Showing papers in "British Food Journal in 2002"

Consumer motivations in the purchase of organic food. A means-end approach

Abstract: The paper presents partial results from an Italian study on consumer perception and knowledge of organic food and related behaviour. Uses the means‐end chain model to link attributes of products to the needs of consumers. In order to provide insights into consumer motivation in purchasing organic products, 60 respondents were interviewed using “hard” laddering approach to the measurement of means‐end chains. The results (ladders) of these semi‐qualitative interviews are coded, aggregated and presented in a set of hierarchical structured value maps. Even if organic products are perceived as difficult to find and expensive, most consumers judge them positively. All consumers associate organic products with health at different levels of abstraction and want good, tasty and nourishing products, because pleasure and wellbeing are their most important values. Results show that differences exist between groups of consumers with respect to their frequency of use (experience) of organic products and level of information (expertise). Reports and discusses results on consumer cognitive structures at different level of experience.

Consumer perception of organic food production and farm animal welfare

Abstract: This paper is derived from a larger scale project investigating consumer attitudes towards organic food in the UK. Presents focus group results on consumer perceptions, attitudes and behaviour in relation to two key interrelated food trends: organic food and animal welfare. The results indicate that consumers often confuse organic and free‐range products because they believe that “organic” is equivalent to “free‐range” food. Focus group discussions were conducted to identify the main beliefs and attitudes towards organic food of both organic and non‐organic food buyers. Results indicate that, although health and food safety concerns are the main motives for organic food purchases, ethical concerns, specifically in relation to standards of animal welfare, play a significant influencing role in the decision to purchase organic food. The results are consistent with parallel research into consumer concerns about animal welfare, which showed that consumers are primarily concerned about food safety issues. Furthermore, the research illustrates the central outcome that animal welfare is used by consumers as an indicator of other, more important product attributes, such as safety and the impact on health. Indeed, ethical considerations seem to motivate the purchase of organic food and free‐range products and, therefore, may be viewed as interrelated. However, such ethical frameworks are closely related, if not contingent upon, the quality of the product, which includes perceptions of higher standards of safety and healthiness. Based on the qualitative data, suggests that the organic market could take advantage of research on consumer motivation to buy free‐range products, by embodying ethical concerns as an indicator of product quality.

What motivates consumers to buy organic food in the UK?: Results from a qualitative study

Abstract: The aim of the overall project is to understand in depth the behavioural process of parents with respect to organic food. Its main objectives are to identify: beliefs, with respect to organic food, of parents who buy and do not buy organic food; the positive as well as negative attitudes towards organic food of those who buy and do not buy organic food; the impact of those attitudes on food choice for parents who buy and do not buy organic food; and to model the food choice behaviour of parents with respect to organic food. Employs both qualitative and quantitative methods. Reports the results of the second qualitative phase of the project which involved 40 laddering interviews, which were conducted in Reading, UK. The means‐end chain approach was used. The key idea is that product attributes are a means for consumers to obtain desired ends. Participants were parents with children aged 4‐12 years old, who were responsible for food purchases in their families and belonged to ABC1 class. The life values which were revealed mainly fall into three main broad categories. Consumers’ human, animal and environment centred values form the key motivating factors for organic food purchase. Both laddering and focus group interviews have generated certain hypotheses that are tested through the quantitative phase of the project, which uses a sample survey.

Women, men and food: the significance of gender for nutritional attitudes and choices

Abstract: This article reports the results of the re‐analysis of a substantial set of survey based quantitative data relating to food beliefs, practices and preferences. The particular focus of attention was upon gender contrasts. Several statistically significant differences between men and women were identified. These differences occurred in such areas as views on food and health, the ethical dimensions of food production and food selection, nutritional attitudes and choices, dietary change, food work and body image. Two distinctive patterns emerged, which the authors termed “virtuous” and “robust”, the former exhibiting attitudes more typical of women, and the latter attitudes more typical of men.

Organic milk: attitudes and consumption patterns

Abstract: This article considers consumer attitudes and motivation towards organic food, and milk specifically. This is then linked to the resulting purchase behaviour. Based on a combination of secondary and primary research, the results indicate the dynamics between these concepts. The resulting discussion highlights the importance of the associated internal and external factors within this area, and their impact for marketing managers.

Purchasing motives and profile of the Greek organic consumer: a countrywide survey

Abstract: The present study attempts to offer more insights into the Greek organic market. It examines the organic products as “eco‐products”, suitable for “green” consumers, who are ecologically/environmentally ecology‐aware and who are concerned with health and quality‐of‐life issues. Analysing a countrywide sample, the survey concludes that three consumer types exist in terms of attitude towards, purchase intention and awareness of organic products: the “unaware”, the “aware non‐buyers”, and the “(aware) buyers” (or simply buyers) of organic food products. After developing a detailed profile of the first two, the “aware buyers” type is segmented in terms of five groups of personality and behavioural factors, defined in the international literature as the driving forces of organic purchasing.

A multivariate statistical analysis on the consumers of organic products

Abstract: In recent decades there has been a tendency towards a “standardization” in the consumer habits of people living in countries with advanced economic development. This has been caused both by the change in the products available and in lifestyles and by the “power” acquired by modern distribution channels (large retail distribution). Apart from this development, however, there has been increasing interest, particularly in the last ten years, in dietary, health and hygiene products characterized by high quality production and content, which may or may not be closely connected with the history and/or culture of the territory. In order, therefore, to understand the mechanisms that regulate the consumer market of organic produce better, a survey was carried out to define the use, purchase and sensitivity to the price of these products in relation to the preferences expressed by consumers as regards the benefits associated with the consumption.

Market potential for organic foods in Europe

Abstract: Examines the potential of organic foods in European markets, focusing on consumer demand for organic foods and the possibilities for market expansion. Aims to assess potential sales, to identify the factors determining buying propensity, and to identify the main market barriers. Identifies the types of consumers who purchase organic foods, classifying them according to socio‐economic and demographic characteristics. Elucidates the motives for purchasing and the willingness to pay. Identifies the main market barriers and bottlenecks, and examins the potential for future expansion.

Consumers’ willingness to pay for origin labelled wine: A Greek case study

Abstract: Quality agricultural products are assuming an increasingly important role in European Union (EU) agricultural and food policies. The potential for differentiating quality products and services on a regional basis has been recognised and legislation has been introduced for protecting the geographical indications and designations of origin for agricultural products and quality foodstuffs. Today, marketing strategies for quality products attempt to explore these new opportunities, trying to build on the products’ reputation and the image of their region of origin. This study employs a dichotomous choice model to identify the socio‐economic characteristics that influence Greek consumers’ willingness to pay for an origin labelled wine. The results indicate that wine consumers’ willingness to pay varies only according to social and demographic characteristics. Furthermore, the mean willingness to pay was estimated using two alternative econometric specifications of the dichotomous choice model. We have found that non‐quality wine consumers are willing to pay double the price of a bottle of normal table wine if the alternative provides for a guarantee of the place of origin of the wine. Their decision is found to be dependent only upon education and affiliation with the place of origin. The model specifications are compared and useful conclusions referring to price policy for origin labelled wines and their marketing are drawn.

Irish consumer preference for organic meat

Abstract: The consumer of today places increased importance on food safety, environmental and health issues and quality, hence some are willing to purchase organic meat. Evaluation models used in previous organic food research have identified variables such as health consciousness, environmental concern, animal welfare and income as important determinants of organic food choice. The objective of this research was to examine Irish consumer perceptions of organic meat. A questionnaire was completed by 250 respondents, which were representative of the Irish population. Three groups of consumers were identified. Respondents who purchased or had intention to purchase organic meat placed higher levels of importance on food safety when purchasing meat, compared to those with no intention to purchase organic meat. Furthermore, purchasers of organic meat were more concerned about their health than non‐purchasers. Purchasers of organic meat also believed that organic meat was superior to conventional meat in terms of quality, safety, labelling, production methods and value. Availability and the price of organic meat were the key deterrents to the purchase of organic meat. Higher socio‐economic groups were more willing to purchase organic meat. Increasing awareness of food safety and pollution issues are important determinants in the purchase of organic meat; but securing a consistent supply of organic meat is paramount to ensuring growth in this sector.

Organic product avoidance: Reasons for rejection and potential buyers’ identification in a countrywide survey

Abstract: The present study attempts to offer more insights into the Greek organic market. It examines the organic products as “eco‐products”, suitable for “green” consumers, conscious in matters of ecology‐environment, who follow a wider health and quality‐sensitive stance of life. Analyzing a countrywide sample, the survey concludes that three consumer types exist in terms of attitude towards, purchase intention and awareness of organic products: the “unaware”, the “aware non‐users”, and the “aware users” (or simply users) of organic food products. After developing a detailed profile of the other two, the “aware non‐users” type is segmented in terms of five groups of personality and behavioral factors defined in the international literature as the driving forces of organic purchase. Then, organic products’ rejection reasons and potential organic buyer segments are revealed and their profile is fully described.

Consumers’ perception of quality in organic food: A random utility model under preference heterogeneity and choice correlation from rank‐orderings

Abstract: With this study we investigate the preferences of an important category of consumers of organic products (regular consumers of organic food or RCOFs) allowing for preference heterogeneity. A survey instrument was developed to elicit preferences for important qualitative and quantitative attributes of extra virgin olive oil. The survey was administered via questionnaire to a random sample of 198 RCOFs in organic food stores of Naples, Italy. The choice task was organised around a fractional factorial main effects orthogonal design. Each respondent made eight choices to rank‐order nine product profiles in terms of their individual preference. Product attributes included price, origin of production, type of certification and visual appearance. Interestingly, the set of observed responses appears to display significant preference heterogeneity for origin of production and price. Once heterogeneity and correlation among repeated choice by the same respondent are accounted for by means of random‐parameter panel logit models, the fit increases dramatically with respect to the more restrictive fixed‐parameter logit models. Results also suggest that price plays an important role as quality proxy, while visual appearance is not significant in preference modelling and the type of certification programme has a fixed effect.

Consumers’ acceptability of organic food in Spain: Results from an experimental auction market

Abstract: Organic production and its consumption have grown tremendously in recent years. However, in the case of Spain demand still represents only 1 per cent of food expenditure. The main obstacle seems to be that organic food faces problems related to consumers’ acceptability; lack of food availability and seasonality make it difficult to establish appropriate retailing outlets; also, higher costs of production and retailer margins jointly may result in higher prices than consumers are willing to pay for organic food attributes. Research studies have mostly elicited consumers’ willingness‐to‐pay (WTP) for organic food through contingent valuation. Alternatively, explores, using an experimental second‐price sealed‐bid auction, the value that consumers place on organic food and the effect that information included on ecolabel and physical appearance have on their WTP. This methodological approach involves the use of real money and real products, which, in fact, may overcome the hypothetical bias detected in previous studies. Also discusses the effect on WTP of consumers’ demographic characteristics and lifestyles, as well as attitudes towards food safety and buying behaviour. Results show, that as more accurate information is offered, consumers’ acceptability of labelled organic food products increases; and that WTP is highly correlated with consumption habits variables.

Organic food consumption: A multi‐theoretical framework of consumer decision making

Abstract: An approach is introduced to combine survey data with multi‐agent simulation models of consumer behaviour to study the diffusion process of organic food consumption. This methodology is based on rough set theory, which is able to translate survey data into behavioural rules. The topic of rule induction has been extensively investigated in other fields and in particular in learning machine, where several efficient algorithms have been proposed. However, the peculiarity of the rough set approach is that the inconsistencies in a data set about consumer behaviour are not aggregated or corrected since lower and upper approximation are computed. Thus, we expect that rough sets theory is suitable to extract knowledge in the form of rules within a consistent theoretical framework of consumer behaviour.

Sodium: technological functions of salt in the manufacturing of food and drink products

Abstract: Salt (sodium chloride) is used in a variety of processed foods. It not only confers its own specific flavour on products, it is also used to enhance and modify the flavour of other ingredients. The reasons for using salt can be divided into three broad categories: processing reasons, sensory (taste) reasons, and preservative reasons. In some cases it performs all three of these functions, and in many situations the distinction between them is not clear‐cut.

Tracking and traceability in the meat processing industry: a solution

Abstract: The meat industry is seeking to establish reassurance on traceability and production techniques that may help to promote confidence in the integrity and origin of their products. This paper reviews research and development activities for traceability and trackability in the meat industry. Achievements of individuals and research groups developing tools and techniques to improve the production process in handling and cutting meat portions for end users are discussed. In addition software/hardware, logistics and technical requirements for tracking material in a production process are introduced. With the aid of such established tools and techniques coupled with novel proposals, the authors offer a practical solution for the development of a tracking and traceability system within the meat industry. The proposed prototype system is capable of identifying and handling a product and the information attached to it throughout the production process to retail packs.

The impact of e‐commerce on agro‐food marketing: The case of agricultural cooperatives, firms and consumers in Crete

Abstract: This paper is concerned with the impact of e‐commerce on agro‐food marketing. First, a theoretical framework is specified for the Internet as a marketing tool with emphasis on the agro‐food and organic food sections. Subsequently we present the results of a survey that was conducted in order to investigate how Cretan agricultural cooperatives use or tend to use the business methodology of e‐commerce. Consumers and managers of cooperatives in Crete reveal their expectations from the new technology. From this survey valuable information is gained about the practical relations between e‐commerce and the agro‐food market on the island, and divergence from the theoretical framework is noticed.

Customers’ perspectives on the quality of organic olive oil in Greece: A satisfaction evaluation approach

Abstract: Consumers’ increasing need for safe and quality food has motivated this market research study. A customer satisfaction approach is followed to examine whether the quality of organic olive oil, the most important biological product that has recently entered the Greek food market, could affect consumers’ purchasing behavior. For this purpose a survey was conducted in the region of Thessaloniki, Greece. The implemented methodology is called MUlticriteria Satisfaction Analysis (MUSA) and takes into account that customers’ global satisfaction for organic olive oil depends on five criteria. The analysis showed that the average global satisfaction index was almost 78 percent. Health was considered to be the competitive advantage of organic olive oil. On the contrary, promotion and disposition seemed to be its greatest weaknesses. The price, along with the package, was also found to be significant. Finally, gives some recommendations for the continuing improvement of information and advertising, label information and image of the package, which are the weak characteristics of organic olive oil.

Food safety and organic fruit demand in Italy: a survey

Abstract: Reports the first results of a study on how increased awareness of food safety can influence consumer behaviour regarding specific products. Looks into consumer attitudes towards organic apples by means of a survey conducted among customers of large retail outlets located in Emilia‐Romagna (Italy). Analyses consumer attitudes toward organic food, studying the price/quantity/quality relationship for this type of product. Consumers were directly interviewed at retail outlets, A questionnaire consisting of the following four sections was used: fruit consumption; pesticide abatement; organic fruit and organic apple demand; and demographic profile of respondent. Presents the results of the preliminary test phase of the survey. The pre‐test results are quite encouraging and enable us to start the final investigation round. The survey will continue in three rounds over a 12‐month period, trying in this way to override the relatively high seasonality of apple consumption.

Farmers’ participation in agri‐environmental schemes in Greece

Abstract: The present paper examines the factors influencing the farmers’ uptake of agri‐environmental measures. Empirical evidence from Thessaly, a prefecture in central Greece where the first agri‐environmental measures in Greece were applied, shows that several factors can affect the farmers’ decision to participate. These factors refer mainly to the socio‐economic and farm characteristics of the surveyed farmers. Agricultural education/training of the farmers, the farm’s economic size, participation by neighbors or relatives, age and general education, can influence participation in the agri‐environmental measures, and more precisely in the Nitrate Reduction program. These variables were found also to be the main factors responsible for the extent of participation in terms of land allocation.

Packaging of children’s breakfast cereal: manufacturers versus children

Abstract: Based on primary research from both a child consumer and manufacturer perspective, this article explores the breakfast cereal market and the perceptions of packaging from the perspective of a child. Specific consideration is given to determining the overall role of packaging, what role packaging can play within integrated marketing communications and establishing the feasibility and effectiveness of packaging as a sole communications tool. Findings highlight some apparent inconsistencies between manufacturer and children’s views, and illustrate the possibility of adults underestimating how aware children are as consumers in today’s society.

Marketing of agricultural products: case findings

Abstract: This article focuses on the relationship marketing approach to marketing of agricultural products. The article provides specific insights into, and comparisons between, suppliers of two particular agricultural products sectors: in Britain, the fresh produce (fruits and vegetables) sector and, in New Zealand, the wine sector. The article examines the nature of marketing relationships from the perspective of the suppliers in these sectors and their relationships, networks, and interactions with importers and retail buyers in the food and beverage industry. The research methodology is qualitative and inductive in nature and utilises multiple cases. Interpretation is first through content analysis of each individual case in order to identify important themes, clusters, and patterns in the research data and secondly through across-case analysis. Investigated marketing issues include the following: nature of relationship marketing, implementation of relationship marketing, and monitoring and measurement of relationship marketing.

Swedish consumers’ opinions about gene technology

Abstract: A total of 316 consumers participated in an interview study on their opinions on genetic modification (GM). Most participants were negative to use of GM in general. About 20 percent of the respondents were willing to accept GM foods for marketing in Sweden and were also willing to buy such products. Almost all respondents stated that GM products should be labelled. The respondents were most positive to applications “GM of bacteria for medical purposes (e.g. insulin producing bacteria)” and “Genetic approaches to fighting hereditary diseases”. Males were generally more positive to GM, so were the younger respondents. No significant differences in consumer attitudes were found with respect to level of education or place of residence. The results indicate that Swedish consumers in general are negative towards GM. However, the motives underlying the consumers’ opinions are far from clear. Consumer concerns are very complex and difficult to study. Therefore, individual and group interview strategies could prove to be valuable in attempts to further understand consumer attitudes to this new technology.

Prospects and challenges for developing countries in trade and production of organic food and fibers: The case of Turkey

Abstract: Especially after the Second World War, both in developed and to some extent developing countries, agriculture became highly mechanized and specialized as well as heavily dependent on agro‐chemicals. Such intensification of farming has produced higher yields and greater wealth but has also created some problems affecting the environment, food and farm‐worker safety. Today, different farming systems are subject to discussion and research to discover an alternative to this current agriculture such as organic production, to create conditions for sustainable agriculture and development. Organic farming has been developed in most Western countries such as the USA, Canada, Japan and European Union. In Turkey, organic farming is relatively new, but the number of producers involved in organic production activity has been increasing rapidly since the mid 1980s mainly by the relationships of some multinational companies in order to export organic products to the developed nations especially to the EU. Developing countries like Turkey have some advantages and also challenges for organic food and fiber production. First of all low‐input traditional systems are still a major part of those countries’ agriculture. Contrary to the developed countries, organic agriculture practices can help the farmers to increase productivity and to protect natural resources through using proper technological systems and also easy access to market and information. As in Turkey, most developing countries have small domestic organic markets and have begun to seize the export opportunities presented by organic farming. The main challenges they face are not having proper production practices, certification organizations and being tied only to foreign markets. It is a fact that development of organic production in these countries requires farmers to act in an organized manner instead of depending on a certification, export or import companies or a governmental body. The role of the government, of course, is also important to establish a legislative base and to support organic farming by convenient policy measures.

Are organic food consumers opposed to GM food consumers

Abstract: The paper aims at investigating whether or not organic food consumers are automatically opposed to genetically modified (GM) food. Results from quantitative market research indicate that this is not the case. Based on attitude towards GM food, three consumer segments are identified: the opponents; the proponents; and the neutrals. Only about 40 per cent of the organic consumers, namely the opponents, reject the use of genetic modification in organic food production. The neutrals are neither against nor in favour of GM food, while the proponents support GM in food production. Besides attitude towards GM food, the proponents differ from the other two segments in terms of beliefs, general attitudes and purchase intentions.

Consumer value structures towards supermarket versus farm shop purchase of apples from integrated production in Belgium

Abstract: This paper compares consumer motivation for buying “Integrated production” certified and labelled apples through either farm shops or supermarkets. The research methodology builds on means‐end‐chain (MEC) theory, with data collected through personal laddering interviews in Belgium. Hierarchical value maps, which visualise motivational structures of supermarket and farm shop purchase of quality labelled apples, are presented. Apple buyers at both outlet types pursue similar values, with health being paramount, but realise those values through largely different MECs. The findings reveal interactions between market channel characteristics and product attributes. Also, the study shows how outlet choice influences the perception and the motivation structure of the respondents for fresh apples. From the findings, implications pertaining to advertising are set forth through the application of the “Means‐end conceptualisation of the components of advertising strategy” or MECCAS model.

The student food shopper: Segmentation on the basis of attitudes to store features and shopping behaviour

Abstract: Although students have several characteristics in common with the 18‐24 year old youth group, they have many distinguishing features and merit consideration as a separate segment Yet very little academic research has looked at the student market although over recent years commercial marketers have begun to take more interest in this group The paper reports the results of a study of student food shopping behaviour It is concerned especially with establishing the dimensions underlying the importance that students attach to supermarket store attributes, exploring the existence of student segments and subsequently, to profile the segments in terms of shopping behaviour and attitudes to store features The empirical results indicate that there are four dimensions that underlie the importance of store features These are defined respectively as economy, finance, products, personnel and access Subsequently, two clusters are identified The cluster profiles indicate that the clusters are distinguished by their financial situation

Policy implementations for organic agriculture in Turkey

Abstract: The legal and institutional infrastructure of organic agriculture in Turkey and the progress of the production and the marketing of organic agricultural products are analyzed. An overview of the field research carried out in Turkey, on both the production and consumption of organic products, is presented. The policies currently implemented for the improvement of the sector have been evaluated. Some strategic policy suggestions have been put forward.

Measuring multiple and single factor technical efficiency in organic farming: The case of Greek wheat farms

Abstract: Estimates the output‐oriented and input‐specific technical efficiency in two samples of Greek, durum wheat farms – organic and conventional ones – using Kalirajan and Obwona’s stochastic varying coefficient regression model Findings indicate that the organic wheat farms examined are relatively more efficient Reasons may include lower profit margins and restrictions on inputs permitted, which may force organic farmers to be more cautious with input use However, technical efficiency scores are still relatively low for both types of wheat farming Therefore, considerable scope for cost reducing and farm income improvement may exist in both farming modes This realization could prove crucial for the long‐run viability and the future course of organic wheat farming

The production and marketing of organic wine in Sicily

Abstract: This paper aims at a better knowledge of the organic wine sector in Sicily. In the last few years regulations 2078/92 and 2092/91 have had a wide diffusion in the agricultural regional context; a rapid increase of areas and farms justify the attention paid by the European union policies. Two aspects of the sector have been examined: the influence on the implementation of Reg. 2078/92 with regard to diffusion of the organic wine sector in Sicily; and a group of farms in the west of Sicily have been analysed to verify the scenario of organic wine, and the strategy used in the commercialization of organic production. The results show a very interesting framework for organic wine. This is a sector in the process of major expansion, especially with regard to the trade profile, mainly because of increasing demand from markets abroad.