Elisabetta Savelli, Federica Murmura and Laura Bravi
The purpose of this study is to investigate how the different generations of consumers behave in the field of healthy and quality food consumption, considering their perceptions…
Abstract
Purpose
The purpose of this study is to investigate how the different generations of consumers behave in the field of healthy and quality food consumption, considering their perceptions about healthy attributes and healthy eating style, what are the main trusted sources influencing consumption or the attention towards healthy and quality food, how do they behave towards healthy and quality foods and which benefits and barriers affect their consumption.
Design/methodology/approach
Data for this study were obtained from a questionnaire survey carried out over a six-month period in 2021. The questionnaire was administered online. The sampling procedure was based on a convenient non-random sampling method applied to the Italian population aged between 18 and 75 years old. The data collection process resulted in 1,646 completed questionnaires.
Findings
The results show that, in line with the theory of generational cohorts, each generation has its own specificities regarding food behaviour. The study reveals a highly sensitive approach towards healthy and quality food consumption from both Z-ers and the Baby Boomers, whilst X-ers are quite aligned with the other generations. Millennials show specific, sometimes contradictory, attitudes and habits.
Originality/value
The present results offer new insights into the analysis of healthy and quality food consumption, highlighting significant differences amongst generations, which can inspire public and private intervention aimed at encouraging the overall attention and consumption of healthy and quality food with related implications in terms of society's well-being and longevity improvements.
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Gabriele Scozzafava, Caterina Contini, Caterina Romano and Leonardo Casini
The purpose of this paper is to answer the following research questions: which are the main drivers in the choice of a restaurant for Italian consumers? Are local, organic and…
Abstract
Purpose
The purpose of this paper is to answer the following research questions: which are the main drivers in the choice of a restaurant for Italian consumers? Are local, organic and GMO-free foods important attributes in the choice of a restaurant?
Design/methodology/approach
In order to answer the research questions, a discrete choice experiment was applied. In particular, the authors opted for the application of a latent class model to identify any differences in the behavioural structures of the various consumers. This approach is, in fact, based on the assumption that the choices of the subjects depend on observable and unobservable heterogeneity that vary with factors not directly detectable.
Findings
People show different preferences when they choose a restaurant. Regarding the choice experiment, the analysis of the importance of the attributes for the final choice highlights how price and service quality are always considered as the most important ones. The presence of menu with local foods, organic foods and OGM-free products is never decisive for the final choice but it is a very appreciated attribute for almost 30 per cent of consumers. This group of consumers (named local oriented) show a willingness to pay (WTP) of 11 euro for local foods, eight euro for organic products and 3.5 euro for OGM-free ingredients. For the locavores, the likelihood of choosing a restaurant offering local products is three times higher than that of a restaurant not possessing this type of certification, all other conditions being equal.
Research limitations/implications
Restaurant owners can differentiate their offerings also considering the local foods and organic products. On the other hand, the restaurants can become powerful marketing channels for local producers. The consumption of organic foods can be increased given the wide WTP displayed. This could positively impact in the promotion of healthier and sustainable diet.
Practical implications
The conditions therefore exist for developing a restaurant offer consisting of a basic menu with local foods, capable of integrating in a virtuous manner with the organic farm productions, which keep an eye on sustainable development and the wholesomeness of foods. If this virtuous process takes root in the restaurant sector, it could certainly represent an important opportunity for the agricultural producers as well, especially in the tourist areas. In order for this opportunity to materially be implemented in a development process, it is, however, necessary to develop certifications and brands capable of constituting credible guarantees for the consumer, as well as strengthening the information and communication campaigns among the younger consumers.
Social implications
The development of a segment of restaurants that support local foods and organic products would have positive impacts both from the social and territorial point of view.
Originality/value
This is the first paper that considers and evaluate the impact of local foods, organic foods and GMO-free foods in the choice of a restaurant. Findings demonstrate how the probability of choosing restaurants that offer local products, compared to the other conditions, is always higher than those focussing on organic or GMO-free products. The choice probability of the restaurant with local products is three times greater than that of a restaurant without local products, all other variables being equal.
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Berta Schnettler, Néstor Sepúlveda, Silvana Bravo, Klaus G. Grunert and Clementina Hueche
The purpose of this paper is to explore the consumer acceptance of a functional meat processed product made with different meat sources, and to distinguish the existence of…
Abstract
Purpose
The purpose of this paper is to explore the consumer acceptance of a functional meat processed product made with different meat sources, and to distinguish the existence of different market segments.
Design/methodology/approach
Non-probability sampling was used to recruit a sample of 411 consumers in Southern Chile, over the age of 18 and responsible for the purchase of meat products for their household.
Findings
Using a fractional factorial design for conjoint analysis, it was found in the total sample that the meat source of the meat processed product was more important than packaging, region of origin, price and the functional ingredient claim, with preference for lamb and pork meat processed products with omega-3. Two main segments were identified using a cluster analysis; these segments differed according to family size, presence and age of children, ethnic origin, general health interest, quality of diet and level of satisfaction with food-related life. The largest segment (56.0 percent) shows a high preference toward lamb meat processed product with dietary fiber and omega-3. The second (33.6 percent) preferred turkey meat processed product with antioxidants.
Practical implications
A differentiated marketing strategy with different meat sources and functional ingredients may give access to a large market share. People more willing to accept different functional ingredients in processed meat products may enjoy a better quality of life. The level of satisfaction with food-related life and quality of diet can be useful in explaining preferences for functional meat processed products.
Originality/value
This is the first study to evaluate consumer acceptance of a functional meat processed product made with three different meats and three different functional ingredient claims, which analyzed the relationship between acceptance, the consumer’s quality of diet and their level of satisfaction with food-related life.
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Leonardo Casini, Caterina Contini, Nicola Marinelli, Caterina Romano and Gabriele Scozzafava
The purpose of this paper is to verify the market potentials of health claims by means of a study that tests the effectiveness of extra-virgin olive oil promotion based on the…
Abstract
Purpose
The purpose of this paper is to verify the market potentials of health claims by means of a study that tests the effectiveness of extra-virgin olive oil promotion based on the nutraceutical indications recently authorised by European regulations.
Design/methodology/approach
The methodology utilises a discrete choice experiment on a sample of Italian consumers. Market segmentation is performed by means of applying a latent-class model.
Findings
The health claim proves particularly interesting for two consumer segments: the “functional claim seekers” (24 per cent) and the “reduction of disease risk claim seekers” (13 per cent). The former segment consists of young, single males who prefer more moderately priced olive oils. The latter is instead made up of elderly individuals who prefer an explicit message on disease and are oriented towards the higher price ranges.
Practical implications
The potentials in implementing a promotional strategy based on the awareness of olive oil’s nutraceutical properties are demonstrated. Strategies will have to target specific characteristics of the various consumer segments.
Originality/value
This paper has confirmed the opportunities that the recent European regulations on health claims have introduced for the olive oil market. This form of promotion could prove particularly important for quality productions that are often insufficiently recognised vis-à-vis their high production costs.
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G.C. Holt, M. Henchion, C. Reynolds, B. Baviera, J. Calabrese, L. Contini, C. Cowan, T. Dowgielwicz, C. Luscher, A. Maraglino, R. Prugger and R. Tononi
This paper sets out to provide a consensus position on the potential for the inclusion of small businesses in electronic platforms in the food industry.
Abstract
Purpose
This paper sets out to provide a consensus position on the potential for the inclusion of small businesses in electronic platforms in the food industry.
Design/methodology/approach
The consensus was derived through a Delphi‐type series of questions in an open forum of academics and industrialists across Europe.
Findings
The consensus reached was of the proven benefits of electronic platforms for small businesses and the need for further research to assess how small businesses can incorporate electronic traceability and supply chain management systems into their existing operations.
Practical implications
Electronic platforms are spreading rapidly in the food industry. However, there is some concern that small businesses are not aware of the potential for electronic supply chains such as the potential that electronic traceability offers smaller networks to supply highly demanded food quality attributes such as organic production and regional foods.
Originality/value
The paper addresses the highly topical issue of food origin with a new approach to the supply technologies behind the product.
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Leonardo Casini, Caterina Contini, Caterina Romano and Gabriele Scozzafava
Food habits are undergoing profound changes owing to the social, economic and technological transformations. The purpose of this paper is to analyse the evolution of the food…
Abstract
Purpose
Food habits are undergoing profound changes owing to the social, economic and technological transformations. The purpose of this paper is to analyse the evolution of the food patterns of generation X in the past decade, in view of formulating a reflection on the trends of a fundamental component of society.
Design/methodology/approach
Applying latent class clustering to the food spending of a representative sample of Italian consumers has made it possible to identify the principal food patterns and to interpret them in light of demographic characteristics and sociocultural changes.
Findings
The results show a strengthening of dietary lifestyles displaying a high content of animal proteins, especially in consumers with low levels of education. The importance of convenience foods emerges, mainly among couples but also among families with children. The role of out of the home consumptions grows, mostly among single males. Parallel to this critical picture, the authors note the birth of a new dietary sensitivity that leads a niche of consumers to choose healthier foods. These evolutions offer new challenges and new opportunities for both public and private operators.
Research limitations/implications
The study is limited to the analysis of family food spending. A challenging development of the study unfolds in closely examining the food choices of individuals, particularly for the consumption patterns at greater risk. Extending the study to other countries would permit a comparison between diet, lifestyles and food education policies on a supernational level.
Originality/value
The study indicates several possible strategies both for operators of the food sector to better respond to the demand, and for public institutions in view of contributing to correct current trends, reorienting food habits towards healthier patterns and, in any event, patterns compatible with the demands tied to the new lifestyles.
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Amanda Berhaupt-Glickstein and William Hallman
The purpose of this paper is to identify the demographic and psychographic characteristics of older green tea consumers in the USA. By understanding this segment’s background…
Abstract
Purpose
The purpose of this paper is to identify the demographic and psychographic characteristics of older green tea consumers in the USA. By understanding this segment’s background, perceptions, and behaviors, health and marketing professionals can tailor messages to reach clients and consumers.
Design/methodology/approach
An online survey was completed in January 2014 with 1,335 older adult consumers (=55 years old). Data were analyzed using descriptive statistics and binomial logistic regression.
Findings
More than half (n=682, 51.2 percent) of respondents drank green tea. Most green tea consumers in this sample are college-educated and employed female home owners. The odds for green tea consumption are greater if a respondent is in good health, was informed about diet and health, or made a health-related dietary change in the past year. There are greater odds of consumption if the respondent is familiar with the relationship between drinking green tea and the reduced risk of cancer however, the importance of health statements on product labels are not predictive of consumption.
Research limitations/implications
This study was conducted in the USA and with older adults. Future research should explore characteristics of younger consumers, i.e. 18-54 years old.
Practical implications
Health educators, regulators, and marketing professionals may use this profile to tailor messages that speak to consumers and client’s values and motivations.
Originality/value
To the authors’ knowledge, this is the first profile of older adult green tea consumers in the USA.
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Anna Uliano, Marcello Stanco, Marco Lerro, Giuseppe Marotta and Concetta Nazzaro
Social Farming (SF) is an expression of agricultural diversification and multifunctionality, due to its ability to create positive externalities through the inclusion of…
Abstract
Purpose
Social Farming (SF) is an expression of agricultural diversification and multifunctionality, due to its ability to create positive externalities through the inclusion of vulnerable individuals. For this reason, products derived from SF are characterized by social quality attributes, which, however, are not often recognized by the market. This study aims to investigate the reasons behind the lacked recognition of the value created by SF analyzing the willingness to pay (WTP) for such products and the factors affecting citizen-consumers' purchasing behavior.
Design/methodology/approach
Data were collected through a convenience sample (N = 350) via a web-based structured questionnaire. Psycho-attitudinal scales, previously validated in literature, were adopted to characterize the citizen-consumers interviewed. A logistic regression was run in order to determine those characteristics of respondents affecting their intention to purchase SF products, while an ordered logistic regression was performed to uncover the determinants of consumers' WTP for SF products.
Findings
The results show the relevant role of the level of education, household size and ethical self-identity in affecting the willingness to support SF activities by paying a price premium for its products. Lack of availability and information about SF products are the main factors limiting their purchase.
Originality/value
The study offers interesting results outlining future research fields about market penetration strategies and policy implications.
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In a device of the character described, the combination of an instrument unit, an aerial camera, sighting elements on the instrument unit selectively adjustable by the operator to…
Abstract
In a device of the character described, the combination of an instrument unit, an aerial camera, sighting elements on the instrument unit selectively adjustable by the operator to sight a selected target, level elements on the instrument unit variable in accordance with the flight conditions, a plurality of means for indicating to the operator the positions of said elements, replicas of said indicating means, non‐accessible to the operator and means for projecting pictures of said replicas into the aerial camera, whereby the latter is adapted to photograph simultaneously the ground areas over which the aeroplane flies and the relative positions of the said elements.