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Article
Publication date: 7 August 2017

Chiara Riganelli and Andrea Marchini

This research considers a current problem statement: mandatory indication of palm oil among the list of ingredients (Regulation No. 1169/2011). The purpose of this paper…

Abstract

Purpose

This research considers a current problem statement: mandatory indication of palm oil among the list of ingredients (Regulation No. 1169/2011). The purpose of this paper is to analyse the effects of company choices about palm oil on consumer demand and company performance.

Design/methodology/approach

The data collection covers two years, 2013 and 2014. Financial data from the AIDA database are matched with information on palm oil certification and replacement. A panel data analysis is conducted to evaluate the impacts of certification and replacement on consumer demand and company performance.

Findings

Considering consumer demand, positive significances have been found in terms of both palm oil certification and replacement. With regard to performance, there are positive significances only for palm oil replacement.

Research limitations/implications

The research is a first step in the study of palm oil phenomenon. Furthermore, the study takes into consideration only one specific industry that uses palm oil as an ingredient.

Practical implications

There is a consumer demand expression for these two kinds of disclosures, considered in terms of both environmental (certification) and health (replacement) issues. However, only palm oil replacement leads to improved performance.

Originality/value

This study considers the market effects of the labelling programme through a new empirical application related to the palm oil issue. Starting from palm oil concerns, a new way through which an increase in the provision of information to consumers is likely to impact the behaviour of companies is pointed out.

Details

British Food Journal, vol. 119 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 7 August 2017

Paola Mancini, Andrea Marchini and Mariarosaria Simeone

This is an exploratory study on consumer information and behaviour towards green, health, local, social and environmental credentials on labels. It focusses on many…

Abstract

Purpose

This is an exploratory study on consumer information and behaviour towards green, health, local, social and environmental credentials on labels. It focusses on many dimensions of sustainability in the food products that affect consumer choices with a dual purpose: to identify and define “sustainable consumption” behaviour in broad sense and to investigate empirically the factors affecting the real consumption behaviours. The purpose of this paper is to shed light on consumers’ understanding, motivation and use of sustainable labelling in order to understand the role sustainability information plays in the food products market.

Design/methodology/approach

Two focus groups in order to investigate consumer motivation and behaviour in-depth and to prepare the questionnaire. Identification of the outcomes that could summarize sustainable consumption combining: purchase of local products, consume only seasonal fruit, prefer products with recyclable packaging, attention to the fat content in foods, give importance to traceability and purchase products only in the place of origin. Identification of the “at risk” virtuous consumer, using a binary logistic regression approach, taking into account demographic characteristics, the food and nutrition value system, experience, knowledge, institutional factors and marketing.

Findings

Results from the focus groups are mainly in line with the empirical analysis, highlighting the key role of education in influencing consumer attitude and behaviour. Consumers give little attention to information provided on the label for sustainable food consumption and environmental protection and have little knowledge of environmental problems. The virtuous consumer appears to give importance to a better food nutrition value system, to pay more attention to ingredients and instructions on the label, to be more attentive to environmental and sustainable attributes, to be concerned about product quality and to be slightly influenced by brands and special offers.

Research limitations/implications

The findings from the empirical analysis confirm the results from focus groups even if it was not possible from the empirical analysis to investigate in-depth the marketing aspects concerning the food choice. This limit probably comes from the low number of observations. Further research will focus on these marketing aspects.

Practical implications

Products with sustainable attributes can become a strategic variable and allow companies to gain a competitive advantage, especially for small- and medium-sized enterprises. This may encourage the development of new marketing channels based on the direct relationship between producer and the new consumer demand, increasingly sensitive to the food security issues.

Social implications

There is a potential interest and sensitiveness to having sustainable behaviour in a broad sense, but there is a lack of knowledge about how to behave to be sustainable. In the absence of binding rules, it is necessary that government promote information and campaigns to generate greater awareness on sustainability, aiming at increasing knowledge to drive the consumer’s choices. This may lead to virtuous results in terms of reducing social costs related to an unhealthy diet, food waste and unsustainable consumption.

Originality/value

The results show that despite the appearance of attention to the environment and to healthy food which is associated with this emerging critical consumer in the literature, there remains the problem of the consumer giving little attention to information provided on the label for sustainable food consumption and environmental protection. This is the problem of “rules of thumb” in purchasing decisions that prevail in the following situations: when consumers have an overload of information that exceeds their processing limits; when they tend to base their decision making on heuristics, focussing their choices on brands as a proxy for high-quality, product-related characteristics.

Details

British Food Journal, vol. 119 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 7 August 2017

Gaetano Martino, Enrica Rossetti, Andrea Marchini and Angelo Frascarelli

The purpose of this paper is to investigate the role of the modes of organizing the technological knowledge (make, buy and hybrid organization) in the decision to innovate…

Abstract

Purpose

The purpose of this paper is to investigate the role of the modes of organizing the technological knowledge (make, buy and hybrid organization) in the decision to innovate the production process.

Design/methodology/approach

The study first develops a conceptual framework drawing the concept of mode of organization from the Transaction Cost Economics. The three research questions are coherently formulated which concern: the influence of the modes of organization on the decision to innovate and to invest in supporting instruments; the variability of this influence and the complementarity degree between the decision to innovate and to invest. The empirical analysis is carried out with respect to the olive oil sector considering a representative sample of olive millers (Umbria, Central Italy) and a complementary accidental sample drawn from an existing database.

Findings

The main results of the study provide evidence for the role of modes of organization in the knowledge acquisition finalized to the process innovation. The role of the “buy” option is important, while the collaboration – the “hybrid” organization – seems to influence strongly the innovation and the related investment decision. The important role of the information sources appears effective and articulated. Finally, despite the great economic importance of the quality requirements, the millers appear to be more sensitive to the difficulties to build up a clear process vision in terms of technology.

Research limitations/implications

The main limitation of the study is that it refers to a specific supply system including small enterprises and does not account for the pattern of innovation in other olive oil production systems. Moreover, one of the samples that was observed and analyzed is accidental in nature and does not allow a clear and robust comparison for the representative sample.

Practical implications

The findings of this study can contribute to the identification of organizational constraints to the rate on process innovation.

Originality/value

The originality of the study is based on the main focus, i.e. the attention to the role of the modes of organization in the decision to innovate, which provides complementary information to the extant literature on the choice of modes of organizing the technological knowledge acquisition. Moreover, the conceptual framework and findings are connected to the current research on the variety of the agribusiness organizations which is still a partially explored field of inquiry.

Details

British Food Journal, vol. 119 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 8 June 2015

Andrea Marchini, Francesco Diotallevi, Chiara Paffarini, Antonio Stasi and Antonio Baselice

– The purpose of this study is to present an attempt to evaluate Italian olive oil brand competition thought the analysis of consumers’ visual perspective.

Abstract

Purpose

The purpose of this study is to present an attempt to evaluate Italian olive oil brand competition thought the analysis of consumers’ visual perspective.

Design/methodology/approach

Through the implementation of a new information technology system called “Visual Marketing REL”, which furnishes eye-tracking measures, the authors were able to produce important information relative to the layout organization of to the Italian olive oil shelf, a strategic product of the agro-food chain. The research uses the “in situ” testing of the software developed.

Findings

The research, following up the thesis of sensorial marketing affecting choices, intends to identify an IT tool to facilitate the design of the shelf by increasing the efficiency of the retail mix. Results highlight that specific positioning could impact the differentiation effect and orientate consumers’ choices, thus increasing the efficiency of the retail mix.

Research limitations/implications

To generalize the results would require many repetitions of different product categories. In this case, it would be possible to quantify the levels of correlation between visual information and sales.

Practical implications

This work opens important considerations in terms of strategic management of modern distribution, leaders and minor brands competitive relationship, as well as opportunities for producers of high-quality products, which could address their strategies to differentiation and niche market in cooperation with retailers.

Social implications

The research aims to encourage the process of consumer choice and reduce information asymmetries.

Originality/value

The most important result is the connection among choices, visualization, differentiation strategy and positioning/ordering on the shelf. The layout management, in fact, could be used as a joint strategy of retailers as well as producers to emphasize quality and price differentiation, thereby increasing sales. Moreover, the study provides for the first time the outcomes of a brand new software “Visual Marketing REL”, highlighting its limits and positive elements.

Details

Qualitative Market Research: An International Journal, vol. 18 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Abstract

Details

British Food Journal, vol. 119 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 23 August 2011

Jean‐Pierre Couderc and Andrea Marchini

The purpose of this paper is to analyse the structural characteristics, the governance and the performance of two French and Italian groups of wine cooperatives, with two…

Abstract

Purpose

The purpose of this paper is to analyse the structural characteristics, the governance and the performance of two French and Italian groups of wine cooperatives, with two objectives in mind. On one hand, the study will analyse the presence of similarities between the characteristics of the two groups of companies which were founded in the same period within a similar legal framework; on the other, it will study the presence of links between the strategic policy of the companies and their structural, governance and performance characteristics.

Design/methodology/approach

The study uses survey data obtained from interviews with 25 wine cooperatives. It covers the topics of their structure, organisation, strategies, management and performance in Italy (specifically in Umbria, a region in the centre of Italy), and in France (in Languedoc‐Roussillon, a region in southern France). Other indicators of performance, calculated from the balance sheets of the companies, were added to this analysis, and a careful analysis was drawn up to check the factors which condition the performance of the companies.

Findings

The main finding underlines some strong differentiating elements between those cooperatives selling the biggest part of their production as bulk wine and those selling it as packaged wine. But the first situation does not lead automatically to inferring a decline or an involution of these cooperatives. On the contrary, the mitigated performances that were found clearly question whether there is a strategic evolution towards more specialisation (intermediate phases of product transformation, leading to business‐to‐business differentiation strategies) which could be more profitable for their growers‐owners than further integration towards packaged wine sales.

Originality/value

The analysis deals with the problem of performance and governance of the transformation cooperative companies in the wine sector, which produce more than 50 percent of the entire wine production both in France and Italy.

Details

International Journal of Wine Business Research, vol. 23 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Content available
Article
Publication date: 15 March 2013

Abstract

Details

International Journal of Wine Business Research, vol. 25 no. 1
Type: Research Article
ISSN: 1751-1062

Content available
Article
Publication date: 23 August 2011

Ulrich R. Orth

Abstract

Details

International Journal of Wine Business Research, vol. 23 no. 3
Type: Research Article
ISSN: 1751-1062

Content available
Article
Publication date: 15 March 2013

Abstract

Details

International Journal of Wine Business Research, vol. 25 no. 1
Type: Research Article
ISSN: 1751-1062

Content available
Article
Publication date: 8 June 2015

Andrew Lindridge

Abstract

Details

Qualitative Market Research: An International Journal, vol. 18 no. 3
Type: Research Article
ISSN: 1352-2752

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