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Article
Publication date: 7 August 2017

Federico Nassivera, Stefania Troiano, Francesco Marangon, Sandro Sillani and Iskra Markova Nencheva

Consumers seem to be increasingly concerned about the environmental and social consequences of their purchases. For this reason, companies are involved in corporate social…

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1786

Abstract

Purpose

Consumers seem to be increasingly concerned about the environmental and social consequences of their purchases. For this reason, companies are involved in corporate social responsibility (CSR) strategies for their supply chain to responsibly manage the consumption of the environmental resources and to support sustainability. The purpose of this paper is to contribute to a better understanding of the Italian organic apparel consumer by investigating the importance of consumers’ attitudes towards CSR in agricultural products processing industries and their willingness to pay (WTP) for organic cotton clothing.

Design/methodology/approach

Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on WTP for organic cotton, with the aim to test consumer responsiveness to a CSR initiative in Italy. A structural equation model is proposed to shed some light into this relatively unexplored area.

Findings

One of the direct implications of the authors’ study is that companies in apparel industry should try to improve their social and environmental performance to elicit the desired consumer responses.

Originality/value

This implies important managerial implications for new marketing strategies. If consumers’ perception of CSR practices drives their behavioural intention, firms will be motivated to be involved and to invest in socially responsible practices.

Details

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

Keywords

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Article
Publication date: 28 April 2020

Federico Nassivera, Gianluigi Gallenti, Stefania Troiano, Francesco Marangon, Marta Cosmina, Paolo Bogoni, Barbara Campisi and Matteo Carzedda

This paper aims to investigate the wine consumption among young people belonging to the so-called millennial generation

Abstract

Purpose

This paper aims to investigate the wine consumption among young people belonging to the so-called millennial generation

Design/methodology/approach

This study uses a questionnaire and a choice experiment (CE) with a multinomial logit model (MNL), implementing a random parameter logit model (RPL), to investigate the attitudes of millennials towards wine consumption, their purchasing behaviours and their willingness to pay for attributes of the products; in particular regarding the follwing: region of origin, “winescape”, certification, carbon footprint claim and price.

Findings

Millennials appear to drink wine less frequently; they consume it more often in social on-premise settings, having a slightly higher willingness to pay and preferring carbon-neutral brands when choosing wine.

Research limitations/implications

The limitation of this research was the analysis of a simulated situation where consumers declared their intention to purchase and not the effective purchase behaviour in the market.Further research should investigate wider millennials groups, also using the new media communication tools that characterise the communication behaviour of Generation Y. In this way, it would be possible to interview a millennial group at the national or international level.

Practical implications

The research identifies some characteristics of millennials’ habits that can take into account the strategies of wine companies in order to develop a constructive relationship with Generation Y in Italy.

Social implications

This research contributes to knowledge regarding the wine consumption habits of Italian millennials.

Originality/value

This paper applies discrete choice models to consumption situations in order to analyse millennials' preference and their willingness to pay for some innovative attributes of wine, in particular the carbon footprint.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 2 March 2015

Federico Nassivera and Sandro Sillani

The purpose of this paper is to examine the usefulness of integrating measures of motivations in predicting purchase intentions of fresh cut products. In order to gain…

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1299

Abstract

Purpose

The purpose of this paper is to examine the usefulness of integrating measures of motivations in predicting purchase intentions of fresh cut products. In order to gain this purpose the authors developed a field study that involved about 425 consumers of fresh cut vegetables products.

Design/methodology/approach

Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on intentions to purchase fresh cut lamb’s lettuce from environmental sustainable farms, simulating a fresh cut product with an Eco-label. Data were analyzed using structural equation modeling (SEM). The SEM technique is used to develop propositions representing a theoretical approach in the context of the process for purchasing fresh cut products. With regard to distinguishing between the motives, the authors referred to the approach that sets out two different types of motive: health and green.

Findings

The resulting managerial implications make it possible to assess how much the different types of motive influence the attitude and affect the choices and the behavior of the consumers.

Originality/value

This implies important managerial implications for new marketing strategies for minimally processed food products, with the opportunity to take advantage of the potential adoption of an Eco-label.

Details

British Food Journal, vol. 117 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Abstract

Details

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

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