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Consumers can be an interesting source of knowledge if companies manage to attract them to an interactive process of new product development (NPD). The purpose of this paper is to investigate factors influencing consumers’ willingness to participate in NPD activities.

A survey with 1,038 respondents was held in Denmark. Food products for weight management were used as an example to further explore these issues and test the research hypotheses. Data were analysed by means of hierarchical regression analysis.

Results indicated that consumer innovativeness is a key factor to stimulate participation. An increase in either cognitive or emotional dimensions also encourages consumer interaction with the company. Weight perception and willingness to participate is moderated by age group. These findings can help managers to identify key segments when developing new food products for weight management.

This study has proposed and tested a model based on relevant literature and validated scales using a model generation approach to discuss motivations and factors that influence willingness to participate in NPD projects in the food sector.

The purpose of this paper is to investigate the extent to which consumption values and physical activities influence consumers’ healthy eating choices.

A survey with 292 participants was analysed by means of bilateral factor analysis and structural equation modelling to study the consumers’ healthy eating choices based on consumption values and moderation effect of physical activities.

Consumers’ healthy eating choices are strongly linked to epistemic and emotional values. Physical activities act as a moderator of the emotional value and functional value price.

This paper adds to the literature on consumption values and raises new insights of value for the health and wellness food industry.

Several studies focus on agri-food value chain from a consumer or from a supply chain perspective. But there is little investigation integrating both approaches and providing empirical evidence from developing countries. The purpose of this paper is twofold: first, it describes the supply chain of organic products in Brazil, which is an emerging market. It describes how retailers manage its supply chain (wholesalers and small producers) in an organic own brand of fresh products. Second, this paper identifies the motivations, attitudes, beliefs and personal values behind Brazilian consumers' decision to purchase organic food.

Qualitative and quantitative techniques were used in two stages. First, it presents a case study of the organic supply chain. Then, a survey carried out with 261 consumers at supermarkets in a Brazilian city is presented.

The case study points out that retailers transfer to wholesalers the responsibility to manage small organic producers. It also suggests that as the organic product is under the retailer own brand, and therefore most of the value perceived by the consumer is retained by the retailer. Survey results indicate that organic consumers have strong individual values and benefits are the most significant predictors of attitude toward organic food for the Brazilian consumers interviewed. Availability is significantly related to the intent to purchase organic food, which is a key point for the supply chain to respond efficiently to consumers' demand.

This paper is based on a single case study and the survey is applied in only one city of Brazil.

The study contributes to expand the value analysis through a combination of quantitative and qualitative techniques, including consumer behaviour and supply chain management in the same analysis. It also adds to the debate on value, proposing Schwartz Value Theory as a complementary approach to value analysis.

The purpose of this paper is to investigate if consumer buying motives regarding organic food in emerging economies China and Brazil are culture bound or determined by key characteristics of the product.

A survey was collected in Guangzhou, China, and Porto Alegre, Brazil. Data were analyzed by means of structural equation modeling, checking for measurement invariance between samples.

The reasons why Brazilian and Chinese consumers buy organic food are strikingly similar to what is found in Europe and North America. Consumers’ attitude toward buying organic food is strongly linked to beliefs about its healthiness, taste and environmental friendliness. Also, consumer attitudes toward buying organic food are positively related to what Schwartz’s “Universalism” values in all studied cultures.

Correlational (survey) data do not allow conclusions about causality and conclusions are limited by the covered countries and products.

Key consumer value propositions with respect to organic food seem cross-culturally valid and universally accepted by a segment of customers that share these values. Hence, organic food can be marketed globally based on a universal set of key value propositions. The same could be true for other global products sharing similar types of certifiable value propositions.

New insights of value for the cross-cultural marketing of “green” and ethical consumer products.

Fills a gap in research regarding the extent to which consumer purchase motives are culture bound or determined by the characteristics of the product.