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Article
Publication date: 28 December 2021

Maureen Schulze, Achim Spiller and Kristin Jürkenbeck

The consumption of animal-based food products faces several sustainability challenges. To date, however, meat intake plays an important role in everyday food choices. With…

Abstract

Purpose

The consumption of animal-based food products faces several sustainability challenges. To date, however, meat intake plays an important role in everyday food choices. With their ability to change the opinions of a critical mass, opinion leaders in food choices are assumed to play a predominant role in influencing future dietary styles. Thus, the objective of this study was to identify opinion leaders in food choices and their personal meat consumption behaviour as well as their attitude towards policy interventions aiming to meat reduction.

Design/methodology/approach

The sample consisted of 1,479 German participants aged between 15 and 29 years who were online surveyed in autumn 2020. A latent profile analysis (LPA) identified three distinct groups of opinion leader in the younger generation labelled “non-opinion leaders”, “weak opinion leaders” and “opinion leaders”. The identified profiles were used to understand opinion leaders and their food choices by using chi-square tests as well as univariate ANOVA with Tukey or Games-Howell post hoc tests.

Findings

Opinion leadership in food choices was associated with a higher interest in meat-reduced dietary styles and with more positive attitudes towards innovative food ideas. Moreover, opinion leaders were associated with politicised food decisions, indicating that their food choices align with their political and social interests.

Originality/value

The results contribute to a better understanding of the development of future dietary styles, provide evidence for a shift towards more sustainable dietary patterns in the near future and highlight that food decisions are no longer solely decisions on an individual basis but rather becoming of political relevance.

Details

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

Keywords

Article
Publication date: 5 February 2018

Birgit Gassler, Qian Xiao, Sarah Kühl and Achim Spiller

The percentage of dairy cows managed in grazing systems in Northwest Europe is on the decline, even though pasturing is perceived favourably as enhancing the health and…

Abstract

Purpose

The percentage of dairy cows managed in grazing systems in Northwest Europe is on the decline, even though pasturing is perceived favourably as enhancing the health and welfare of dairy cows. With consumers turning away from intensively produced food, developing the pasture-raised milk market could encourage farmers to continue keeping their cows on pastures. To provide insights for expanding this specialty milk market, the purpose of this paper is to, therefore, investigate the roles of personal, product-related, economic and social factors in purchasing pasture-raised milk.

Design/methodology/approach

Drivers of pasture-raised milk purchases are identified and the conceptual model is tested using structural equation modelling with data from a cross-sectional study among 917 German milk consumers.

Findings

Perceived price and availability barriers are the main consumption obstacles for pasture-raised milk. Besides increasing availability and reducing price premiums, processors should cater health and dietary conscious consumers by providing pasture-raised milk with unique and favourable product qualities, i.e. focussing on freshness, a rich taste or naturalness. Raising awareness for extensive husbandry systems may enhance pasture-raised milk purchases, while introducing a unified pasturing claim could help consumers to distinguish pasture-raised milk from conventional barn milk.

Originality/value

This study provides dairies and marketers with valuable insight about the factors driving pasture-raised milk purchases. This information is derived from a large sample with extensive regional coverage and will thus be useful in expanding this specialty milk market and in maintaining extensive dairy production.

Details

British Food Journal, vol. 120 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 4 June 2019

Birgit Gassler, Carina Fronzeck and Achim Spiller

The mechanism by which organic labelling affects consumers’ willingness to pay (WTP) for wine is not yet fully understood. Organic labelling not only transports…

Abstract

Purpose

The mechanism by which organic labelling affects consumers’ willingness to pay (WTP) for wine is not yet fully understood. Organic labelling not only transports information about environmental benefits, but may also influence consumers’ perceptions of quality and taste. The purpose of this paper is to separate the information effect from the perception effect of an organic label on WTP.

Design/methodology/approach

Taste and quality perceptions of 110 German consumers and their WTP for white and red wines were collected in a second-price auction in conjunction with a blind tasting. Each measure was recorded under two experimental conditions: with and without organic labelling. Serial mediation analysis is used to identify the information and perception effect of an organic label on WTP. A moderating effect of commitment to organic consumption is considered.

Findings

Wines marketed as organic are perceived as tastier and of higher quality and value. The organic labelling effect is stronger for committed organic consumers. Mediation analysis confirms perceived better taste as a key driver for WTP, especially for less committed organic consumers. The findings highlight perceptions of wine quality as the main mediator through which organic labelling affects WTP for red wine and for committed organic consumers.

Originality/value

This paper adds to the literature by decomposing the signalling mechanism of organic labelling and by emphasising the role of individual characteristics in determining its magnitude and pathways. Implications from a marketing and wine industry’s perspective are discussed.

Details

International Journal of Wine Business Research, vol. 31 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 4 September 2017

Sarah Kühl, Lea Schlüterbusch and Achim Spiller

Agricultural-related food marketing claims are gaining in importance. The challenge for the industry is to claim real production characteristics while being in line with…

Abstract

Purpose

Agricultural-related food marketing claims are gaining in importance. The challenge for the industry is to claim real production characteristics while being in line with consumers’ expectations. Looking at the example of marketing pasture-raised milk year-round and the fact that cows only have access to pasture in summer, the purpose of this paper is to analyse consumer expectations, the potential of deception and the acceptance of more credible marketing strategies.

Design/methodology/approach

An online access panel was used for data collection. The data include 310 German milk buyers, who were grouped using cluster analysis to examine the different target groups for the year-round and seasonal marketing of pasture-raised milk.

Findings

The study distinguished two different consumer groups: one with lower expectations accepting year-round marketing (32.5 per cent) and the other with higher demands, who feel deceived by year-round marketing (46.7 per cent). Furthermore, one part of the last group is also sceptical towards the more precise seasonal marketing due to their general scepticism towards ag-related marketing claims.

Practical implications

To generate consumer trust in ag-related marketing claims, it is beneficial to meet consumers’ expectations. Producers have to decide if they orient their products to more modest or more critical consumer segments. While it is easier to implement lower standards, there is the risk to disappoint (and thereby lose) the most interesting target group of highly involved consumers characterised by some general doubts regarding food marketing claims.

Originality/value

The study is the first to demonstrate the existence of two consumer segments that differ in their expectations towards and acceptance of ag-related marketing claims for food products.

Details

British Food Journal, vol. 119 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 October 2019

Kristin Jürkenbeck, Achim Spiller and Stephan G.H. Meyerding

Vegetables are an important component of a healthy diet. Given that tomatoes are the most purchased vegetable in Germany, the purpose of this paper is to focus on how…

Abstract

Purpose

Vegetables are an important component of a healthy diet. Given that tomatoes are the most purchased vegetable in Germany, the purpose of this paper is to focus on how consumers evaluate tomatoes during their food choice. Each consumer has different preferences and, in order to target them, it is necessary to identify consumer groups. The study segments tomato consumers into homogenous target groups.

Design/methodology/approach

A choice experiment was used to simulate the buying situation in a supermarket. The data were analysed using latent class analysis, as well as principal component factor analysis to measure food-related lifestyles. The sample consisted of 1,027 consumers and was representative of the characteristics of gender, age, educational level and income for the German population.

Findings

Consumers perceive air transportation and plastic wrapping as most climate damaging in tomato production. Six different tomato consumer groups were identified and named according to the attribute they found most important, i.e. “Balanced consumers”, “Price-conscious consumers”, “Taste enthusiasts”, “Colour-sensitive consumers”, “Price-conscious consumers with a taste preference” and “Colour- and price-sensitive consumers”. In three clusters, colour was the most important attribute. However, green and yellow tomatoes were rejected by all segments, indicating communication problems.

Originality/value

The results of this study provide breeders and marketers with valuable insights into the factors driving tomato choice. The information was based on a large sample and will help breeders to select the types of tomatoes that are in demand by consumers.

Details

British Food Journal, vol. 122 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 26 July 2022

Anoma Gunarathne, Sarah Hemmerling, Naemi Labonte, Anke Zühlsdorf and Achim Spiller

This paper aims to empirically identify foodie features and examine their relevance in segmenting German consumers. Furthermore, this study explored potential differences…

Abstract

Purpose

This paper aims to empirically identify foodie features and examine their relevance in segmenting German consumers. Furthermore, this study explored potential differences between foodie segments in terms of food involvement and food knowledge.

Design/methodology/approach

Data were collected from 500 German respondents in October 2015 by means of two online surveys using a newly developed version of the foodie instrument based on existing literature. Confirmatory factor analysis, cluster analysis, analysis of variance and post hoc tests were applied to analyse the data.

Findings

Six distinct consumer segments were identified: passionate foodies (12.0%), interested foodies (21.5%); moderate foodies (21.7%), traditional foodies (17.1%), light foodies (18.2%) and non-foodies (9.5%). The nutritional knowledge questionnaire suggests that passionate foodies have only an average level of food literacy compared to other segments.

Research limitations/implications

Behavioural traits and socio-demographic characteristics of foodies and other culinary consumer segments could be time-sensitive, thus future research should take a longitudinal approach so that subsequent decision-making is appropriately dynamic.

Originality/value

To the best of the authors' knowledge, this paper is a first step towards the development of a new foodie lifestyle scale which will be useful to identify, characterise and develop effective marketing strategies for targeting highly involved food consumers.

Details

Journal of Consumer Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 5 September 2016

Sarah Hemmerling, Maurizio Canavari and Achim Spiller

The purpose of this paper is to provide insights into European organic consumers’ attitudes towards natural food and in their sensory preference for it. It explores…

1166

Abstract

Purpose

The purpose of this paper is to provide insights into European organic consumers’ attitudes towards natural food and in their sensory preference for it. It explores whether there is any evidence for a latent dimension that represents consumers’ attitudes towards naturalness and which aspects can be assigned to this dimension. However, the main scope is to investigate whether attitudes towards naturalness are able to predict the liking of natural food.

Design/methodology/approach

Sensory tests of strawberry yoghurt are combined with consumer information obtained by means of a standardised questionnaire. About 1,800 organic consumers from France, Germany, Italy, the Netherlands, Poland and Switzerland were asked to blindly test two strawberry yoghurt samples that differed only in their absence/presence of an aroma additive.

Findings

On average, the consumers revealed a positive attitude towards natural food, but a negative sensory preference for the more natural yoghurt sample. Correlations between these two variables indicate that for most countries one cannot conclude that more naturalness-oriented consumers actually prefer the taste of more naturally flavoured yoghurts. This finding is interpreted as an attitude-liking gap.

Research limitations/implications

More research is necessary in order to clarify the reasons for the attitude-liking gap, since the authors can only speculate about these. Also, suitable data are needed to confirm the assumption made here that the naturalness of strawberry yoghurt can be determined by the degree of flavour intensity, especially against the background that the sensory skills of consumers are usually weak.

Originality/value

No attempt has been undertaken so far to test the claim that natural food products taste better and whether consumers with a positive attitude towards naturalness actually prefer the taste of a natural product over the taste of a more processed one. The present study attempts to fill this gap by exploring the preference for naturalness in a cross-national context.

Details

British Food Journal, vol. 118 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 July 2011

Amos Gyau, Achim Spiller and Christian Wocken

The aim of this paper is to determine the relative importance of actual price and behavioural factors for the quality of the business relationship between German dairies…

1755

Abstract

Purpose

The aim of this paper is to determine the relative importance of actual price and behavioural factors for the quality of the business relationship between German dairies and their milk suppliers.

Design/methodology/approach

The paper reports the results of field study involving 209 farmers in Lower Saxony and the northern section of North Rhine‐Westphalia regions in northwest Germany. These regions are the most important milk production centres in Germany.

Findings

The results indicate that, whereas behavioural factors, specifically relationship management practices and price satisfaction, have a positive influence on the quality of the business relationship between the farmers and the dairies, the actual price levels have no influence.

Practical implications

Actual prices paid to the farmers is not the most important factor which influences the quality of their relationship with the dairies but rather behavioural norms such as milk price satisfaction and relational norms. Dairies are advised to enhance price perception through price negotiations and transparency in order to facilitate quality relationship instead of through higher price payment alone.

Originality/value

This study is the first to integrate and compare the actual prices and behavioural variables to determine their relative importance and influence on relationship quality.

Details

British Food Journal, vol. 113 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 24 July 2009

Amos Gyau and Achim Spiller

The suppliers of fresh fruit and vegetable complain that their buyers in the retail segment of the market used certain undesirable and questionable business practices…

1164

Abstract

Purpose

The suppliers of fresh fruit and vegetable complain that their buyers in the retail segment of the market used certain undesirable and questionable business practices which are not used by buyers in other segments. These undesirable practices may have negative effects on how the exporters perceive their relationship with the retailers compared with how they will perceive the non‐retail buyers. This paper aims to compare the perceived relationship quality of the retailer group of buyers with the buyers in the other categories of the fresh fruit and vegetable business between Ghana and Europe.

Design/methodology/approach

Using the literature on inter‐firm relationships as a basis, a structured questionnaire was designed and administered to 101 exporters in Ghana. Multivariate analysis of variance (MANOVA) procedure and post hoc test were used to determine the differences in the perceived relationship quality of the exporters classified according to their main European buyer type.

Findings

The empirical results from the study support the hypotheses that exporters have a lower perception of the quality of their relationship with retailers compared with the wholesalers and the food service firms. In addition, whereas differences in exporters' experience were observed depending on the type of European importer to whom they mainly sell, the size of the exporters does not differ. The paper concludes that, in the context of the fresh produce business, the level of perceived power exploitation may differ depending on the type of business organisation or the position of the firm in the supply chain.

Originality/value

It is recommended that export firms need to examine the category to which their main buyer belongs before they make relationship‐specific investments. The results also provide a guide for policy makers and antitrust bodies in the various European countries to be able to effectively target their policies to address unfair business practices.

Details

Journal of Enterprise Information Management, vol. 22 no. 4
Type: Research Article
ISSN: 1741-0398

Keywords

Article
Publication date: 25 February 2014

Beate Irene Goetzke and Achim Spiller

The desire for health and well-being is a strong driver in the food market. Scientific publications show that health is an important motive for both functional and organic…

4627

Abstract

Purpose

The desire for health and well-being is a strong driver in the food market. Scientific publications show that health is an important motive for both functional and organic food consumption. The aim of this study is to investigate whether functional and organic food consumers have the same understanding of health, and which health and well-being improving lifestyles are characteristic for them. Based on this, the authors identify dimensions for a wellness-orientated lifestyle model.

Design/methodology/approach

In order to measure the different well-being and health lifestyles, AIO dimensions were adapted to theoretical wellness concepts. The results of the conducted factor and multiple OLS regression analyses are based on the data of an online survey of 500 German consumers.

Findings

Consumers of functional food have a similar concept of health and well-being to organic consumers, but differ in certain aspects in their way of achieving this. The purchase of organic and functional food is driven by different lifestyles. Overall, the results confirm the link between organic food and an active lifestyle, as well as functional food and a passive lifestyle.

Practical implications

The paper contributes to the discussion of health in marketing and especially in the food industry. The results reveal which kinds of lifestyle food marketing should be considered in a target group specific product communication and positioning.

Originality/value

This study contributes to the understanding of consumer behaviour, especially in the organic and functional food segment. It highlights the importance of health for both food types and also important differences in the understanding of wellness. Moreover, the results reveal first dimensions for a wellness-orientated lifestyle approach – especially for the food market.

Details

British Food Journal, vol. 116 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

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