Petra Tenbült, Nanne K. de Vries, Ellen Dreezens and Carolien Martijn
New food technologies are of increasing importance but not a lot of research into how people react to these technologies has been conducted. The purpose of this paper is to…
Abstract
Purpose
New food technologies are of increasing importance but not a lot of research into how people react to these technologies has been conducted. The purpose of this paper is to provide insight into how implicit measurements in addition to explicit measurements give insight into how well an attitude towards a food concept, in relation to its familiarity, is predictive for behaviour.
Design/methodology/approach
An implicit measurement (EAST) and an explicit questionnaire were used to investigate people's attitudes and attitude strength towards two food technologies (genetic modification and organic production). Correlations between the two measurements were calculated to determine whether familiar food technologies are more predictive for behaviour than relatively unfamiliar food technologies.
Findings
Implicit measurements showed negative associations with genetic modification. Explicit measurements showed neutral associations with genetic modification. In contrast, implicit and explicit measurements showed positive associations with organic production. When a food technology is well known (e.g. organic production), significant correlations between the two measurements were present suggesting that attitudes were predictive for behaviour. In contrast, when a food technology is not well known (e.g. genetic modification), significant correlations were not present suggesting that attitudes were not predictive for behaviour.
Originality/value
This is the first study to examine the relation between intuitive and explicit reactions in relation with the novelty of food technologies.
Details
Keywords
Petra Tenbült, Nanne De Vries, Ellen Dreezens and Carolien Martijn
The purpose of this paper is to provide insight into whether GM‐labelling leads to different processing behaviour of food stimuli compared to when products are not labelled.
Abstract
Purpose
The purpose of this paper is to provide insight into whether GM‐labelling leads to different processing behaviour of food stimuli compared to when products are not labelled.
Design/methodology/approach
A task was designed to investigate people's categorization behaviour as a function of information provided. In two studies each participant was randomly allocated to either the experimental “GM‐labelled condition”, or the control “non‐labelled condition”.
Findings
Different processing strategies and different characteristics are used to judge products that are labelled as genetically modified or not. GM labelling of foods is interpreted to induce analytical processing of information and therefore the products are classified relatively more often on the basis of verifiable categorization criteria compared to when they were not labelled as GM. When products are not labelled as GM, information is more likely to be automatically processed and non‐verifiable categorization criteria are used.
Originality/value
This is the first study to examine the processes that labelling as GM brings about.
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Joris Aertsens, Koen Mondelaers, Wim Verbeke, Jeroen Buysse and Guido Van Huylenbroeck
Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor…
Abstract
Purpose
Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor slowing down growth. This paper aims to focus on the factors influencing objective and subjective knowledge with regard to organic food production and the relationship between both types of knowledge and consumer attitudes and motivations towards organic food and its consumption.
Design/methodology/approach
A literature review is presented, relating to the impact of knowledge on behaviour in general and, more specifically, on organic food consumption. Several hypotheses are formulated concerning the relationship between objective and subjective knowledge, attitudes and organic food consumption and these are tested on organic vegetable consumption in Flanders (Belgium). Multiple regression models, a probit model and an analysis of variance are applied to a sample of 529 completed questionnaires (response rate=44 per cent). The respondents were selected in January 2007 using a convenience sampling technique. Socio‐demographic variables are used to check representativeness.
Findings
In the sample, the level of objective knowledge regarding organic vegetables is high. Attitudes towards the consumption of organic vegetables are generally positive. The strongest motivations for consuming organic vegetables are that they are produced without synthetic pesticides, are better for the environment, healthier, of higher quality and taste better. The strongest perceived barriers are overly high prices and lack of availability. Objective and subjective knowledge with regard to organic food production show a positive correlation. Higher levels of objective and subjective knowledge concerning organic food are positively related to a more positive attitude towards organic food, greater experience of it and a more frequent use of information. Membership of an “ecological organisation” (VELT) is also related to higher levels of knowledge. Some variables have a significant positive relationship with subjective knowledge, but not with objective knowledge. Attitude is significantly and positively influenced by subjective knowledge, VELT‐membership, norm, motivations and female gender. Perceived barriers have a significant negative influence on attitude. The likelihood of consuming organic vegetables is significantly and positively influenced by VELT‐membership, subjective knowledge, attitude, motivations and the presence of children in the household. Whilst objective knowledge, norm and female gender have a significantly positive influence on attitude towards organic vegetables, they have no significant influence on the likelihood of actually consuming organic vegetables.
Originality/value
Whilst several researchers argue that knowledge may be a very important factor in increasing organic food consumption, few have studied the mechanisms behind it. To the authors' knowledge this is the first paper describing the impact of knowledge on organic food consumption in such detail. By assessing the impact of knowledge, as well as other factors, on organic food consumption, greater insight is gained with regard to organic food consumption behaviour.