Showing papers in "International Journal of Consumer Studies in 2011"

Materialism and conspicuous consumption in China: a cross-cultural examination

Abstract: With the growing rise in consumer spending and economic power in Asian societies, it is increasingly important to explore the implications of these developments on consumer culture. This cross-cultural study first discusses the rise of materialism and conspicuous consumption in post-revolution China then examines differences in these phenomena between young adult consumers, aged 18–35, living in urban China and the United States. Utilizing survey data from over 600 respondents, significant differences were found in both materialism and conspicuous consumption, with Chinese young adults scoring higher in both variables. The findings show, that compared with past comparative studies, it appears both materialism and conspicuous consumption are on the rise among urban Chinese consumers.

Feedback on household electricity consumption: learning and social influence processes

Abstract: In this paper, we present results from a project aiming to develop a new feedback technology to support sustainable living in private households. Against the backdrop of a review of the relevant literature and based on qualitative family interviews and registration of the households' electricity consumption, we evaluate the effects of giving households detailed feedback about their electricity consumption on a small liquid crystal display (LCD) screen. Twenty Danish households participated in the study over a 5-month period. A new feedback system was developed in a user-involved innovation process. The average electricity saving in participating households is estimated to 8.1%, compared with a 0.8% saving in the control group. The qualitative interviews revealed that the feedback made household electricity consumption more visible and salient, and empowered electricity consumers to take action with respect to lowering their energy consumption. In addition, the feedback stimulated social influences processes related to energy savings between spouses as well as between (teenage) children and their parents. Notably, families with teenage children appear to be particularly receptive to this type of feedback.

Organic food consumers' trade-offs between local or imported, conventional or organic products: a qualitative study in Shanghai

Abstract: This paper presents a qualitative study of the trade-offs made by organic food product consumers in the Chinese Metropolis of Shanghai. More precisely, this article deals with trade-offs that consumers make between three types of products: (1) locally produced organic food products, (2) products that are locally and conventionally produced and (3) imported organic food products. We used a qualitative methodology using open questions and projective techniques and based on 23 individual interviews. Local organic products are the products best perceived by the Chinese interviewees, who think that organic food is beneficial to health and makes agriculture more environmentally friendly. The fact that food is produced locally is another positive argument for many interviewees who do not perceive any important differences between local and imported, more expensive, organic food products. Local and conventionally produced food products give rise to worries related to health and consumers buy them only because they are much cheaper than organic products. The reasons for choosing organic products are mostly related to health issues. Altruistic motives such as environmental concerns, food miles concerns or support for small producers are only emerging. This study mostly highlighted consumers’ trade-offs between different individual benefits, mainly health vs. economic benefits. However, some trade-offs between altruistic (environmental concerns) and individual (economic) benefits are apparent, confirming emerging altruistic motives behind organic food consumption.

Green consumer values: how do personal values influence environmentally responsible water consumption?

Abstract: The present research analyses how personal values influence environmentally responsible water consumption in Brazil. This research reports a four-part study that is focused on both the influence of demographics (1a and 1b) and the influence of personal values (2 and 3). In general, environmental awareness has an effect on wasteful habits. Regarding demographics, we found that green consumers tend to be older and have lower levels of education. Our results also suggest that personal values influence responsible water consumption. Responsible consumers usually attach more importance to personal values such as conformity and personal virtues. Socially oriented values were seen to increase responsible consumption. Finally, the study demonstrates that environmental awareness and personal values could predict wasteful habits, enabling a broader comprehension of green consumers.

Developing the evidence base of patient and public involvement in health and social care research: the case for measuring impact

Abstract: While patient and public involvement (PPI) in health and social care research has progressed successfully in the last decade, a range of difficulties with the evidence base exist, including poor understanding of the concept of impact, limited theorization and an absence of quantitative impact measurement. In this paper, we argue that a paradigm change towards robust measurement of the impact of involvement in research is needed to complement qualitative explorations. We argue that service users should be collaboratively involved in the conceptualization, theorization and development of instruments to measure PPI impact. We consider the key advantages measurement would bring in strengthening the PPI evidence base through a greater understanding of what works, for whom, in what circumstances and why.

Consumers perceptions of food packaging: an exploratory investigation in Potchefstroom, South Africa

Abstract: Consumers form perceptions of various food products through their comprehension of the visual stimuli on food packaging that attract their attention. These perceptions directly affect their purchasing decision at the point of purchase, which emphasizes the importance of attention-capturing packaging attributes. However, little research is available regarding consumers' perceptions of food packaging, especially in the South African context. This study aimed to explore a sample of South African consumers' perceptions of food packaging and how these perceptions were formed through the perceptual process. A qualitative, exploratory study was conducted by means of 25 semi-structured interviews and through the use of ambiguous mock packaging as a projective technique. Participants were questioned regarding their general perceptions of food packaging. The attention-capturing ability of packaging as well as consumers' interpretation of this packaging after exposure to the mock packaging was also discussed. Findings from the study indicated that participants mainly based their perception of food packaging on its functional (being purposive, recyclable and informative) and physical attributes (being attractive, of high quality and hygienic). This study also indicated that information and visual attributes of packaging are important to gain consumers' attention in-store. Participants' comprehension of packaging included general associations of specific food products with certain types of packaging, such as associations with quality and shelf life. Negative associations with packaging mostly entailed difficulty to handle the product, poor quality of the product and environmental problems. This study identifies those product attributes that participants regarded as the most important stimuli for forming positive perceptions regarding food packaging. It is important for manufacturers to pay attention to the information on perceptions that was gained in this study, as it might help them to create packaging that better fulfil consumer needs. These findings could also be applied in a larger study of a quantitative nature, which will ultimately result in more positive consumer shopping experiences and consumer satisfaction regarding food packaging.

Social influence and sustainability in households

Abstract: The purpose of this article is to discuss the role of social influence regarding sustainability in households. Several research studies show that individual and family recycling and e-consumption behaviours are more affected by people that the individual/family know than by outside influences such as government or advertising campaigns. Social influence theory, although prevalent in such diverse fields as communication, marketing, sociology including medical and rural sociology, management information science and education, has not been used as extensively in human sciences, home economics and human ecology, specifically in applications to household green behaviour. The origins of social influence are found in the ground-breaking work in opinion leadership by Lazarsfeld in sociology and in E.M. Rogers's diffusion of innovation theory. The present article makes a case for using social influence theory as a framework for future studies and academic work in environmentalism, and for those trying to increase or promote pro-environmental behaviour at the individual, family or household level.

Investigating the gap between citizens' sustainability attitudes and food purchasing behaviour: empirical evidence from Brazilian pork consumers

Abstract: Consumers worldwide are increasingly concerned with sustainable production and consumption. Recently, a comprehensive study ranked 17 countries in regard to their environmentally friendly behaviour among consumers. Brazil was one of the top countries in the list. Yet, several studies highlight significant differences between consumers' intentions to consume ethically, and their actual purchase behaviour: the so-called ‘Attitude-Behaviour Gap'. In developing countries, few studies have been conducted on this issue. The objective of this study is therefore to investigate the gap between citizens' sustainability-related attitudes and food purchasing behaviour using empirical data from Brazil. To this end, Brazilian citizens' attitudes towards pig production systems were mapped through conjoint analysis and their coexistence with relevant pork product-related purchasing behaviour of consumers was investigated through cluster analysis. The conjoint experiment was carried out with empirical data collected from 475 respondents surveyed in the South and Center-West regions of Brazil. The results of the conjoint analysis were used for a subsequent cluster analysis in order to identify clusters of Brazilian citizens with diversified attitudes towards pig production systems, using socio-demographics, attitudes towards sustainability-related themes that are expected to influence the way they evaluate pig production systems, and consumption frequency of various pork products as clusters' background information. Three clusters were identified as ‘indifferent', ‘environmental conscious' and ‘sustainability-oriented' citizens. Although attitudes towards environment and nature had indeed an influence on citizens' specific attitudes towards pig farming at the cluster level, the relationship between ‘citizenship' and consumption behaviour was found to be weak. This finding is similar to previous research conducted with European consumers: what people (in their role of citizens) think about pig production systems does not appear to significantly influence their pork consumption choices. Improvements in the integrated management of this chain would better meet consumers' sustainability-related expectations towards pig production systems.

Household appropriation of electricity monitors

Abstract: In the perspective of smart grids, 'smart' electricity metres are distributed in European households. When households possess an immediate feedback on their consumption, it is usually stated that they can save between 5 and 15% of their electricity. How households learn to reduce their consumption is hardly ever addressed. In order to know whether 15% saving is a limit or not, it is necessary to understand what people do and learn with the use of an electricity monitor. This question is related to the way the societal energy transition could be achieved. Electricity is invisible, but it is produced, transported and consumed through material devices. This paper explores the dimension of material culture in household energy consumption through the introduction of electricity monitors in different types of households. Through a social experiment, we investigate both how households appropriate an electricity monitor and what they learn when using it. The paper addresses the question of appropriation of such monitors and how it is related to different dimensions: comfort, values, knowledge, skills, material culture. On the basis of an original protocol that intends to interfere as little as possible with users, we installed different metres in 21 Belgian households (including low-income households) and collected data on energy consumption, material culture (appliances, heating system, etc.), different representations of energy, energy-using practices and the effects induced by the introduction of the monitor. We have observed that the metre can change electricity perception, but that only households already interested or involved in energy savings are willing to use and learn with the monitor. We suggest that these devices should accompany a deeper transformation of the 'culture of energy', but they have to become much 'smarter' if their aim is to support more sustainable energy consumption patterns. © 2011 Blackwell Publishing Ltd.

Potential for environmental improvements in laundering

Abstract: Life cycle assessment studies on clothes, detergents and washing machines show that the use period is usually the most energy-demanding period during these products' life cycle, even higher than production or transportation phases. Laundering practices are constantly changing and influenced by social, cultural and moral norms. Even though the technologies in clothes cleaning have improved greatly, the length of time that consumers use for washing clothes has not been reduced. We own more clothing and wash it more frequently. This increased amount of washing counteracts the technological improvements in laundry. This paper discussed the options of changing consumer habits in clothing maintenance to a more environmentally friendly direction and attempts to evaluate which changes would be the most feasible and efficient. Laboratory trial results on washing were compared with earlier research on consumers' washing habits. Laboratory-based tests measuring cleaning effect, energy and water consumption were performed in order to evaluate the consequences of changing the washing temperature, filling grade, detergent dosage or drying method. The cleaning effect tests showed that today's detergents are suitable for low temperature washing, and by selecting an efficient detergent, the cleaning result can be better at 30°C than with a less efficient detergent at 40°C. When washing only slightly soiled textiles or small loads of laundry, the detergent amount can be reduced. Many textiles changed more in colour or strength if they were washed at higher temperature (60°C) than at lower temperature (40°C or below). Tumble-dried textiles shrank more than line dried. These facts can be used to motivate consumers to change behaviour in order to reduce the environmental impacts of textile maintenance.

Evaluating the impact of service user involvement on research: a prospective case study

Abstract: As service user involvement in health and social care research has become more firmly embedded in health policies, both in the UK and internationally, there is increasing interest in evaluating its potential benefits and outcomes. Impact studies have highlighted a range of different types of service user involvement, using diverse research methods, within various research topics and involving different stakeholders. Potential benefits to research, researchers and the service users actively involved in research have been identified, along with the possibility of some negative consequences. Many impact studies have been criticized for being based on informal retrospective accounts of researchers and service users working together. Few have been underpinned by conceptual models, and there is a paucity of detailed accounts of the process of involvement that would enable replication. This paper reports an account of a prospective, qualitative exploration of service user involvement within a study, where the aims of the evaluation were agreed beforehand. Reflective discussions about the process and progress of service user involvement at different stages of the study were recorded, transcribed and analysed. The qualitative analysis identified perceived benefits to research, researchers and service user researchers that endorsed previous findings. The analysis also highlighted subjective and interpersonal aspects of service user involvement that have seldom been reported. This evaluation demonstrates the benefits of allowing time for structured reflection and adds to the understanding of the process and meaning of service user involvement in research.

Materialism, fashion consumers and gender: A cross-cultural study

Abstract: The purpose of this study was to examine the relationships among materialism, gender and fashion consumer groups from two countries – one representative of an individualistic culture (US) and one representative of a collectivistic culture (Korea). Participants were 397 students from a university in Korea (n = 221) and a university in the US (n = 176) who completed the questionnaire. The materialism construct showed adequate reliability for participants in both cultures. Fashion change agents scored higher on materialism (centrality and success) than fashion followers. Females scored higher on materialism than males which seemed to be based on higher scores on the centrality subscale. Participants from the US and Korea differed on all three subscales of materialism with US participants scoring higher on centrality but lower on success and happiness than Korean participants. The findings of this study provide valuable implications for fashion marketers and retailers in Korea and US. The findings are limited to Korean and US consumers and cannot be generalized to other cultures. This paper fills a gap in the literature by comparing materialistic values between genders and fashion consumer groups in an individualistic culture (US) and a collectivistic culture (Korea).

The effect of information on consumers' willingness to pay for natural and organic chicken

Abstract: This study examined the effect of definitions for organic and natural on willingness to pay a premium for organic over natural chicken. Data were collected using surveys and experimental auctions that were conducted before and after information was presented. Before information, approximately two-thirds of participants inaccurately equated the requirements of natural with those for organic. After information, nearly 50% increased their premium, while 30% decreased their premium. Logistic regression results showed that consumers who had overestimated the requirements for natural were most likely to have an increased premium after information, with significantly higher bids for organic. For those who decreased their premium after information, awareness of consuming genetically modified (GM) foods was a key variable. The non-genetically modified (non-GM) requirement of organic appears to be of low value to some consumers. Overall, consumer confusion regarding organic and natural standards may be having substantial impacts on the two markets.

Who pays your debt? An important question for understanding compulsive buying among American college students

Abstract: Compulsive buying, defined as the inability to control purchasing behaviour, is higher among college-aged students than it is among the general public. The present study examined the factors related to compulsive buying among college students and how those factors differ as a function of who paid the majority of their debt: themselves or their parents. A total of 628 undergraduates from the US completed a questionnaire containing items to measure compulsive buying, personality and financial responsibility. Results revealed that variables predictive of compulsive buying varied depending on the amount of credit card debt that the student was personally responsible for paying. Findings have implications for reducing compulsive buying in college students.

Conflicting attitudes and scepticism towards online shopping: the role of experience

Abstract: Researchers typically study how levels of risk perception about online shopping affect whether and how consumers use the channel to buy products. In this paper, we propose to study how different types of attitudes towards online shopping are formed when consumers consider both the benefit and the risk of using the Internet to do their shopping. We consider the possibility that general types of attitudes are formed when consumers' perception of the risk and the benefit of using online shopping conflict. We pay particular attention to the concept of online shopping scepticism where consumers may fully realize the benefit of using the Internet to do their shopping, but also express a certain level of concern about the risk of using that channel. In the risk literature, researchers have shown that experience and increased exposure to a particular technology usually involves the accumulation of more and better knowledge that in turn may lead to a reduction in the perception of the risks involved. In this research, we also explore the role of experience in the context of consumers' intention to use online shopping. More specifically, we postulate that online shopping experience has a direct effect as well as an indirect effect on the intention to use online shopping. Experience with online shopping directly increases the consumer's intention to use the Internet to buy products but it also reduces the degree of scepticism and risk aversion, and that in turn, also increases the intention to use online shopping.

Vanity and public self‐consciousness: a comparison of fashion consumer groups and gender

Abstract: The purpose of this study was to compare vanity and public self-consciousness between fashion consumer groups (fashion change agents, fashion followers) and genders. Vanity has four dimensions: concern for physical appearance, a positive (perhaps inflated) view of physical appearance, concern for achievement and a positive (perhaps inflated) view of achievement. Participants (284 women; 116 men; mean age = 21.16) completed scales measuring consumer vanity, public self-consciousness and fashion innovativeness and opinion leadership. Women scored higher on vanity physical concern, vanity achievement concern, vanity achievement view and public self-consciousness than men. Fashion change agents scored higher on vanity physical concern, vanity physical view and public self-consciousness than fashion followers.

Consumer coping strategies: a study of consumers committed to eating local

Abstract: This paper deals with consumer coping strategies when consumers experience difficulties in implementing an innovation. The particular setting for exploring this issue is a group of consumers in Michigan who are committed to eating local. The paper explores how these consumers cope or balance their commitment to eating local with the constraints they face on buying and preparing local food Following a literature review of coping strategy and consumer coping strategies in relation to innovations, the paper presents the results of three focus groups conducted with members of a Student Organic Farm, a food cooperative and a Slow Food Convivium. The consumers we interviewed mostly adopt problem-centred, confrontative strategies: they change their food-consumption habits including shopping, purchasing, cooking, storing and obviously, eating. None of these changes are easy to implement, and most require re-allocations of time as well as trade-offs to overcome time and cost barriers. In return, some of these consumers feel empowered. This study allows us to offer a working hypothesis that the process is dynamic: the more committed consumers are, the more they adopt problem-centred, confrontative strategies and forget more fatalist emotion-centred or avoidance strategies. These findings contribute to literature on consumers' coping strategies and suggest future research avenues.

Usage of dishwashers: observation of consumer habits in the domestic environment

Abstract: Over the years, appliance manufacturers have been successful in developing dishwashers that enable consumers to save time, energy and water very conveniently. Within the last 20 years the savings in energy consumption exceed 30%, and the average water consumption per cycle has been more than halved. As a result, it is very hard for the majority of people to compete with the efficiency of a dishwasher when dishes are done by hand. However, consumer habits (e.g. regarding the use of the dishwasher load capacity, programme choice and particularly the additional pretreatment of dishes with water) are influencing the overall efficiency of the dishwashing process and resource use. Still, detailed information on consumer behaviour in everyday life concerning these issues is rare. In order to improve the understanding of dishwashing habits and to fill the lack of information about dishwashing on the household level, an in-house consumer survey in four European countries (Germany, Italy, Sweden and the UK) was conducted between 2007 and 2008. Two hundred households with and without dishwasher were interviewed and comprehensively observed. For a period of 2 weeks, participants recorded every dishwashing process with the help of a dishwashing diary and pictures they took of their loaded dishwashers. In addition, an in-depth observation took place in 82 households where measurements and webcam observations were recorded at the kitchen sink. Actual resource consumption data for manual dishwashing and the pretreatment for the dishwasher were obtained. The present paper reports on findings of this investigation and concentrates on consumer habits related to the use of the dishwasher. In general, the study showed that the households with dishwasher used on average 50% less water and 28% less energy per cleaned item compared with households not owning a dishwasher. Yet, there were still consumer habits, which indicate that a higher degree of sustainable dishwashing is achievable. The researchers found that in 20% of the dishwasher cycles, baskets were only slightly filled and consumers were likely to use higher amounts of energy than stated on the energy label because they have chosen mostly in favour of high cleaning temperatures (52% used 65°C and higher). Particularly in Italy and Sweden intensive pretreatment habits have been observed, resulting in an average additional water use of 11–20 L per dishwasher cycle.

Farmers’ Market consumers: a Scottish perspective

Abstract: Farmers' Markets in Scotland have gradually developed since 1999 as an alternative retail outlet for consumers. Throughout the UK, shoppers have become increasingly concerned about the quality and safety of their food and as a result seek healthier, locally grown organic and non-organic produce. Thus, the growth of Farmers' Markets is directly related to consumer demand for fresh foods, direct from source, with the high quality of products being a primary reason for shopping. Farmers' Markets are not only seen as a place to buy ‘good food’ but also as a means to express consumer values associated with food choices. Scottish Government efforts to revitalize rural economies through local enterprise initiatives is evidenced by funding the initial establishment of the Scottish Association of Farmers' Market (SAFM), formed in 2000 by market organizers to further their development. The benefits of fresh local produce for Scottish consumers, the revival of a sense of community and the concept of ‘new consumption spaces’ tied to locality means the rural economy benefits from the increase in activity and profits through direct sales. This research investigates consumption habits at farmers' markets through the use of attitudinal theories along with food behaviours and motivations for purchasing. The results demonstrate that a positive attitude is important but the influence of others and barriers are not. Consumers are particularly motivated towards resource conservation and there are distinct differences in attitude between urban and rural shoppers. This research provides a unique insight into the attitudes that influence and motivate Farmers' Market consumers in Scotland.

The routinely forgotten routine character of domestic practices

Abstract: In recent debates on sustainable consumption, consumer's responsibility for the outcome of consumption has been outlined. Even though (co-)responsibilities have to be acknowledged, a general notion of responsibility is not unproblematic. Consequently, this article challenges conceptions of the responsible and thoughtful consumer. In providing a perspective on theorizing domestic consumption as social practice, the analysis of diary data encompassing a period of 20 years elucidates on the contours of routinized practices. The empirical material consists of diaries kept by a housewife during the years 1970–1990 in a mid-sized German town. In analysing the data, distinct features such as seasonality and constancy of routines in domestic practices become apparent. In this study, it is possible to stress the longevity of the repetitive and routine character of domestic practices and provide a perspective on often unrecognized and unaware aspects in routines. Assuming that routine consumption processes are taking place as moments in domestic practices, the data analysed here illustrate interesting directions for more sustainable consumption and further developments in home economics and consumer studies.

Conceptualizing the household as an object of study

Abstract: The use of the term household and the theoretical and empirical meanings attached to it have undergone changes through time. When Home Economics was established as an academic field of study, the household became its primary unit of analysis. In Northern societies, the concept of family gradually began to occupy the limelight, and functions and aspects formerly attributed to the household in studies on the domestic domain began to feature in family studies. Against the backdrop of the second feminist wave and the emergence of consumer society and urban lifestyles, the household was increasingly treated as a unit of consumption only. Such a narrowconceptualization of the household not only limits its application to certain types of societies but also obstructs our view on the ways in which people provide for their food and care needs, cope with deprivation and adversity, and leaves the important role women play in these processes under-exposed. These arguments are developed on the basis of an analysis of the results of 12 recent (2002–2010)Wageningen University PhD research projects in different Asian and African countries. The concepts of family and home emerge in the analysis as well, but are seen as partly overlapping with the concept of household and subsumed under it. On the basis of the results of the analysis and the literature, the paper formulates conclusions about the importance of the household as a unit of analysis and the relevance of a field of study that focuses on households and the domestic domain

Defining and using the concept of household: a systematic review

Abstract: Consumption and/or domestic activities in the private domain are much studied subjects. In the field of home economics and related fields of study, the household is the main unit of analysis. This paper focuses on how the household is conceptualized in literature during 2000–2010. The paper contains two lines of investigation. The first questions whether and in which way the household is defined in a selection of peer-reviewed articles of which the concept is part of the title. The second is about the multifaceted nature of the concept and elicits the facets that feature in the articles. A systematic review was performed using the bibliographic database Web of Science, as it covers different branches of science, including, but not limited to, home economics, developmental sociology, environmental sciences and transportation. The search was formulated by means of a Boolean expression. Articles were included when they were written in English, published between 2000 and 2010, and contained Househ* in title and Theor* in the topic, and either member* or product* or care or livelihood in the topic. Abstracts and full papers were assigned to Atlas.ti, a program for computer-assisted qualitative data analysis. Bottom-up and top-down coding procedures were used for a domain analysis and a quantitative content analysis. The results show that very few (less than 10%) of the papers give a definition of the concept ‘household’. Instead, some papers give a study description based on so-called household characteristics, thereby implicitly indicating dimensions of the concept. In the Results sections, some of the characteristics used for inclusion or exclusion of study participants are mentioned, but also other characteristics. It is concluded that descriptions of households do contain commonly used facets that together construct the concept of household as a group of people sharing resources, expenditures and activities.

The roles of trust and experience in consumer confidence in conducting e-commerce: a cross-cultural comparison between France and Germany

Abstract: Based on the Eurobarometer survey data, this study examined the roles of experience and cultural propensity to trust in consumer confidence in conducting e-commerce. Compared with consumers in a low-trust culture (France), consumers from a high-trust society (West Germany) exhibit more confidence in conducting e-commerce. This cultural difference is only evident among consumers with no prior e-commerce experience but disappears among consumers with prior e-commerce experience. There is no interaction effect of culture and experience. While consumer confidence in conducting e-commerce declines with age within each culture, consumers of the same age groups tend to have higher confidence in conducting e-commerce in West Germany than in France. Academic and practical implications were provided.

An exploration of the influence of food labels on South African consumers' purchasing behaviour

Abstract: New labelling legislation in South Africa is expected to help consumers sustain a healthy lifestyle through the food choices they make. This study was undertaken to explore a sample of South African consumers' reasons for reading labels and the influence of food labels on their purchasing behaviour. The study was conducted using focus group discussions held with label reading consumers in Potchefstroom in the North West Province of South Africa. Findings suggested that these participants read food labels to assess the nutritional value, personal benefits, health attributes and product quality. Various purchasing influences were also identified, suggesting that consumers are in some cases motivated by food labels to purchase a product, or may be unresponsive to the label or indifferent by being aware of the information but not reluctant to buy a product that does not indicate essential information. Several indirect consideration factors such as situational factors (e.g. family), extrinsic (e.g. price) and intrinsic (e.g. taste) may contribute to the purchasing behaviour of some consumers. These findings are useful to propose a perceptual model of the way in which food labels influence purchasing behaviour of a sample of South African consumers and explain the role of food labels in the purchasing decision of label-reading consumers. This information is especially significant for new packaging and labelling initiatives as it highlights the reasons why label-reading South African consumers read label information.

Chubby cheeks and climate change: childhood obesity as a sustainable development issue

Abstract: The rise of obesity is one of today's biggest societal challenges. Indeed, the obesity epidemic is not only impairing individuals' lives, but also societies' sustainability, most notably with regard to the social, the cultural and the economic dimension. Thus, to halt obesity has become a goal in several political sustainability strategies. The focus is on children since their health behaviour is expected to have a strong impact on consumers in adulthood. To fight childhood obesity, the challenge is to develop the ‘right’ policy toolbox. One complicating aspect amongst others is the numerousness of actors involved. To find a policy mix and assess its consequences for all actors, it is essential to understand the underlying mechanisms – the impact of external and internal factors on children's health behaviour. Tools such as regulation, information and education appear to be insufficient to curb this unsustainable consumption behaviour. One promising avenue to strike a new path is to exploit the possibilities of choice architecture as proposed by behavioural economics. The purpose of this paper is threefold: first, to develop the conceptual nexus between obesity and sustainable development against the backcloth of obesity and sustainability research; second, based on a human ecological model, to outline selected influencing factors of childhood obesity; and third, to sketch the options of market and consumer policy actors to curb the pandemic.

Energy efficiency in daily food preparation

Abstract: The great progress in the energy efficiency of household appliances is primarily generated by the improved design of refrigerators, freezers, washing machines and dishwashers. In the long term, a positive effect on household electricity consumption is expected with increasing numbers of old appliances being replaced by new and more energy-efficient ones. Studies of electricity consumption in private households show that energy efficiency can also be improved by changes in consumer behaviour, in addition to improvements in the technical design of appliances. Consumer studies on behavioural aspects of electricity consumption related to large household appliances have already been conducted, but little information is available about cooking. However, the influence of consumer behaviour on energy consumption is particularly interesting where cooking is concerned. The most important processes of manual and machine food preparation shall therefore be investigated regarding performance and energy efficiency. This provides a basis for attempting to estimate the energy-saving potential of optimized cooking processes in order to obtain sound scientific information about the energy-saving potentials for the most typical and relevant cooking processes in European households, which are: A. boiling water (representing hot drinks, soups and parboiling process); B. brewing coffee (representing automated brewing processes); C. cooking potatoes (representing the cooking process itself); D. boiling eggs (representing automated boiling processes). The study shows that the energy consumption of typical household cooking processes varies greatly according to the chosen method. In the tests carried out for this study, the method making most sense in terms of energy consumption saved between 50% and 70% energy compared with the least favourable method. Based on the results, the authors provide recommendations on energy-saving cooking methods.

Why does not everybody purchase fair trade products? The question of the fairness of fair trade products' consumption for consumers1

Abstract: Current statistics show that more than three out of four people in France have heard about fair trade. However, fair trade goods are purchased in significantly higher proportions by executive class people, individuals with a postgraduate education, urban dwellers and high-income earners. Why does not everybody purchase fair trade products? An important question follows: is fair trade not really fair for consumers? This paper seeks to gain deeper insight into what social features give rise to the consumption of fair trade goods using quantitative and qualitative data to verify the reasons for which fair trade goods are consumed by particular groups in society. It shows that the lack of access to information and financial resources can explain consumers' refusal to purchase fair trade products. But this explanation is incomplete, as the meaning given by consumers to their consumption appears to be a key-factor to understand their behaviour: refusing to buy fair trade goods can be a deliberate choice.

Consumer satisfaction with a mass customized Internet apparel shopping site

Abstract: The present empirically examined customer satisfaction with Internet sites that vary in the opportunity for mass customization. The expectation–disconfirmation model was used as a theatrical framework of the study. Two children's apparel sites were developed as the stimuli: one with a mid level of interactivity and the other with a high level of interactivity, for selection of clothing design options. The data from 208 respondents were analyzed using LISREL 8.72. The finding indicates that both consumers' expectations and perceived performances for the mass customized sites included positive and negative aspects. The results suggest that expectations were not a significant predictor of satisfaction for this innovative shopping experience yet satisfaction was primarily driven by the performance of the site and predicted by disconfirmation of expectations. The findings also suggest that expectations are not related to performance perceptions, possibly due to consumers' lack of familiarity with mass customization. The more interactive site yielded the more positive performance as well as overall positive satisfaction. Nevertheless, the less interactive site, which offers fewer choices than more interactive site, yielded more positive behavioural consequences. The generalization of the results of this study is limited because of lack of random sampling and use of the mock site of children's apparel product category. However, useful theoretical and managerial implications are discussed.

A comparative study of farmers' markets visitors' needs and wants: the case of Alabama

Abstract: Many studies refer to the importance of farmers' markets for both food producers and for visitors. For producers, the ability to obtain higher returns and/or market part of their produce as value-added products can be strong incentives, while for consumers benefits include having access to fresher, often tastier foods or simply visiting as a social activity. Relatively few studies, however, explore visitors' needs and wants with regards to their farmers' market experience, that is, from visitors' perspective. The present study explores this dimension, comparing visitors' views in two different farmers' markets, one recently developed (since 2009) in a rural area vs. one already established (since 2004) in a university town (urban area). A total of 356 farmers' market visitors participated in the study. Respondents' comments from the two different farmers' markets are very much in agreement in the context of their needs and wants. Primarily, visitors want more product variety, an extended season, that is, not only limited to the summer season, and more vendors. The fact that more than half of the respondents regularly visit farmers' markets demonstrates their need and interest in locally produced foods. Given such strong interest, the potential for beneficial producer–consumer interactions in the sites studied appears to be enormous. Furthermore, farmers and other food producers have an ideal opportunity to increase the interest of consumers, ‘convert’ them to their foods and realise important benefits in the process. The overall findings also suggest opportunities for the establishment of other farmers' markets in a state (Alabama) with a long agricultural tradition.