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Consumer perceptions and motivations in choice of minimally processed vegetables: A case study in Italy

Federico Nassivera (Agrofood and Rural Economics Section, Department of Food Science, University of Udine, Udine, Italy)
Sandro Sillani (Agrofood and Rural Economics Section, Department of Food Science, University of Udine, Udine, Italy)

British Food Journal

ISSN: 0007-070X

Article publication date: 2 March 2015

Abstract

Purpose

The purpose of this paper is to examine the usefulness of integrating measures of motivations in predicting purchase intentions of fresh cut products. In order to gain this purpose the authors developed a field study that involved about 425 consumers of fresh cut vegetables products.

Design/methodology/approach

Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on intentions to purchase fresh cut lamb’s lettuce from environmental sustainable farms, simulating a fresh cut product with an Eco-label. Data were analyzed using structural equation modeling (SEM). The SEM technique is used to develop propositions representing a theoretical approach in the context of the process for purchasing fresh cut products. With regard to distinguishing between the motives, the authors referred to the approach that sets out two different types of motive: health and green.

Findings

The resulting managerial implications make it possible to assess how much the different types of motive influence the attitude and affect the choices and the behavior of the consumers.

Originality/value

This implies important managerial implications for new marketing strategies for minimally processed food products, with the opportunity to take advantage of the potential adoption of an Eco-label.

Keywords

Acknowledgements

The study was carried out as a part of the project “Ager − Agroalimentare e Ricerca,” the first cooperative project between grant-making foundations aimed at the development of the agro-food sector by boosting scientific research.

Citation

Nassivera, F. and Sillani, S. (2015), "Consumer perceptions and motivations in choice of minimally processed vegetables: A case study in Italy", British Food Journal, Vol. 117 No. 3, pp. 970-986. https://doi.org/10.1108/BFJ-03-2014-0132

Publisher

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Emerald Group Publishing Limited

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