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The purpose of this paper is to show that empirical analysis of consumption of a good, using the same empirical and econometric model as it is done in standard applied demand analysis, may be based on the underlying behavioral model other than the rational choice.

Reference point approach originally developed by psychologists and later translated into reference price approach by business scholars is used to demonstrate this point. Empirically, a model of consumption of broilers in the USA is estimated using regression analysis and its results and implications are discussed.

The same empirical model can be used to represent more than one underlying model of consumer behavior.

This paper raises the question of which underlying behavioral theory is valid, and under what circumstances might that validity change. The importance of accounting for reference prices appears to be validated, but the fact that both theories lead to the same or similar empirical formulation does little to secure either theory as right or wrong.

Research in consumer behavior and demand generally assumes the existence of one superior theoretical behavioral model. This paper suggests that such claims are unfounded since standard current empirical modeling of consumer behavior accommodates more than one underlying theory.

The purpose of this paper is to explore factors affecting secondhand clothing acquisition among a sample of US female consumers based on an economic perspective.

This research is descriptive in nature, utilizing a survey of 500 US female consumers to explore relationships between five modes of secondhand clothing acquisition and selected consumer characteristics. Logistic regression was used to analyze the data.

The significant variables were income, age, number of toddlers and children ages 6-17 present in households, and sewing and repair skills. Income was found to be negatively related to purchasing secondhand clothing, suggesting that consumers view used clothing as an inferior good. Consumers in Gen Y were more likely to be involved in various means of secondhand clothing acquisition, holding income constant, than Baby Boomers.

Overcoming the stigma of inferiority associated with secondhand clothing, encouraging repair skills, and the repair of clothing, reaching out to consumers to build on their interest in DIY projects, and utilizing new technology (e.g. apps for sharing clothes) are practical implications.

The paper examined multiple modes of clothing acquisition rather than a single mode, and contributes insight regarding the economic concept of secondhand clothing as an inferior good.

The purpose of this paper is to reveal the actual consumer demand for traceable pork by investigating consumer preferences for pork with combined levels of traceability information based on differences in individual consumer preferences, in order to support the government in decision making regarding the gradual construction of safe food markets.

Combinations of four types of traceability information, including farming, slaughter and processing, distribution and sales, and government certification, with price were randomly designed. To identify consumer preferences for these attribute combinations of traceable pork, 215 consumers in Wuxi, Jiangsu Province were investigated using a real choice experiment and the mixed logit model.

Significant heterogeneity was observed in consumer preferences for traceable pork. The information of farming, slaughter and processing, distribution and marketing, and government certification could significantly improve consumer utility. Moreover, consumers had the highest preference for government certification information.

Although numerous studies have been performed on consumer preferences for food safety attributes using a real choice experiment, almost none of them focus on Chinese consumers. Therefore, this study is an attempt to fill this gap. The conclusions of this study can serve as a reference for the Chinese government in developing safe food consumption policies. Although Chinese consumers have cried out for improvement of pork safety, they have different preferences for traceability information; thus, the government must promote traceable food step-by-step, using consumer preferences as a starting point.

The purpose of this paper is to review the growth and regional disparities of China's dairy market since 1980, examine urban consumer demand for three major dairy products (fluid milk, yogurt, and milk powder), analyze China's import patterns of major dairy products since 1995, and discuss China's potential roles in the world dairy market and implications for trade.

While the most recently available time‐series and cross‐sectional data from China are used to analyze the trends and disparities of China's milk production and dairy product consumption through graphical and regression analyses, China's custom data from 1995 to 2008 are used to examine the trends and patterns of China's dairy product imports.

China's dairy market has expanded rapidly in the past two decades but there are significant disparities across regions and income groups. The estimated income elasticities suggest that, as per capita income continues to increase, the demand for dairy products, especially yogurt and fluid milk, is expected to grow at a significant rate. The import trend and pattern analysis indicates that China's dairy imports will likely continue to grow and provide opportunities for major dairy product exporters like the USA, New Zealand, and Australia.

The paper contributes to the literature by examining the trends and disparities of China's dairy market using the most recently available data, presenting an estimation of demand elasticities for fluid milk, yogurt, and milk powder in urban China, and discussing the future prospects of China's dairy imports and implications for trade.

This paper aims to study the Soviet state-owned enterprises that were producing ready to wear clothes, engaged in activities that are traditionally associated with “capitalist” marketing and public relations. Particularly, they responded to consumer complaints, monitored customer satisfaction and changed their product features and offer in response to customer feedback. This claim is illustrated using the example of the garment industry in the city Perm.

The data comes from archival research of a range of sector-wide documents of the Soviet period available in the State Archive of Perm Region and from in-depth interviews with ex-employees of Perm Clothing Design House.

The paper demonstrates the emergence of a marketing system not only in Eastern European countries and in major Soviet cities but also in a provincial closed city of the Russian Soviet Federative Socialist Republic. The findings of the research highlight that the level of sales was important for all the participants in the focal marketing system. Late Soviet marketing had the social function of supporting cooperative relationships between citizens and the state by channeling dissatisfaction and anger through surveys and consumer conferences.

Previous studies undertaken at the top level of the Soviet managerial pyramid have not represented a detailed picture of routine marketing activities during Late Socialism.

The purpose of this is study is to identify sources of demand growth for apparel in the US based on consumer demographic profiles, regions, and product characteristics.

A two‐step procedure was utilized to model, estimate, and analyze purchasing decision and consumer demand for nine apparel products (male shirts, shorts, jeans and slacks and female slacks, skirts, shorts, dresses and jeans). This study is based on a survey conducted by the American shoppers' panel, which collects consumption data of various garments, socioeconomic profiles, and product characteristics.

The results indicate that purchase decisions are determined by garments' own prices, age, female employment, gender, regions, and the presence of children. The study also shows evidence that the effect of product‐specific pricing strategies would be limited to the targeted products and the origin of the product has minimal effect on consumer expenditures on apparel.

This study is one of the few that have used disaggregated apparel products and detailed demographic factors, thus has clear marketing implications and can be useful to the apparel industry.

The purpose of this paper is to provide insights for flower retailers, horticultural practitioners and marketing managers into the prioritisation of cut flower attributes by German residents.

Applying a best–worst scaling approach, this analysis identified the relative ranking of importance amongst product attributes relevant to German consumers when buying fresh cut flowers. A latent class analysis determined four flower consumer segments for further study. The study builds on a sample of 978 consumers and is consistent with the most recent German census in terms of age, gender, income and federal state.

The best-worst analysis showed that intrinsic flower attributes, in particular appearance, freshness and scent were found to be more important to German consumers than the extrinsic attributes studied, namely, price, country of origin and a certification indicating fair trade. The latent class analysis determined four consumer segments that desire either budget, luxury or ethical flowers or more information about flowers. For all identified consumer segments, appearance was the attribute of greatest importance. The segments that desired luxury or ethical flowers, as well as the segment that desires more information were interested in appearance, but also had relatively large shares of preferences dedicated to flower freshness guarantees. The preference for freshness guarantees in addition to appearance may be interpreted jointly as a desire for not only beautiful and aesthetically pleasing flowers, but for sustained beauty.

Internationally, the study fills a research gap by exploring consumer’s relative preference for cut flower attributes. In contrast to existing studies on consumer preferences for flowers in Germany, the present study builds on a sample that was targeted in terms of age, gender, net household income and federal state to the most recent German census.

This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains.

Four case studies on value chains within the areas of agribusiness and fisheries are conducted. For each value chain, desk research is combined with interviews with decision‐makers of all types of value chain members. Interview guidelines were derived from a conceptual model of potential determinants of value chain market orientation.

Degree of market orientation of value chains is found to be related to degree of heterogeneity and dynamism of end‐users served, nature of chain relationships, regulations and prevailing mental models of decision‐makers. Short and balanced chains are believed to further upstream market orientation.

The results point at two areas, where additional research on market orientation is called for: a better conceptualization of market intelligence and theorizing on most cost effective ways of being market oriented, including implications for the distribution of market oriented activities among value chain members.

The paper underlines the importance of managing channel relationships, up to and including vertical integration, when serving markets with high degrees of end‐user volatility.

This paper is the first empirical contribution to the market orientation literature employing a perspective encompassing the whole value chain.

Edible flowers have traditionally been consumed for their nutritional and medicinal properties. Aponogeton distachyos is an aquatic flowering plant native to the Western Cape of South Africa (SA) that used to be a wild plant gathered during the winter months, but it is now considered to be underutilised and endangered. This study aims at gaining insights from different stakeholders into the activities across the plant value chain and their impact on the consumption of Aponogeton distachyos.

The study methodology involved the identification of different stakeholders in the plant value chain and conducting qualitative in-depth interviews during the data collection. Twelve study participants were selected via purposive sampling and interviewed using semi-structured interviews (face-to-face, telephone and online).

Nostalgic connection of the flower with local culture and heritage and its unique taste and flavour are key consumption drivers. Promotional and educational efforts by food advocates and at public events help raise consumer awareness, which is generally lacking. Limited geographic and seasonal availability, perishability, price and quality issues emerged, together with low awareness, as main barriers to more frequent and geographically spread consumption.

Although wild edible flowers have been consumed for centuries, there has been little attention to their nutritional value and journey to their final consumers. The present study identifies important challenges emanating at different stages of the food value chain to consumption of one particular neglected and underutilised plant, with certain implications for people's dietary quality, environmental sustainability and biodiversity of natural resources beyond Aponogeton distachyos and SA.

(1)Aponogeton distachyos is a neglected and underutilised aquatic flowering plant native to the Western Cape of South Africa (SA). (2)The plant offers benefits related to people's dietary quality, environmental sustainability and biodiversity of natural resources. (3)Flower's nostalgic connection with local culture and heritage emerge as a key consumption driver. (4)Its unique taste and flavour highly appeal to consumers. (5)Low awareness, limited availability, price and quality are main consumption barriers. (6)There is largely unexploited public policy potential for supporting dietary diversity through growing edible flowers.

The purpose of this paper is to analyze the income sensitivity of food consumption in Beijing, China, using an original household survey data set collected by the Chinese Academy of Sciences.

An Engel curve model is fit to the household data of nine food categories and 35 food items, and both conditional and unconditional expenditure elasticities of demand are calculated and reported for the nine food groups and the 35 food items.

Working's model fits the data well, and the elasticity estimates are all reasonable in terms of economic theory, size and signs. The results indicate a relative large range in income sensitivity among the nine food groups and 35 food items in response to changes in household food expenditure levels.

The research analyzes unique and rich urban household survey data collected by the Chinese Academy of Sciences and is the most comprehensive analysis to date in terms of the number of food items studied for which expenditure elasticities are calculated. These elasticities may be used to study household food consumption patterns, to calculate caloric or nutrient elasticities, to study obesity in China, to study policy prescriptions in terms of taxes and subsidies on food, to infer welfare and affluence, and may be used as inputs into econometric models such as those used by the World Bank, IFPRI, and others.