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Modernization and the rise of living standards have introduced new variants of traditional foods, from their tastes to the way they are enjoyed. This study aims to explore and examine the impacts of both traditional and modern marketing stimuli on restaurant choice intention for experiencing culinary traditions, hence answering the question of how traditional and modern aspects live together to bring about the most desirable experience for customers of traditional cuisine.

Based on the stimuli-organism-response (S-O-R) theory and mixed research methods, a model linking service quality dimensions, perceived value and restaurant choice intention is formulated and tested on quantitative data from 431 customers of Gen Y and Gen Z, given the case of Vietnamese Pho.

The findings show that food quality demonstrates the strongest impact on restaurant choice intention, followed by authenticity and nostalgia marketing. These relationships are partially mediated by perceived value. Hygiene risks and perceived value are also found to directly affect restaurant choice intention. Nevertheless, our findings are quite different between Gen Y and Gen Z customers.

This research provides crucial strategic implications for restaurant managers when it comes to serving traditional foods for different generations.

This study responds to the existing gap by examining and comparing the impacts of traditional and modern marketing stimuli on restaurant choice intention through the mediating role of perceived value. Our study also actively contributes to the ongoing multigenerational research stream by affirming the moderation role of generations (Gen Y and Gen Z) in those relationships.

This study aims to analyse how the adoption of Industry 4.0 technologies can help different types of agri-food supply chains introduce and manage innovations in response to the challenges and opportunities that emerged following the COVID-19 pandemic.

A systematic literature review methodology was used to bring together the most relevant contributions from different disciplines and provide comprehensive results on the use of I4.0 technologies in the agri-food industry.

Four technological clusters are identified, which group together the I4.0 technologies based on the applications in the agri-food industry, the objectives and the advantages provided. In addition, three types of agri-food supply chains have been identified and their configuration and dynamics have been studied. Finally, the I4.0 technologies most suited for each type of supply chain have been identified, and suggestions on how to effectively introduce and manage innovations at different levels of the supply chain are provided.

The study highlights how the effective adoption of I4.0 technologies in the agri-food industry depends on the characteristics of the supply chains. Technologies can be used for different purposes and managers should carefully consider the objectives to be achieved and the synergies between technologies and supply chain dynamics.

This study aims to uncover apple preference and consumption in Indonesia, to disclose the risk of non-halal contamination of apples and the importance of maintaining the halal integrity of apples along the supply chain and to uncover the impacts of food miles of apples along supply chain segmentation.

This study adopted mixed research methods under a fully mixed sequential dominant status design (QUAN → qual). Data were collected through a survey in some Indonesian provinces (N = 396 respondents). Samples were collected randomly from individual consumers. The qualitative data were collected through interviews with 15 apple traders in Indonesia. Data were analysed using crosstab, chi-square and descriptive analysis.

First, Muslim consumers believe in the risk of chemical treatment of apples because it can affect the halal status of apples. Second, Indonesian consumers consider the importance of halal certification of chemical-treated apples and the additives for apple treatments. Third, the insignificance of domestic apple preference contributes to longer food miles at the first- and middle-mile stages (preference for imported apples). Fourth, apple consumption and shopping distance contribute to the longer food miles problem at the last-mile stage. Fifth, longer food miles have negative impacts, such as emissions and pollution, food loss and waste, food insecurity, financial loss, slow development of the local economy and food unsafety.

This research has implications for the governments, farmers, consumers (society) and business sectors.

This study proposes a framework of food miles under a halal supply chain (halal food miles) to reduce the risk of food miles and improve halal integrity. The findings from this research have theoretical implications for the development of the food mile theory, halal food supply chain and green supply chain.

The food supply chain has faced many challenges due to its complex and complicated nature. Blockchain technology is one of the mechanisms used to improve agri-food supply chain processes by evolving organization capabilities. A study is being conducted to scrutinize the adoption of blockchain technology in the agri-food supply chain through the lens of the operational capability approach. It further makes an attempt to identify the capabilities of blockchain to improve supply chain processes.

The qualitative research method with semi-structured interviews was used to gather information from experts and professionals in the food supply chain and blockchain technology. The authors have adopted a systematic approach of coding using open, axial and selective methods to depict and identify the themes that represent the blockchain-enabled agri-food supply chain. The data were collected from 32 interviews of selected participants.

The result shows five critical areas where blockchain can come up to enhance the agri-food supply chain performance by providing traceability, transparency, information security, transactions, and trust and quality. Further, the study reveals that blockchain will provide safety, lower the cost of transactions and can create trust among users to communicate within the whole supply chain without the intervention of a third party. This study demonstrated that the capabilities need to be considered when introducing technology into the practice.

The study implies thought-provoking implications for bridging the theory-practice gap by examining the empirical data to demonstrate how the operational capabilities of blockchain technology further strengthen the agri-food supply chain. Additionally, this study provides some suggestions for utilizing the results and proposes a framework to understand more about blockchain use cases in the agri-food supply chain as well as extend the application of blockchain using an operational capability approach for future academic researchers in this area.

This study presented some more important managerial implications which reveal that the majority of organisations were in the initial stages of adoption process of blockchain technology. Further, the positive influence of managers and IT experts can help the information technology companies (IT) and stakeholders for developing and promoting blockchain solutions in the agri-food supply chain. The important implication of blockchain enabled agri-food supply chain is to maintain information security and incresae supply chain performance.

The study shows the operational capabilities of agri-food supply chain using blockchain technology. Blockchain can contribute in enhancing the agri-food supply chain to increase traceability and transparency and helps to reduce the risk of disruptions.

Food not only satisfies the need and nourishes positive experiences but also enhances involvement with the cultural, social and environmental attributes of a destination. As urban tourism is embracing sustainable consumption practices (SCP), this study aims to explore tourist’s responsible behaviour by embracing traditional gastronomic delicacies. More specifically, it pinpoints the driving forces behind why people choose traditional gastronomic delights.

The study adopted the triangulation method involving the grounded theory approach (GTA) attained through a series of focus group discussions followed by the survey method taking an emerging economy’s perspective (India and Bangladesh). This study accords equal importance to both the demand and supply perspectives of gastronomic tourism and its stakeholders.

Critical dimensions such as travel motivation, tourist expectations, socio-economic perspectives, mindful consumption, sustainable marketing efforts and community awareness were identified as major influencers towards traditional gastronomic delicacies.

The present study bears significance to the urban developers, policymakers, marketers, regional tourism bodies and tour operators in promoting urban gastronomic cultures through marketing traditional delicacies for sustainable development of the evolving gastronomic industry in India and Bangladesh.

This study makes a novel attempt in exploring critical dimensions in an evolving gastronomic industry by blending an innovative qualitative research methodology like GTA supported by the empirical validation process (quantitative). It proposes a theoretical framework for further advancement of gastronomic and urban tourism towards a SCP.

The main objective of this paper is to analyse the relationship between innovation and traditional concepts to explain the phenomenon of traditional food with innovation from a market and consumer behaviour perspective in the Mexican context.

The research is carried out in two phases: (1) analysis of the offer in distribution and (2) consumer research. First, a mixed observation technique in the offer of traditional foods with innovation was carried out. The data were recollected from 24 companies' websites and was complemented with information from main distribution chains of the city of Hermosillo (Mexico). Second, a survey was carried out with 310 Mexican consumers. The data obtained were analysed using bi-variable and multivariable techniques.

The findings from the websites showed that there are 19 traditional products with innovation that are marketed through this medium, while 39 traditional products with innovation are offered in distribution chains. Of all foods, 61% showed innovations in ingredients and materials. Also, the consumer evaluations identified three segments: the consumers orientated towards innovations, convenience and health (42.2%), those orientated towards sensory innovations (39%), and those more inclined towards innovations in marketing and availability (18.7%).

The research considers a partial perspective of the agri-food chain and not an integral vision, it is limited to a specific area and to certain traditional foods.

The symbiosis between innovation and tradition is identified from the perspective of supply and demand. The trend that exists in the market regarding the types of innovations and the gaps that exist regarding environmental elements are recognized.

The data obtained in the research generate information for business decision-making and entrepreneurship; in addition indicates new dietary and consumption patterns. It also provides knowledge about innovation and tradition, and highlights the relevance of traditional food.

This study tries to fill a gap in the literature by focusing on the market and consumer behaviour perspective for traditional food with innovation.

This paper aims to provide an overview of the application of blockchain to agri-food supply chains, including key issues and trends. It examines the state of the art and conceptual structure of the field and proposes an agenda to guide future research.

This article performs a bibliometric analysis using VOSviewer software on a sample of 205 articles from the WoS database to identify research trend topics.

The number of publications in this area has increased since 2020, which shows a growing research interest. The research hotspots are related to the integration of blockchain technology in the agri-food supply chain for traceability, coordination between all actors involved, transparency of operations and improvement of food safety. Furthermore, this is linked to sustainability and the achievement of the sustainable development gtoals (SDGs), while addressing key challenges in the implementation of blockchain-based technologies in the agri-food supply chain.

The application of blockchain in the agri-food supply chain may consider four key aspects. Firstly, the implementation of blockchain can improve the traceability of food products. Secondly, this technology supports sustainability issues and could avoid disruptions in the agri-food supply chain. Third, blockchain improves food quality and safety control throughout the supply chain. Fourthly, the findings show that regulation is needed to improve trust between stakeholders.

The paper provides a comprehensive overview of the blockchain phenomenon in the agri-food supply chain by optimising the search criteria. Moreover, it serves to bridge to future research by identifying gaps in the field.

Food systems research is typically focused on productivity and efficiency. But in the face of impending challenges of climate, investment, markets, and incomes small holders may do well to shift to diversity and sufficiency. The transition requires institutions such as Farmer Producer Organisations (FPOs) to play the role of intermediaries. This paper aims to understand this challenging phenomenon using a case from India.

In this article, drawing from the emerging literature of PO as a sustainability transition intermediary, this paper uses the case study of a women-owned FPO and explores its role in contributing to sustainable food systems through practices of non-pesticide management of agriculture. This paper explores, through non-participant observer methods, focus group discussions and interviews with multiple stakeholders how an FPO embeds sustainability in its purpose and the challenges faced in transforming producer and consumers towards sustainable food systems.

The study argues for early articulation of the “sustainability transition intermediary” role in the FPO’s vision and mission. Second, FPOs’ role of being a transition intermediary is impacted by the key stakeholders and the durability of relationship with them.

By studying FPOs in India, from the framework of sustainability transitions, this article adds to the limited literature that looks as POs as sustainability transition intermediaries.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

Three-dimentional (3D) food printers are innovative technologies that contribute to healthy, personalized and stainable nutrition. However, many consumers are still vigilant about 3D printed food in the age of technology. The purpose of this study is to develop a scale and propose a model for consumption preferences associated with 3D-printed food (3DPF).

The developed questionnaire was handed to 192 Z and Y generation participants (Data1) for the exploratory factor analysis stage initially. Then, the questionnaire was handed to another group of 165 participants (Data 2) for verification by confirmatory factor analysis. Finally, the dimensions “healthy and personalized nutrition,” “sustainable nutrition” and “socio-cultural nutrition” were analyzed by structural equation modeling.

The results indicated that there was a high relationship between “healthy and personalized nutrition” and “sustainable nutrition” as well as between “sustainable nutrition” and “socio-cultural nutrition” when 3DPF was considered.

The study would contribute to the new survey area related to 3DPF by presenting a scale and proposing a model. Also, the study reveals which nutritional factors affect the Z and Y generation’s consumption of 3DPF. In this context, the study aims to make marketing contributions to the food production, restaurant and hotel sectors.

3D食品打印机是创新技术, 有助于健康、个性化和可持续的营养。然而, 在科技时代, 许多消费者仍然对3D打印食品保持警惕。本研究的目的是开发一个刻画与3D打印食品相关的消费偏好的量表并提出一个模型。

本研究首先将开发的问卷交给192名Z和Y世代参与者（数据1）进行探索性因素分析阶段。然后, 将问卷交给另一组165名参与者（数据2）通过验证性因素分析进行验证。最后, 通过结构方程模型分析了“健康和个性化营养”、“可持续营养”和“社会文化营养”这三个维度。

结果表明, 在考虑3D打印食品时, “健康和个性化营养”与“可持续营养”之间以及“可持续营养”与“社会文化营养”之间存在很高的关系。

本研究通过提出一个量表并提出一个模型, 为与3D打印食品相关的新调查领域做出了贡献。此外, 研究揭示了影响Z和Y世代对3D打印食品消费的营养因素。在这一背景下, 本研究旨在为食品生产、餐厅和酒店等领域做出营销贡献。