Search results

1 – 10 of 152
Open Access
Article
Publication date: 19 March 2024

Jiayuan Zhao, Hong Huo, Sheng Wei, Chunjia Han, Mu Yang, Brij B. Gupta and Varsha Arya

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood…

Abstract

Purpose

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

Design/methodology/approach

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

Findings

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

Originality/value

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

Details

British Food Journal, vol. 126 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 19 February 2024

Robert Cole, Heli Gittins and Norman Dandy

This paper's purpose is to explore the current interest and knowledge that UK consumers hold around agroforestry. Despite the many reported benefits of agroforestry systems…

Abstract

Purpose

This paper's purpose is to explore the current interest and knowledge that UK consumers hold around agroforestry. Despite the many reported benefits of agroforestry systems, uptake in the UK, as well as other temperate nations, has been low. As the consumer has a role to play in the transition of agriculture to methods that are more environmentally friendly it is vital to have an understanding of their perceptions. Yet to date no work has looked at agroforestry from the perspective of the UK consumer.

Design/methodology/approach

An online survey was conducted using a convenience sample accessed by floating a link through social media and messaging apps. The survey was also shared to the members of a private Facebook group associated with an organic vegetable box service. A mix of multiple choice and open text boxes were used. The survey received 139 responses.

Findings

Non-parametric tests indicate that this sample of UK consumers would be mostly likely to buy, and willing to pay more for, agroforestry produce; and the sample showed a split group regarding familiarity. Inductive thematic analysis of the qualitative data highlighted some important barriers to the purchase as well as capturing a snapshot of this sample's perceptions.

Originality/value

This paper presents, to the authors knowledge, the first set of data regarding a sample of UK consumers' perspective of agroforestry produce. The findings could bolster producers' confidence in adopting agroforestry practices, but also highlight the need for policymakers to bolster consumer support through parallel means.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 29 May 2023

Stefano Poponi, Alessandro Ruggieri, Francesco Pacchera and Gabriella Arcese

This work aims to assess the potential of a Bio-District as a model for applying the circular economy concerning the waste scope. It aims to understand the capability of organic…

Abstract

Purpose

This work aims to assess the potential of a Bio-District as a model for applying the circular economy concerning the waste scope. It aims to understand the capability of organic farms to manage waste with a circular perspective, starting with the use of indicators that directly or indirectly impact the waste scope.

Design/methodology/approach

This study is based on previous work that identified and systematised the circular indicators of the agri-food sector within a dashboard. With this research as a basis, the indicators within the waste scope in the dashboard were extracted. Cross-linked indicators with an indirect connection to the waste scope were also systematised and tested in a case study. Primary and secondary data were used for the study. The primary data came from a semi-structured interview, and the secondary data were from official databases.

Findings

The work highlights two important results. The first allows the definition of a subclassification of indicators by product and organisation, extracting those with a cross-linked characteristic concerning the waste scope. Secondly, the indicators' application shows the farm's circular and waste valorisation potential within the Bio-District. The study also made it possible to test a new indicator, the “Potential Energy Biomass Recovery”, to measure the farm's potential to produce energy from waste.

Originality/value

This research proposes a new circular economy approach to evaluate waste management in the agri-food sector.

Details

British Food Journal, vol. 126 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 27 February 2024

Alessandro Silva de Oliveira, Gustavo Quiroga Souki and Luiz Henrique de Barros Vilas Boas

Understanding how attributes, consequences and values (A-C-V) influence the predisposition to purchase and buying intention of organic food consumers (OFC) is crucial for its…

Abstract

Purpose

Understanding how attributes, consequences and values (A-C-V) influence the predisposition to purchase and buying intention of organic food consumers (OFC) is crucial for its stakeholders. This study aims to (1) investigate whether OFC perceptions of the A-C-V impact their predisposition to purchase and buying intention; (2) examine the mediating effect of predisposition to purchase on the relationship between OFC personal values and their buying intentions and (3) verify whether consumers with distinct levels of organic food-buying intention perceive differently of the A-C-V, predisposition to purchase and consumption frequency.

Design/methodology/approach

This quantitative study comprised 307 consumers who filled out a form about their perceptions of organic foods’ A-C-V and their consumption frequency, purchasing predisposition and buying intention. Partial least squares strutural equation modelling (PLS-SEM) tested the hypothetical model that resorted to the means-end chain (MEC) theory (Gutman, 1982). Cluster analysis based on OFC’s buying intentions compared their perceptions of the A-C-V, purchasing predisposition and consumption frequency.

Findings

The OFC’s perception of the attributes of these foods impacts the consequences of their consumption and values. Such values positively influence their purchase predisposition and buying intention. Predisposition to purchase measured the relationship between OFC values and purchase intention. Three OFC clusters were identified according to their buying intentions. Such groups perceive the A-C-V singularly and have different purchasing predispositions and consumption frequencies.

Originality/value

OFC values directly influence buying intentions. However, the predisposition to purchase strongly mediates the relationship between values and buying intentions, producing an indirect impact more notable than a direct one. It brings academic and managerial contributions to organic food stakeholders.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 14 December 2023

Shubham Garg, Karam Pal Narwal and Sanjeev Kumar

The ongoing transition in the attitude of consumers toward health and environment has a direct implication on the organic food industries, making it necessary to examine the…

Abstract

Purpose

The ongoing transition in the attitude of consumers toward health and environment has a direct implication on the organic food industries, making it necessary to examine the drivers of the purchase intention of organic food items, specifically in developing economies like India. Therefore, this study tries to frame and validate the instrumental scale by collecting data from 574 organic food item consumers to examine the determinants of purchase intention among consumers in India.

Design/methodology/approach

This study has employed advanced statistical tools i.e. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Harmon’s single factor test and other statistical measures using SPSS and AMOS 23, for framing and validating the instrumental scale for this study.

Findings

The results of EFA explain 67.714% variance of total research variable variance with six major constructs. Moreover, the result of the CFA confirms the six factors and the proposed instrumental scale. The finding explicates that health consciousness, ecological trustworthiness and functional value are the major drivers of the purchase intention of organic food items.

Practical implications

This study has major policy implications for organic producers, processor and marketers for understanding the complex phenomenon of organic consumer behavior. The result explains that marketers and producers should adopt ad hoc marketing strategies that aim to promote the organic food items as healthy and safe.

Originality/value

There is hardly any study that has proposed and validated an instrumental scale with these factors collectively in India for studying the purchase intention of organic food consumers in India.

Details

British Food Journal, vol. 126 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 6 February 2024

Rita de Cássia Leal Campos, Luiz Henrique de Barros Vilas Boas, Daniel Carvalho de Rezende and Delane Botelho

This study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements…

Abstract

Purpose

This study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements are associated with food safety.

Design/methodology/approach

This is a qualitative research that used the laddering in-depth interview technique for data collection. Fifty interviews were conducted with consumers from Minas Gerais, Brazil. From the codification of the interview content, a hierarchical value map was constructed, showing the relationships between the attributes, consequences and values involved in the consumers’ purchasing decision.

Findings

Consumers value characteristics related to the origin of the product and the way it is produced and marketed. They seek particular benefits – such as satisfaction with the purchase, care for their health/well-being and safety when consuming food – and social benefits, such as the possibility of contributing to the local economy. Issues related to hygiene, organization, exposure and handling of products were some of the concerns reported by respondents with regard to food safety.

Research limitations/implications

It is worth highlighting the application of the laddering technique itself. Analyzing the predictive validity of the method, there is a propensity for biases linked to possible interference by the researcher, especially in the coding stage of the elements.

Practical implications

This study can be used by producers, marketing professionals and public policymakers to promote FV sold at local markets and to encourage the improvement of food safety practices.

Originality/value

The research points to five consumer segments according to the different motivations that guide their purchase behavior for local FV. In addition, a focus is given to food safety, revealing its importance in the investigated context.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 29 September 2023

Morgane Innocent, Agnes Francois Lecompte, Samuel Guillemot and Ronan Divard

This aim of this study is to identify the ways of helping public authorities bring about change to environmentally sustainable household food practices.

Abstract

Purpose

This aim of this study is to identify the ways of helping public authorities bring about change to environmentally sustainable household food practices.

Design/methodology/approach

The authors identified the practices involved in this concept from the consumer perspective and measured their diffusion among French households. The analyses were conducted following two successive data collection campaigns comprising 571 and 501 respondents in France. The methodology involved two complementary scaling techniques: factor analysis and item response theory.

Findings

The results show that consumers understand sustainable food through five food practices: buying and cooking products with sustainable attributes, anti-waste storage, self-production, plant protein consumption and anti-waste cooking.

Originality/value

The findings suggest that while at the individual level people appear to have incorporated anti-waste practices into their daily lives, at the household level, there is still work to be done for improving diets and stimulating the production of home-grown food. It is also worth noting that the emerging vision typically involves sustainable foods that are organic, locally grown, seasonal, based on fair trade and packaging-free.

Details

British Food Journal, vol. 126 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 22 January 2024

Muhammad Yaseen Bhutto and Aušra Rūtelionė

This research examines consumer reluctance to purchase organic food using the theory of innovation resistance and also extends the theory by investigating the moderating…

Abstract

Purpose

This research examines consumer reluctance to purchase organic food using the theory of innovation resistance and also extends the theory by investigating the moderating influence of eco-literacy. In addition, the authors used a multigroup analysis to identify differences between consumer segments.

Design/methodology/approach

Data collection used computer-assisted web interviewing and a prior screening process to confirm engagement. Through stratified quota sampling, 1,000 useable responses were obtained from 2,887 recipients.

Findings

The findings reveal barriers are significant inhibitors to adopting organic food. Among these barriers, usage, risk tradition and image barriers have a significant adverse influence on purchase intention. In contrast, the value barrier has a nonsignificant influence on the purchase intention of organic food. However, the study found that eco-literacy significantly reduces the negative influence of risk and tradition barriers on consumers' intentions. In addition, a multigroup analysis examines notable differences between consumer groups based on education, age and income.

Social implications

This research has significant social implications for boosting sustainable consumption in Lithuania. It identifies key barriers to organic food adoption, emphasizing the need for strategic interventions. The study highlights eco-literacy as an essential tool in diminishing resistance to organic food, advocating for targeted educational initiatives. Additionally, it reveals the importance of tailored marketing strategies based on different consumer demographics. Overall, this study provides important insights to promote environmentally conscious consumer behavior and overcome resistance to innovation in the organic food sector.

Originality/value

This study expressively advances the understanding of intentional behavior by exploring organic food within Lithuania's Baltic economy. It authenticates the innovation resistance theory's applicability to organic food behavior in the region while emphasizing the moderating impact of eco-literacy in the link between barriers and purchase intention concerning organic food. Furthermore, using advanced methods such as partial least squares statistical modeling and multi-group analysis, the research reveals how barriers affect the purchase intention of organic food among different groups of consumers.

Details

British Food Journal, vol. 126 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 8 February 2024

John Hyland, Maeve Mary Henchion, Oluwayemisi Olomo, Jennifer Attard and James Gaffey

The aim of this paper is to better understand European consumers' behaviour in relation to Short Food Supply Chains (SFSCs), so as to provide insights to support their development…

Abstract

Purpose

The aim of this paper is to better understand European consumers' behaviour in relation to Short Food Supply Chains (SFSCs), so as to provide insights to support their development as part of a sustainable food system. Specifically, it aims to analyse consumer purchase patterns, motivations and perceived barriers and to identify patterns of behaviour amongst different consumer groups.

Design/methodology/approach

An online consumer survey was conducted in 12 European countries (n = 2,419). Quantitative data analysis, including principal component analysis (PCA) and cluster analysis, was undertaken using SPSS.

Findings

Four consumer clusters are named according to their behavioural stage in terms of SFSC engagement: Unaware Unengaged, Aware Unengaged, Motivationally Engaged and Executively Engaged. Unaware Unengaged and Aware Unengaged are in the non-engagement phase of behaviour. Motivationally Engaged are motivationally activated to engage in the behaviour but fail to do so consistently. Executively Engaged is the fully engaged cluster, being motivated to act and purchasing local food on a frequent basis. The results show an interesting interplay between motivations and barriers, i.e. higher scores for motivations and lower scores for barriers do not necessarily translate into higher purchase frequency.

Originality/value

The research gleans insights into the contextual factors that may inhibit SFSC purchases in different consumer segments. It offers practical implications for policymakers and others seeking to develop SFSCs as part of a sustainable food system.

Details

British Food Journal, vol. 126 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 18 January 2024

Daisy Lee, Calvin Wan, Tiffany Cheng Han Leung, Sharyn Rundle-Thiele and Gabriel Li

This paper aims to illustrate the application and effectiveness of a marketing programme co-designed by supply- and demand-side stakeholders to reduce consumer food waste in…

Abstract

Purpose

This paper aims to illustrate the application and effectiveness of a marketing programme co-designed by supply- and demand-side stakeholders to reduce consumer food waste in restaurants.

Design/methodology/approach

This stakeholder-based marketing pilot study adopted the co-create, build and engage framework for programme design and implementation. Major stakeholders, interacting at the point-of-sale, participated in a series of focus groups, interviews and co-design. The research process informed the marketing mix, which aimed to provide value for all parties. The four-week pilot programme was delivered in a non-buffet-style commercial restaurant chain for 10 months. The amount of consumer food leftovers was measured and compared with pre-programme baseline data to evaluate programme effectiveness.

Findings

The results show that the marketing mix co-designed by restaurant stakeholders and consumers effectively reduced food waste by almost half in the pilot period. The profitability of the pilot restaurant increased as food costs decreased.

Research limitations/implications

This research demonstrates how working with stakeholders from both the supply and demand sides can identify motivations and barriers. Insights gained in the research phase can inform the delivery of a marketing mix that reduces consumer food waste. This study demonstrates the marketing research, design, implementation and evaluation process for a marketing programme that reduced consumer food waste.

Practical implications

To effectively reduce consumer food waste, practitioners should not only focus on changing consumers’ behaviour. Co-designing solutions with food service stakeholders to address business and operation challenges is crucial to the attainment of a positive impact at the point-of-sale.

Originality/value

This research shows how marketing changes behaviour in individuals and business entities, contributing to positive environmental impact through waste reduction in the commercial food service sector.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of 152