14 pages., Via online journal., Guided by the theory of reasoned action and social cognitive theory, this study was conducted to better understand how decisions to purchase organic or conventional milk are influenced by norms and attitudes established via human interactions and how those norms and attitudes vary by geographic region. An online Qualtrics survey was used to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of [State]. The findings indicate that urban, suburban, and rural consumers differ in some ways in their interactions related to milk information, as well as their perceptions of organic versus conventional milk. Based on the findings of the study, differences in personal networks and exposure to certain messaging in varying regions might perpetuate a more positive, confident, and informed view of organic or conventional milk products in some areas more so than others. The researchers recommend using the results of the study to tailor messages to the specific information needs of consumers in urban, suburban, and rural regions of [State].
18 pages., Via online journal, This paper provides an analysis of the growth in environmental and labelling schemes (ELIS), using a dataset of 544 schemes introduced between 1970 and 2012 covering 197 countries. General trends drawn from this dataset and an examination of relevant trademarks support a rapid but slowing increase in the number of ELIS. The analysis also shows both the diversity and unequal growth of ELIS according to different characteristics, such as communication means, channels, scope, and the standards on which they are based. The analysis further outlines the dual nature of the evolution of ELIS over time, driven by the combination of an increase in the number of “traditional” ELIS, such as single-issue environmental seals, and the emergence of more recently introduced types of ELIS, including environmental footprints. This combination highlights the tension between increased competition among similar ELIS and the emergence of new schemes potentially less exposed to direct competition but facing larger entry challenges.
14 pages., via online journal., Although the demand for organic food is growing globally, the mainstream consumption of organic food is far less. The present study attempts to understand the underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT). The study further examines the association between different consumer barriers and purchase decisions (purchase intentions, ethical consumption intentions, and choice behaviour) at different levels of buying involvement and environmental concerns. The collected data, consisting of 452 consumers, were analyzed by structural equation modeling approach. The results showed that value barrier shared a negative association with purchase intentions and ethical consumption intentions. Ethical consumption and purchase intention were found to have a direct influence on choice behaviour. Additionally, the relationship between ethical consumption intention and choice behaviour is mediated by purchase intention. However, no significant differences have emerged based on the level of buying involvement and environment concerns. The findings of the study provide insight into public policymakers, marketers, suppliers, and consumer associations by enhancing their current understanding of buying behaviour of the growing organic food community.
15 pages., Article #: 4690, via online journal., As with environment and sustainable development, there has been a rapid rise in the
worldwide consumption of organic foods over the last years, as well as the quickly growing potential
of organic markets in China, and their direct influence on consumer health awareness and social
opinion. This study provides insights into Chinese consumers’ attitudes toward organic foods and
evaluates purchase intention’s impact as a mediator in the relationship between external and internal
factors on purchase intention. This empirical study is based on an online questionnaire using a sample
of 1421 Chinese consumers. Structural equation modeling (SEM) was used as the main practical
approach for data analysis, and six hypotheses were examined. The results show that a more positive
attitude on the part of consumers toward organic foods will further reinforce their purchasing
intentions, whereas, there was no significant impact of marketing price and communication on
consumers’ attitudes toward organic foods. Furthermore, the results show that intention was a
full or a whole mediator among the three exogenous constructs of environment awareness, health
consciousness, and subjective norms. Based on the findings, marketing communication strategies
should concentrate on offering more value to consumers regarding the features of nutritional value.
Long-term environment friendliness, health benefits, and social status symbols should be assumed to
enhance consumers’ purchase intention in the organic foods industry.
Pilař, Ladislav (author), Stanislavská, Lucie Kvasničková (author), Rojík, Stanislav (author), Kvasnička, Roman (author), Poláková, Jana (author), and Gresham, George (author)
Format:
Online journal article
Publication Date:
2018
Published:
United Arab Emirates University
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 34 Document Number: D10681
9 pages., via online journal., In recent years, organic food production has been rising dramatically both in the EU and the USA. Previous research on consumer perception of organic food has mainly employed questionnaire survey methods. However, in the current age of the social network phenomenon,social media could prove to be a rich source of data. Increasingly, consumers are using social networks to share personal attitudes and experiences. This shared content could inform us about consumer opinions. Social network analysis and related sentiment analysis could allow identification of consumers’ experience and feelings about organic food. We investigated the perception of organic food using
1,325,435 Instagram interactions by 313,883 users worldwide. The data were recorded between July 4, 2016, and April 19, 2017. We identified three major hashtag areas (healthy, vegan, and clean food). The sentiment analysis revealed three dominant areas related to the #organicfood hashtag (feelings, taste, and appearance). Cluster analysis extracted four areas, as follows: Healthy living, Vegetarian, vegan, and raw diets, Clean eating, and Active healthy living. The mentioned communities are significant and useful at identification of customers values for farmers organic food product management and marketing communication in terms of product positioning.
11 pages., via online journal., Consumer surveys revealed positive attitudes towards organic wine in large consumer segments. Health, environmental and quality benefits were stated most often as drivers for purchase decisions. However, sales data show that the market share for organic wine is still far below 10% compared to the total wine market in all countries. Obviously, there is a gap between consumers’ attitudes and real purchase behaviour in daily decisions. So far, it is not clear whether there is congruence between consumers’ attitudes and their purchase behaviour and if the attitude-behaviour-gap differs among consumer segments. Consequently, the paper at hand explores the attitude-behaviour-gap with household panel data from the GfK Group by means of a cluster analysis. The results show that even though expenditure shares for organic wine were at a low level, attitudes were in line with purchase behaviour for five out of six clusters. For example, consumers who had the highest expenditure share for organic wine showed strong pro-environmental attitudes and a preference for sustainable products. Therefore, comprehensive communication about sustainability issues, which also includes social aspects, could help to further develop the organic wine market and lead to higher market shares. However, for the low-income consumer cluster, the price of organic wine seemed to be an effective barrier despite their positive attitudes towards environmentalism. Future studies need to consider that the extent of the attitude-behaviour-gap is segment specific.
16 pages., Article #: 1999, via online journal., The main purpose of this study was to determine the structure of consumer preferences
regarding information on farming system and nutritional enhancement of eggs to verify if consumers
are willing to accept products combing sustainability and nutrition related claims. The data was
collected within a CAPI (Computer Assisted Personal Interviews) survey on a representative
sample of 935 consumers responsible for food shopping. A discrete choice-based conjoint method
was selected in eliciting consumer preferences among different product profiles with varying
levels of attributes. A hierarchical cluster analysis was used to identify four distinct clusters
that differed significantly in terms of importance attached to production system attributes and
socio-demographic profiles. The results of the experiment showed that price and farming system
had the most significant mean relative importance in shaping consumers’ preferences, while other
attributes such as nutrition and health claims, egg size, package size and hen breed were far
less important. Free range eggs had the highest relative importance for consumers despite the
fact that organic egg production systems are governed by much stricter animal welfare standards.
Our segmentation revealed that two of our four clusters may be more easily reached by information
on animal welfare related attributes in egg production than the others. The results of our study
provide the policy makers and marketing practitioners with insights applicable for communication
and pricing strategies for eggs with sustainability claims.
7 pages., via online journal., Pesticide use and pesticide residues in foods have been the subject of controversial public discussions and media coverage in Germany. Against this background, a better understanding of public risk perceptions is needed to promote efficient public health communication. To this end, this study captures the German public's perception of pesticide residues in foods. A representative sample of the population aged 14 years and older (n = 1,004) was surveyed via computer-assisted telephone interviewing on their attitudes and knowledge with regard to pesticide residues. Based on questions regarding their typical consumer behavior, respondents were classified into conventional and organic consumers to identify differences as well as similarities between these two consumer types. As assessed with an open-ended question, both organic and conventional consumers viewed pesticides, chemicals, and toxins as the greatest threats to food quality and safety. Evaluating the risks and benefits of pesticide use, more than two-thirds of organic consumers (70%) rated the risks as greater than the benefits, compared with just over one-half of conventional consumers (53%). Concern about the detection of pesticide residues in the food chain and bodily fluids was significantly higher among organic compared with conventional consumers. Only a minority of respondents was aware that legal limits for pesticide residues (referred to as maximum residue levels) exist, with 69% of organic and 61% of conventional consumers believing that the presence of pesticide residues in foods is generally not permitted. A lack of awareness of maximum residue levels was associated with heightened levels of concern about pesticide residues. Finally, general exposure to media reporting on pesticide residues was associated with more frequent knowledge of legal limits for pesticide residues, whereas actively seeking information on pesticide residues was not. The possible mechanisms underlying these findings are discussed.
14 pages., via online journal., Consumers in industrialized countries are nowadays much more interested in information about the production methods and components of the food products that they eat, than they had been 50 years ago. Some production methods are perceived as less “natural” (i.e. conventional agriculture) while some food components are seen as “unhealthy” and “unfamiliar” (i.e. artificial additives). This phenomenon, often referred to as the “clean label” trend, has driven the food industry to communicate whether a certain ingredient or additive is not present or if the food has been produced using a more “natural” production method (i.e. organic agriculture). However, so far there is no common and objective definition of clean label. This review paper aims to fill the gap via three main objectives, which are to a) develop and suggest a definition that integrates various understandings of clean label into one single definition, b) identify the factors that drive consumers' choices through a review of recent studies on consumer perception of various food categories understood as clean label with the focus on organic, natural and ‘free from’ artificial additives/ingredients food products and c) discuss implications of the consumer demand for clean label food products for food manufacturers as well as policy makers. We suggest to define clean label, both in a broad sense, where consumers evaluate the cleanliness of product by assumption and through inference looking at the front-of-pack label and in a strict sense, where consumers evaluate the cleanliness of product by inspection and through inference looking at the back-of-pack label. Results show that while ‘health’ is a major consumer motive, a broad diversity of drivers influence the clean label trend with particular relevance of intrinsic or extrinsic product characteristics and socio-cultural factors. However, ‘free from’ artificial additives/ingredients food products tend to differ from organic and natural products. Food manufacturers should take the diversity of these drivers into account in developing new products and communication about the latter. For policy makers, it is important to work towards a more homogenous understanding and application of the term of clean label and identify a uniform definition or regulation for ‘free from’ artificial additives/ingredients food products, as well as work towards decreasing consumer misconceptions. Finally, multiple future research avenues are discussed.
13 pages., via online journal., Family decision‐making still constitutes a niche of consumer research. The preference towards using individualist approaches is even more prevalent in research on environmentally oriented consumer behaviour. However, many green consumer practices involve several family members, who may be able to exert significant influences on household subscription to these practices. The present study used qualitative research methods to examine family member interaction in relation to four topics: organic food, water and energy, waste and transport. Results show that peaceful as well as more conflict‐ridden, day‐to‐day influences between family members are a common phenomenon, even when it comes to inconspicuous, everyday consumer behaviour.
