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2. Consumer perception toward “superfoods”: a segmentation study
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Franco Lucas, Bárbara (author), Götze, Franziska (author), Alberto Vieira Costa, Jorge (author), and Brunner, Thomas A. (author)
- Format:
- Journal Article
- Publication Date:
- 2022-03-04
- Published:
- United States: Routledge (Taylor & Francis Group)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12585
- Journal Title:
- JOURNAL OF INTERNATIONAL FOOD & AGRIBUSINESS MARKETING
- Journal Title Details:
- Online
- Notes:
- 20pgs, This study aimed to better understand consumers’ perceptions toward superfoods, to reveal segments of consumers, and to describe their behavioral patterns and sociodemographic characteristics. Data were collected from a mail survey (n = 423). Consumer segmentation revealed six segments. The “superfoodies” (13%) showed a more positive attitude toward superfoods, believing in their health and sustainable benefits. Adventurous consumers (16%) showed less knowledge on superfoods, despite that, they believe in the benefits of those foods after receiving some information during the survey. Involved consumers (13%) presented high nutritional knowledge and believe in the future of superfoods. Indifferent consumers (23%) appear to have a neutral attitude toward superfoods. Skeptical consumers (21%) and rejectors (15%) seem to be more conservative and less interested and unconvinced about the benefits of consuming superfoods. These results help guide those producing, marketing, and selling superfoods, and serve as a basis to develop strategies for different target groups.
3. Molecular marketing, personalised information and willingness-to-pay for functional foods: vitamin d enriched eggs
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Panzone, Luca (author), Garrod, Guy (author), Adinolfi, Felice (author), and Di Pasquale, Jorgelina (author)
- Format:
- Journal article
- Publication Date:
- 2022-04-12
- Published:
- United States: Wiley Online
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12578
- Journal Title:
- Journal of Agricultural Economics
- Journal Title Details:
- online
- Notes:
- 24pgs, Increasingly, the health claims made by food products focus on the marketing of specific molecular enrichments. Research exploring consumers’ willingness to pay (WTP) for health claims assumes that individuals hold perfect information on the benefits of the enrichment, and that their valuations depend solely on whether or not they need to improve their health. While health interventions are aimed at individuals at higher health risk, consumers may be unaware of the health risks that they face, limiting the effectiveness of a generic targeting strategy. Using an orthogonal experimental design, we explore the impact of two factors on the WTP for vitamin D enrichment in eggs: whether the information is person-specific or generic; and the presence of a health claim explaining the vitamin D enrichment. Results indicate that it is the provision of information, not the health claim, that influences WTP. Both generic and personalised information lead to similar increases in the WTP for vitamin D enrichment. While we only observe a direct effect of generic information on the WTP for vitamin D enrichment, personal information may also operate by increasing the perceived risk of vitamin D deficiency. Our results support the use of personalised health information during the choice task as a means of increasing the sales of healthy products.
4. When a baby's window for liking vegetables closes
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Sowder, Amy (author)
- Format:
- Commentary
- Publication Date:
- 2020-12-02
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12012
- Journal Title:
- Packer
- Notes:
- Online from periodical., Article briefly describes research indicating the windows of opportunity for encouraging babies to eat and like fruits and vegetables.