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Article
Publication date: 26 December 2023

Florent Govaerts and Svein Ottar Olsen

This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.

220

Abstract

Purpose

This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.

Design/methodology/approach

Hierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).

Findings

Cluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.

Practical implications

The results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.

Originality/value

This study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.

Details

British Food Journal, vol. 126 no. 4
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 20 August 2024

Florent Govaerts and Themistoklis Altintzoglou

A limited number of studies have aimed at understanding behavior towards animal welfare. However, there are indications that consumers make an important distinction between land…

150

Abstract

Purpose

A limited number of studies have aimed at understanding behavior towards animal welfare. However, there are indications that consumers make an important distinction between land animals and fish. As no studies have attempted to explain the factors that influence consumer behavior towards the welfare of fish, this study aims to explain the behavior using the value–belief–norm (VBN) model. In addition, we extend the model by using empathy as a factor influencing the formation of personal norms. This study argues that by adding empathy to the model, we will improve the ability of the VBN to explain moral behavior.

Design/methodology/approach

The study is based on survey data from 416 Norwegian consumers. A structural equation modeling analysis with latent constructs is used to test the hypotheses.

Findings

The findings validate the ability of the VBN model to explain consumer intention to buy products containing fish with better welfare. We also showed that empathy and beliefs strongly influence personal norms. The extended VBN model increased the explained variance of personal norm by 11,54%. Consumers with biospheric values are strongly likely to have empathetic feelings towards fish suffering and believe that fish can feel pain. However, consumers with hedonistic values are significantly negatively related to beliefs and empathy.

Practical implications

By understanding the role of empathy, companies can develop marketing strategies that appeal to consumers' values, empathy and beliefs and ultimately encourage them to make purchases that support fish welfare.

Originality/value

Practically, this study explores consumers' beliefs towards fish welfare and identifies consumers who are more likely to purchase products containing fish with better welfare based on their values.

Details

British Food Journal, vol. 126 no. 10
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 12 January 2021

Bassem Maamari, Soha El Achi, Dorra Yahiaoui and Samer François Nakhle

This study investigates whether the increased attention given to coaching as a training technique is affecting performance, while taking into consideration the mediating effect of…

1081

Abstract

Purpose

This study investigates whether the increased attention given to coaching as a training technique is affecting performance, while taking into consideration the mediating effect of organisational citizenship behaviour (OCB).

Design/methodology/approach

Data is collected from Lebanese employees in the field, using a quantitative method and a confirmatory survey.

Findings

The study suggests that the creation of a supportive organisational behaviour in the organisation does provide a higher benefit from coaching.

Research limitations/implications

The outcome of the study could have significant implications on the HR departments' managerial decision-making on the process of implementing novel tools and training techniques in services facilities.

Practical implications

This study helps HR managers to assess the desirability of investing in coaching and orient the planning of their firms' HR strategy.

Originality/value

This research is based on a large sample collection from different business sectors in Lebanon. The quantitative survey results highlight a number of correlations that affect employees' performance. It further moves the responsibility from coaching as a tool to being part of a complete program of behavioural management and change.

Details

EuroMed Journal of Business, vol. 17 no. 1
Type: Research Article
ISSN: 1450-2194

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