Siet Sijtsema, Gé Backus, Anita Linnemann and Wim Jongen
The aim of this paper is to link the denotation of healthy and health‐related consumer terms of traditional Dutch meal components to characteristics, ingredients and affective…
Abstract
Purpose
The aim of this paper is to link the denotation of healthy and health‐related consumer terms of traditional Dutch meal components to characteristics, ingredients and affective aspects of food products.
Design/methodology/approach
A total of 344 respondents completed a questionnaire with propositions about product perception and health opinions. Distinct meal components of a traditional Dutch meal were chosen to make the research results applicable in product development.
Findings
A total of four clusters of consumers emerged: with an unconventional definition of health; with no interest in health; feeling healthy; and having health problems, with sample percentages of 21, 10, 50 and 18, respectively.
Originality/value
The study provides insight in the transformation (selection and formulation) of consumers' terminology related to health into attributes, ingredients and affective aspects of products for groups of consumers with a different definition of health.
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Siet Sijtsema, Anita Linnemann, Gé Backus, Wim Jongen, Ton van Gaasbeek and Hans Dagevos
This paper seeks to explore the design, organisation and application of group discussions in which projective techniques (expressive and associative) are used to unravel health…
Abstract
Purpose
This paper seeks to explore the design, organisation and application of group discussions in which projective techniques (expressive and associative) are used to unravel health perception of consumers in cognitive and affective terms.
Design/methodology/approach
A trained moderator led four group discussions in which 24 Dutch women, divided into two groups of six women aged between 50 and 65, and two groups of women with young children (0‐7 years old) participated. By means of expressive and associative techniques participants discuss health and food based on non‐verbal expressions, namely, drawings and abstract paintings made by themselves. The participants selected and discussed relevant terms related to food and health based on their interpretations and associations of images.
Findings
Participants related healthy to feeling free and happy (affective) and implied a balance between being active and passive. “Health” and “food” are associated with terms of nature (e.g. season, water and sun), specific products (vegetables and fruits), ingredients (vitamins, fibres, minerals) and no additives (cognitive).
Originality/value
The expressive and associative group discussions proved to be a promising, fascinating and participant‐friendly approach to gain an insight into the affective and the cognitive aspects that consumers relate to health‐promoting product characteristics.
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The paper reports findings and recommendations from doctoral research in Belgium. The objective is to present insights related to the consumer decision‐making process towards…
Abstract
The paper reports findings and recommendations from doctoral research in Belgium. The objective is to present insights related to the consumer decision‐making process towards fresh meat. A four‐component conceptual framework is proposed. Information required to investigate links and associations between different elements of the framework is collected through exploratory and conclusive research procedures, with data originating from consumer surveys and household panels. Major attention is paid to the impact of communication and information from mass media, as well as to the impact of socio‐demographic characteristics such as age and presence of young children in the household. Recommendations extend to livestock farming, the meat industry, government, mass media and future research. Key attention points include increased orientation towards satisfying consumer needs and re‐establishment of trust through the production of intrinsically safe products and reliable and effective communication.
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Joris Aertsens, Koen Mondelaers, Wim Verbeke, Jeroen Buysse and Guido Van Huylenbroeck
Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor…
Abstract
Purpose
Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor slowing down growth. This paper aims to focus on the factors influencing objective and subjective knowledge with regard to organic food production and the relationship between both types of knowledge and consumer attitudes and motivations towards organic food and its consumption.
Design/methodology/approach
A literature review is presented, relating to the impact of knowledge on behaviour in general and, more specifically, on organic food consumption. Several hypotheses are formulated concerning the relationship between objective and subjective knowledge, attitudes and organic food consumption and these are tested on organic vegetable consumption in Flanders (Belgium). Multiple regression models, a probit model and an analysis of variance are applied to a sample of 529 completed questionnaires (response rate=44 per cent). The respondents were selected in January 2007 using a convenience sampling technique. Socio‐demographic variables are used to check representativeness.
Findings
In the sample, the level of objective knowledge regarding organic vegetables is high. Attitudes towards the consumption of organic vegetables are generally positive. The strongest motivations for consuming organic vegetables are that they are produced without synthetic pesticides, are better for the environment, healthier, of higher quality and taste better. The strongest perceived barriers are overly high prices and lack of availability. Objective and subjective knowledge with regard to organic food production show a positive correlation. Higher levels of objective and subjective knowledge concerning organic food are positively related to a more positive attitude towards organic food, greater experience of it and a more frequent use of information. Membership of an “ecological organisation” (VELT) is also related to higher levels of knowledge. Some variables have a significant positive relationship with subjective knowledge, but not with objective knowledge. Attitude is significantly and positively influenced by subjective knowledge, VELT‐membership, norm, motivations and female gender. Perceived barriers have a significant negative influence on attitude. The likelihood of consuming organic vegetables is significantly and positively influenced by VELT‐membership, subjective knowledge, attitude, motivations and the presence of children in the household. Whilst objective knowledge, norm and female gender have a significantly positive influence on attitude towards organic vegetables, they have no significant influence on the likelihood of actually consuming organic vegetables.
Originality/value
Whilst several researchers argue that knowledge may be a very important factor in increasing organic food consumption, few have studied the mechanisms behind it. To the authors' knowledge this is the first paper describing the impact of knowledge on organic food consumption in such detail. By assessing the impact of knowledge, as well as other factors, on organic food consumption, greater insight is gained with regard to organic food consumption behaviour.
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Karen Brunsø, Wim Verbeke, Svein Ottar Olsen and Lisbeth Fruensgaard Jeppesen
The purpose of this paper is to investigate motives and barriers for eating fish among light users and heavy users, to discuss consumer evaluation of fish quality, and to explore…
Abstract
Purpose
The purpose of this paper is to investigate motives and barriers for eating fish among light users and heavy users, to discuss consumer evaluation of fish quality, and to explore the existence of cross‐cultural fish consumer segments.
Design/methodology/approach
Qualitative data were collected through six focus group discussions, three in Spain and three in Belgium. In each country, one group consisted of heavy users while two groups included light users.
Findings
The same attitudinal motives and barriers for fish consumption can be found in both countries and across user groups, even though fish consumption levels differ considerably. The main motives for eating fish are health and taste, while the main barriers are price perception, smell when cooking fish, and that fish does not deliver the same level of satiety as compared to meat. Big differences are found between countries and user groups with respect to preparation skills and the use of quality cues. Heavy users are very skilled in evaluating fish quality, especially those in Spain, while light users, especially those in Belgium, make seemingly irrational assumptions when evaluating the quality of fish.
Research limitations/implications
This study is based on qualitative focus group discussions in two European countries only.
Originality/value
This study explores and compares motives, barriers and quality evaluation among heavy and light fish consumers in two European countries. The paper yields valuable insights for further quantitative research into explaining variations in fish consumption, as well as for fish quality evaluation and fish market segmentation studies.
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Wim Verbeke and Gisela Poquiviqui López
Awareness and testing of ethnic cuisine have increased in the past decades as a consequence of the growing international trade, migration, tourism and globalisation. This article…
Abstract
Purpose
Awareness and testing of ethnic cuisine have increased in the past decades as a consequence of the growing international trade, migration, tourism and globalisation. This article aims to focus on the attitude and behaviour of Belgians towards Latin‐American ethnic foods, and of Hispanics living in Belgium towards mainstream Belgian food.
Design/methodology/approach
The role of socio‐demographic characteristics, food neophobia, and degree of acculturation or openness on food preference and choice among these two population groups is analysed. A survey with 119 Belgian and 127 Hispanic participants was performed. Data analysis deals with descriptive analyses and statistical validation of the perceived associations by means of chi‐square, t‐test, ANOVA, correlations, and stepwise multiple regression.
Findings
The overall opinion and degree of satisfaction of the Belgian sample towards ethnic food were favourable. Latin‐American food consumption and attitude of Belgians are negatively correlated with food neophobia, which is significantly higher among urban and 55+ aged consumers, and positively correlated with openness to new cultures. Taste and appearance were key attributes that determined Belgians' preference for ethnic foods. Hispanics' general perception towards Belgian mainstream food was favourable as well, although they considered their own food as being better in taste. Barriers to maintain Latin‐American food habits are availability and time constraints. Hispanics' adoption of traditional Belgian cuisine is positively correlated with time of residence in Belgium and negatively correlated with maintenance of native social interaction and language use. Food neophobia does not emerge as a determinant of Hispanics' dietary acculturation to mainstream Belgian food.
Research limitations/implications
Data are collected from a relatively small convenience sample, which limits generalisation of the findings beyond the sample characteristics, which renders the findings exploratory rather than conclusive.
Originality/value
This paper covers important, not well‐explored and previously neglected research subjects, namely attitude, perceptions and behaviour towards ethnic food and food consumption among ethnic minorities in the increasingly globalised food market. The main contribution pertains to simultaneously investigating the role of socio‐demographic, acculturation and food neophobia on food consumption decisions.
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Joris Aertsens, Wim Verbeke, Koen Mondelaers and Guido Van Huylenbroeck
A lot of literature is available that discusses personal determinants of organic food consumption. However different models and determinants are used in the literature. This paper…
Abstract
Purpose
A lot of literature is available that discusses personal determinants of organic food consumption. However different models and determinants are used in the literature. This paper aims to provide an overview, within a framework linking Schwartz' values theory and the theory of planned behaviour (TPB). Also it seeks to focus on the importance of affective attitude, emotions, personal norm, involvement and uncertainty related to organic food consumption.
Design/methodology/approach
The paper is based on secondary data sources, namely the literature concerning personal determinants of organic food consumption.
Findings
Both the values theory and the theory of planned behaviour have been referred to as relevant theories for better understanding consumers' choice for organic food. Organic food consumption decisions can be explained by relating attributes of organic food with more abstract values such as “security”, “hedonism”, “universalism”, “benevolence”, “stimulation”, “self‐direction” and “conformity”. Appealing to these values can positively influence attitudes towards organic food consumption. Besides attitude, subjective and personal norm and (perceived) behavioural control influence consumption of organic food.
Research limitations/implications
More research related to the role of uncertainty (reduction) during the process of buying organic food is recommended.
Practical implications
Relatively little research has examined the affective component of attitude and emotions in relation to organic food consumption, while these may play an important role as drivers of involvement and thus help to jolt food purchasers out of their routine of buying conventional food and set a first step to adopt organic food.
Originality/value
To the authors' knowledge, this is the first paper providing a comprehensive overview and linking the literature on organic food consumption to the values theory and the theory of planned behaviour, including the role of personal norm and focusing on emotions. The proposed integration of mental processing in an organic food consumption model leads to interesting hypotheses and recommendations for policy makers, researchers and stakeholders involved in the organic food market.