Sergio Rivaroli, Arianna Ruggeri, Pietro Novi and Roberta Spadoni
The paper aims to investigate pro-social behaviour of Italian consumers during the decision-making process of buying food produced in lands confiscated from Mafia-type…
Abstract
Purpose
The paper aims to investigate pro-social behaviour of Italian consumers during the decision-making process of buying food produced in lands confiscated from Mafia-type organisations. This is assumed as a form of buycotting, thus as an ethical purchasing choice to contribute to social change.
Design/methodology/approach
Data from 339 interviews were elaborated with a cluster analysis. The difference between groups was confirmed using MANOVA, whereas the multivariate multiple regression analysis was carried out to assess the difference between clusters.
Findings
Three types of consumer groups are identified: absolutists, exceptionists and subjectivists. Coherent with previous studies, findings also highlight the relevance of information acquisition and of the self-effectiveness perception as key factors to stimulate pro-social behaviours.
Originality/value
With a social marketing perspective, the paper offers useful suggestions to promote political consumerism as a critical choice to contribute to fight against Mafia-type organisations and to spread a culture of lawfulness.
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Sergio Rivaroli, Jörg Lindenmeier and Roberta Spadoni
This study aimed to investigate the gendered nature of craft beer (CB) consumption in Italy and Germany.
Abstract
Purpose
This study aimed to investigate the gendered nature of craft beer (CB) consumption in Italy and Germany.
Design/methodology/approach
Data were collected through online surveys in Italy (N = 210) and Germany (N = 211). Based on an enhanced version of the theory of planned behaviour, mean value difference tests and moderated regression analyses with gender as a moderator were performed to test gender effects on CB consumption behaviour.
Findings
The study results provide evidence that the gap in CB consumption behaviour is not very pronounced. In the German sample, gender did not moderate the effects of the model components on behavioural intent. However, the study found significant mean differences in all model variables. In the Italian sample, gender moderated the effects of several components of the theory of planned behaviour on behavioural intention. Hence, CB consumption appears to represent an opportunity for Italian women to negotiate their womanhood in a historically masculine-dominated space.
Research limitations/implications
The limitations of these data are the focus on two specific countries, the use of small-sized samples and the prediction of behavioural intentions instead of actual behaviour.
Practical implications
The study may help marketing managers develop appropriate marketing strategies based on a better understanding of gender-specific needs in CB consumption.
Originality/value
This investigation provides the first comparative analysis of gender-specific behavioural patterns in CB consumption in two European countries characterised by notably different beer cultures.
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Sergio Rivaroli, Vratislav Kozák and Roberta Spadoni
An interesting subset of millennials are university students. This study aims to investigate motivations to drink craft beers in a sample of Czech and International University…
Abstract
Purpose
An interesting subset of millennials are university students. This study aims to investigate motivations to drink craft beers in a sample of Czech and International University students in Prague (Czech Republic).
Design/methodology/approach
Adopting a revised model of the theory of planned behaviour (TPB), a simultaneous equations model was used by performing a three-stage least squares (3SLS) regression. The data were obtained from 305 students of 18 and 35 years of age (152 Czechs and 153 Internationals) at the Czech University of Life Sciences (CULS), who completed a face-to-face interview using a questionnaire.
Findings
The findings confirm the major role played by self-identity (SI) on the intention to drink craft beers, in the whole sample, and the key role played by the perception of being able to drink, for the Czechs participants only. Attitudes and social pressure towards craft beer consumption are of secondary importance, whereas the desire for uniqueness is not a relevant aspect in the participants’ decision of drinking craft beers.
Originality/value
The study deepened the TPB by incorporating consumers’ SI and the desire for unique consumer products as additional constructs to explain the intention of drinking craft beers. Given the long tradition of brewing in the Czech Republic and its significant role in the global marketplace, the understanding of local and foreign millennials’ intention to drink craft beers would contribute to increase knowledge on consumer behaviour, bringing beneficial effects to the brewing sector. Further research developments, within the context of handcrafted food consumption, stem from the discussion of the theoretical implications.
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Cristina Calvo-Porral and Sergio Rivaroli
Ultra-processed food products are omnipresent in our homes and in grocery stores, and everybody consumes these food products once in a while. In this context, the present study…
Abstract
Purpose
Ultra-processed food products are omnipresent in our homes and in grocery stores, and everybody consumes these food products once in a while. In this context, the present study aims to analyse what factors influence the consumption behaviour of ultra-processed food products and, more precisely, what factors drive consumer satisfaction and purchase intention of these food products in one specific market – Spain-.
Design/methodology/approach
A model of consumer behaviour of ultra-processed food products is proposed and analysed through structural equation modelling on a sample of 608 consumers.
Findings
Findings indicate that the effortlessness of ultra-processed food products, as well as their affordability, are the factors that exert the higher influence on consumer satisfaction and purchase intention of ultra-processed food products. On the other hand, the product quality and the ability to save time show a negative influence on both consumer satisfaction and intention to purchase. Contrary to the initial expectations, product convenience and the hedonistic nature of ultra-processed food products do not influence consumer behaviour.
Practical implications
Food policymakers and public health interventions may consider possible actions to reduce the consumption of ultra-processed food products, the reduction of their affordability through taxation or the compulsory inclusion of nutritional warnings in the front of the package to confront marketing actions developed by food companies.
Originality/value
This study examines the factors that drive the purchase and consumption of ultra-processed food products in one European mature market: Spain.
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Sergio Rivaroli, Roberta Spadoni, Stefano Tartarini, Roberto Gregori, Bettina Riedel, Paola Draicchio, Luca Folini, Themistoklis Altintzoglou and Maurizio Canavari
Combining sensory evaluations and hypothetical valuation mechanisms, this study aims to investigate the impact of consumers' product sensory attributes on willingness to pay (WTP…
Abstract
Purpose
Combining sensory evaluations and hypothetical valuation mechanisms, this study aims to investigate the impact of consumers' product sensory attributes on willingness to pay (WTP) and overall liking for a new apple cultivar.
Design/methodology/approach
A sample of non-expert participants (n = 122) evaluated the overall liking and just-about-right (JAR) attributes. A variable transformation approach was applied to make linear and interval regression models between the JAR attributes, overall liking scores and participants' WTP.
Findings
The study reveals the high consumer appreciation for the new apple in both hedonic and economic terms. After controlling the anchoring effect's bias, the predicted mean WTP for the new apple cultivar was €3.26 per kilogramme. Crunchiness and flavour significantly affect both participants' overall liking and WTP.
Research limitations/implications
The main limitation is the non-probabilistic sampling procedure, which does not allow for the generalisation of the results. Penalty analysis for JAR attributes in monetary and hedonic terms is beneficial for optimising the product and evaluating its potential in the marketplace.
Practical implications
The findings provide helpful directions for product optimisation in future breeding programmes to ensure the long-term sustainability of the new apple cultivars in the marketplace.
Originality/value
This study provides evidence of the beneficial synergy of mixing sensory-oriented research with the behavioural economics field of study.
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Cristina Calvo-Porral, Sergio Rivaroli and Javier Orosa-Gonzalez
Much of the innovation in the beer sector has focussed on flavour, resulting in a proliferation of flavoured beers. In this paper, the understanding of consumers’ flavour…
Abstract
Purpose
Much of the innovation in the beer sector has focussed on flavour, resulting in a proliferation of flavoured beers. In this paper, the understanding of consumers’ flavour preferences is a relevant question for the beer industry; however, little is known whether consumer involvement influences beer flavour preferences, and the purpose of the present study is directed to shed light on this area yet under-investigated.
Design/methodology/approach
The research was conducted in Spain, where a total amount of 565 beer consumers were classified based on their level of involvement with beer. Data were analysed by analysis of variance, Tukey test, principal component analysis and multidimensional scaling (MDS) to examine consumers’ preferences for different beer flavours using a consumer hedonic approach based on like and dislike evaluation.
Findings
The findings support the existence of a homogeneous pattern in beer-flavour preferences, regardless of consumer involvement, showing a greater liking for conventional flavours. Further, highly involved consumers show a higher preference for unconventional or flamboyant beer flavours, than low or medium involved consumers.
Originality/value
Derived from the findings it can be stated that consumers do not accept all kinds of flavours and that their level of product involvement affects their flavour preferences.
Details
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Cristina Calvo-Porral, Sergio Rivaroli and Javier Orosa-González
Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known…
Abstract
Purpose
Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study aims to examine whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behaviour. Further, this study examines what are the characteristics of the celebrities that exert greater influence on beer and wine purchase behaviour.
Design/methodology/approach
Based on the source credibility and source attractiveness theoretical models, and on the match-up theory, a model of consumer purchase behaviour was proposed. Online celebrity endorsement was categorised as promoting either beer or wine, as well as beer and wine brands. Then, this model is empirically analysed through multiple group structural equation modelling on two samples of consumers who read online celebrity’s recommendations in Spain (beer = 280; wine = 277).
Findings
Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement, whereas expertise is the most influencing factor in wine celebrity recommendations. Therefore, beer celebrity endorsers should be congruent with the product, whereas wine endorsers should be perceived as experts.
Originality/value
This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine, reporting interesting differences between these two alcoholic beverages.
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Sergio Rivaroli, Arianna Ruggeri and Roberta Spadoni
As indicated in the Italian law (No. 109-1996), agri-food co-operatives can also play a role in combatting mafia-type systems by choosing to grow their food products in lands…
Abstract
Purpose
As indicated in the Italian law (No. 109-1996), agri-food co-operatives can also play a role in combatting mafia-type systems by choosing to grow their food products in lands confiscated from mafia-type organisations. These food products provide individuals with a new opportunity to fight criminal organisations on the marketplace. The purpose of this study is to explore how people react to a social marketing initiative devoted to promoting food “buycotting” to counteract mafia-type organisations in Italy.
Design/methodology/approach
The data were obtained from a convenience sample of 339 Italians, and the study adopted a model inspired by the general theory of marketing ethics. A structural equation model was applied to estimate both the parameter and coefficient functions.
Findings
Individuals recognise the ethical value of “buycotting”. However, they perceive this form of critical choice as not yet being fully effective in counteracting mafia-type systems in Italy.
Practical implications
The results suggest that promotional and psychological approaches from marketing literature can be effectively used to influence the consumer’s ethical judgement by selectively communicating and emphasising the benefits of the critical consumption investigated.
Originality/value
This is one of the first studies to address consumers’ ethical judgments and their reactions towards buycotting food as a critical choice to reward socially responsible corporations.
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Sergio Rivaroli, Martin Hingley and Roberta Spadoni
Few published studies have examined which values and motives might encourage the purchase of craft beer (CB) over the Internet by Millennials. This study aims to investigate the…
Abstract
Few published studies have examined which values and motives might encourage the purchase of craft beer (CB) over the Internet by Millennials. This study aims to investigate the motivations behind CB online buying habits among Millennials, and the chosen context is Italy. Adopting a revised model of the Alphabet Theory, a questionnaire-based consumer survey was designed. The data were collected in Italy, between January and April 2020, from a convenience sample composed of 273 interviewees aged 25–39. A structural equations model was estimated using a three-stage least squares regression. The interviewees were segmented into two groups based on their habits of purchasing CB online, using a triadic split procedure. The findings confirm the significant role played in Millennials’ attitudes towards CB online purchasing habits. Specifically, within the whole sample, our concern was with the essential role played by online product availability. The impulsive desire to discover a moment of pleasure is the principal aspect influencing Millennials’ attitudes (among those who are more inclined to purchase CB online). Whereas, for consumers less inclined, sensorial aspects, self-identity and local identity remain relevant. Given the lack of research on Millennials in this purchasing context for CB, this study breaks new ground to better understand this group and the CB consumer culture in this evolving sector. These findings shed new light on making and selling CB, as well as on the interests of beer consuming communities. The findings may help marketing managers develop appropriate marketing strategies based on a better understanding of Millennial-specific needs.