Search results
1 – 10 of 229Lisa Squires, Biljana Juric and T. Bettina Cornwell
This paper presents a cross‐cultural study of organic food consumption. Relationships between health and diet concern, environmental concern, confidence in the conventional food…
Abstract
This paper presents a cross‐cultural study of organic food consumption. Relationships between health and diet concern, environmental concern, confidence in the conventional food industry, demographic characteristics, and intensity of organic food consumption of consumers from Denmark (mature organic industry) and New Zealand (novice organic food industry) are investigated. The authors evaluate the adequacy of deficit value and market development conceptual frameworks to predict priority of these concerns related to the level of organic market development.
Details
Keywords
Almir Peštek, Emir Agic and Merima Cinjarevic
The purpose of this paper is to obtain empirical understanding of organic food buyers in the context of emergent organic food market (i.e. Bosnia and Herzegovina) by using a…
Abstract
Purpose
The purpose of this paper is to obtain empirical understanding of organic food buyers in the context of emergent organic food market (i.e. Bosnia and Herzegovina) by using a segmentation approach.
Design/methodology/approach
A self-administrated online survey was carried out among organic food buyers (n=202) using the snowball sampling technique. Measurement items were mainly adapted from the prior studies.
Findings
The authors analysed the heterogeneity of organic food buyers with latent class model. Four distinct latent classes (i.e. segments) of organic food buyers were identified. Those segments were named as enthusiastic social-seekers, enthusiastic moralists, hostile seldom shoppers, and hostile heavy shoppers.
Originality/value
Though the study was exploratory, the identified segments of organic food buyers can enhance our knowledge about differing characteristics of organic food buyers in the context of the country where the organic food industry is in the early stages of development. The findings of this study will give organic food producers and marketers a much better framework for making product, pricing, distribution and marketing communications decision. Moreover, the identification of organic food consumer profiles will provide an insight into how policymakers should tailor their public policy and strategies to expand the size of the organic food market.
Details
Keywords
This paper aims to draw on the sociocultural dimensions of food luxury consumption as a new theoretical foundation to explore the consumers’ perceptions of ethical food production…
Abstract
Purpose
This paper aims to draw on the sociocultural dimensions of food luxury consumption as a new theoretical foundation to explore the consumers’ perceptions of ethical food production and consumption practices within luxury gastronomic restaurants.
Design/methodology/approach
The authors conducted a contextualized, qualitative exploration of French luxury dining settings among 35 consumers with different profiles, food cultural backgrounds and gastronomic knowledge. Drawing on Thompson’s analysis framework, the authors captured the narratives beyond the stories told by participants that describe their perceptions and the meanings they assign to ethical food practices in Michelin-starred restaurants.
Findings
The results illustrate how consumers with different profiles perceive ethical food practices within luxury restaurants. The authors identified three segments: novice, advanced and confirmed according to participants’ acquaintance with luxury gastronomy codes and values. These three profiles served as a framework to examine consumers’ perceptions of ethical food forms – environmental sustainability, food well-being and cultural heritage – within the luxury dining setting.
Research limitations/implications
The study revealed no one dominant form of ethical food practices as emphasized in prior studies. Rather, there are multiple forms, including functional, hedonic and symbolic values, related to the degree of familiarity and knowledge of consumers in terms of their luxury gastronomic experiences. The findings show that the perception of ethical food practices within luxury restaurants can encompass additional dimensions such as food well-being and cultural preservation and transmission. This information can enrich the restaurant sustainability literature that principally focuses on health, community and the ecological aspects of food ethics in restaurants. Although this study suggests numerous new insights, there are limitations related to focusing on the French food culture. However, these limitations can help us develop other opportunities for future research.
Practical implications
The findings of this study provide luxury professionals and marketers with key insights into effective strategies to integrate sustainable practices while enhancing the luxury experience. The findings show that to encourage luxury businesses and restaurants to promote sustainable practices, it is necessary to enhance the functional, social, emotional and cultural dimensions of the perceived benefits of offering sustainable luxury experiences and reducing the constraints related to sustainability.
Social implications
With its focus on the luxury dining settings underpinning the ethical food practices from the perspective of consumers, this research offers novel insights for researchers and luxury professionals interested in ethical and sustainable business practices.
Originality/value
This research suggests a new way to study sustainability and ethical food production and consumption practices in luxury dining settings – namely, as multiple, culturally embedded perceptions related to three main profiles of luxury gastronomy consumers: novice, advanced and confirmed.
Details
Keywords
Marin Cagalj, Rainer Haas and Ulrich B. Morawetz
Claims about environmental impact, health effects and taste of food products are restricted in the EU. The purpose of this paper is to quantify how much such claims would change…
Abstract
Purpose
Claims about environmental impact, health effects and taste of food products are restricted in the EU. The purpose of this paper is to quantify how much such claims would change the willingness to pay (WTP) for organic products in Croatia.
Design/methodology/approach
For estimating the WTP under different claims the authors used an experimental auction. Participants (258) bid for real food products (organic and conventional tomatoes and apples) and are endowed with cash at a location where they usually go shopping.
Findings
For the sample the authors find that consumers are willing to pay on average a premium of 42 percent for organic apples and 59 percent for organic tomatoes. On top of that, WTP increases between 16-20 percent for environmental claims and 12 percent for health claims. Taste-related claims are not significant.
Practical implications
Sellers and producers of organic food can benefit from adding claims to organic labels. To protect consumers from manipulation, regulators are well advised to be cautions when allowing claims about credence attributes of food.
Originality/value
The authors quantify the influence of claims about organic products on the WTP by using experimental auctions which are particularly suitable to investigate effects which cannot be observed on the market.
Details
Keywords
Roberta Capitello, Lara Agnoli and Diego Begalli
This study aims to understand the behaviour of novice consumers and provide businesses with guidelines regarding how to approach the different typologies of novice consumers from…
Abstract
Purpose
This study aims to understand the behaviour of novice consumers and provide businesses with guidelines regarding how to approach the different typologies of novice consumers from new inexperienced markets and from new generations.
Design/methodology/approach
The reasoned action approach is applied to wine consumer, and two parallel surveys using a questionnaire have been conducted with a sample of the Missouri population – representing new consumers – and a sample of the young Italian population – representing young consumers located in traditional consuming countries. Two research hypotheses are tested.
Findings
The hypothesis testing reveals two effects. The age effect creates similarities in the decision-making process structure, and attitude and subjective norm have the same weight in influencing behavioural intention. The novice effect creates differences in the structure; however, similarities exist at a more basic level than that of attitude and subjective norm, in salient beliefs and salient referents.
Practical implications
The study highlights that penetration of these consumer segments should pursue different marketing approaches: educational goals for young people from new markets, an experiential marketing approach to improve the link between product and producer for new consumers and emphasis on cultural aspects of the product in a “young manner” for young consumers from traditional consuming markets.
Originality/value
For the first time in the literature, this study analyses commonalities and peculiarities in the decision-making process of novice consumers.
Details
Keywords
As our readers are well aware THE BRITISH FOOD JOURNAL has invariably supported any legitimate effort having for its object the improvement, in one form or another, of the…
Abstract
As our readers are well aware THE BRITISH FOOD JOURNAL has invariably supported any legitimate effort having for its object the improvement, in one form or another, of the national food supply, and so long as the methods adopted are fair and above‐board this journal will continue to support such efforts by whomsoever they may be made. Fair and proper methods, however, are not always adopted, and a circular has recently been forwarded to us which affords an illustration of the fact.
Lisa-Mari Coughlan and Melville Saayman
Tourism is a key source of income to South Africa. Food and beverages is a key part of tourism and the literature reveals that tourists spend up to a quarter of their budget on…
Abstract
Tourism is a key source of income to South Africa. Food and beverages is a key part of tourism and the literature reveals that tourists spend up to a quarter of their budget on cuisine. South Africa has, however, been rated as the least-prepared culinary travel destination and the travel destination with the greatest potential for growth. Therefore, a segmentation taxonomy based on culinary preferences of international tourists to South Africa is put forth which can be used to prepare South Africa as a culinary travel destination. The 627 international tourists surveyed were divided into five segments with the use of factor analyses, t-tests, Spearman rank correlations and analysis of variance. The segments were named conservationists, experience seekers, devotees, explorers and socialisers (CEDES taxonomy). Multiple results and implications are discussed in the paper.
Details
Keywords
Kenneth Fu Xian Ho, Liudmila Tarabashkina and Fang Liu
Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised…
Abstract
Purpose
Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.
Design/methodology/approach
Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.
Findings
Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.
Research limitations/implications
This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.
Practical implications
Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.
Originality/value
To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.
Details
Keywords
Luis Felipe García Rodea, Humberto Thomé-Ortiz, Angélica Espinoza-Ortega, Pedro de Alcântara Bittencourt César and Laura P. Sánchez-Vega
The purpose of this paper is to identify the motives and types of wine consumers that visit Queretaro’s wine region and their relationship with wine tourism.
Abstract
Purpose
The purpose of this paper is to identify the motives and types of wine consumers that visit Queretaro’s wine region and their relationship with wine tourism.
Design/methodology/approach
A survey was carried out on 384 wine tourists in the area. The data obtained from the questionnaires were analyzed using factorial and hierarchical cluster analysis, and differences between groups were identified using non-parametric tests. Additionally, semi-structured interviews were conducted with wine tourism service providers, some of whose comments and data contributed to the overall analysis of the information.
Findings
Three factors have been identified as motivating wine tourists to visit vineyards and consume wine: vineyard experience, knowledge and exploration and marketing influence or suggestions. Three groups of wine consumers were also identified, namely, knowledgeable consumers, interested consumers and novice consumers, which were differentiated by the motivations for each type of wine tourism experience they seek, as well as other activities that complement the visit experience. It concludes that as wine consumption in Queretaro and wine tourism in the region increases, so does knowledge of the drink, and this represents an opportunity for Mexico's wine-producing regions.
Practical implications
To expand research in the Querétaro wine region and contribute to the knowledge of wine tourism in Mexico.
Originality/value
The paper makes a unique contribution by focusing on the Mexican wine market, which is still in its infancy. It provides new perspectives and insights in this area of research.
Details
Keywords
After reading and discussing the case, the participants would be able to:▪ articulate the challenges associated with retailing of organic products.▪ suggest paid, owned and earned…
Abstract
Learning outcomes
After reading and discussing the case, the participants would be able to:▪ articulate the challenges associated with retailing of organic products.▪ suggest paid, owned and earned digital marketing tools to Manav Chetna Vikas Kendra (MCVK);▪ suggest a digital marketing budget;▪ discuss essential elements of a good website design; and▪ discuss various website analytics metrics.
Case overview/synopsis
This case describes the challenges faced by the founder, Ajay Dayama, and members of MCVK, who believed in the concept of sustainable community living through the production and marketing of organic food products. They believed that they would be able to share their philosophy of sustainable living through their products reaching out to a larger population rather than just being consumed by community members. This paved the way for the creation of a brand by the name SATT offering products under the lifestyle, nutriment and wellness categories. Marketing and sales of SATT products came with a bundle of challenges, and it was not easy to convince customers about the authenticity, quality and pricing of these products. Many organic products sold by competitors were available on e-commerce platforms, while SATT relied on direct marketing. Low customer acceptance for SATT products would weaken the sustainability dream of the community. How MCVK could increase awareness and acceptance of SATT products was a big area of concern for Ajay.
Complexity academic level
This case is suitable for students enrolled for full credit course on Digital Marketing at postgraduate level. The case can be discussed towards the middle of the course.
Supplementary materials
Teaching Notes are available for educators only.
Subject code
CSS 8: Marketing.
Details