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1 – 10 of over 4000Alexandra Goudis and Dimitris Skuras
Protected designation of origin (PDO) and protected geographical indication (PGI) products form the core of the European Union (EU) quality food policy. Low and fragmented logo…
Abstract
Purpose
Protected designation of origin (PDO) and protected geographical indication (PGI) products form the core of the European Union (EU) quality food policy. Low and fragmented logo recognition perils the entire plan. This work aims to provide a “classification” of European consumers as regards logo awareness based on generic demographic and socio-economic characteristics and to test hypotheses relating PDO awareness with the purchasing behaviour of consumers.
Design/methodology/approach
The work utilises publicly available pan-European databases collected from Eurobarometer in four rolling surveys from 2012 to 2017. The statistical analysis exploits the spatially nested nature of the data.
Findings
The “logo aware” consumer is distinctively different from the average representative European consumer. A range of demographic, human capital and socio-economic characteristics and behavioural and attitudinal traits differentiate the consumers who are aware of the logo. Country and region effects are vital.
Research limitations/implications
Benefits of large and representative samples accrue by utilising available Eurobarometer surveys. This comes at a cost. The individual researcher has no control over the questions included in the questionnaire.
Practical implications
Consumer classification forms the basis of awareness-raising strategies. It reveals the numerous segments of aware and non-aware consumers and opens a discussion about tools and methods to reach out to the European consumer.
Originality/value
This analysis holds an exact pan-European perspective and incorporates consumers' characteristics, behaviour, attitudes and country and region effects.
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Dwi Agustina Kurniawati and Hana Savitri
This paper aims to measure and analyze the halal awareness of Indonesian consumers toward halal products. This paper also measures the religious belief, health reason, halal logo…
Abstract
Purpose
This paper aims to measure and analyze the halal awareness of Indonesian consumers toward halal products. This paper also measures the religious belief, health reason, halal logo certification and exposures of Indonesian consumers and tests the correlation between those and halal awareness. The finding can be used as reference for government and halal policymakers related with halal product.
Design/methodology/approach
The research is performed using self-administrated questionnaires and convenience sampling. The questionnaires were distributed for Muslim respondents in Indonesia, male and female, aged 18 up to 60 years old. The data are statistically analyzed by Cronbach’s alpha and Pearson correlation test using SPSS 16.0.
Findings
The study found that halal awareness of Indonesian consumers is very good (very high) with index of 94.91. The halal awareness is supported with very high index of religious belief (96.61), health reason (89.83) and logo certification (84.71), and good index of exposures (78.72). The study also shows that religious belief becomes the most factor that influence the Indonesian halal awareness, followed by health reason then logo certification, while exposure is the least factor influencing the halal awareness.
Originality/value
This research is one of few studies in Indonesian context which is investigating and measuring the index of halal awareness of Indonesian consumers. The study also provided new findings of Indonesian halal awareness influence factors (religious beliefs, health reason, logo certification and exposure); its index and its correlation to the halal awareness level. The result of the study is quite different with other halal awareness studies. Therefore, this paper becomes one of the pioneer for study in the context of Indonesian halal awareness analysis.
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Dina Fitrisia Septiarini, Ririn Tri Ratnasari, Marhanum Che Mohd Salleh, Sri Herianingrum and Sedianingsih
This study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.
Abstract
Purpose
This study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.
Design/methodology/approach
This study uses a quantitative survey approach to 400 respondents consisting of 400 non-Muslim millennials in Indonesia, Malaysia and Singapore who have to buy halal cosmetics two years later. The sampling technique is purposive sampling. The analysis technique used in this study is structural equation modeling.
Findings
This study showed that halal logo, halal awareness and halal brand image have an effect on customer attitude. Then, the halal logo, halal awareness and halal brand image have an influence on behavioral intention. The existence of this positive signal has provided a great opportunity for businesses to make profits by meeting the demand for the halal market. Consumption of halal cosmetics produced by manufacturers attracts many non-Muslim consumers because of the safety, comfort and cleanliness of product ingredients, which of them must be given by the halal product, especially for cosmetics.
Research limitations/implications
This study broadens the understanding of the attitudes and behavioral intentions of non-Muslim consumers toward halal cosmetic products. Furthermore, this research has provided a deeper interpretation of non-Muslim understanding of halal logos, halal brand images and halal awareness which have been minimal in research studies.
Originality/value
This study contributes to the literature related to the behavioral intentions of millennial non-Muslim consumers for halal cosmetics. Therefore, respondents in the study were specific, that is, non-Muslims who are millennial generation in the Indonesia, Malaysia and Singapore context.
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Emre Yaşar, Mahmut Demir and Turgay Taşdemir
This study aims to examine consumers' purchasing and consumption behavior regarding big data embedded in packaged food post-Covid-19. The second purpose is to determine whether…
Abstract
Purpose
This study aims to examine consumers' purchasing and consumption behavior regarding big data embedded in packaged food post-Covid-19. The second purpose is to determine whether consumer purchasing behavior varies depending on the variety and volume of big data on food packages.
Design/methodology/approach
Semi-structured interviews were conducted to investigate consumer sentiment regarding big embedded data in packaged foods during purchasing. Based on samples from packaged foods sold in international chain stores, interview data collected from 24 participants were subjected to systematic analytical procedures.
Findings
The results revealed that before Covid-19, consumers had positive thoughts about the expiration date, brand, and product contents but did not care much about other data. At the same time, post-Covid-19, there were changes in their attitudes and behaviors on this issue. Post-Covid-19, it has been observed that consumers have positive attitudes and behaviors toward human health and food safety issues regarding unprocessed big data in packaged foods.
Originality/value
This study provides a different perspective on consumer purchasing behavior through big data on packaged foods post-Covid-19. Embedded information in packaged foods provides important data regarding consumer purchasing behavior. As a powerful source of consumer sentiment, this data also provides a reference for consumer purchasing decisions.
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The purpose of this paper is to determine the factors that affect foreign consumers’ purchase intention towards purchasing halal food products in South Africa. These factors are…
Abstract
Purpose
The purpose of this paper is to determine the factors that affect foreign consumers’ purchase intention towards purchasing halal food products in South Africa. These factors are halal awareness, halal logo and attitude, which are important factors in affecting the intention of consumers.
Design/methodology/approach
Data were collected via a self-questionnaire with a sample of 230 foreign consumers. For analysing these data, a structural equation modelling technique was used in this study.
Findings
Based on the study’s results, all factors significantly influence foreign consumers’ intention towards purchasing halal food products and, subsequently, their buying behaviour. Interestingly, the study found that attitudes and halal awareness of non-Muslim consumers are very high compared with those of the Muslim consumers. Although the study addressed halal food consumers, most of the respondents participated in the study were non-Muslims and the majority of them were Christians.
Research limitations/implications
The respondents were only limited to the Cape Town city in South Africa, and the focus was only on five variables related to halal food consumers, namely, halal awareness halal logo, attitude, purchase intention and buying behaviour.
Social implications
This study can be used to develop halal food products to attract both Muslim and non-Muslim consumers, who are foreigners to a particular country.
Originality/value
This study is one of the first studies seeking to determine the factors that affect foreign consumers with regard to the purchase of halal food products in South Africa. It is regarded one of the first attempts to determine halal awareness, halal logo and attitude and how purchase intention and buying behaviour can be influenced.
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Dina Hanifasari, Ilyas Masudin, Fien Zulfikarijah, Aniek Rumijati and Dian Palupi Restuputri
This paper aims to investigate the impact of halal awareness on the relationship between halal supply chain knowledge and purchase intention for halal meat products in the…
Abstract
Purpose
This paper aims to investigate the impact of halal awareness on the relationship between halal supply chain knowledge and purchase intention for halal meat products in the millennial generation.
Design/methodology/approach
The quantitative approach with the respondents of 177 millennial generations in Indonesia is selected to understand the relationships between variables. Structural equation model-partial least square is used to analyze the relationship between variables.
Findings
The findings of this study found that the purchase intention of halal products in the millennial generation is influenced by several factors such as halal supply chain knowledge, halal certification and logo and religious beliefs. However, the results of this study also show that concern for halal products failed to moderate the relationship between these three main variables on the purchase intention of halal products.
Originality/value
This study provides insights into the concern that strengthens the relationship between the main variables on the intention to purchase halal meat products for the millennial generation.
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Muslichah M., Rose Abdullah and Lutfi Abdul Razak
The purpose of this paper is to examine the moderating effect of religiosity on the relationship between awareness and purchase decision of halal foods.
Abstract
Purpose
The purpose of this paper is to examine the moderating effect of religiosity on the relationship between awareness and purchase decision of halal foods.
Design/methodology/approach
Using a convenience sampling procedure, 200 questionnaires were distributed to various local higher education institutions with a 64% response rate. A moderated regression analysis is used to test the relationship between awareness and purchase decision, with religiosity as the moderating variable.
Findings
As expected, the authors find that among the sample, the level of awareness toward halal foods is high, and that the effect of awareness on purchase decision is positive and significant. Importantly, they find that religiosity acts as a moderating variable on the relationship between awareness and purchase decision.
Research limitations/implications
First, the sample was taken from higher institutions only and respondents were selected using convenience sampling. Hence, it may not be fully representative of the Brunei Muslim population. Second, there may also be omitted variables not considered in the study. Third, the survey instrument and conceptualization of religiosity are both issues that may require further investigation in the literature.
Practical implications
The results indicate that awareness is an important antecedent of Muslim students’ intention to purchase halal foods. Marketers should design their campaigns focusing on creating awareness regarding their compliance with halal products. Moreover, food manufacturers and sellers should use the reliable halal certification and logo as a way to inform their consumers that their products are truly halal.
Originality/value
This study adds to the current limited knowledge of halal foods research. In particular, the authors investigate the moderating effect of religiosity on the relationship between awareness and purchase decision of halal foods.
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Giorgio P. De Marchis, José M. Reales-Avilés and María del Prado Rivero
This research aims to provide data and insights about the perception of commercial logos and to offer practical benchmark data useful to business organizations.
Abstract
Purpose
This research aims to provide data and insights about the perception of commercial logos and to offer practical benchmark data useful to business organizations.
Design/methodology/approach
The first study uses a pencil-and-paper survey to gather perceptual data about familiarity, subjective and objective visual complexity, aesthetic attraction, emotionality, number of colors and symbolic-social-status function of 142 brand logos. The second study uses a response time methodology to measure variables related to memory (i.e., cued recall and types of non-response).
Findings
The paper offers insights into the relationship of relevant symbol-related variables. Emotional arousal correlates positively to aesthetic attraction and cued recall, and negatively to symbol knowledge. Emotional arousal and social reputation correlate weakly. Business organizations should be interested in knowing how users rate the emotions of their own and other organizations’ isotypes. Familiarity correlates negatively to response times, and positively to proper cued recall, aesthetic attraction and self-assessment manikin emotional scale. The subjective measure of complexity and the measures related to emotions correlate. Surprisingly, no correlation exists for the objective measure of complexity with emotion. The results could indicate that an unknown effect of mere exposure of complexity exists. The study found no correlation between visual complexity and variables related to memory.
Practical implications
Values of performance are needed to interpret business excellence. Data presented as supplementary file can be used for benchmark brand-logo relevant aspects. Also, the study suggests measuring the emotional value of logos, especially strength, as it is a predictor of recall. Moreover, companies with a socially reputed logo should try to create an emotional link to it. Repetition and likeness are two ways to improve emotional ratings. Therefore, the study suggests organizations to assure that their target likes their logo. As more complex logos are considered more attractive, the authors would recommend organizations to test logos with different degrees of complexity.
Originality/value
This study is the first that offers normative logo data that can be used by practitioners as a benchmark of logo performance. Moreover, it promotes future research as it confirms and disconfirms previous findings and offers some new insight on brand research.
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Catherine Gerrard, Meike Janssen, Laurence Smith, Ulrich Hamm and Susanne Padel
The purpose of this paper is to consider whether UK consumers recognise and trust organic certification logos and whether the presence of these logos on a product increases…
Abstract
Purpose
The purpose of this paper is to consider whether UK consumers recognise and trust organic certification logos and whether the presence of these logos on a product increases consumer willingness to pay for that product.
Design/methodology/approach
To ascertain the reaction of UK consumers to organic certification logos commonly used in the UK, this study makes use of three methods: focus groups, a consumer survey and a willingness to pay experiment (choice experiment).
Findings
These three approaches reveal that UK consumers associate certain benefits with organic foods but are generally unaware of how the industry is regulated. With regards to trust of the logo, the standards they think underlie the logo and the inspection system that they think is associated with the logo, UK consumers rate the Soil Association and Organic Farmers and Growers logos more highly than the EU logo or products labelled with just the word “organic”. They appear willing to pay a premium for the additional assurance that these two logos provide, suggesting that where they are recognised, certification logos are valued.
Originality/value
To the authors' knowledge, no previous studies exist on whether UK consumers recognise and trust different organic certification logos. These findings show that where such logos are recognised they can help to give some assurance to the UK consumer and this is reflected in a willingness to pay a premium for foods labelled with the Soil Association and Organic Farmers and Growers certification logos, as opposed to no logo or the (less well known) EU logo.
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Katarzyna Młotkowska and Izabela Kowalik
The aim of the study was to determine the region brand’s strength by measuring the awareness of the regional brand elements, associations and the perception of the region’s…
Abstract
Purpose
The aim of the study was to determine the region brand’s strength by measuring the awareness of the regional brand elements, associations and the perception of the region’s promotional activity in the corporate customers’ group.
Design/methodology/approach
To obtain the necessary data, this study conducted computer-assisted web interviewing on a sample of 151 small and medium-sized enterprises (SMEs) registered in the Mazowieckie Voivodeship and engaged in furniture production and food and beverage production. Statistical data analysis included Pearson and Spearman’s rank correlation and chi-square tests.
Findings
The survey showed a high number of brand associations with the region of Mazovia, but the level of brand recognition was low. The awareness of the region’s logo among SMEs shows the strongest correlation with the belief that promotional activities increased the scope of company operations. Moreover, this evidences the perceived utility of the brand among those customers.
Practical implications
The regional authorities should invest more in the frequency of promoting the region among certain strongly engaged user groups to increase their brand awareness level. Furthermore, local authorities should try establishing an umbrella brand that would cover several sub-brands promoting separate industries in the region.
Originality/value
To the best of the authors’ knowledge, this is the first study in Poland that focused on regional branding effects among entrepreneurs and using a quantitative method. The relationship between the studied entrepreneurs’ willingness to use the Mazovia brand and their range of operations indicates that some enterprises already enjoy greater trust thanks to the brand, which increases their loyalty toward the region.
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