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Article
Publication date: 7 August 2018

Mathilde Delley and Thomas A. Brunner

The purpose of this paper is to quantify household food waste by using two different methods. A comparison of the results highlights a divergence between the perceived…

2873

Abstract

Purpose

The purpose of this paper is to quantify household food waste by using two different methods. A comparison of the results highlights a divergence between the perceived contribution to the problem and more objective measurements.

Design/methodology/approach

Self-reported quantities, collected by means of a postal survey sent out to a random sample of the French- and German-speaking Swiss population, were compared to extrapolations from a national waste compositional analysis report.

Findings

The results of the self-reported survey showed 8.9 kg of avoidable and possibly avoidable household food waste per capita per year, whereas calculations based on the second method resulted in a total of 89.4 kg of mostly avoidable household food waste per capita per year.

Research limitations/implications

This striking tenfold discrepancy between the two sets of results highlights the extent of under-reporting in self-assessment and speaks in favour of using more objective methods to quantify food waste, building on the example of the second method used in this study.

Practical implications

The discrepancy highlighted here could be used as a hook in an awareness-raising campaign to highlight everyone’s contribution to the food waste issue and encourage citizens to reconsider their behaviour and adopt recommended behavioural changes.

Originality/value

By highlighting the divergence between self-reported and actual waste management facts and figures, this paper justifies the need to develop measures to encourage citizens to reconsider their attitudes and practices.

Details

British Food Journal, vol. 120 no. 7
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 26 November 2019

Thomas A. Brunner and Krittinee Nuttavuthisit

Edible insects might be the meat of the future. However, promoting insects as food, at least in western countries, is not an easy task. Segmenting consumers into various similarly…

759

Abstract

Purpose

Edible insects might be the meat of the future. However, promoting insects as food, at least in western countries, is not an easy task. Segmenting consumers into various similarly behaving groups and targeting them separately is the first step to more successfully promoting insect cuisine. By taking a cross-cultural perspective on the topic of entomophagy and investigating the impact of different cultural settings, additional insights may be revealed that can be used to develop marketing strategies. The paper aims to discuss this issue.

Design/methodology/approach

Using survey data from Switzerland (N=542) and Thailand (N=500), a hierarchical cluster analysis yielded four consumer segments in each country.

Findings

Interestingly, in both countries, the segments themselves can be named identically and accordingly to Roger’s diffusion of innovation theory: early adopters, early majority, late majority and laggards. However, the size of the segments and the people within these corresponding segments are quite different sociodemographically and in some of the investigated psychographic scales, such as food neophobia. The authors conclude that consumers in countries with an entomophagy tradition behave quite differently from those without one.

Originality/value

To the best of the authors’ knowledge, this is the first cross-cultural consumer segmentation study on the topic of entomophagy. Based on these results, initial conclusions can be drawn on how to successfully target the specific segments.

Details

British Food Journal, vol. 122 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 23 September 2019

Franziska Götze and Thomas A. Brunner

The purpose of this paper is to gain a deeper understanding of the market for sustainably produced domestic products by categorising consumers into homogeneous groups. Thereby…

1358

Abstract

Purpose

The purpose of this paper is to gain a deeper understanding of the market for sustainably produced domestic products by categorising consumers into homogeneous groups. Thereby, the role of sustainability in the purchase of domestic products should also be identified.

Design/methodology/approach

Paper-and-pencil questionnaires were sent to a random sample of Swiss households and completed by 1,174 individuals from the German- and French-speaking parts of Switzerland. A principal component analysis resulted in 12 components, which were then used in a hierarchical cluster analysis.

Findings

For all the identified consumer segments except one, sustainability or product origin (or both) is an important decision criterion that influences their food shopping behaviour. The results show that patriotism is not necessarily the only reason for buying domestically produced food and agricultural products. The decision to buy domestic food products is also associated with ecological, economic and social sustainability as well as other factors, such as healthfulness, regionality and seasonality.

Originality/value

The study shows how the sustainability and consumption of domestic food products are linked and reveals important drivers of consumption.

Details

British Food Journal, vol. 122 no. 1
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 13 November 2018

Annchen Mielmann and Thomas A. Brunner

The purpose of this paper is to indicate the need for and create an insightful understanding of the current factors contributing to consumer’s obesity levels due to their snack…

1738

Abstract

Purpose

The purpose of this paper is to indicate the need for and create an insightful understanding of the current factors contributing to consumer’s obesity levels due to their snack choices.

Design/methodology/approach

This paper reports on previous literature using publications from the Emerald Insight Journals, Google Scholar, ScienceDirect and Web of Science electronic database from 1999 to 2018 that validate and support existing literature. The retrieved literature is organised and classified into specific constructs.

Findings

Research into consumers’ choice of snacks from an environmental, cultural and health perspective is still underrepresented in the international scientific literature. More research is required on the specific effects of specific levels of the stated factors contributing to obesity. Health and cross-cultural studies are needed for a more comprehensive understanding of the relation between snack choices and factors contributing to obesity that will help to implement more efficient health measures.

Originality/value

This paper is of value to academics studying consumers’ snacking behaviour and public health practitioners evaluating qualitative and quantitative methods to address the obesity epidemic.

Details

British Food Journal, vol. 121 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 28 January 2025

Sophie Ghvanidze, Bárbara Franco Lucas, Thomas A. Brunner and Jon Henrich Hanf

Wine consumption is declining, while cannabis use among young adults in Germany has surged. With new laws partially legalising recreational cannabis, advocates claim it could…

9

Abstract

Purpose

Wine consumption is declining, while cannabis use among young adults in Germany has surged. With new laws partially legalising recreational cannabis, advocates claim it could replace alcohol, offering health benefits and cost savings. However, concerns remain that cannabis might increase alcohol consumption and associated health risks. Despite recognition of both substitute and complementary relationships between cannabis and alcohol, data on the cannabis–wine relationship is scarce. This study aims to understand the motivations behind wine and cannabis consumption, segment wine drinkers by those motives, profile wine drinkers who also consume cannabis and determine whether wine and cannabis act as substitutes or complements across distinct consumer groups.

Design/methodology/approach

The authors conducted an online survey using random sampling and used cluster analysis to identify consumer segments based on motivations for wine consumption. Exploring various variables, including consumption motives, behavioural patterns and socio-demographics, the authors also examined cannabis consumption among wine drinkers.

Findings

This study surveyed 523 German wine drinkers aged 20–60 years, including 215 cannabis users. Four consumer segments emerged: “adaptive conformists”, “expansive strategists”, “self-conscious hedonists” and “ambivalent drinkers.” Three segments preferred wine for social and enhancing effects. “Adaptive conformists”, the group with the most cannabis users, sought negative reinforcement like conformity or coping. The “adaptive conformists” and “expansive strategists” show the tendencies of a complementary cannabis–wine relationship.

Originality/value

This study pioneers the use of the Marijuana Motives Measure scales, developed by Simons et al. (1998), within the motivational framework by Cox and Klinger (1988) and Cooper et al. (2015), for wine drinkers. To the best of the authors’ knowledge, this is also the first to categorise wine drinkers into segments based on MMM scales for both wine and cannabis and segment wine consumers using cannabis.

Details

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

Keywords

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Article
Publication date: 23 August 2011

Thomas A. Brunner and Michael Siegrist

The purpose of this paper is to identify the lifestyle determinants motivating wine consumption and the amount spent on it, as sales and profits depend largely on a sound…

3201

Abstract

Purpose

The purpose of this paper is to identify the lifestyle determinants motivating wine consumption and the amount spent on it, as sales and profits depend largely on a sound knowledge of them.

Design/methodology/approach

Data were gathered by means of a postal paper‐and‐pencil survey sent out to randomly chosen addresses from the telephone book covering the German‐speaking part of Switzerland, resulting in a final sample size of 874.

Findings

Lifestyle determinants proved successful in explaining a great deal of the variance in the data. For wine consumption, knowledge about wine, drinking wine to relax, and sociability were the strongest determinants; for spending on wine, they were looking for bargains, visiting wine events, and regarding wine as a healthy beverage.

Research limitations/implications

The research was limited by being conducted for a specific geographic area, using explorative methodology.

Practical implications

The identified determinants are of practical use to wine marketers, who can use them to target potentially profitable consumers. They can also create marketing campaigns focused directly on a specific determinant and thus increase consumption, spending or both.

Originality/value

To the best of the authors' knowledge, this is the first study to analyze a broad range of lifestyle variables to predict wine consumption and spending on wine.

Details

International Journal of Wine Business Research, vol. 23 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 19 September 2008

Thomas A. Brunner, Markus Stöcklin and Klaus Opwis

Customer satisfaction and image are important factors for service companies because of their impact on loyalty. Although much research has looked at the relationship of both of…

9465

Abstract

Purpose

Customer satisfaction and image are important factors for service companies because of their impact on loyalty. Although much research has looked at the relationship of both of these factors individually, little is known about them when they are considered together. Furthermore, experience with the service or product has largely been neglected in this line of research. This paper aims to undertake a first step to fill this gap.

Design/methodology/approach

This research, with data from one of Europe's most modern night‐train companies, employs structural equation modelling to test the proposed hypotheses.

Findings

Differentiating new customers from experienced ones, the results show that for new customers satisfaction is crucial whereas image plays a much smaller role in terms of loyalty. For experienced customers, however, the importance of satisfaction decreases whereas the impact of image increases.

Research limitations/implications

Satisfaction and image were both measured by a single item. Although they show high face validity, the findings should be replicated using a multiple‐item approach. Future research should also consider distinguishing between transaction‐specific satisfaction and cumulative satisfaction.

Practical implications

This paper concludes that customers' experience plays a decisive role in predicting loyalty. Managers should therefore be aware of the level of their customers' experience and may even consider developing different retention programmes tailored to the level of customers' experience.

Originality/value

This research proposes an integrative model of satisfaction, image, and loyalty, and analyses the impact of experience within this model. It is pioneering work that empirically investigates the relationships between these constructs.

Details

European Journal of Marketing, vol. 42 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 10 February 2012

Esperanza López‐Vázquez, Thomas A. Brunner and Michael Siegrist

Nanotechnology has great potential in the food industry. The goal of this study is to identify food applications that are more likely and food applications that are less likely to…

1393

Abstract

Purpose

Nanotechnology has great potential in the food industry. The goal of this study is to identify food applications that are more likely and food applications that are less likely to be accepted by the public.

Design/methodology/approach

The study was conducted in México and was a replica of a study conducted in Switzerland. Another goal is to compare the acceptance ratings of citizens from a highly developed European country to the ratings of citizens from a less developed country. Face‐to‐face interviews were conducted in three different places in México, which yielded N=378 datasets.

Findings

Affect and perceived control are important factors influencing risk and benefit perceptions. Applications that can be consumed are perceived as more controllable than applications related to the packaging or external use. The results are similar but not identical to the findings from Switzerland.

Research limitations/implications

A convenience sample was used that was clearly more highly educated than the average population. One should be cautious when generalizing the findings.

Practical implications

It is important to pay attention to public views regarding new technologies in the food business during the product development stage to avoid some of the pitfalls that GM technology had.

Originality/value

This is the first study to analyze perceptions of nanotechnology applications in a less developed country. Emerging countries often do not have regulations that are as strong as those of developed countries; therefore, analyzing these markets is important, too.

Details

British Food Journal, vol. 114 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 22 March 2011

Thomas A. Brunner and Michael Siegrist

The main objectives of this study are to develop a comprehensive questionnaire and to analyze the nature of wine market segments. Past research has focused on involvement…

5957

Abstract

Purpose

The main objectives of this study are to develop a comprehensive questionnaire and to analyze the nature of wine market segments. Past research has focused on involvement, lifestyle or motives as segmentation criteria. The present study seeks to combine all three perspectives.

Design/methodology/approach

A postal paper‐and‐pencil survey was sent out randomly using addresses from the telephone book in the German‐speaking part of Switzerland, resulting in a final sample size of n=929.

Findings

A principal component analysis identified 17 factors with satisfactory reliability coefficients. Using factor scores, a hierarchical cluster analysis was run, resulting in six wine consumer segments. These segments were further analyzed and described as: the price‐conscious wine consumer; the involved, knowledgeable wine consumer; the image‐oriented wine consumer; the indifferent wine consumer; the basic wine consumer; and the enjoyment‐oriented, social wine consumer.

Research limitations/implications

The methodology used to identify the wine consumer segments was exploratory. It is recommended that future work should continue to develop and validate such a methodology for the wine industry.

Practical implications

Wine producers and marketers should appreciate that there are different segments of wine consumers. The information provided by this research is useful for marketers who seek to gain a competitive advantage through differentiation.

Originality/value

This paper contributes to the academic literature by presenting a useful extension to the available segmentation literature. Combining different approaches for segmenting a market proved to be a fruitful method in identifying wine consumer segments.

Details

British Food Journal, vol. 113 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Available. Content available
Article
Publication date: 23 August 2011

Ulrich R. Orth

400

Abstract

Details

International Journal of Wine Business Research, vol. 23 no. 3
Type: Research Article
ISSN: 1751-1062

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