approach Ordinary Chinese consumers ( n =479) were intercepted and filled out a questionnaire outside upscale supermarkets in Guangzhou. Multigroup structural equation modeling was used to test hypotheses about personal values' moderating effect in the theory of planned behavior. Findings Self‐transcendence values moderate the relationship between two antecedents and behavioral intentions: the attitude towards buying organic food and perceived behavioral control. Both of these antecedents have a stronger impact on intentions among consumers with strong self‐transcendence values than among consumers with weak ones. Research limitations/implications The study is based on a single consumer survey collected from a convenience sample of consumers from one Chinese city. Hence, care needs to be exercised when making inferences about causality and representativeness. Practical implications Study results have direct implications for the marketing of organic food. As the food safety problem in China is getting more severe and environmental issues are increasing on the political and public agendas, the consumption of organic food is being increasingly advocated by both the government and food producers, as a healthy and environment‐friendly alternative, which also may contribute positively to the development of the economy. Originality/value This article extends the rare literature analyzing Chinese consumers' inclination to buy organic food. It also extends the understanding of the role of personal values as moderators of antecedents of consumers' buying intentions for “green” products.

How consumers perceive food quality

Chapter

Dec 2007

Klaus G Grunert

Empirical verification of a conceptual model of local food consumption at a tourist destination

Article

Jun 2013
Int J Hospit Manag

Applying partial least squares to model genetically modiﬁed food purchase intentions in southern Spain consumers

Article

Feb 2013
FOOD POLICY

Consumers’ potential reactions towards genetically modiﬁed (GM) foods inﬂuence their commercial fea- sibility and determine the decisions of economic agents. This paper studies the underlying factors involved in determining consumers’ choice behaviour towards GM foods in order to develop an inte- grated analytical framework. Reliable information about consumers’ behaviour towards GM foods should lead to the design of political strategies intended to make citizens feel safe in their purchasing choices. In addition, there is an analysis of behavioural differences due to consumers’ objective knowledge levels. The research was performed in southern Spain using variance-based structural equation modelling, namely the Partial Least Squares (PLS) regression technique. The results support those arguments that connect consumers’ behavioural intentions, attitudes and different factors involved in determining con- sumer choice, because attitudes towards GM foods link consumer purchasing intentions to the perceived beneﬁts and risks posed by GM foods. Furthermore, there are some insights into the moderating role played by the consumers’ level of knowledge in their purchase intentions to GM food.

BYOB as a Risk-Reduction Strategy (RRS) for Wine Consumers in the Australian On-Premise Foodservice Sector: Exploratory Insights

Article

Jan 2013
Int J Hospit Manag

This baseline exploratory study investigated the main drivers of perceived risk of wine consumers in the Australian restaurant environment and the effectiveness of bring-your-own-bottle (BYOB) of wine as a risk-reduction strategy (RRS). The BYOB ‘culture’ is well-established with 22% of respondents reporting they engaged in BYOB the last time they dined out. The main drivers of risk were: ordering a wine that complements the meal (functional); ordering a wine that suits the occasion (functional); choosing wines that will please the dining group (social); fear of being caught driving while intoxicated (physical); and the reputation of the restaurant (functional). Functional risk was by far the most significant risk type, followed by physical and social risk. The risk measurement scale returned a Cronbach alpha of 0.69 indicating the model had acceptable reliability for an exploratory study. In testing the relationship between risk types and using BYOB as a RRS significant correlations exist between functional risk and engaging in BYOB when celebrating a special occasion (H2); social risk to bring wines that please the dining group (H3); financial risk to combat high prices on wine lists (H4); and time risk to avoid the inconvenience and time spent on selecting, ordering and waiting for a wine to be fetched and opened (H5). These findings suggest that BYOB should be recognised as a RRS in its own right.

Value-based segmentation of luxury consumption behavior

Article

Jul 2009
PSYCHOL MARKET

Following a broader perspective in exploring customer perceptions of and motives for purchasing luxury brands, it is not sufficient to explain the whole picture of luxury consumption in terms of socially oriented consumer motives and the desire to impress others. The main contribution here is to explore a multidimensional framework of luxury value as a general basis for identifying value-based consumer segments. The empirical results can be seen as a first step toward a better understanding of consumers' luxury value perceptions as based on social, individual, functional, and financial aspects. ©2009 Wiley Periodicals, Inc.

Modeling and Managing Student Loyalty: An Approach Based on the Concept of Relationship Quality

Article

May 2001
J SERV RES-US

The loyalty of customers is widely accepted as a critical factor in the long-term success of a service firm. In this ar- ticle, the authors develop a model of student loyalty by combining the growing body of knowledge on relationship marketing in the context of services with insights from more traditional educational research. Their relationship quality-based student loyalty (RQSL) model proposes that student loyalty is mainly determined by the dimensions of relationship quality. The model also includes students' in- tegration into the university system and external commit- ment as second-order factors. The authors test the RQSL model using the structural equation modeling approach and empirical data from a survey of several German uni- versities. Among other things, the results indicate that the quality of teaching and the students' emotional commit- ment to their institution are crucial for student loyalty. However, there are clear differences between the results obtained from different courses of study.

Opportunities for green marketing: Young consumers

Article

Sep 2008
Market Intell Plann

Kaman Lee

Purpose The purpose of this paper is to identify important factors that affect Hong Kong adolescent consumers' green purchasing behaviour. Design/methodology/approach A total of 6,010 (2,975 males and 3,035 females) adolescents in Hong Kong were recruited through multi‐staged random sampling. They were surveyed on their green purchasing behaviour, environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived effectiveness of environmental behaviour, social influence and concern for self‐image in environmental protection. Findings Multiple regression analysis showed that social influence was the top predictor of Hong Kong adolescents' green purchasing behaviour, followed by environmental concern as the second, concern for self‐image in environmental protection as the third, and perceived environmental responsibility as the fourth top predictor. Research limitations/implications A major limitation of this study lies in the self‐reported nature of the survey used. Future study should include some objective assessments (such as observations or other‐reported survey) of the subjects' green purchasing behaviour. Practical implications This paper is a useful source of information for international green marketers about what works and what does not in appealing to the young consumers in Hong Kong. Originality/value This paper serves as a pioneer study to identify important factors in affecting young consumers' green purchasing behaviour in the Hong Kong context. It offers practical guidelines to international green marketers planning to target the Asian markets.

Mapping the values driving organic food choice: Germany vs the UK

Article

Aug 2004
EUR J MARKETING

The organic food market is one of the most promising in Europe, although national markets have developed at different rates. In Germany, organics' share of total food turnover is 2.7 per cent compared with 1 per cent in the UK. This study explores the reasons why the behaviour of consumers in the UK and Germany has been so divergent despite both groups of consumers holding similar attitudes about organic foods. This was done by investigating the underlying values driving food choice behaviour using means-end theory and Laddermap 5.4 software. In both cases the dominant means-end hierarchies were uncovered and the cognitive process mapped. Although similarities emerged with respect to values concerned with health, wellbeing and the enjoyment of life, product attributes sought in order to achieve these values were different between the groups. A major difference was found in the absence among the UK group of any connection between organic food and the environment.

Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle

Article

Feb 2009
BRIT FOOD J

Mei-Fang Chen

Purpose Instead of using general food choice motives, this study adopts more specific attitudes – i.e. health consciousness and environmental attitudes – to predict the consumer's attitude toward organic foods. The main objective of the paper is to test the hypothesis whether health consciousness and environmental attitudes influence the consumer's attitude toward organic foods through an individual's healthy lifestyle. Design/methodology/approach Data were collected in Taiwan by means of a national self‐administered consumer questionnaire survey in this study. A series of regression models are used to detect how the mediating role of the healthy lifestyle construct plays in the relationships between the determinant factors (i.e. health consciousness and environmental attitudes) and the consumer's attitude toward organic foods. Findings The results are consistent with previous studies, which assert that concern for one's health and for the environment are the two most commonly stated motives for purchasing organic foods, with the former exceeding the latter in importance. In addition, the healthy lifestyle indeed exerts effective mediating effects on the positive relationships between health consciousness and environmental attitudes and the consumer's attitude toward organic foods. Therefore, a healthy lifestyle should be advocated to render the consumer's attitude toward organic foods more positive. Practical implications Based on the findings, the selection of advertising messages, social interaction and so forth should revolve around the issues of health consciousness, environmental attitudes, and healthy lifestyle in the future. Originality/value This study is one of the first to examine the mediating effect of a healthy lifestyle that bears on organic foods. The empirical findings from this study are expected to benefit the continued development of the organic sector in Taiwan's food industry.

Marketing and sustainability

Article

Mar 2008
Market Intell Plann

Purpose – The purpose of this paper is to raise for debate among marketers the issue of the relationship between marketing and sustainability. Design/methodology/approach – An opinion piece, that presents the views of four authors on the current state of the debate in this field. Findings – There is little consensus on these matters. There are those who believe that marketing and sustainability simply cannot be reconciled, while there are others who argue that marketing can contribute to the development of sustainable consumption. Originality/value – The paper opens up the debate on a subject that is clearly going to be high on the agenda for years to come.

Multivariate Data Analysis: A Global Perspective

Book

Mar 2010

Consumer perception of organic food production and farm animal welfare

Article

Apr 2002
BRIT FOOD J

This paper is derived from a larger scale project investigating consumer attitudes towards organic food in the UK. Presents focus group results on consumer perceptions, attitudes and behaviour in relation to two key interrelated food trends: organic food and animal welfare. The results indicate that consumers often confuse organic and free-range products because they believe that “organic” is equivalent to “free-range” food. Focus group discussions were conducted to identify the main beliefs and attitudes towards organic food of both organic and non-organic food buyers. Results indicate that, although health and food safety concerns are the main motives for organic food purchases, ethical concerns, specifically in relation to standards of animal welfare, play a significant influencing role in the decision to purchase organic food. The results are consistent with parallel research into consumer concerns about animal welfare, which showed that consumers are primarily concerned about food safety issues. Furthermore, the research illustrates the central outcome that animal welfare is used by consumers as an indicator of other, more important product attributes, such as safety and the impact on health. Indeed, ethical considerations seem to motivate the purchase of organic food and free-range products and, therefore, may be viewed as interrelated. However, such ethical frameworks are closely related, if not contingent upon, the quality of the product, which includes perceptions of higher standards of safety and healthiness. Based on the qualitative data, suggests that the organic market could take advantage of research on consumer motivation to buy free-range products, by embodying ethical concerns as an indicator of product quality.

Consumer perceptions and demand for organic food in Australia: Focus group discussions

Article

Sep 2005
RENEW AGR FOOD SYST

In Australia, the retail value of organic food production was estimated at A$250 million, with farm-gate value at around A$90 million and exports at around A$40 million, in 2002. The current share of organic sales in total food sales in Australia is about 1%. The growth rate in organic production was forecast to continue at 10–30% per annum. Despite the positive outlook, there are consumer concerns about product recognition and product integrity. To understand how demand for organic products is changing, it is important to investigate consumer attitudes and knowledge about these issues. The objective of this study was to identify issues that may hinder or promote demand. Given the qualitative nature of these issues, we used a focus group study to probe consumers. While focus group results are a qualitative approach and not intended to be generalizable, the results suggest directions for future research. The participants raised concerns about the use of chemicals, the treatment of farm animals and the environmental impact of food production. Organic food consumers were found to be more knowledgeable about organic foods, as well as being more tolerant of higher prices and inaccessibility. The results also suggest that increasing consumers' awareness of organic farming and certification, as well as the availability of organic foods, may be the most effective way of moving organic foods into mainstream.

Green consumer market segmentation: Empirical findings from Portugal

Article

May 2010
Int J Consum Stud

Concern with environmental degradation has led to a new segment of consumers: the green or ecological consumers. Marketers must pay special attention to the needs of this segment. The growing concern with the environment, increased competition and greater selectiveness and demands of consumers represent an immediate challenge for green marketing. This paper aims to identify distinct market segments based on several environmental variables. It also investigates individuals' behaviours and perceptions about green consumerism. The used methodology was the collection of primary information through a direct survey. The study covered 887 Portuguese consumers, aged over 18. The results show that certain environmental and demographic variables are significant in differentiating between the ‘greener’ consumer group and the other segments. Portuguese consumers, despite their support for policies designed to improve the environment, do not always translate their concerns into environmentally friendly actions. Possible implications of these results for firms' marketing strategies are also discussed.

Assessing Response Rates and Nonresponse Bias in Web and Paper Surveys

Article

Aug 2003

Using data collected as part of the second pilot administration of Your First College Year (YFCY), a national survey of first-year college students, this study was designed to examine both response rates and nonresponse bias across four survey administration groups: paper-only, paper with web option, web-only with response incentive, and web-only without response incentive. Findings indicate that response rates vary by mode of administration. Moreover, predictors of response differed by administration group. Results are discussed in light of the recent surge of interest in online survey research.

Influence of information about manufacturing process on beer acceptability

Article

Apr 2004
FOOD QUAL PREFER

The purpose of this study is to investigate the extent to which consumer information concerning the manufacturing processes of beer can influence how acceptable the product is to the consumer. In this study subjects were informed that the beer had been produced (1) using genetically modified yeast; (2) with organic barley and hops, and (3) using traditional brewing technology. Three products were selected to represent high, moderate and low acceptability. A blind evaluation of the selected samples was followed by an assessment of the subjects' expectations of the sample products based on the different information about product processing. The impact of these expectations on liking after tasting the product was examined and demonstrated that information regarding manufacturing technology is capable of modifying the consumers' liking of beer. The disconfirmation that occurred as a result of different product–information combinations revealed that liking moved towards their expectations (assimilation). However assimilation was not complete, indicating that sensory properties of products were important in determining perceived quality. Finally, the present study does not entirely confirm findings of previous research. Combining different information with different levels of product liking may lead to a better understanding of the asymmetry of disconfirmation.

How green was my festival: Exploring challenges and opportunities associated with staging green events

Article

Jun 2010
Int J Hospit Manag

Organisers of events are increasingly looking to highlight their green credentials. This is occurring against the background of an increasingly sophisticated market that is suspicious of claims that cannot be substantiated. This conceptual paper explores some of the issues encompassing the management and staging of a green event. It examines the importance of engaging a range of key stakeholders and considers various ways in which events are greening their operations. This paper then considers some of the challenges involved in incorporating green messages into an event theme. It concludes with an analysis of future research needs associated with green events.

Effect of information on liking bread

Article

Jan 2005
FOOD QUAL PREFER

Liking of bread as a function of perceived sensory properties in combination with product information was studied. Four bread types were selected for descriptive sensory analysis and, in a consumer test, 480 consumers scored them for liking when information was provided concerning: flour (origin from conventional versus organic farming system), health effect (cholesterol reducing effect versus no information), and information that was intended to produce a neophobic reaction (admixed amaranth versus no information). The consumers also answered a questionnaire related to the same issues. Samples scored high for liking were affected differently by information than were less well-liked samples. Information about organic production had a greater positive effect on liking than did other types of information, especially for the less well-liked products. The four bread types showed significant differences in liking when information was not skewed in any particular direction (balanced design).

Consumers' purchase intention of organic food in China

Article

Jun 2010
J SCI FOOD AGR

The global market for organic food has developed significantly in the past decade. The organic food industry in China is export oriented, with production growing rapidly, although the domestic market remains relatively small. This paper surveys 432 consumers from three cities in China, consequently establishing a logit model to analyse the main factors affecting consumers' choice for organic food. The result indicates that Chinese consumers' intent to purchase organic food is strongly affected by factors such as income, degree of trust in organic food, degree of acceptance of organic food price, and consumers' concern on self-health. This intent is only slightly affected by factors such as consumers' age, education level and concern about environmental protection. Based on the results, the following measures are recommended: reduce the cost of organic food through multiple channels to cut down the market price; establish and perfect the supervision system of organic food; and promote organic food through various channels.

'Lesbian Appetites': Food, Sexuality and Community in Feminist Autobiography

Article

Oct 2006
Sexualities

Antje Lindenmeyer

Food and its emotional and political significance pervades autobiographical writing by lesbians. This article traces the connections between food, sexuality and identity through four exemplary texts - Jeanette Winterson’s Oranges Are Not the Only Fruit, Audre Lorde’s Zami, Dorothy Allison’s ‘A Lesbian Appetite’ and Anna Livia’s ‘Tongues or Fingers’ - where food is crucial in both defining and contesting lesbian identity, sexuality and community. Food memories and histories are portrayed as constitutive of the self, reaching back to childhood and images of ‘home’. On the other hand, they are also related to the social context of class inequalities and gendered hierarchies. Within these autobiographical narratives, food both constitutes and expresses a sense of self, playing a crucial part in the construction of the writers’ complex, multi-layered narratives of identity.

Using cluster analysis for market segmentation - typical misconceptions, established methodological weaknesses and some recommendations for improvement

Article

Jan 2003

Sara Dolnicar

Despite the wide variety of techniques available for grouping individuals into market segments on the basis of multivariate survey information, clustering remains the most popular and most widely applied method. Nevertheless, a review of the application of such data-driven partitioning techniques reveals that questionable standards have emerged. For instance, the exploratory nature of partitioning techniques is typically not accounted for, crucial parameters of the algorithms used are ignored, thus leading to a dangerous black-box approach, where the reasons for particular results are not fully understood, pre-processing techniques are applied uncritically leading to segmentation solutions in an unnecessarily transformed data space, etc. This study aims at revealing typical patterns of data driven segmentation studies, providing a critical analysis of emerged standards and suggesting improvements.

Segmenting the Australian organic food consumer market

Abstract

No full-text available

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