Search results

The purpose of this paper is to profile the consumers who are likely to eat seaweed products in Australia.

The study was conducted as an online survey among 521 Australian consumers. Binary logistic regression modelling was used to profile the consumers.

The paper identifies education, familiarity, food neophobia (FNeo), symbolic value of food consumption, health consciousness, as well as snacking behaviour as significant predictors of likelihood to eat seaweed products. Consumers with a university degree (i.e. undergraduates and postgraduates) are four times more likely to eat seaweed products, and those familiar with seaweed products have a 7.6 higher likelihood to eat seaweed products. FNeo makes the largest contribution to the consumer’s likelihood to eat seaweed. A one unit increase in the FNeo score is associated with a 77 per cent decrease in the predicted odds of eating seaweed products in the next 12 months. The symbolic value of food consumption and health consciousness both doubled the likelihood of eating seaweed products. Snacking behaviour increases the likelihood by 185 per cent. The study reveals that early adopters of seaweed food products in western societies are people with higher educational levels, who are adventurous in their food choices and perceive seaweed consumption to have symbolic value. They are also health conscious “snackers”.

This study is one of the first attempts to provide insights about consumption of seaweed products; and also reveals the consumer groups in western societies that are most likely to eat seaweed products and who can be targeted as potential early adopters.

The purpose of this paper is to explore consumer knowledge of seafood sustainability and how that knowledge influences the purchase of seafood products.

Using an online survey (n=1,319), the authors investigated Australian consumer knowledge of seafood sustainability and the drivers of purchase choice. Objective knowledge categories were developed through the qualitative analysis of unprompted, open-ended responses and compared with other surveyed measures of objective knowledge. The relationship between these knowledge categories and the importance of sustainability in the purchase decision was tested.

A significant group of consumers either had no knowledge of seafood sustainability (17.8 per cent) or gave an incorrect response (15.5 per cent), while 25.1 per cent demonstrated simple and 41.6 per cent complex knowledge. Further, the knowledge was positively related to importance of sustainability when making purchase decisions. Sustainability moved from the lowest ranked attribute for the no knowledge group to the highest ranked attribute for the complex knowledge group.

The results show that the consumer knowledge about sustainable seafood cannot be assumed and that the level of sustainability knowledge influences the importance of sustainability in the purchase decision.

The results suggest that information-based strategies based on a universally shared definition of sustainability in the seafood industry designed to drive sustainable consumer behaviour for seafood must take the account of consumer knowledge.

This paper identifies and provides a classification framework for levels of consumer knowledge about sustainable seafood and demonstrates a positive relationship between knowledge and the importance of sustainability in consumer decisions with regard to purchasing seafood.

Entertainment is increasingly an integral part of the marketing strategy used by shopping centres to entice consumers. Further, entertainment can be a means of image differentiation for shopping centres, given that the image of a competitive retail institution is a critical determinant in consumer patronage decisions. However few studies have examined the contribution of entertainment to shopping centre image. Moreover, using entertainment as a means of identifying distinct market segments has not been explored. Hence, the purpose of this study was twofold. First, a model of attributes that represented the shopping centre image was identified. Three essential attributes that have been neglected in most shopping centre studies were revealed, namely entertainment, food and security. Second, six market segments of shopping centre patrons were identified and labelled the “serious” shopper, the “entertainment” shopper, the “demanding” shopper, the “convenience” shopper, the “apathetic” shopper and the “service” shopper. In particular, the “entertainment” shopper and the “service” shopper are identified as entertainment‐seeking segments. Managerial implications of the findings and future research directions are addressed.

Formalized business-to-business (corporate) barter is relatively new to the Australian business marketing and purchasing landscape. This is the first empirical study reported on business-to-business barter in Australia. Business-to-business barter operates through trade exchanges which centralize barter transactions in a highly organized and transparent manner. Computer technologies have facilitated the growth and sophistication of this exchange system. It appears to becoming institutionalized in Australia within and alongside the orthodox prices-mediated market regime. Business-to-business barter might be seen as an innovation on a very old fundamental in exchange that has re-emerged in response to deficiencies in the orthodox system.This chapter reports research on the largest of Australia's barter trade exchanges, Bartercard. Bartercard is not only a national exchange within Australia as it also has begun to internationalize its operations. A national mail survey of Bartercard members was conducted to understand more of this form of business-to-business enterprise. Issues investigated include: benefits of membership, limitations of the system, “pricing” within the system, the transaction coordination mechanism, factors leading to success of the system and its likelihood of longevity. Demographics of surveyed firms are reported. The results indicate that there are significant benefits for members but that trading in the system has limitations which necessitate a reliance on the orthodox prices-mediated system for the larger part of the firm's business activity. It does appear that a membership consociation exists within the system which facilitates the transaction mediation. The organizational nature of the trade exchange investigated, and its management, will ensure continuation of its members' business barter trade regardless of variations in the macroeconomics of Australia's economy. Avenues for enterprising research are uncovered.

This paper aims to explore the drivers and barriers to seafood consumption in Australia and to investigate attitudes toward pre‐packaged fresh chilled seafood products.

A two‐stage study of seafood consumption in Australia was conducted comprising ten focus groups across six states (n=60) and a national online consumer survey (n=1,815).

The main drivers for seafood consumption in Australia are health, taste, convenience, and a desire for diet variety. The main barriers to seafood consumption are price, concerns regarding origin, concerns about freshness, difficulty in evaluating seafood quality, and not liking the taste or texture of fish. The main appeals of pre‐packaged fresh chilled seafood products are convenience and ease of preparation, while barriers include price and concerns about origin and freshness.

The survey focussed on the main or joint grocery buyers in households and thus may not be representative of the entire Australian population.

The findings provide important insights for the Australian seafood industry in developing and delivering seafood offerings that will appeal to Australian consumers and thus stimulate seafood consumption. This knowledge will also assist the Australian Government and health educators to more effectively campaign to encourage increased seafood consumption.

While research on antecedents to seafood consumption in Europe has been extensive, research into the drivers and barriers to seafood consumption in Western countries such as Australia and strategies for increasing seafood consumption is less evident.

This paper aims to provide a case study of a capacity building project and critical reflection in relation to transitioning to a sustainable food city.

A case study research approach was adopted involving two research initiatives: first, a survey to elicit stakeholders’ understanding of sustainable local food, with a view to creating a shared agenda and informing future strategic direction and second a combination of research approaches, including paired discussions, generation of pictorial outputs and a workshop, aimed to inform the future vision and mission of the Partnership.

Collaboration with stakeholders through a variety of research initiatives has facilitated the development of a sustainable food city partnership, with the overarching aim of achieving a transition towards a more sustainable food system. Moreover, collaboration has contributed to the transition of the Partnership to ensure sustainability and continuity after the initial funding stage.

While universities have an important role to play in guiding direction and shaping new community initiatives for sustainability in their regions, the challenges, resources and time involved may be under-estimated; these projects take considerable time to yield fruit.

The findings of the study will be of interest to those working in the community to promote education for sustainable development and better food systems.

This paper addresses a gap in the literature in relation to universities and their collaboration with key stakeholders in building capacity and contributing to local sustainability transitions.

This review provides a synthesis of the scholarship that has sought to expand understanding of educational marketing practice in schools. The following research questions guided this review: (1) what are the common themes and characteristics that emerge from research about marketing in schools? (2) What remains underdeveloped in the characterization of the school marketing and what are the topics for future research? Based on 25 studies identified as pertinent for the current review, the following topics are discussed: marketing perceptions, marketing planning, marketing strategies, and promotion. The chapter concludes by providing an analysis of the limitations of the current research and discussing future directions for research on school marketing.

This review provides a synthesis of the scholarship that has sought to expand the understanding of educational marketing practice in schools. The following research questions guided this review. What are the common themes and characteristics that emerge from research about marketing in schools? What remains underdeveloped in the characterization of the school marketing and what are the topics for future research? Based on 25 studies identified as pertinent to the current review the topics of: marketing perceptions, marketing planning, marketing strategies and promotion are discussed. The paper concludes by providing an analysis of the limitations of the current research and discussing future directions for research on school marketing.