Marija Ham, Ana Pap and Marina Stanic
The purpose of this paper is to examine the direction and strength of the influence of inherent factors of the theory of planned behaviour (TPB) and to extend a model with the…
Abstract
Purpose
The purpose of this paper is to examine the direction and strength of the influence of inherent factors of the theory of planned behaviour (TPB) and to extend a model with the variable “uniqueness-seeking lifestyle” to better explain the variance in the intention to purchase organic food and the referent actual behaviour.
Design/methodology/approach
The authors empirically investigated what drives consumers to purchase organic food using structural equation modelling in AMOS. The research was based on an in-person survey carried out on a convenient sample of 411 primary household shoppers in Croatia.
Findings
The study was able to capture not only the influence of inherent factors in TPB and the extension variable (all proposed constructs were shown to have a significant positive influence on intention, and intention had a significant positive influence on actual behaviour), but also the indirect and mediation effects of the variables within the model, which explain 87 per cent of the variance in intention and 21 per cent of the variance in actual behaviour.
Originality/value
This study provides empirical evidence of the role that desired uniqueness plays in a situation involving the purchase of organic food and responds to the requests of many researchers to investigate beyond intention and to try to identify what influences actual behaviour. This study proposes a new way of measuring actual purchases by asking a respondent to consider their actual purchase in different product categories. Furthermore, this research proposes measuring intention as a latent variable that consists of the variable “willingness to pay more” as well as the “commitment” to the decision regardless of any perceived obstacles.
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Mira Kos Skubic, Karmen Erjavec and Marija Klopčič
The purpose of this paper is to investigate consumer preferences in the Slovenian context with regard to cheese, ham and honey labelled with the national and EU protected…
Abstract
Purpose
The purpose of this paper is to investigate consumer preferences in the Slovenian context with regard to cheese, ham and honey labelled with the national and EU protected designation of origin (PDO) indication and the protected geographical indication (PGI) associated with price and origin.
Design/methodology/approach
An online survey with a representative sample of the Slovenian population of 650 consumers was conducted. Consumer preferences were estimated using choice-based conjoint analysis.
Findings
The findings show that price is the most powerful driver of consumer preferences for cheese and honey, whereas it is origin for ham, which proved to be the most strongly desired “Slovenian” food product of all items analysed. Label is the least preferable attribute for all three products considered. Cheese, ham and honey bearing the national PDO and PGI labels were more desired than products carrying the EU PDO and PGI labels. The study findings also show the main statistically significant differences in the age and gender of consumers.
Research limitations/implications
The biggest limitation is that the study focused on certain labels only, related to quality, and origin in particular.
Practical implications
This result highlights the need to extend and intensify promotional and communication activities to increase consumer preferences for the national and EU PDO- and PGI-labelled cheeses, ham and honey.
Originality/value
This study contributes to relevant literature by presenting the results regarding consumer preferences for the EU and national quality labels for different food categories in Slovenia, which has no tradition in using the EU quality labels.
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Marija Cerjak, Rainer Haas, Florian Brunner and Marina Tomić
The purpose of this paper is to explore the differences between consumer motives regarding purchase of traditional food in two European countries (Croatia and Austria) with a…
Abstract
Purpose
The purpose of this paper is to explore the differences between consumer motives regarding purchase of traditional food in two European countries (Croatia and Austria) with a different history and development in regards to traditional and/or regional food.
Design/methodology/approach
A word association test and soft laddering interviews were used to elicit consumers’ perception and purchasing motives for traditional food. Additionally, the questionnaire contained socio-demographics and questions about shopping habits concerning traditional food. Semi-structured, individual, face-to-face interviews were performed with 31 Croatian and 28 Austrian respondents.
Findings
The most frequent associations/definition in both countries refers to heritage (food of generations) and elaboration (traditional receipt). The meaning of traditional food is for both samples positive. Hierarchical value maps for both countries contain ladders standing for health or support of local farmers. Additionally, the Austrians connect traditional food with environmental friendly production while for the Croatians sentimental hedonism ladder starts with perception of traditional food as a mean to connect with the childhood.
Practical implications
The findings can be used by traditional food producers in order to better understand consumers’ motives and accordingly adapt their marketing strategies.
Originality/value
This is the first work which uses free association test and laddering interviews to reveal consumers perception and motives for purchase of traditional food both in Croatia as well as in Austria.
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Luca Mulazzani, Laura Piredda, Marija Cerjak and Luca Camanzi
The objective of this study is to assess if Italian fish consumers are sensible to shark protection and if they would contribute paying more for small pelagic fishes coming from…
Abstract
Purpose
The objective of this study is to assess if Italian fish consumers are sensible to shark protection and if they would contribute paying more for small pelagic fishes coming from fisheries that are certified as “shark-free”.
Design/methodology/approach
Contingent valuation is used to estimate willingness to pay with a double approach, including a dichotomous choice and an open-ended question. Inconsistency between the two answers is allowed. This allows the correction of two sources of bias (i.e. preference uncertainty and anchoring effect) and has permitted that the two estimation methods converged to the same result.
Findings
Consumers show interest for the “shark-free” label. Premium price is estimated at +26%. Variables affecting willingness to pay (WTP) in the sample are age, income, environmental attitude, knowledge of organic labels and frequency of small pelagics' consumption. Results need to be confirmed by a replication on a larger (probabilistic) sample and with a different distribution of bids.
Originality/value
Ecosystems provide different benefits to humankind, including non-use services, such as the satisfaction to know that a species is well conserved. Generally, appreciation is higher for what are considered charismatic species. In this paper, the authors investigate if sharks can be considered charismatic species despite their “bad reputation”. The interest in shark survival is measured indirectly using a “shark-free” label on a commercial species like anchovy, allowing to increase the value added of this low-price species.
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Micaela Pinho, Ana Pinto Borges and Duje Petricevic
The purpose of this paper is to explore Croatian views about issues regarding bedside rationing decisions.
Abstract
Purpose
The purpose of this paper is to explore Croatian views about issues regarding bedside rationing decisions.
Design/methodology/approach
An online questionnaire was used to collect data from a sample of 243 Croatian citizens. In a context of hypothetical scenarios involving priority setting decisions taking by physicians, the present study elicits Croatian respondents’ views concerning: the ethical principles that should guide patients prioritization; the parties that should make prioritization decisions; and the likelihood of healthcare rationing becoming a reality. Descriptive analysis, factor analysis and parametric and non-parametric tests were performed.
Findings
Findings suggest that Croatian respondents: support multiple substantive rationing criteria, with an incident in favoring the worst-off, reducing inequalities in health, translated in the fair-innings argument and efficiency achievement; appoint health professionals as rationing decision makers; and do not seem to believe in the possibility of patient selection becoming a reality.
Practical implications
Favoring the worst-off, equalizing life time health and the pursuit of efficiency seem to be the criteria most preferred by Croatian respondents to guide rationing policy at the micro level.
Originality/value
This study is the first attempt to elicit Croatian opinions concerning several rationing criteria inherent in healthcare micro allocation decisions. Healthcare rationing is a serious challenge to Croatian policy makers and so it would be useful for the public’s perceptions and beliefs to be considered.
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Marija Mitrovic, Igor Tomasevic and Ilija Djekic
This research shows how the perception of quality differs through the table egg chain and highlights the main quality characteristics for each studied chain participant (farm…
Abstract
Purpose:
This research shows how the perception of quality differs through the table egg chain and highlights the main quality characteristics for each studied chain participant (farm, retail, consumer).
Design/methodology/approach:
Observing the change in perception starts from the farm, through retail to the end consumer using the customer–supplier interaction, while looking back from the consumer to the farm, the application of the quality function deployment (QFD) was used. The study included 30 farms, 50 retail stores, 1,000 customers and 300 households.
Findings:
The farm–retail comparison highlights the type of production as the dominant factor affecting egg quality for both of these participants, followed by hen diet and the type of laying hen hybrid from the farmer's point of view, while retail focuses on packaging and egg damage. Egg quality aspects from the retail–household perspective emphasize the shell appearance and the origin of the eggs, while shelf life and egg class are equally important characteristics for both participants. The application of the QFD throughout the entire egg chain emphasizes quality vs price as the most important characteristic.
Originality/value:
This study could serve to food policy makers as an introduction to further research and production orientation in relation to the set of quality requirements associated with the egg supply chain.
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Food consumption is a result of a choice that is influenced by economic status, society, culture, psychosomatic elements (Bisogni et al., 2002) and religious factors (Dewan, 2017…
Abstract
Purpose
Food consumption is a result of a choice that is influenced by economic status, society, culture, psychosomatic elements (Bisogni et al., 2002) and religious factors (Dewan, 2017) creating an identity based on one's beliefs (Mennell et al., 1992). Although many versions exist, this diet is often established on an ideology to abstain from using animals for dietary needs (Smart, 2004). There has been much research to explore vegetarian motivation and impacts of this diet on health; however, first-hand accounts are few.
Design/methodology/approach
Autoethnography was undertaken to understand my experience as a vegetarian living within a primarily meat consuming country. The theoretical framework driving the research uses social cognitive theory (SCT), the transtheoretical model (TTM) and ethical theory to address the vegetarian experience and emotions generated through such encounters.
Findings
Data collected, including conversations, headnotes and teaching material, were transcribed and categorised into four emerging themes including vegetarian experience, culture, identity as an educator; and impacts of beliefs. The author also discusses the motives for converting to vegetarianism and the experiences that came with behavioural change. Obstacles and opportunities presented by living in a dominant meat society are explored and the author’s influence on others as an educator, as a citizen in society and as a member of a family.
Research limitations/implications
Being new to autoethnography proved to be a limitation in the study.
Practical implications
This research may prove useful for researchers to gain an insider's view of a vegetarian's experience, and how the lifestyles impact students and others in a social context from the author's perspective.
Social implications
Autoethnography regarding vegetarianism from an educator's perspective is lacking and hence may give an insight to help fill the literature gap and change perspectives towards the vegetarian community.
Originality/value
Autoethnography regarding vegetarianism from an educators perspective is lacking; hence, this would be a valuable insight to add to the literature gap.