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Article
Publication date: 23 June 2020

Christin Schipmann-Schwarze and Ulrich Hamm

The purpose of this paper is to identify drivers and barriers for the demand of organic poultry to provide recommendations for market actors.

Abstract

Purpose

The purpose of this paper is to identify drivers and barriers for the demand of organic poultry to provide recommendations for market actors.

Design/methodology/approach

644 consumers were interviewed through computer-assisted self-interviews in four regions (north, south, east and west) of Germany in front of conventional supermarkets and organic food shops. The survey data were analysed differentiating between three consumer segments. In addition to descriptive analysis, an explorative factor analysis was conducted and a multinomial logit model was applied.

Findings

The results show that consumer preferences, attitudes and determinants of purchase decisions differ significantly between consumer groups. Price sensitivity, appreciation of animal-welfare, belief in altruistic benefits of organic poultry production, as well as the influence of media reports are important determinants for the purchase decision of different consumer segments.

Practical implications

This study provides information for market actors regarding which strategies to adopt to increase the sales potential of organic poultry indifferent consumer segments.

Originality/value

The organic poultry market has great potential as it can meet the growing demand for healthy and sustainable products which are produced in an animal-friendly way. However, its market share still lies far below the overall organic market share for food products in total. Reasons for the low market share were not explored in-depth until now.

Details

British Food Journal, vol. 122 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 August 2019

Isabel Schäufele, Eric Barrera Albores and Ulrich Hamm

Even though insect products increasingly receive attention as a sustainable food alternative to meat, consumer acceptance remains low. The purpose of this paper is to test…

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Abstract

Purpose

Even though insect products increasingly receive attention as a sustainable food alternative to meat, consumer acceptance remains low. The purpose of this paper is to test consumer acceptance of two different insect species with varying degrees of processing which led to different degrees of insects’ visibility.

Design/methodology/approach

Insect dishes that varied according to species and degree of visibility were presented to participants of a self-administered personal survey within a meal context. Consumer acceptance was measured through the willingness-to-try the different dishes, and a hierarchical linear regression was applied to estimate the role of insect species.

Findings

Consumer acceptance can be improved by focusing on different forms of food processing and different insect species. The lower the visibility of insects, the higher the consumer acceptance, independent of insect species. However, this is not sufficient to overcome consumers’ widely held rejection. Main barriers for consumer acceptance seem to be low social and cultural acceptance, fear of trying unknown products and a lack of taste experience.

Originality/value

A huge body of literature has examined determinants of insect consumption, but the majority of these studies did not consider the effects of insect species. The study’s main objective is to close this research gap while checking the most relevant individual traits as identified through a literature review: food neophobia and familiarity, social and cultural norms, awareness of benefits of insect production, meat consumption and socio-demographics.

Details

British Food Journal, vol. 121 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 26 July 2018

Isabel Schäufele, Daria Pashkova and Ulrich Hamm

The purpose of this paper is to analyse the effect of attitudes and socio-demographics on wine consumers’ real purchase behaviour for organic wine.

Abstract

Purpose

The purpose of this paper is to analyse the effect of attitudes and socio-demographics on wine consumers’ real purchase behaviour for organic wine.

Design/methodology/approach

This study is based on GfK household panel data, a real market data source of high population coverage. A two-part fractional model was applied as two distinct categories of wine buyers were observed. The first part of the two-part fractional model consisted of a standard binary choice model and defined the likelihood of belonging to the group of organic wine buyers. The second part of the model only took organic wine buyers into account and described their purchase intensity.

Findings

Preferences for organic products and sustainability concerns (e.g. environmental and social concerns) drive organic wine purchases. Proving a causal relation between attitudes and purchase behaviour gives evidence that stated preferences are a reliable indicator to predict consumer behaviour. However, the weak relation between attitudes and behaviour confirms the existence of an attitude-behaviour gap.

Practical implications

Quality benefits of organic wine production need to be communicated to attract new customers. Stronger focus should be put on sustainability issues with the aim of encouraging organic customers to also increase their expenditures for organic wine.

Originality/value

The influence of sustainability concerns on purchase behaviour is still controversial and no study, so far, has analysed real purchase data for organic wine. The results provide new insights on why attitudes do not fully transform into purchase behaviour.

Details

British Food Journal, vol. 120 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 10 May 2019

Adriano Profeta and Ulrich Hamm

The purpose of this paper is to analyse if German consumers are willing-to-pay a price premium for local food produced with local feed. The study provides insights into reasons…

Abstract

Purpose

The purpose of this paper is to analyse if German consumers are willing-to-pay a price premium for local food produced with local feed. The study provides insights into reasons explaining consumer preferences for animal products produced with local feed.

Design/methodology/approach

Computer self-assisted personal interviews (CASI) with 1,602 German consumers were conducted. To calculate the price premium for local feed, consumers were asked about their willingness-to-pay (WTP) for local feed. The respondents had to indicate their WTP for the local feed share levels 75, 90 and 100 per cent for pork cutlets, beef steaks, eggs and milk. To measure the impact of consumers’ attitudes and sociodemographic background on the WTP, a zero-inflated negative binomial regression model (ZINB) was calculated.

Findings

The study reveals that there is a high WTP for animal products produced with local feed. Furthermore, it delivers interesting insights into the WTP for different shares of local feed. Increasing WTPs for a 75, 90 and 100 per cent local feed origin could be found. The logit model in the zero-inflated regression showed that the buying frequency of organic foods exerted a particularly significant impact on one’s belonging to the group which has, in general, no additional WTP for locally produced feed.

Originality/value

Consumers’ perception of the supply chain of local products is virtually unexplored. This is one of the first papers that take this topic into account.

Details

British Food Journal, vol. 121 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 7 November 2016

Manika Rödiger, Sabine Plaßmann and Ulrich Hamm

The purpose of this paper is to gain insights into organic consumers’ price sensitivity by investigating price knowledge, willingness-to-pay and real purchase decision.

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Abstract

Purpose

The purpose of this paper is to gain insights into organic consumers’ price sensitivity by investigating price knowledge, willingness-to-pay and real purchase decision.

Design/methodology/approach

Organic food consumers’ price knowledge, willingness-to-pay and real purchase decision were examined in a comprehensive field study with 642 respondents. An innovative method was used to collect data for products that were truly relevant to the respondents: before entering the shop, respondents were asked about the items on their shopping list, the prices they expected to find and the maximum prices they were willing to pay. If respondents stated a willingness-to-pay value below the actual store price, they were approached again after shopping to verify their purchase decision.

Findings

The great majority of respondents failed to estimate the correct store price. The deviation between the estimated price and the actual store price was on average 19.9 per cent. The respondents were willing to pay on average 52.7 per cent above store prices. It was revealed that in 67.0 per cent of the cases, respondents bought a product even though the store price was higher than the willingness-to-pay they stated upon entering the store.

Practical implications

Category-specific insights into price knowledge and willingness-to-pay of organic consumers might be used for price differentiation strategies.

Originality/value

To the authors’ knowledge, this is the first study to investigate organic consumers’ item- and store-specific price knowledge, willingness-to-pay and real purchase decision in a single-source approach.

Details

British Food Journal, vol. 118 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 25 February 2014

Fabian Buder, Corinna Feldmann and Ulrich Hamm

The sales volume of organic food products in Germany has been increasing consistently over recent years, yet only a small number of households is responsible for the majority of…

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Abstract

Purpose

The sales volume of organic food products in Germany has been increasing consistently over recent years, yet only a small number of households is responsible for the majority of organic purchases. Even these so-called “regular” organic food buyers spend, on average, less than half of their budget on organic products. The present study aims to analyse the reasons why these consumers do not purchase particular products in organic quality, in order to uncover product gaps and purchase barriers.

Design/methodology/approach

The investigation is based on computer-aided, personal interviews among regular organic food buyers, which were conducted in retail and organic food stores across Germany. Altogether, 817 interviews were carried out. To minimize regional variation in the data-set, stores were selected from north, south, west and east Germany in equal proportions.

Findings

The most important reasons for not purchasing organic products among regular organic food consumers were price, insufficient availability, and the quality of the product. Since product-specific analysis was carried out in this study, the results indicate that the relevance of reasons varies from product to product and according to shop types.

Originality/value

To the authors' knowledge, no research to date has dealt with an analysis of product-specific purchase barriers in the context of regular organic food buyers. Furthermore, in contrast with other studies, a preceding analysis of panel data identifying product groups with the lowest organic market shares builds the basis for a well-grounded survey. The explorative character of the study results in unique findings on consumer purchase behaviour related to specific products in a variety of predefined product categories.

Details

British Food Journal, vol. 116 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 10 May 2013

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…

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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.

Details

British Food Journal, vol. 115 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 16 March 2012

Meike Janssen and Ulrich Hamm

In July 2010, a mandatory European Union (EU) logo for organic food was introduced to strengthen the organic sector by making the identification of organic products easier for…

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Abstract

Purpose

In July 2010, a mandatory European Union (EU) logo for organic food was introduced to strengthen the organic sector by making the identification of organic products easier for consumers. The present study aims to analyse how consumers in five EU countries view a mandatory EU logo for organic food and to give recommendations for agrarian decision makers and market actors in the organic sector.

Design/methodology/approach

The study is based on a combination of qualitative and quantitative methods to provide a comprehensive picture of consumer views. Focus group discussions were conducted with consumers in the Czech Republic, Denmark, Germany, Italy and the UK. A subsequent survey with 2,042 participants was carried out to quantify consumer views on key issues and analyse country differences. Finally, the results of the qualitative and quantitative study were brought together.

Findings

While the introduction of a mandatory EU logo for organic food was generally welcomed in all countries, trust in the underlying production standards and the inspection system was not very pronounced (except in Italy). The authors conclude that the introduction of the new EU logo should be supported by communication campaigns to make clear what the new logo stands for and remove unfounded consumer concerns regarding the downscaling of standards and the trustworthiness of the inspection system.

Originality/value

To the authors' knowledge, no previous studies exist on consumer views on a mandatory EU logo for organic food. The recommendations drawn from their findings can help to reach the objectives connected with the introduction of the mandatory EU logo.

Article
Publication date: 14 June 2011

Angelika Riefer and Ulrich Hamm

This paper aims to provide insight into why organic food consumption in families decreases when children become adolescent. Further, it seeks to derive practical implications for…

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Abstract

Purpose

This paper aims to provide insight into why organic food consumption in families decreases when children become adolescent. Further, it seeks to derive practical implications for food marketing.

Design/methodology/approach

The results stem from two qualitative studies. In the first study the development of organic food consumption in families was investigated from a parents' perspective. In the second, juveniles' influence on organic food consumption in families was examined. In both studies data were collected by means of problem‐centred interviews. Data were analysed with Grounded Theory procedures according to Strauss and Corbin (1990) in the first study and with content analysis according to Mayring (2007) in the second.

Findings

Children's transition into adolescence often represents a causal condition for a reduction of organic food consumption in families due to juveniles' preferences for conventional food in product categories such as sweets, salty snacks or breakfast cereals. Concessions of parents to their children's preferences are based on strategies like being liberal, avoiding conflicts or letting children have their own experiences. Parents' strategies depend on their evaluation of conventional food.

Practical implications

Marketing for organic food should increasingly involve the demands of juveniles since they are considered to be an attractive target group.

Originality/value

No insights exist for the investigated phenomenon.

Details

British Food Journal, vol. 113 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 May 2015

Katrin Zander, Susanne Padel and Raffaele Zanoli

With the introduction of the mandatory European Union (EU) organic logo for all organic food products in 2010, the European Commission aimed at fostering the internal organic food…

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Abstract

Purpose

With the introduction of the mandatory European Union (EU) organic logo for all organic food products in 2010, the European Commission aimed at fostering the internal organic food market. This needs consumers’ knowledge of the logo. According to earlier research consumers’ knowledge of the EU organic logo is low. Thus, the purpose of this paper is to elicit consumers’ attitudes towards organic certification and labelling and to develop recommendations on how to improve consumers’ knowledge of the EU organic logo.

Design/methodology/approach

By means of an online survey with 3,000 participants in six European countries, knowledge of the logo and attitudes towards organic farming and European labelling, as well as organic food purchase behaviour and socio-demographic indicators were elicited. Factor and cluster analysis based on several statements on the test persons’ attitudes towards organic farming and corresponding EU legislation were conducted in order to segment consumers.

Findings

The results indicate that knowledge of the logo is low. Only about 15 per cent of all respondents knew its meaning. Four clusters of consumers could be identified: “Committed organics”, “Pragmatic organics”, “Organic sceptics” and Organic disinterested’. With reference to the EU organic legislation’s aim of promoting the organic market, particularly “Organic sceptics” should be addressed by emphasising the trustworthiness of the organic certification and labelling system.

Originality/value

Segmenting consumers according to their attitude towards organic farming, its labelling and certification allows for targeted and efficient communication and organic market development.

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