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Article
Publication date: 15 November 2017

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

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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.

Details

Journal of Social Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Available. Open Access. Open Access
Article
Publication date: 4 February 2020

Sergio Rivaroli, Jörg Lindenmeier and Roberta Spadoni

This study aimed to investigate the gendered nature of craft beer (CB) consumption in Italy and Germany.

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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 (= 210) and Germany (= 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.

Details

British Food Journal, vol. 122 no. 3
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 5 August 2019

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…

504

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.

Details

International Journal of Wine Business Research, vol. 31 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 24 December 2024

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…

51

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.

Details

British Food Journal, vol. 127 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Available. Open Access. Open Access
Article
Publication date: 6 June 2023

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…

703

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.

Details

British Food Journal, vol. 125 no. 13
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 27 April 2020

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…

980

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

International Journal of Wine Business Research, vol. 32 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

Available. Content available
Article
Publication date: 20 March 2023

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…

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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.

Details

International Journal of Wine Business Research, vol. 35 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

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Article
Publication date: 19 September 2019

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…

346

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.

Details

Journal of Social Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Available. Content available
414

Abstract

Details

International Journal of Wine Business Research, vol. 36 no. 2
Type: Research Article
ISSN: 1751-1062

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Book part
Publication date: 13 December 2021

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.

Details

Researching Craft Beer: Understanding Production, Community and Culture in An Evolving Sector
Type: Book
ISBN: 978-1-80043-185-0

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