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Open Access
Article
Publication date: 21 May 2024

Luca Camanzi, Sina Ahmadi Kaliji, Paolo Prosperi, Laurick Collewet, Reem El Khechen, Anastasios Ch. Michailidis, Chrysanthi Charatsari, Evagelos D. Lioutas, Marcello De Rosa and Martina Francescone

The aim of this study was to investigate consumer preferences and profile their food-related lifestyles, as well as to identify consumer groups with similar attitudes/behaviours…

906

Abstract

Purpose

The aim of this study was to investigate consumer preferences and profile their food-related lifestyles, as well as to identify consumer groups with similar attitudes/behaviours in the Euro-Mediterranean fruit and vegetable market.

Design/methodology/approach

A structured questionnaire was designed drawing from the food related lifestyles instrument and including other factors relevant to fruit and vegetable consumer preferences. The data were collected in an online survey with 925 participants in France, Greece, and Italy. A principal component analysis was conducted to interpret and examine consumers' fruit and vegetable related lifestyles. In addition, a cluster analysis was performed to identify different consumer segments, based on the core dimensions of the food-related lifestyle approach.

Findings

In each country, three primary consumer segments were distinguished. Health-conscious individuals were predominant in France and Greece, while quality-conscious consumers were prevalent in Italy. These classifications were determined considering various factors such as purchase motivation, perception of product quality, health concerns, environmental certifications, and price sensitivity.

Originality/value

The food-related lifestyle approach has been adapted instrument to create a customised survey instrument specifically designed to capture the intricacies of fruit and vegetable consumer preferences and priorities in three Euro-Mediterranean Countries.

Article
Publication date: 22 October 2024

Sachin Kumar, Vinod Kumar, Vandana, Eva Ivanová and Sheshadri Chatterjee

The purpose of this study is to assess the impact of consumption values on customer satisfaction and intention to consume millet-based foods. This study examines both tangible and…

Abstract

Purpose

The purpose of this study is to assess the impact of consumption values on customer satisfaction and intention to consume millet-based foods. This study examines both tangible and intangible values of the millet-based food to the customer.

Design/methodology/approach

Based on consumption value theory (CVT), the present study evaluates the impact of consumption value factors such as emotional, epistemic, health, price, prestige and taste/quality values on satisfaction and intention to use millet-based foods and develops a unique research model. Later, leveraging a dataset comprising more than 410 responses from Pune city in India, a rigorous empirical examination of the proposed model was conducted employing SmartPLS 4.0 software.

Findings

The study's finding unveils both the significant and insignificant impacts of various consumption values, both from the tangible and intangible consumption value perspectives on satisfaction and intention to consume millet-based foods. The study also provides a validated food consumption model which can be used for other similar food consumption behaviour of the customers.

Research limitations/implications

This study provides insights as to how different consumption values impact the satisfaction of the customers for the millet-based food. This study illuminates additional aspects of the tangible and intangible factors impacting the satisfaction level of customers to consume millet-based products. Also, this is a cross-sectional study, and the respondents are only based in Pune, India. Thus, the study results cannot be generalised.

Originality/value

This study employs CVT to explore the unexplored impact of consumption values on satisfaction and intention to use millet-based foods, which is unexplored in the past literature. Moreover, this study develops a theoretical model with high explanatory power, and the research model adds value to the existing body of literature from areas such as food preference, consumer behaviour and value consumption insights.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 29 October 2024

Ragavi M. and Muthu Meenakshi P.

The purpose of the study was to examine the factors affecting eating behavior of adolescents aged 17–19 years, residing in a college hostel and to assess the effectiveness of…

Abstract

Purpose

The purpose of the study was to examine the factors affecting eating behavior of adolescents aged 17–19 years, residing in a college hostel and to assess the effectiveness of nutrition education in improving their knowledge, attitude and practices (KAP).

Design/methodology/approach

A convenient sampling technique was used to recruit 200 adolescent female participants of age 17–19 years. The obesity and underweight status of the participants were assessed using body mass index (BMI). Diet history was obtained using a 24-h dietary recall and food frequency questionnaire. A standard pretested questionnaire was used to analyze the factors affecting the eating behavior of adolescents. A nutrition education program was conducted to improve the KAP of the adolescents. A structured questionnaire was used to assess the improvement in KAP after the education program. Descriptive statistics was used to examine the factors affecting eating behavior. Paired t-test was used to check the effectiveness of the nutrition education program.

Findings

The findings of the study indicated that 50.5% of the adolescents were underweight (20%), overweight (12%) and obese (18.5%). The mean nutritional adequacy of the adolescents was 68.1%. Social factor had the highest impact on the eating behavior of adolescents (70.8%), followed by the environmental factor (69.7%). Imparting nutrition education was significant in improving the KAP of adolescents with a p-value < 0.05. Thus, it is necessary to analyze the factors affecting the eating behavior of adolescents and establish corrective measures such as community education intervention programs and awareness programs on healthy eating habits to modify the eating behavior of adolescents.

Research limitations/implications

The dietary intake and the factors influencing eating behavior of the adolescents were assessed considering the transition in the intrapersonal, social and community food environment. The inadquate food intake affected the nutritional status of 50% of the adolescents.The taste, temptation, sight of the food, peer pressure, parental influence and unmindful eating practices majorly influenced the eating behavior of adolescents. Unhealthful eating behavior can increase the risk of chronic diseases during the adolescence and may extend in to adulthood. Hence it is necessary to bring a positive change in the eating behavior of the adolescents through a well planned comprehensive nutrition education program. The findings of the study proved that the knowledge, attitude and behavior of the adolescents could be significantly improved through a well planned nutrition eduation program. Further the study also provide insights to plan and implement community food policies targeted to improve the eating behavior and health status of the adolescents. One of the limitations of the study was, in addition to anthropometric measurements and diet history including biochemical parameters would be a better indicator of nutritional status. The cultural and religious influence on eating behavior would also be studied. In future a study on gender differences on the dietary intake and eating behavior of the adolescents can be conducted.

Practical implications

The study reflects the eating behavior of late adolescents and major factors affecting eating behavior of adolescents residing in college hostel. The findings will add on to the existing knowledge on the factors affecting eating behavior of adolescents. As eating behavior is correlated to the health status of the adolescents understanding the factors affecting eating behavior would help in modifying the eating behavior of late adolescents by implementing appropriate measures and help develop programs and policies that aid in improving the nutritional status. Since nutrition education is effective in improving the KAP of adolescents’ nutrition literacy is imperative in schools and colleges to improve the eating behavior and health status of the adolescents.

Social implications

The research provides a scientific basis for understanding the factors affecting eating behavior of adolescents and the interaction between personal, social and environmental factors. It also acts as basis to be aware of one’s own eating behavior, modify and model healthy eating behavior. Inappropriate eating behavior in late adolescents can continue into adulthood affecting nutritional status and leading to an increase in the prevalence of diseases and disorders in adulthood. This can affect human potential and capital and thereby economic development. Hence, it is imperative to improve the nutritional status of the adolescents by creating awareness and implementing corrective measures to modify unhealthy eating behavior. The research also supports devising policy and programs regarding the nutritional behavior of adolescents.

Originality/value

Eating behavior is a complex interplay of various factors at multiple levels. The adolescents’ eating behavior correlates directly with their nutritional status. In total, 50.5% of adolescents were malnourished. The nutrient intake of the majority of the adolescents was less than the recommended intake. The mean nutrient adequacy was 68.1%. The quality of the diet was largely affected as they did not include 5–7 food groups in a day. The social factors such as peer group influence and parental influence had the predominant impact on eating behavior followed by environmental factors. The nutrition education program helped improve the nutrition KAP. Hence, it is necessary to create awareness and make policies and programs that can improve the eating behavior of adolescents.

Details

Nutrition & Food Science , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0034-6659

Keywords

Article
Publication date: 27 August 2024

Yunfeng Xing and Yuanhong Liao

Environmental and health concerns are considered the most significant motivations for organic food purchasing behaviour (OFP). This study focuses on the roles of health and…

Abstract

Purpose

Environmental and health concerns are considered the most significant motivations for organic food purchasing behaviour (OFP). This study focuses on the roles of health and environmental concerns in OFP in China, aiming to explore whether there are differences in the effects and mechanisms of these two concerns.

Design/methodology/approach

We use the PLS-SEM to conduct empirical tests, drawing from survey data collected from 628 Chinese consumers.

Findings

The results showed that the OFP was influenced differently by health and environmental concerns. Specifically, the total effect of environmental concern on OFP outweighs that of health concern, whereas the opposite is true for direct impacts. Additionally, environmental and health concerns can influence OFP through attitude and subjective norms, although the specific mechanisms vary. Environmental concern affects OFP more through subjective norms, whereas health concern affects OFP mainly through attitude. Meanwhile, functional value quality was a significant moderator that enhanced the indirect effect of motivation on OFP.

Originality/value

A theoretical framework is constructed to explore the role of two types of motivations in OFP within emerging economies like China, revealing their mechanism and interaction effect with functional values.

Article
Publication date: 21 October 2024

Lea Kirsten, Rebecca Garvert and Ramona Teuber

With a growing world population and climate crises, edible insects are a promising alternative to conventional livestock. However, Western consumers are largely opposed to eating…

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Abstract

Purpose

With a growing world population and climate crises, edible insects are a promising alternative to conventional livestock. However, Western consumers are largely opposed to eating insects. The aim of this study is to investigate the acceptance of insects in a German sample with a specific focus on risk–benefit perceptions and risk preferences.

Design/methodology/approach

Data were collected via an online survey (N = 569). Established scales for food neophobia (FN), risk perception, risk preference and acceptance were used. The statistical analyses included mean comparisons regarding acceptance and risk–benefit perceptions of unprocessed and processed insects. We further examined the role of perceived benefits and risks as well as risk preferences as determinants of acceptance via hierarchical multiple regressions.

Findings

Respondents indicated lower perceived risks, and higher perceived benefits and thus higher acceptance for processed insect products as compared to whole insects. Risk perception was the strongest predictor of acceptance of unprocessed as well as processed insect food. Respondents who reported to have already eaten insects before exhibited higher risk preferences than those who had not.

Originality/value

This study specifically considered the role of risk preferences, which has been so far largely overlooked in consumer research on insect foods. The findings indicate that acceptance of insect food is mainly driven by risk perception rather than individual risk preferences. However, risk preferences should not be totally overlooked as they seem to play a role especially for unprocessed insects and the decision to try insects for the first time.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 6 September 2024

Camille Saintives and Hélène Meral

Although prior research has shown the influence of the degree of simplicity (versus complexity) in packaging design on consumer’s product and brand perceptions, no research to…

Abstract

Purpose

Although prior research has shown the influence of the degree of simplicity (versus complexity) in packaging design on consumer’s product and brand perceptions, no research to date has analyzed the effect of minimalist packaging on perceived product naturalness. This research thus aims to investigate the underlying mechanisms explaining how a minimalist food packaging design may lead consumers to perceive a product as more natural.

Design/methodology/approach

The paper is based on two pre-tests and two experiments (N = 152 and N = 220) focusing on food products. Serial–parallel mediations are performed to test the effect of minimalist packaging design on perceived product naturalness.

Findings

In a food consumption context, we demonstrate and replicate the positive impact of minimalism on perceived product uniqueness, which then positively influences both production mode and perceived taste, which, in turn, increases perceived product naturalness.

Originality/value

The findings provide new insights into the influence of food packaging design on consumers’ product perception. This paper offers a deeper understanding of the relationship between minimalist food packaging design and product naturalness by highlighting the mediating roles of perceived uniqueness, production mode and perceived taste.

Details

British Food Journal, vol. 126 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 28 October 2024

Jingyu Dong, Beth Clark, Wenjing Li, Shan Jin and Lynn J Frewer

Unhealthy diets are associated with an increased risk of non-communicable diseases and present a significant public health challenge. When developing effective interventions and…

Abstract

Purpose

Unhealthy diets are associated with an increased risk of non-communicable diseases and present a significant public health challenge. When developing effective interventions and policies, consideration must be given to the unique social culture in which food choice is embedded. Health vulnerabilities to poor nutrition exist throughout life but may be influenced by socio-cultural factors such as age. This study aimed to assess the attitudes of older or younger Chinese consumers towards healthy eating and explore the factors influencing their food choices.

Design/methodology/approach

Semi-structured interviews were conducted in Wuhan, China, with 20 consumers aged 18–25 (Group A) and 20 consumers aged 65 and over (Group B).

Findings

Thematic analysis revealed that the two groups had positive attitudes towards healthy eating, although Group A participants were more knowledgeable. Time pressure, food prices and social networks differentially influence healthy eating practices across age groups.

Originality/value

Given China’s economic and cultural context, healthy eating interventions should consider the individual characteristics and food preferences of the different age groups. This approach can optimize targeted healthy eating interventions, and media communications related to healthy eating.

Details

British Food Journal, vol. 126 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 11 April 2024

Julie Napoli and Robyn Ouschan

This study aims to examine how veganism is “seen” by young adult non-vegan consumers and how prevailing attitudes reinforce or challenge stigmas around veganism.

Abstract

Purpose

This study aims to examine how veganism is “seen” by young adult non-vegan consumers and how prevailing attitudes reinforce or challenge stigmas around veganism.

Design/methodology/approach

Photovoice methodology was used to explore young non-vegan consumers’ attitudes and beliefs towards veganism. Data was collected from students studying advertising at a major university in Australia, who produced images and narratives reflective of their own attitudes towards veganism. Polytextual thematic analysis of the resulting visual data was then undertaken to reveal the dominant themes underpinning participants’ attitudes. Participant narratives were then reviewed to confirm whether the ascribed meaning aligned with participants’ intended meaning.

Findings

Participant images were reflective of first, how they saw their world and their place within it, which showed the interplay and interconnectedness between humans, animals and nature, and second, how they saw vegans within this world, with both positive and negative attitudes expressed. Interestingly, vegans were simultaneously admired and condemned. By situating these attitudes along a spectrum of moral evaluation, bounded by stigmatisation and moral legitimacy, participants saw vegans as being either Radicals, Pretenders, Virtuous or Pragmatists. For veganism to become more widely accepted by non-vegans, there is an important role to be played by each vegan type.

Originality/value

This study offers a more nuanced understanding of how and why dissociative groups, such as vegans, become stigmatised, which has implications for messaging and marketing practices around veganism and associated products/services. Future research could use a similar methodology to understand why other minority groups in society are stereotyped and stigmatised, which has broader social implications.

Details

Qualitative Market Research: An International Journal, vol. 27 no. 5
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 30 September 2024

Vikas Gupta and Karishma Sharma

This research aims to assess the dimensions of local gastronomic image by identifying the vital gastronomic image traits utilised by foreign tourists for their evaluation of local…

Abstract

Purpose

This research aims to assess the dimensions of local gastronomic image by identifying the vital gastronomic image traits utilised by foreign tourists for their evaluation of local foods while investigating any perceived disparities in the gastronomic image among Eastern and Western tourists.

Design/methodology/approach

It combined mixed-methods research involving 17 in-depth interviews with restaurant stakeholders in Fiji and analysis of responses from 221 foreign tourists using multivariate and descriptive statistical methodologies. A total of 25 local gastronomic image traits were assessed to understand tourists’ perceptions, which were further refined into foundational constructs through exploratory factor analysis.

Findings

Results highlighted that dishes like Kokoda, Palusami and Lovo are top favourites among both Eastern and Western tourists due to their less spicy nature. Findings also revealed that tourists positively evaluated four cognitive/perceptual dimensions of local gastronomic image: taste and freshness, culture and food authenticity, emotional food image, and quality and price value. Among all constructs, “freshness and taste” most significantly impacted foreign tourists’ satisfaction with their gourmet/culinary experiences, while “digestibility and nutritional value” showed the least value.

Originality/value

This research contributes to understanding how a destination’s gastronomic image influences tourists’ perceptions and how it can be effectively utilised to showcase the cultural uniqueness of destinations like Fiji.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 16 May 2024

Umer Hussain and Han Ma

This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in…

Abstract

Purpose

This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.

Design/methodology/approach

The research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional and self-administered survey.

Findings

Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (ß = 0.327, p < 0.01) and subjective norms (ß = 0.525, p < 0.01) towards masculine brands.

Originality/value

The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.

Details

International Journal of Sports Marketing and Sponsorship, vol. 25 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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