29pgs, This research explores organic food consumption motivations in Pakistan and Finland. It links the findings to life goals typifying vertically collectivistic and horizontally individualistic cultures in order to produce a fuller understanding of cross-country variation in sustainable consumption. This study employs a means-end chain methodology, using a hard-laddering technique in Pakistan (n = 101) and Finland (n = 193) to collect the data. The key implications are that organic food choice motivations both converge and diverge between these countries and that culturally shaped life goals can be used to enrich their interpretation and advance theory building in further research.
17pgs, In recent years, the number of ecolabels and country-of-origin labels has grown substantially in seafood markets globally. This makes it more difficult for retailers and producers to communicate and demonstrate their differentiating claims to consumers. In addition, it has recently been suggested that there are both costs and supply chain benefits associated with labeling. This paper uses duration analysis to investigate factors that influence product longevity for salmon in grocery retailing. Product longevity influences cost as a prolonged product lifetime reduces costs related to product development and marketing. As has been found for wild-caught whitefish, different retail chains appear to vary in their product labeling strategies. However, in contrast to wild fish, farmed salmon with ecolabels or domestic country-of-origin labels appear to have shorter product life cycles compared to products without ecolabels or with foreign country-of-origin labeling. This is most likely due to the higher control of the production process found in aquaculture.
33pgs, Spumante wines produced in Sicily region (southern Italy) have sensorial characteristics significantly different from those produced in other Italian regions, because of the great differences of terroir. Offering a product included in a coherent and consistent context allows consumers to differentiate in the marketplace. The aim of this study is to propose solutions for Sicilian wineries for positioning Sicilian Spumante in the market, based on empirical data. Moreover, it was investigated whether a positive experience in a context consistent with the Sicilian sparkling wines could influence consumers’ consumption intentions. A blind sensory test was performed by 146 expert wine tasters. Opinions regarding sensorial quality, value, and suitable selling place for all wines tasted were investigated. Out-of-context and in-context preferences were analyzed. Development of the unipolar model to describe the stimulus-organism-response (SOR) process was attempted. Findings contribute to experiential marketing actions for other iconic wines and wine regions.
27pgs, This study examines the effect of gender on marketing efficiency among maize producing households using data collected in the Dawuro zone, southern Ethiopia. Results indicate that the amount of maize assigned to the first ranked (most efficient) channel for male, female and joint decision-making households is significantly larger than that of the second, third, and fourth ranked channels, respectively. Significant results vary across gender categories at the same stage of marketing channel. Female decision-making households receive a lower producer price, as well as cover higher marketing costs and margins of middlemen, as compared to male and joint decision-makers at the same stage of the marketing channel. This study also found a limited financial ability for local institutions to establish maize storages in the study area. There is a need for an integrated agricultural marketing information system that would help female decision-making maize producers to better engage in available market opportunities.
22pgs, In recent decades, meat consumption patterns have been changing. This study investigates the main drivers of white and red meat consumption in crisis regions based on microeconomic theory, hegemonic masculinity theory, meat paradox theory, and nutrition transition theory. A quantitative questionnaire survey was conducted in Sulaymaniyah city in Iraqi Kurdistan in 2018. Data from 233 respondents were collected. Multifactorial linear regression analysis showed that the main drivers in the consumption of white meat and red meat are similar: higher income and preferences for the taste of white or red meat have a statistically significant, positive effect on meat consumption. Men consume white meat more than women. The consumption of red meat decreases when the respondent is concerned about the fat content of meat and animal welfare awareness does not have a statistically significant effect on the consumption of either type of meat.
25pgs, Plant-based eggs have been recently developed by food practitioners as an alternative to conventional eggs. However, there is uncertainty on how the current egg market will react to plant-based eggs, as well as lack of knowledge about product development and regulations. In this manuscript, we explored this issue by conducting in-depth interviews with egg industries and retailers, as well as with plant-based egg manufacturers. Results show that despite egg manufacturers are struggling to provide an alternative to people who do not consume eggs, they are skeptical that plant-based eggs can replicate all eggs’ nutrients and functionalities. Furthermore, egg industries do not see plant-based eggs as potential competitors to their products, while plant-based egg manufactures argue that they will directly compete with eggs. Also, there is uncertainty on how to label and name plant-based eggs, which has important implications in terms of marketing and policy labeling of these new products.
