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This paper sets out to investigate the factors affecting product class involvement for food. Factors affecting specific aspects of involvement are also to be explored. The aim is to determine the factors that affect involvement with food and sketch the profile of consumers more likely to be involved or not involved with food. This paper also seeks to assess the factors affecting the importance attached to different aspects of food such as taste, price, nutrition, ease of preparation, and brand name.

Building on the literature a conceptual model is developed and empirically tested using survey data collected from supermarkets in Athens. Data were analyzed using probit and ordered probit analysis and marginal effects were calculated which show how much the level of involvement or importance is affected when a variable is changed.

This study finds that younger consumers, those with higher education and income who engage in nutritional label use behavior and do not prepare food for their household are more likely to have low involvement with food. Less distinctive characteristics are apparent for the highly involved consumers. Different consumer profiles are also associated with different aspects of food involvement based on importance attached to price, ease of preparation, nutrition, taste, and brand name.

A caveat has to do with the localized nature of this study and therefore the limitations in generalizing results. Future research could use larger samples and other measures of product class involvement to test the robustness of these results.

The study suggests that overall involvement with food, based on attribute importance, is affected by several socioeconomic and attitudinal variables. The findings also suggest that different profiles of consumers can be associated with different aspects or attributes of food such as taste, price, nutrition, ease of preparation, and brand name. The analysis can be used as a segmentation tool that can assist marketing management with marketing mix decisions, and in particular with promotional strategy in order to increase marketing efficiency.

The paper gives new insights on consumer segmentation. It provides the profile of consumers more likely to be involved or not involved with food based on specific aspects such as price, nutrition, taste, ease of preparation and brand name.

The purpose of this paper is twofold: first, to evaluate the claim that consumers are willing to compromise on taste in order to obtain the potential health benefits from functional snacks; and second, to investigate the effect of expectations for the snacks, blind tasting and product information on hedonic judgments and willingness to pay (WTP).

A sample of 160 subjects was recruited to participate in a lab experiment that combined hedonic evaluations and a series of non-hypothetical second-price Vickrey auctions, under blind or informed tasting conditions. Participants were also asked to complete a questionnaire about consumer preferences, purchasing habits and demographics.

Results indicate that tasting and information have economically and statistically significant effects on overall food assessment with respect to prior product expectations. Provision of information regarding functional food components shortly before consumption makes consumers less strict on their taste evaluation and increases their WTP. This indicates that consumers are willing to partly sacrifice the pleasure of taste in order to improve the healthfulness of their diet. When information is provided after taste, it only exerts influence with respect to the carob-based snack. Furthermore, blind tasting has a negative effect on liking, irrespective of the product being evaluated. Finally, the econometric results reveal that older respondents tend to bid higher for functional snacks.

This study contributes to the existing literature not only on the basis of the novelty of results but also on the methodological front, since it showcases the combined use of hedonic tests and auctions with real monetary incentives as a state of the art technique on eliciting consumers’ overall assessment for functional snacks. It also highlights important elements in the toolkit that marketers can use to influence products’ perceived health benefits, and thus consumption choices.

The purpose of this paper is to explore the associations between food literacy, consumer profiling and purchasing behaviour in a sample of Italian consumers.

Participants (N = 194) completed an online survey including personal data, two questionnaires on purchase behaviour and food consumption, the General Trust Scale (GTS), a questionnaire assessing individual chronotype and two scales about food literacy: one investigating nutritional knowledge (short food literacy questionnaire, SFLQ) and the other focussing on procedural skills (self-perceived food literacy scale, SPFL). Associations between food literacy, consumer profiling and purchase behaviour were analysed with linear regression models.

Participants with specific education in nutrition reported higher scores in food literacy. The final score of food literacy was predicted by a greater attention to nutritional content and nutritional properties of products. Women paid more attention to nutritional properties than men, and they obtained higher scores in SFLQ. Evening types obtained lower scores in SFPL compared to intermediate and morning chronotypes. Body mass index (BMI) was negatively correlated to SPFL score, while it was associated with the easy availability of a product, so that obese (BMI ≥ 30) subjects considered the easy availability of a product more important compared to non-obese ones (BMI < 30).

This study investigates the influence of personal and psychometric variables of consumer profiling on food literacy and consequently on purchase behaviour, paving the way for implementing healthier food consumption policies. These findings reinforce the primacy of specific education in building healthy eating habits.

While the monetary returns to education are well documented in the economics literature, the studies on non-monetary returns to education are scarce. The purpose of this study is to provide new insights into the non-market outcomes by exploring how education influences the food consumption choices of households and how these effects vary across different socio-economic groups using household-level calorie consumption data from Sri Lanka.

This study uses two waves of Household Income and Expenditure Surveys – 2006/2007 and 2016. The methods adopted in analysing the data were descriptive statistics and the OLS regression model.

The empirical results show that educated poor households pay less per calorie compared to non-educated poor households, highlighting the role of education in improving the ability to make better food choices and manage household budgets more economically.

This study informs policy-makers of the importance of education for formulating food and nutritional policies, which aim to raise the standard of living of resource-poor and vulnerable households in Sri Lanka as well as other developing countries with similar socio-economic conditions.

To the best of the authors' knowledge, this study is the first to explore the impact of education on the calorie consumption behaviour of people in the Sri Lankan context using nationwide household surveys.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-01-2022-0007

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.

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.

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.

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.

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.

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.

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.

The purpose of this paper is to assess the usefulness of nutrition labels in Thailand during nutrition transition from traditional to modern diets that increase salt, sugar, and calorie intake and to note socio-demographic interactions and associations with consumption of transitional processed foods.

The authors studied 42,750 distance learning Open University adults aged 23-96 years in 2013 residing nationwide and participating in an ongoing community-based prospective cohort study. The authors used multivariable logistic regression to relate nutrition label experiences (“read”, “good understand”, “frequent use”), socio-demographic factors, and consumption of four transitional foods. These foods included “unhealthy” instant foods, carbonated soft drinks, and sweet drinks, or “healthy” milk.

Overall, two-thirds reported good understanding and frequent use of nutrition labels. Unhealthy transition-indicator processed foods were frequently consumed: instant foods (7 per cent), (carbonated) soft drinks (15 per cent), and sweet drinks (41 per cent). Frequent users of nutrition labels (e.g. females, older persons, professionals) were less likely to consume unhealthy indicator foods. Those with the most positive overall nutrition label experience (“read” + “good understanding” + “frequent use”) had the best indicator food profiles: instant foods (odds ratio (OR) 0.63; 95%CI, 0.56-0.70); soft drinks (OR 0.56; 95%CI, 0.52-0.61); sweet drinks (OR 0.79; 95%CI, 0.74-0.85); milk (OR 1.87; 95%CI, 1.74-2.00).

Knowledge protected – those with most nutrition label experience were least likely to consume unhealthy foods. Results support government regulated nutrition labels, expanding to include sweet drinks. The study is remarkable for its large size and nationwide footprint. Study subjects were educated, represent Thais of the future, and show high awareness of transition-indicator foods.

This study aimed to investigate consumers' understanding of country of origin (CoO) information and its relative importance in the context of their everyday food purchase decisions.

A cross-sectional intercept survey of 402 consumers in two cities in New Zealand was conducted. Respondents were asked to describe what they had considered when selecting a food item in their trolley. This was followed by questions to assess respondents' knowledge of CoO and their use and understanding of common CoO labels.

Price (42 per cent), taste (40 per cent), health (18 per cent), and quality (18 per cent) were the most important factors that respondents mentioned. Only 3.5 per cent of respondents mentioned CoO as one of the factors influencing their decision. Of respondents 61 per cent, when prompted, stated that they knew the CoO of the food product selected. Of these respondents, 90 per cent were correct. Of respondents 62 per cent stated that they look at CoO labels when making food purchase decisions. Yet, only one third of respondents correctly understood the difference between the “Made in” and “Product of” labels.

The findings suggest that consumers that do access CoO labels are misinterpreting this information which may form the basis of their assumptions about the source of origin of the brands and food products they routinely purchase.

Mandatory CoO labelling policies may add costs and reinforce misconceptions that consumers already hold about the meaning of these labels.

This study contributes to understanding of the extent to which consumers are competent in their knowledge and understanding of these informational labels.

This paper aims to analyse the responsible offer of mainstream retailers. By focusing on corporate social responsibility (CSR) labelled grocery goods, it aims to study whether consumers are able to make an ethical shopping basket, to create an inventory of CSR labels, and to evaluate the quality of the information conveyed through CSR labels.

Structured observation (audit) was used. Using a template to homogenise data collection, information was recorded for 15 products in eight mainstream retailers in two countries (UK and Spain). Data of 874 products were obtained (548 different brands).

Differences are found across product categories, retailers, type of brands and countries. Private brands are taking the lead in the creation of responsible assortments as well as in the quality of the information provided to consumers.

Given the exploratory nature of this paper, a research agenda is built suggesting future avenues of work to further understand the configuration and outcomes of the responsible assortment.

This paper fills a gap in the literature, since the issue of responsible assortment has received limited attention, despite its importance as a key pillar of the corporate social responsibility strategy of retailers. It examines comprehensively the size and share of CSR‐labelled grocery goods.

The purpose of this paper is to analyse the relationship between the price of extra virgin olive (EVO) oil and its main quality attributes, in the specific case of business-to-consumers electronic commerce (B2C EC) channel. The final objective is to provide useful insights for small and medium-sized enterprises (SMEs) interested in online selling of EVO.

A hedonic price model was estimated considering the following attributes: packaging, cultivar composition, organic certification, oil extraction method, origin certification and localization of selling firms. A survey was performed in 2012 considering 169 virtual stores of SMEs (farms, mills and bottlers) located in all the main Italian olive-growing areas. A data set of 667 references was used to estimate the implicit prices of considered attributes.

The EVOs sold through virtual stores are highly differentiated on the basis of several quality attributes among which the most important is the certification of origin (protected denominations of origin/protected geographical indication). Therefore the firm location could generate considerable advantages or disadvantages in adopting a B2C EC strategy.

Future researches should develop a comparison between the premium prices and costs associated to each attribute in order to find the best product differentiation strategy. An accurate analysis about the implementation and management costs of EC systems as well as an examination of interactions between online and offline sale channels is needed. It would be useful to compare the manufacturer direct sell business model with other business model.

Few studies applied the hedonic price model to analyse the retail olive oil market. Nevertheless, no studies have analysed the market of EVO sold in virtual shops.