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Article
Publication date: 22 February 2021

Tong Chen, Gnel Gabrielyan, Mitsuru Shimizu and Ping Qing

The purpose of this research is to investigate how biofortification claims impact consumer food taste inference and purchase intention. Based on the halo effect, the authors…

Abstract

Purpose

The purpose of this research is to investigate how biofortification claims impact consumer food taste inference and purchase intention. Based on the halo effect, the authors propose that food products with biofortification claims are inferred to taste better than regular foods. Due to this inference, biofortification claims subsequently improve purchase intention.

Design/methodology/approach

To examine these predictions, the authors conducted three between-subject design lab experiments featuring three staple foods: corn soup (β-carotene biofortification claim present or not), cooked rice (zinc biofortification claim present or not) and uncooked rice (zinc biofortification claim present or not). Participants were randomly assigned to one of two bioproduction claim conditions (present vs absent). Then, taste inference, purchase intention, consumer characteristics and confounding variables were measured.

Findings

In Experiment 1, the results showed that biofortification claims indeed appeared to evoke a heuristic halo effect, in which foods with biofortification claims were inferred to taste better than regular food. In Experiment 2, the results showed that participants had more intention to purchase foods with biofortification claims than regular food. The mediation effect of taste inference between biofortification claims and purchase intention was examined. In Experiment 3, the data further showed that this halo effect was more pronounced when consumers held a higher preference (vs lower preference) for the enriched nutritional element.

Originality/value

Biofortification claims have commonly been viewed solely as information about nutrition value for consumers. However, little is known about how biofortification claims impact hedonic consumer expectations. In this paper, the authors find that biofortification claims alone can impact consumer food taste inference, as nutritional information is not related to actual food taste. These findings extend the authors’ understanding of the psychological mechanism behind consumer attitudes towards biofortification.

Details

British Food Journal, vol. 123 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 8 May 2018

Nguyen H.D. My, Ellen J. Van Loo, Pieter Rutsaert, Tran Huu Tuan and Wim Verbeke

The purpose of this paper is to investigate consumers’ willingness to pay for quality rice attributes in urban areas in the South of Vietnam, including organic and integrated pest…

Abstract

Purpose

The purpose of this paper is to investigate consumers’ willingness to pay for quality rice attributes in urban areas in the South of Vietnam, including organic and integrated pest management (IPM) as sustainable production methods, and claim about health benefits and fair farmer prices.

Design/methodology/approach

Cross-sectional data were collected in 2015 using a survey including a choice experiment (CE) (n=500). Generalized mixed logit models were estimated.

Findings

Vietnamese consumers are willing to pay a premium of 82 percent for organic rice, and 45 percent for rice produced using IPM, compared to conventionally produced rice. They are also willing to pay a premium of 95 percent for rice claiming to be rich in vitamins and other nutrients, and 50 percent for rice that guarantees a fair price to rice farmers.

Research limitations/implications

A hypothetical CE was employed. Future research using revealed preference methods is suggested.

Originality/value

This study makes a significant contribution to the limited existing literature on consumers’ valuation of quality rice attributes in the context of developing countries such as Vietnam. The study shows that rice, that is, sustainably produced using organic or IPM methods provides a promising avenue for rice producers. This study highlights that there is an added value for rice with credence attributes in relation to sustainable production methods, health benefits, and fair farmer prices in a developing country.

Details

British Food Journal, vol. 120 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 26 August 2014

Hans De Steur, Filiep Vanhonacker, Shuyi Feng, Xiaoping Shi, Wim Verbeke and Xavier Gellynck

Experimental auctions are widely used as a non-hypothetical value elicitation method to examine consumer preferences for novel, controversial foods. However, despite its…

Abstract

Purpose

Experimental auctions are widely used as a non-hypothetical value elicitation method to examine consumer preferences for novel, controversial foods. However, despite its advantages over hypothetical methods, its practice might lead to a wide variety of biases. The purpose of this paper is to provide a list of key cognitive biases and design effects in food auction research and to deliver scientifically underpinned procedures in order to assess, control and reduce them. Its applicability and relevance is examined in auctions on willingness-to-pay for folate (GM) biofortified rice.

Design/methodology/approach

Based on auction literature, a list of 18 biases has been developed. Experimental auctions were conducted with 252 women from Shanxi Province, China to test the occurrence of eight biases, while demonstrating measures to reduce the risk of ten biases.

Findings

The results lend support for three information-related effects, i.e. confirmation bias, conflicting product information effects and a primacy bias, but not for a multiple-good valuation effect, a panel size effect, a trial winner effect and time-related sampling biases. Furthermore, there are no clear indications of social desirability bias, auction fever and a false consensus effect.

Research limitations/implications

This study emphasizes the need to take into account, and measure the risk of various biases when developing, organizing and interpreting experimental auctions. Future research should further extend the list of biases and validate the study findings.

Originality/value

By using a highly topical subject, this study is one of the first to address the potential risk of cognitive biases and design effects in experimental (food) auctions.

Details

China Agricultural Economic Review, vol. 6 no. 3
Type: Research Article
ISSN: 1756-137X

Keywords

Article
Publication date: 5 January 2024

Tomisin Adefare, Ogechi Adeola, Emmanuel Mogaji, Nguyen Phong Nguyen and Stephen Alaba Mogaji

This research aims to explore the role of banks in supporting women agriculture entrepreneurs (WAEs) to contribute towards achieving the Sustainable Development Goals (SDGs). It…

184

Abstract

Purpose

This research aims to explore the role of banks in supporting women agriculture entrepreneurs (WAEs) to contribute towards achieving the Sustainable Development Goals (SDGs). It focusses on the experiences of women entrepreneurs in the agriculture sector, recognising their vital role in driving economic growth and achieving the SDGs.

Design/methodology/approach

The study utilises the role congruity theory and the feminist agri-food systems model as its theoretical framework. Qualitative data from 35 WAEs and 7 bank managers (BMs) responsible for agricultural financial services and business development are collected and thematically analysed to achieve the research objectives.

Findings

Although BMs claim they offer specialised financial products with dedicated support teams, WAEs express scepticism due to fears of unfavourable deals and excessive requirements. WAEs need more understanding of SDGs but recognise their substantial contributions. BMs acknowledge the need to enhance efforts, improve communication of offers and integrate SDGs across all business operations beyond agriculture and women-centric initiatives.

Practical implications

Banks must prioritise gender sensitivity and inclusivity for WAEs, offering tailored financial products and flexible loan structures. Microfinance and strategic marketing can enhance outreach. WAEs benefit from forming associations, accessing support networks, collaborating with banks, government agencies, non-governmental organisations and agricultural associations for mentoring and networking, and achieving the SDGs and sustainable agriculture.

Originality/value

The study connects WAEs and banks in achieving SDGs.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 27 June 2019

Georgia S. Papoutsi, Stathis Klonaris and Andreas Drichoutis

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…

Abstract

Purpose

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).

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

British Food Journal, vol. 123 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

Book part
Publication date: 25 July 2011

Matin Qaim

Purpose – The role of genetically modified (GM) crops for food security is the subject of controversial debates. Consequently, policy-makers are unsure whether this technology is…

Abstract

Purpose – The role of genetically modified (GM) crops for food security is the subject of controversial debates. Consequently, policy-makers are unsure whether this technology is suitable for developing countries. This chapter reviews the scientific evidence.

Methodology/approach – Starting from a food security definition, potential pathways of how GM crops could contribute to hunger reduction are analyzed conceptually. Furthermore, studies about the socioeconomic impacts of GM crop applications are reviewed. This includes ex post studies for present applications such as insect-resistant and herbicide-tolerant crops, as well as ex ante studies for future GM technologies such as Golden Rice and drought-tolerant varieties.

Findings – GM crops can raise agricultural productivity and thus contribute to better food availability. Especially when tailored to small farm conditions, GM crops can also cause income increases for the rural poor, entailing better access to food. Nutritionally enhanced, biofortified GM crops could reduce problems of micronutrient malnutrition in a cost-effective way.

Research limitations – The examples observable so far are still limited. Impacts also depend on the wider institutional setting. Like any technology, GM crops are not a substitute but a complement to much needed institutional and infrastructure improvement in developing countries.

Social implications – The fact that available GM crops already contribute to poverty reduction and improved food security has not been widely recognized up until now.

Value of paper – Results presented in this chapter can contribute to a more constructive public debate, in which GM crop risks are not discussed out of the context of actual and potential benefits.

Details

Genetically Modified Food and Global Welfare
Type: Book
ISBN: 978-0-85724-758-2

Keywords

Article
Publication date: 28 August 2019

Haiyan Deng and Ruifa Hu

The purpose of this paper is to examine Chinese consumers’ attitudes toward genetically modified (GM) foods and the impact that consumers’ trust in different actors – GM…

Abstract

Purpose

The purpose of this paper is to examine Chinese consumers’ attitudes toward genetically modified (GM) foods and the impact that consumers’ trust in different actors – GM scientists, non-GM scientists or individuals, the government and the media, has on their attitudes.

Design/methodology/approach

Consumers in Beijing were surveyed about their attitudes toward GM foods and their trust in different actors. The surveys were conducted from June to July of 2015. The sample size is 1,460 people. Given the potential endogeneity of trust variable, bivariate probit models are employed to estimate the impact of trust in different actors on consumers’ attitudes.

Findings

The results show that 55 percent of the Chinese consumers are opposed to GM foods and nearly 60 percent do not trust GM scientists. In total, 42 percent of Chinese consumers trust in the government and 39 percent trust the non-GM scientists or individuals. Around 35 percent of consumers believe the misinformation on GM technology that were provided by the media. Trust in the GM scientists and trust in the government have a significant positive impact on consumers’ acceptance of GM foods while trust in the non-GM scientists or individuals and believing the misinformation have a significant negative effect on the acceptance. Nearly 70 percent of Chinese consumers acquired information about GM food safety from the internet or via WeChat. Consumers who acquired GM technology information from the internet or via WeChat are less likely to embrace GM foods than those who obtain information from other sources.

Originality/value

Consumer trust plays a crucial role to accept biotech products in the market and it is crucial for producers, policy makers and consumers to have faith in new biotech products. The results of this study suggest that the government and GM scientists should make more effort to gain the trust and support of consumers, while the media should provide objective reports on GM products based on scientific evidence.

Details

British Food Journal, vol. 121 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 4 December 2023

Fred Nimoh, Stephen Prah, Fred Yamoah and Doreen Agyei

In view of the increasing trend in food policies targeting the promotion of consumer interest in locally produced foods and growing developments in willingness-to-pay (WTP…

Abstract

Purpose

In view of the increasing trend in food policies targeting the promotion of consumer interest in locally produced foods and growing developments in willingness-to-pay (WTP) methodologies, the authors investigate consumer preference for packaged traditional drink asaana.

Design/methodology/approach

The study used a simple random sample of 336 consumers to draw on perception index and contingent valuation methods to evaluate consumers' perceptions of the attributes of packaged asaana – a traditional maize-based beverage produced in Ghana (also known as Ghana Coca-Cola). A tobit regression model was employed to analyze consumers’ WTP for the product.

Findings

Analyzing the factors that influence consumers' WTP for packaged asaana using the tobit regression model, the study established the existence of positive health and nutrition, economic benefits and purchasing decision-making perceptions for asaana. While the results further showed that consumers are willing to pay a premium for well-packaged asaana, demographics such as age, income level, labeling, price of the product and savings were found to exert significant influence on consumers’ WTP for packaged asaana. Salient recommendations for food processors and relevant government agencies and food policy implications are identified.

Research limitations/implications

Comprehending WTP provides valuable understanding regarding consumer qualms, actions and WTP for more secure traditional drinks and an examination of how the different factors that influence WTP for local beverages help boost local beverage production and guarantee employment.

Practical implications

Analyzing WTP data for traditional drinks reveals important implications for production, marketing and public health policies. Certification systems for traditional beverages may be beneficial, and the findings can be used to create public awareness campaigns about the safety of local drinks.

Originality/value

Assessing the WTP among Ghanaian consumers for traditional drinks, specifically asaana, is a ground-breaking study. The contingent evaluation (CE) and tobit regression approaches utilized in this research are strong, and the results obtained can guide decisions related to traditional drink production, marketing and the development of public health policies.

Details

British Food Journal, vol. 126 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 4 September 2017

Haiyan Deng, Ruifa Hu, Jikun Huang, Carl Pray, Yanhong Jin and Zhonghua Li

Economic interest groups such as seed, pesticide, feed, and food companies play an important role in supporting or preventing the production of genetically modified (GM) crops…

Abstract

Purpose

Economic interest groups such as seed, pesticide, feed, and food companies play an important role in supporting or preventing the production of genetically modified (GM) crops. The purpose of this paper is to examine firm managers’ attitudes toward GM technology, biotechnology R&D investment, and political lobbying activities.

Design/methodology/approach

Using data from surveys of 160 managers in the food, feed, chemical, and seed industries in 2013-2014, this paper employed three probit models to examine the determinants of managers’ attitudes, biotechnology R&D investment, and lobbying activities.

Findings

The results show that most Chinese agribusiness managers are concerned about GM foods and oppose its adoption. Nevertheless, one-third of the firms invest in biotechnology R&D and less than 15 percent of managers lobbied the government to change biotechnology policies. The econometric estimation results suggest that profit change expectation is the main factor affecting managers’ attitudes and biotechnology R&D investment decisions, whereas lobbying activities are significantly influenced by their attitudes and biotechnology R&D investment. In addition, managers’ attitudes toward GM foods also significantly influence firms’ decisions to invest in biotechnology R&D.

Originality/value

This paper has improved on previous research in two ways. First, it analyses the determinants of agribusiness firm managers’ attitudes toward GM technology, biotechnology R&D investment, and lobbying activities. Second, the methodology involves an analysis of agribusiness firm survey data in the food, feed, chemical, and seed industries, which is the first time to use such data to research on economic interest group in agricultural biotechnology field.

Details

China Agricultural Economic Review, vol. 9 no. 3
Type: Research Article
ISSN: 1756-137X

Keywords

Article
Publication date: 17 May 2023

Silas U. Nsanzumuhire, Wim Groot, Sofie Cabus, Marie-Pierre Ngoma and Joseph Masengesho

This study aims at advancing the understanding of University-Industry Collaboration (UIC) by proposing an adapted conceptual model for comprehensive contextual analysis taking…

Abstract

Purpose

This study aims at advancing the understanding of University-Industry Collaboration (UIC) by proposing an adapted conceptual model for comprehensive contextual analysis taking industry perspective and identifying effective mechanisms for stimulating UIC in sub-Saharan Africa (SSA).

Design/methodology/approach

This study was designed as a multicase qualitative study. Data were collected through interviews of focus groups representing 26 agro-processing companies operating in Rwanda. The process consisted of two sessions evaluating the current collaboration patterns, and two sessions identifying the desired future and the mechanisms to realize it. Data were analyzed using ATLAS.ti software with the grounded theory techniques.

Findings

Findings indicate that current interactions are unidirectional and focus on educational collaboration. Results are short-term and do not yield sufficient benefit for the companies involved. Industry aspirations for future collaboration were identified, along with linkages between inputs, activities and outcomes.

Research limitations/implications

This study has two noteworthy limitations. First, this study did not consider the capacity of firms to collaborate. Second, for simplification purposes, this study did not integrate other complementary sources of knowledge for firms. To overcome these omissions, a short introduction of University–Industry Collaboration (UIC) was presented to participants highlighting and justifying the scope of the study. As research implications, this paper presents a new integrated conceptual framework, which can be useful for studies focusing on a comprehensive analysis of the UIC context and identifying effective mechanisms for improvement in the future. A construct of policies that stimulate UIC is proposed, thereby facilitating further operationalization and testing of context-specific hypotheses on policy stimuli.

Practical implications

In practice, the identified conceptual framework allows to holistically capture and reflect on the interrelationships between UIC factors and outcomes for a specific context, hence, informing better UIC decision-making. In this way, this paper advances the operationalization of the argument for reconciling organizational theories with their practices.

Social implications

This paper presents a systemic means for organizational theories to perform their adaptive role in society. Indeed, as demonstrated by the empirical results, the proposed framework is effective not only in systematically assessing the current situation, but also in predicting the desired state in the future. In other words, the proposed framework facilitates prescience theorizing, which is a mechanism for ensuring that organizational theories adapt to future requirements of the society.

Originality/value

This study develops a new integrative conceptual framework to accommodate the interaction between UIC’s institutional decision-making and existing macrolevel frameworks of innovation ecosystems. In terms of methodology, the value of this study lies in its adoption of an ex ante approach to the development of mechanisms to stimulate UIC. This use of prescience theory (Corley and Gioia, 2011) constitutes an important – but long-neglected – approach to UIC and its adaptive role in society.

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