Ivan-Damir Anic, Natasa Kurnoga and Blazenka Knezevic
This paper aims to detect the patterns of food-related lifestyles of university students, identify the groups of individuals based on these lifestyles and investigate their…
Abstract
Purpose
This paper aims to detect the patterns of food-related lifestyles of university students, identify the groups of individuals based on these lifestyles and investigate their tendency to adopt innovative food products.
Design/methodology/approach
The data collected from university students in Croatia (n = 641) were analysed using factor and cluster analyses and a chi-squared test.
Findings
The findings revealed 11 food-related lifestyles and four groups of university students: “Convenience-oriented”, “Conscious consumers”, “Adventurous eaters” and “Family-oriented Cooks”. Adventurous eaters are the most interested in buying innovative food products, and many of them are food innovators (20%). Sampled individuals are open to new foods, and only a tiny percentage are reluctant to try new and unfamiliar foods.
Practical implications
The study provides recommendations on how marketers and food producers might target these consumers more efficiently and boost the sales of innovative food products.
Originality/value
This study contributes to the literature by (1) revealing food-related lifestyles among university students in Croatia, (2) developing the typology of consumers based on their lifestyles and (3) providing new knowledge of how food-related lifestyles affect the adoption of innovative food products.
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Barbara Borusiak, Bartlomiej Pieranski, Aleksandra Gaweł, David B López Lluch, Krisztián Kis, Sándor Nagy, Jozsef Gal, Anna Mravcová, Jana Gálová, Blazenka Knezevic, Pavel Kotyza, Lubos Smutka and Karel Malec
Increasing the need for education for sustainable development in universities requires an understanding of the predictors of students’ environmental concern (EC). In this paper…
Abstract
Purpose
Increasing the need for education for sustainable development in universities requires an understanding of the predictors of students’ environmental concern (EC). In this paper, the authors focus on the EC of business students because of their future responsibility for business operations regarding the exploitation of natural resources. The aim of the study is to examine the predictors of business students’ environmental concern.
Design/methodology/approach
Based on the Norm Activation Model as the theoretical framework, this study hypothesizes the model of EC with two main predictors: ascription of responsibility for the environment (AOR), driven by locus of control and self-efficacy (LC/SE), and awareness of positive consequences of consumption reduction on the environment (AOC), driven by perceived environmental knowledge. Structural equation modelling was applied to confirm the conceptual model based on the responses of business students from six countries (Czech Republic, Croatia, Hungary, Poland, Slovakia and Spain) collected through an online survey.
Findings
The environmental concern of business students is predicted both by the ascription of responsibility and by awareness of consequences; however, the ascription of responsibility is a stronger predictor of EC. A strong impact was found for internal locus of control and self-efficacy on AOR, as well as a weaker influence of perceived environmental knowledge on AOC.
Originality/value
Sustainability education dedicated to business students should provide environmental knowledge and strengthen their internal locus of control and self-efficacy in an environmental context.
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Blazenka Knezevic, Natasa Kurnoga and Ivan-Damir Anic
The purpose of this paper is to examine the knowledge, awareness and concern of young consumers towards avoidable and “edible” food waste, and identify groups of individuals based…
Abstract
Purpose
The purpose of this paper is to examine the knowledge, awareness and concern of young consumers towards avoidable and “edible” food waste, and identify groups of individuals based on their attitudes. In addition, this study describes demographic and behavioural characteristics of each group.
Design/methodology/approach
The data were collected by a questionnaire conducted among university students in Croatia. Factor and cluster analyses were applied to identify the groups of individuals with similar attitudes towards food waste.
Findings
Results show that there are five factors that represent the knowledge, awareness and concern about food waste of young people – awareness of food waste problem; concern about economic aspects of food waste; health concern; concern about environmental impact of food waste; and awareness and concern about expiration date. Based on those factors, four groups of consumers were identified: consumers concerned about economic effects of food waste; unaware consumers neglecting food waste; well-informed consumers; and fully aware consumers, but not ready to take health risk.
Practical implications
The results of the study can be used by marketers and policy makers when planning food waste reduction activities to focus their campaigns towards consumer niches, based on the typology of young consumers.
Originality/value
This study provides a typology of university students based on their knowledge, awareness and concern about food waste in Croatia, as an example of a transition and new EU member state, where the issues about food waste are relatively new and underexplored topic.
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Blazenka Knezevic and Marek Szarucki
Retail, by definition, used to be an industry focused on local markets and aiming to distribute goods to consumers in a narrow geographical area. In developed market economies…
Abstract
Purpose
Retail, by definition, used to be an industry focused on local markets and aiming to distribute goods to consumers in a narrow geographical area. In developed market economies, the internationalization of retail operations started with global sourcing, while in Eastern Europe the process of retail internationalization intensified after the fall of communism in late 1980s and early 1990s. Although there are plenty of papers discussing the conceptual framework of retail internationalization, publications analyzing the present level of internationalization and the current status of specific geographic markets are scarce. Therefore, this chapter will analyze and compare the Croatian and Polish markets in order to explain the paths and drivers of retail internationalization in postcommunist economies.
Design/methodology/approach
Research has focused on the Polish and Croatian markets. The first and second part of the chapter explain retail internationalization per se on the basis of existing relevant literature, as well as elaborate on the process of retail internationalization in the postcommunist economies of Poland and Croatia. The main part of the chapter presents the results of a comparative study. This comparative study has been based on secondary data available in official statistical publications of Poland, Croatia, and European Union. As the source of information on large retailers, secondary data has been used as well. Our research analyzes key trends and calculates and presents key indicators showing the importance of retail in national economies.
Findings
Both Croatia and Poland are considered attractive host markets for the largest global retailers. Dynamics and intensity of retail internationalization have been different, but the process of retail internationalization is currently intensified in both countries. Retail internationalization is changing the scope of domestic market conditions. Several indicators and effects are observed in this chapter: growth of larger formats within the retail structure, growth in the number of employees per outlet, and growth of the share of trade in GDP creation.
Originality/value
The chapter explains the process of retail internationalization and the level of retail internationalization reached in Croatia and Poland. International retailers from different countries entered the Polish and Croatian markets driven by opportunities offered by these non-saturated markets. The process of internationalization, which is currently intensified, is analyzed in this chapter. Poland and Croatia are markets and countries with similar socioeconomic development. Therefore, this chapter contributes to a better understanding of retail internationalization and its effects on transitional, postcommunist economies.
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Blaženka Knežević, Magdalena Stefańska and Iwona Olejnik
Purpose: This chapter elaborates application of ESG principles in retail aimed to increase consumers’ knowledge of sustainability and to promote conscious actions when choosing…
Abstract
Purpose: This chapter elaborates application of ESG principles in retail aimed to increase consumers’ knowledge of sustainability and to promote conscious actions when choosing products and services. As conscious consumer decision-making may have a detrimental impact on retail revenues, this concept is not sufficiently addressed in retail marketing literature.
Methodology: Firstly, we address the ESG concept application in the retail industry in general by analysing contemporary literature in the field and by analysing available secondary statistical data and retailers’ reports on a given topic in Croatia and Poland. Secondly, we elaborate perception of young consumers on retailers’ actions in promoting sustainable behaviour. Data is collected by survey in Croatia and Poland during 2023. The sample includes more than 550 respondents who evaluated the role of retailers in promoting healthy lifestyles, increasing social benefits in local communities, fostering social security of employees, sponsoring, and promoting educational activities, etc. Descriptive and inferential statistical analyses will be applied to test and describe differences in perception of retailers’ impact among countries.
Findings and implications: Findings fill in the gap on sustainability and its perception in the retail industry from the standpoint of consumers which enriches literature in the field of retail marketing and management. Primary results will contribute to a better understanding of consumers’ perceptions of implemented ESG principles, and managers in the retail industry may use results to fit communication and implementation of ESG to a particular sub-segment of consumers regarding origin.
Blazenka Knezevic, Sanda Renko and Mirjana Pejic Bach
The main purpose of the paper is to investigate and to document the current level of web usage within the confectionery industry in the South Eastern European (SEE) region. Also…
Abstract
Purpose
The main purpose of the paper is to investigate and to document the current level of web usage within the confectionery industry in the South Eastern European (SEE) region. Also, the paper aims to examine the web content structure of confectioners in the given region and to explain the impact of the location and the size of the company on the quality of contents published on web sites.
Design/methodology/approach
The experimental research was conducted on the sample of 333 companies in the confectionery industry from 5 SEE countries. The research questionnaire included 56 web sites' characteristics divided into five categories.
Findings
The confectionery industry uses web sites as “presentation space” only, and the “show‐case” is the main purpose. The implementation of the web in the confectionery industry in SEE countries is correlated with a company's characteristics. Companies within EU member countries more often implement the web as a customer communication channel. However, confectioners in non‐EU countries have more information published on their web sites and their web sites are more interactive.
Originality/value
The paper contributes to a better understanding of web usage within the confectionery industry because it classifies information published on web sites into several categories and describes common web contents in the confectionery industry. Moreover, it discusses the correlation between a company's characteristics (size and location) and web implementation. Finally, it gives an overview of relevant findings of web usage as a customer communication channel within transitional economies.