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1 – 10 of over 6000Weihua Wang, Dong Yang and Yaqin Zheng
The purpose of this study is to understand the psychological mechanism that affects consumer trust by focusing on the formation and influence process of psychological contracts…
Abstract
Purpose
The purpose of this study is to understand the psychological mechanism that affects consumer trust by focusing on the formation and influence process of psychological contracts, and taking this opportunity, explore the influence paths of food quality, food safety and service quality on consumer trust in the online food market, and provide theoretical suggestions for building trust in food businesses' consumers.
Design/methodology/approach
This study is based on an empirical investigation and uses partial least square structural equation modeling for analysis. Survey data were collected online from 359 APP users of online food transaction platforms in China.
Findings
Food quality, food safety and service quality influence consumer trust through the mediating effects of relational and transactional psychological contracts. However, the differences between these influencing paths are obvious and shift with changes in the marketing channels.
Practical implications
This study contributes to the body of consumer trust research by exploring online food transactions as an emerging trend in China. Some optimization strategies for food quality, food safety and service quality are provided for enterprises involved in online food transactions.
Originality/value
This is a pioneering study revealing psychological contracts as a missing but significant mediator between consumer trust and its antecedents.
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Florent Govaerts and Svein Ottar Olsen
This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.
Abstract
Purpose
This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.
Design/methodology/approach
Hierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).
Findings
Cluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.
Practical implications
The results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.
Originality/value
This study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.
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Determine the elements of young adult consumers' attitudes toward food safety using a food safety attitude (FSA) questionnaire and identify the factors influencing them.
Abstract
Purpose
Determine the elements of young adult consumers' attitudes toward food safety using a food safety attitude (FSA) questionnaire and identify the factors influencing them.
Design/methodology/approach
This study adopts a descriptive and explanatory perspective to the research problem. Determination of students' attitudes was carried out by direct survey using a questionnaire. The ABC model of attitude was used to construct the statements in the questionnaire. The respondents' answers were analyzed using statistical methods.
Findings
The proposed questionnaire has proven to be a useful tool for assessing food safety attitudes and has identified important new elements in consumers' attitudes. Students' attitudes toward food safety are shaped by sociodemographic and psychosocial factors such as customer type, attitude toward risk, and how they make food purchasing decisions.
Research limitations/implications
Information about students' attitudes was obtained only from surveys. The survey results provide valuable insights for business practice.
Practical implications
Findings can be used to increase the effectiveness of efforts by various organizations aimed at changing consumer attitudes and behavior and to help understand why consumers implement some food safety behaviors and not others.
Social implications
The research results will help more effectively target efforts to change consumer attitudes, which could translate into a reduction in cases of illness caused by eating unsafe food or following proper practices when shopping and at the home preparation stage.
Originality/value
Development of a reliable tool for the study of attitudes. Identify the new elements of young adult consumers' attitudes and the factors that shape them.
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Charlotta Harju, Katja Lähtinen, Katriina Heinola, Minna Väre, Claire Bonnefous, Anne Collin, Vasile Cozma, Saskia Kliphuis, Patricia Ann Parrott, T. Bas Rodenburg, Marina Spinu and Jarkko Niemi
The purpose of this study is to provide information on how citizens in nine countries across Europe perceive egg product quality and the importance of a product's sustainability…
Abstract
Purpose
The purpose of this study is to provide information on how citizens in nine countries across Europe perceive egg product quality and the importance of a product's sustainability attributes (animal welfare, country of origin and production method) in egg purchases.
Design/methodology/approach
The data were gathered in 2021 via an online survey in nine European countries (Finland, the United Kingdom, France, Italy, Belgium, Germany, the Netherlands, Romania and Denmark). A total of 3,601 responses were collected. As methods of analysis, exploratory factor analysis (EFA), independent samples t-test, paired samples t-test and one-way analysis of variance (ANOVA) were conducted when investigating the quality dimensions of egg products and the differences amongst the sociodemographic groups.
Findings
Citizens in European countries considered animal welfare aspects, production method and country of origin important when purchasing egg products. Citizens' perceived quality of egg products was related to two dimensions (i.e. product properties and responsible production), and there were differences in perceptions by sociodemographic groups (i.e. age, gender, education and country of residence). Responsible production was most valued by younger women with higher education. Also in the Netherlands and Romania, citizens had stronger preferences for product properties compared to responsible production, whilst in Germany, responsible production was appreciated more than product properties.
Originality/value
The study provides new information on citizens' perceived egg product quality and the role of a product's sustainability attributes in egg purchases. Furthermore, the results bring novel insights on the differences in perceptions amongst citizens living in nine European countries.
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Alvaro Luis Lamas Cassago, Mateus Manfrin Artêncio, Daniele Ribeiro Contin, Beatriz Costa de Souza, Guilherme Silva Dias, Leonardo Gobbo Neto, Janaina de Moura Engracia Giraldi and Fernando Batista Da Costa
This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.
Abstract
Purpose
This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.
Design/methodology/approach
Data was collected through a between-subject tasting experiment, where the origin of hop was manipulated (imported vs locally grown). The craft beer samples used in the experiment were produced using hops of similar age but grown in two distinct places: USA (imported hop) and in the city of Ribeirão Preto, Brazil, where the experiment was conducted (locally grown hop). The sensory and hedonic evaluations of highly involved craft beer consumers (n = 100) were collected after tasting the samples.
Findings
The origin of hop proved to be significant in affecting participants’ sensory and hedonic evaluations. It was observed that women were more sensitive than men to the origin information: when information was given, differences were found only on men’s scores of dryness/astringency; while in women, significant differences were found not only in dryness/astringency, but also in bitterness and refreshing, which are important attributes in the sensory profile of craft beer. It was also confirmed the effect of localness in hop cultivation, once men’ and women’s scores on liking were higher for the sample brewed with locally grown hop.
Originality/value
To the best of the authors’ knowledge, this is the first work using craft beer brewed with hops cultivated in Brazil and a sample of Brazilian craft beer consumers, therefore, providing a significant contribution to the field of consumer behavior. Furthermore, it adds to the discussion on sex-/gender-related differences regarding sensory expectation and perception of foods.
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Thanh Tiep Le, Nhu Bui Thi Tuyet, Thu Le Anh, Ngan Dang Thi Kim, Ninh Trinh Thi Thai and Anh Nguyen Lan
This study evaluates the impact of online menus and perceived convenience of online food ordering on consumer purchase intention and shows how a desire for food creates a…
Abstract
Purpose
This study evaluates the impact of online menus and perceived convenience of online food ordering on consumer purchase intention and shows how a desire for food creates a relationship between an online menu and a customer's purchase intention. Suggestions for management are proposed to design an effective menu to improve business performance in the competitive market in Vietnam.
Design/methodology/approach
The paper follows a quantitative method. Quantitative research aims to analyze and critically evaluate the research question(s) to discover new factors.
Findings
Findings indicate a positive relationship between menu visual appeal (MV), menu informativeness (MI), desire for food (DF), the perceived convenience (PC) of ordering food online and intention to purchase (PI). The attractiveness of images and information is a significant factor affecting diners’ desire to eat, while the demand for food and the convenience of ordering food online are also factors affecting purchase intention.
Practical implications
The study confirms the importance of online menus to purchase intention. Economically, when supply and demand are reasonable, the market is stable and technology develops. In terms of social, hygiene, attractiveness and price factors, it is helpful to have an overview. Research is the premise for further studies with factors from menu to customer trust.
Originality/value
The study provides a solid foundation for further studies on restaurant menu elements as well as a new perspective on how restaurants improve their dishes.
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Sadaf Mollaei, Leia M. Minaker, Derek T. Robinson, Jennifer K. Lynes and Goretty M. Dias
The purpose of this research is to (1) identify factors affecting food choices of young adults in Canada based on environmental perceptions, personal and behavioral factors as…
Abstract
Purpose
The purpose of this research is to (1) identify factors affecting food choices of young adults in Canada based on environmental perceptions, personal and behavioral factors as determinants of eating behaviors; (2) segment Canadian young adults based on the importance of the identified factors in their food choices.
Design/methodology/approach
An online survey was administered to Canadians aged between 18 and 24 to collect data on socio-demographic factors and eating behaviors (N = 297). An exploratory factor analysis (EFA) was used to identify the main factors affecting eating behaviors in young adults, followed by K-means clustering to categorize the respondents into consumer segments based on their propensity to agree with the factors.
Findings
Six factors were extracted: beliefs (ethical, environmental and personal); familiarity and convenience; joy and experience; food influencers and sociability; cultural identity; and body image. Using these factors, six consumer segments were identified, whereby members of each segment have more similar scores on each factor than members of other segments. The six consumer segments were: “conventional”; “concerned”; “indifferent”; “non-trend follower”; “tradition-follower”; and “eat what you love”.
Originality/value
Identifying major factors influencing eating behaviors and consumer segmentation provides insights on how eating behaviors might be shaped. Furthermore, the outcomes of this study are important for designing effective interventions for shaping eating behaviors particularly improving sustainable eating habits.
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Yamna Khan, Irfan Hameed and Umair Akram
The current study aims to investigate the impact of various types of motivational factors on consumers' behavior regarding the purchase and consumption of organic food. A…
Abstract
Purpose
The current study aims to investigate the impact of various types of motivational factors on consumers' behavior regarding the purchase and consumption of organic food. A favorable attitude among consumers may translate into positive purchase intention and actual buying behavior. For this, variables have been extracted from well-established theories, i.e. self-determination theory (SDT) and theory of planned behavior (TPB), to address the issue more proficiently.
Design/methodology/approach
A self Administered close-ended questionnaire was distributed to twelve hundred and sixty-five consumers using purposive sampling technique. Seven hundred and eighty-seven responses were retained after preliminary analysis. Partial least squares structural equation modeling (PLS-SEM) was applied using SmartPLS 3 to analyze validity and reliability. Furthermore, 5,000 boot-strapping method was used to test hypotheses.
Findings
The findings of the study suggested that two of the SDT variables [external regulations (ER) and integrated regulation (IR)] lead to a significant impact on “consumers” attitudes, while the effects of intrinsic motivation (IM) and introjected regulation (INR) appeared to be insignificant. All the variables extracted from TPB (attitude, subjective norm, perceived behavioral control, purchase intention, and buying behavior) appeared to have a significant impact, while the trust was found to moderate the relationship between attitude (ATT) and purchase intention (PI). Moreover, the values of Q-square depicted that the combined model had more predictive relevance (BB = 0.153; PI = 0.211), as compared to the TPB model (BB = 0.147; PI = 0.186).
Originality/value
Marketers can make use of the study's findings to develop marketing strategies by considering particularly extrinsic motivational influences. Hence, advertising could be used to emphasize extrinsic benefits such as increasing individual self-esteem through social status (positive consequences) and appealing to consumers' desire for communal or societal approval. Such campaigns should also consider external regulatory factors, such as the fear of having hazardous effects on the individual's health due to the use of inorganic and processed food. Furthermore, policymakers can develop a sense of trust in the legitimacy of organic labeling by educating consumers about various organic certifications.
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Deepika Jhamb, Aditi Chandel, Amit Mittal and Urvashi Tandon
Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the…
Abstract
Purpose
Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore, the study further examines the impact of sustainable consumption behaviour on continuous purchase intention using health consciousness as a moderator. Finally, the study validates Behavioural Reasoning Theory and the emotional affinity towards nature to understand the proposed claims.
Design/methodology/approach
The data were collected from 364 respondents from India. Only those respondents were included in the survey who had prior experience of using organic personal care products. This study used the structural equation modelling approach to test the conceptual model.
Findings
Results of the study confirmed the positive influence of consumer attitude on brand love, brand trust and altruism. Brand love and altruism had a significant impact on sustainable consumption behaviour. Health consciousness also emerged as a moderating variable between sustainable consumption behaviour and continuous intention. Interestingly, the brand trust had no impact on sustainable consumption behaviour. Furthermore, sustainable consumption behaviour had a significant impact on continuous intention.
Originality/value
The study is helpful to organic product companies, practitioners, academicians, environment protection agencies and market regulatory authorities as it gives fresh insight into the new collective relationship of consumer attitude with brand love, brand trust, altruism and sustainable consumption behaviour in case of organic personal care products.
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Ying-Lien Ni, Che-Chun Kuo, Wen Hsin Chang, Chia-Huei Wu and Lung Hung Chen
Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers'…
Abstract
Purpose
Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets.
Design/methodology/approach
A total of 200 amateur badminton players participated in this study. These participants were randomly assigned to the promotion-prime advertising claim or prevention-prime advertising claim condition.
Findings
Authors’ findings demonstrate that the experience fit between personal regulatory focus in the sports context and advertising claims induces higher purchase intention. This finding corresponds with expectations based on regulatory focus theory.
Originality/value
The present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy.
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