Consumer associations about other buyers of suboptimal food – And what it means for food waste avoidance actions

One approach to tackling the imminent sustainability problem of food waste is to sell suboptimal food which otherwise might be wasted. However, understanding how the action of buying price-reduced suboptimal food is influenced by the fact that the consumer purchases it publicly while observed by others is yet unexplored. The present research investigates which associations consumers form when they see other consumers purchasing suboptimal foods. In an online experimental survey, consumers of five European countries checked every word that applied (CATA) from a set of items that described what choosing a food item told them about an acquaintance they met in the store in terms of his or her traits. The food item was optimal or suboptimal, fresh or packaged food, and presented with a communication that either underlined a budget saving benefit or a contribution to avoiding food waste. Results show that consumers of suboptimal products are regarded as economic and thrifty, as well as frugal and environmentally concerned. The associations with consumers of optimal products are more diverse, and include both positive and negative wordings, ranging from successful to fussy and inattentive. Consumers’ own level of environmental concerns and value consciousness explain the degree to which they perceive another consumer to have similar traits, revealing that consumers project their own traits on others. Findings imply that stores offering suboptimal food should present and communicate the items in line with the characteristics of the store’s target group, and that suboptimal food choices can trigger positive associations.     

Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits

There is an increasing emphasis on understanding the consumer’s motives for the choice of food types. Meanwhile, an individual’s food-related personal traits are suspected of playing a moderating role in influencing personal food choice. This study aims to understand what motives determine the consumer’s attitude to organic foods in Taiwan, which in turn influence the subsequent purchase intentions. Moderated regression analysis (MRA) is used to ascertain the personality traits of food neophobia and food involvement separately in the behavioral intentions model. The results vindicate the use of Ajzen’s Theory of Planned Behavior (TPB) in explaining the consumer’s organic foods choice behavior. Moreover, the findings suggest that the food-related personality traits of food neophobia and food involvement exert moderating effects on the relationships between some of the food choice motives and the consumer’s attitude to organic foods. However, only food involvement exerts moderating effects on the relationships between the consumer’s intentions to purchase organic foods and the antecedents of the TPB except for the subjective norm in this case. Based on the empirical results and findings, some suggestions are provided to the institutions concerned so as to facilitate this organic sector’s on-going expansion in Taiwan’s food industry.     

Factors influencing the perception and decision-making process of consumers on the choice of healthier foods in the United Kingdom: a systematic review using narrative synthesis

The perception that foods are consumed primarily to meet physiological and nutritional needs is nowadays understood as an outdated concept. Substantial empirical literatures have proven that diverse factors influence consumers’ decisions in choosing healthy foods and diets, but the process of food choice remains complex. In this systematic review, the consumers’ perceptions on food choices are explored and the key factors that influence food choices among the UK consumers are identified. The findings of this review were reported using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). The identified food choice factors were categorised into product, person and environmental (social, economic and informational)-related factors. Interventions that would improve awareness of healthier food choices and negative impacts of factors influencing food choices are recommended. Studies on consumer behaviours around perceptions and choices of foods are scanty in the United Kingdom, and the limitations identified in this review are to be addressed in future research.     

Consumer Valuations and Preference Heterogeneity for a Novel Functional Food

ABSTRACT:  Recent trends in the marketing of functional foods suggest that multiple-benefit products are becoming more common. Yet it is unclear which consumers are most interested in, or best served by, such novel or new generation functional foods. With emerging scientific evidence of efficacy and more diverse products offered for sale, a broader range of consumers are likely to become interested in dietary interventions to enhance health. Consumers will likely respond based on a range of motivation, health conditions, and knowledge levels suggesting "one size will not fit all." Given such an evolving marketing environment, this paper presents 1 research technique exploring differences in consumer preferences and valuations for a novel functional food product—a tomato juice containing soy. A discrete choice experiment is applied to examine consumer valuation of this novel functional food. Data were collected from 1704 households in Ohio through a mail survey. The choice experiment manipulates whether or not the product is organic, whether it contains natural or fortified nutrients, and product price. Estimates of consumer willingness to pay a premium price are based on conditional logit and mixed logit models, which permit an examination of consumer preference and valuation heterogeneity for key product attributes. Results indicate that health benefits and ingredient naturalness are positively valued, but such preferences and valuations depend on an individual's education, income, and food purchase behavior. Naturally occurring nutrients are preferred over fortification. Considerable heterogeneity is found in the data suggesting that a range of market segments may exist.     

Personality traits and consumer acceptance of controversial food technology: A cross-country investigation of genetically modified animal products

Recent breakthroughs in biotechnology have expanded the range of applications in animal agriculture. Acceptance of food products from these animals is expected to be controversial and requires a thorough understanding of consumer preferences and drivers of acceptance. This paper explores the role of personality, measured via the Big Six personality traits (Agency, Agreeableness, Openness, Neuroticism, Extraversion and Conscientiousness), on consumer acceptance of a genetically modified pork product in the US (N = 945), China (N = 945) and Italy (N = 954). The effect of personality is most evident in US consumers with five out of six personality traits explaining preferences for genetically modified pork. Openness was the only trait that consistently explained consumer acceptance in our three countries and conscientiousness was found to be a good predictor in Western cultures. Our results reinforce the need to use psychological characteristics of consumers to understand controversial food acceptance and highlight the differential impact of personality across cultures.     

Personality traits and preferences for production method labeling – A latent class approach

Consumers are increasingly concerned about food production methods. In this research, we focus on GMO-free and pesticide-free labeling for Medjool dates, a fruit that has recently received more attention due to its nutritious properties. In addition to accounting for preferences, we choose a latent class approach to explain choice behavior among different consumer segments. We focus on personality traits because personality can explain preference heterogeneity, and can be utilized for marketing activities. Findings indicate that consumer preferences are different across segments and can be described with personality traits. Openness, neuroticism and agency are associated with a preference for production method labeling, but not region of origin. Extraversion fosters preferences for more labels, while conscientiousness leads to a restricted choice pattern. Agreeableness did not discriminate choice behavior. Marketers and policy makers can use these insights to design activities in alignment with the target segments’ prevalent personality traits.     

Consumer valuation of European nutritional and health claims: Do taste and attention matter?

Healthier eating and convenience are two important and often divergent aspects of contemporary diet patterns. With the intention of guiding consumers to make more informed food purchase decisions, policy makers, such as the European Union, emphasize the need to shift dietary patterns toward healthier food by introducing nutritional claims (NCs) and health claims (HCs). The purpose of this study is to (i) explore the impact of NCs and HCs on a healthy food product (yogurt), (ii) investigate consumer choices through a discrete choice experiment (DCE), (iii) examine the role of taste as a key food attribute influencing the purchase decision process, and (iv) explore the visual attention that consumers pay to NCs and HCs. The results from a generalized mixed logit model suggest that there is a relationship between the most highly valued NCs and HCs from the stated preferences and visual attention in terms of fixation count. This relationship affirms that the final product selection is based not only on the type of labeling on the package but also on the visual attention that consumers pay to it. Tasting a healthy food product resulted in negative utility, but greater visual attention attached to NCs and HCs and a lower percentage of attribute non-attendance (ANA).     

What determines ingredient awareness of consumers? A study on ten functional food ingredients

Given the importance of consumer awareness of functional food ingredients for healthy food choices, the aim of this study is to explore consumers’ ingredient awareness and the determinants which influence the awareness about functional food ingredients.A sample of 200 German consumers was interviewed via CATI (computer aided telephone interview) during September 2011. The participants have been asked about their specific awareness regarding to ten functional food ingredients. Likewise, determinants like health status and health motivation have been assessed and their influence on the construct “consumers’ ingredient awareness” has been tested by employing structural equation modeling.The study shows that consumers’ ingredient awareness varies throughout the sample. Overall it can be stated, that 19% of consumer awareness about functional food ingredients is explained through the described model based on the following predictors: age, educational level, health status, health motivation and information strategies. Among these factors, consumers’ health motivation seems to have the highest relevance to explain consumer awareness. But also the determinants information strategies as well as the education show a significant influence on consumers’ ingredient awareness. As health motivation shows the highest impact on consumers’ ingredient awareness this study underlines the importance of prevention propensity for healthy food choices.     

Masculine (low) digit ratios predict masculine food choices in hungry consumers

This study investigated the link between individuals’ 2D:4D digit ratio (a biomarker associated with prenatal testosterone exposure) and their inclination to make masculine food choices. Furthermore, the study investigated whether this potential association would be moderated by consumers’ levels of hunger (vs. satiation). Participants (N = 216; 50% female) made a set of binary food choices between items pretested to be perceived as masculine (vs. feminine) and indicated the lengths of their second (2D) and fourth (4D) digits (i.e., index and ring fingers), which were used to calculate their 2D:4D digit ratios. Additionally, they self-reported their self-perceived gender identity and their subjective sense of hunger (vs. satiation). The results revealed that low, masculine digit ratios had no overall impact on masculine food choices. However, among both men and women and irrespective of their self-perceived gender identity, hungry (vs. satiated) participants with masculine digit ratios made more masculine food choices. Thus, although digit ratios did not act as an antecedent of participants’ general tendency of making masculine food choices, the specific visceral state of hunger interacted with participants’ digit ratios to predict choices of masculine foods. Taken together, these findings expand the knowledge on when and how prenatal exposure to sex hormones may affect consumers’ food preferences and in which specific way a particular visceral state may moderate the link between biologically based factors and consumer choice.     

Why are discounted prices presented with full prices? The role of external price information on consumers’ likelihood to purchase

Apart from being a cost, prices inform consumers on the quality of goods. To retain informative power, discounted prices are often presented together with their original value as an External Reference Price (ERP). Observing the impact of the ERP on consumer preferences using two contingent valuation surveys to wine consumers, the paper observes that the presence of both prices and ERPs guide consumer choices. In particular, ERPs shift the attention of consumers towards expensive products and high discounts, by providing information on quality and allowing for time-efficient decisions. Results show that ERPs: (a) have a positive impact on preferences, but less (in absolute value) than prices; (b) stimulate the choice of items with high price and large discounts; (c) make consumers revise their choices. The presence of an ERP can, in certain conditions, lead to a positive response to high prices.     

Target groups for organic wine: The importance of segmentation analysis

In light of low and stagnating market shares of organic wine, there is an ongoing debate about growth potential for organic wine. A recent study revealed that even consumers of organic food did not necessarily purchase organic wine regularly. The aim of this contribution was to analyse the wine preferences of organic food consumers and identify promising new target groups for organic wine. We conducted choice experiments in Germany (N = 600) and analysed the data with mixed logit models and latent class models, revealing interesting differences between the results of the two approaches. While the mixed logit models suggested ‘organic’ was the most important wine attribute, the latent class models challenged this proposition. While three of four consumer segments had a strong preference for organic, only one segment in the red wine model (and no segment in the white wine model) gave organic highest priority. Just like non-organic consumers, many organic food consumers seem to use price or country of origin as the most important quality cue for wine. The comparison between the results of the choice experiments and the participants’ stated normal purchase behaviour suggested there is growth potential for organic wine. Apparently, consumers of organic food would buy more organic wine if their preferred type and variety of conventional wine would be available in organic quality at similar price levels.     

To fear the unknown: Covid-19 confinement,fear, and food choice

The coronavirus outbreak in December 2019 completely changed the dynamic of consumption in different sectors of industry. The food and beverage industries have been profoundly affected, from production, to modifications in consumers’ choices. Among the different reasons behind those modifications is confinement, which forces consumers to stay at home for an extended period and just go out to perform essential tasks, such as going to the supermarket. We hypothesized that this new dynamic of consumption could create a situation of fear that changes food choice. To test this hypothesis, two studies were conducted in three countries with a different degree of confinement: Mexico (flexible), Spain (strict), and Peru (hard). Study one consisted of a free association task with 60 participants in each country with the inductor word “coronavirus and food”. The different associations served as the basis to build a structured questionnaire, which was used in the second study focused on fear and food choice. The second study was applied to 450 participants in the same three countries. Results showed that fear can be separated into nine dimensions: social, emotional, food supply, government, basic needs, food-delivery, overeating, immunity, and family conflicts. The participants could also be clustered into four different groups that differ in their country of origin and sex, but also in their food choice. Overall, the results showed that fear influenced consumer’s food choices during a confinement period.     

Invited review: Advances and applications of random regression models: From quantitative genetics to genomics

An important goal in animal breeding is to improve longitudinal traits; that is, traits recorded multiple times during an individual's lifetime or physiological cycle. Longitudinal traits were first genetically evaluated based on accumulated phenotypic expression, phenotypic expression at specific time points, or repeatability models. Until now, the genetic evaluation of longitudinal traits has mainly focused on using random regression models (RRM). Random regression models enable fitting random genetic and environmental effects over time, which results in higher accuracy of estimated breeding values compared with other statistical approaches. In addition, RRM provide insights about temporal variation of biological processes and the physiological implications underlying the studied traits. Despite the fact that genomic information has substantially contributed to increase the rates of genetic progress for a variety of economically important traits in several livestock species, less attention has been given to longitudinal traits in recent years. However, including genomic information to evaluate longitudinal traits using RRM is a feasible alternative to yield more accurate selection and culling decisions, because selection of young animals may be based on the complete pattern of the production curve with higher accuracy compared with the use of traditional parent average (i.e., without genomic information). Moreover, RRM can be used to estimate SNP effects over time in genome-wide association studies. Thus, by analyzing marker associations over time, regions with higher effects at specific points in time are more likely to be identified. Despite the advances in applications of RRM in genetic evaluations, more research is needed to successfully combine RRM and genomic information. Future research should provide a better understanding of the temporal variation of biological processes and their physiological implications underlying the longitudinal traits.     

How do processing technology and formulation influence consumers’ choice of fruit juice?

The study aimed at investigating the influence of four variables related to processing technology and formulation on consumer’s choice of fruit juice, and to explore the moderating effect of food technology neophobia (FTN). A choice-conjoint task was implemented considering four variables: processing technology, added sugar, preservatives and cold pressing. Sixteen pairs of labels were presented to 369 Brazilian consumers to that indicate which of the products they would purchase. Then, they answered the FTN scales and a socio-demographic questionnaire. Data were analysed using a logit model with random parameters. Results showed that cold pressing, pressurisation and the claims ‘no added sugar’ and ‘no preservatives’ had a positive effect on consumers’ choices, whereas the claim ‘not pressurised’ had a negative effect. The FTN moderated the effect of the variables on participants' choices of fruit juices. The main difference between groups of consumers with different level of neophobia (low, medium and high) was related to the effect of information about juice processing.     

A theoretical description and experimental exploration of tri-reference point theory with respect to food choice

Recent findings within behavioural decision-making suggest that individuals make use of a tri-reference point set when making choices. This implies that choices and preference formation among competing products that are considered acceptable, but differ in desirability, are formed differently along the continuum from bottom line to target level. This study examined whether personal goals, as multiple reference points in relation to food product choice, inherit the properties of a value function. It was posited that goals as cognitive constructs are translated through the target object (the product) and through judgement and context into a representation of identified product preferences. The types of preferences that characterise the different goal levels were then analysed using data collected in an in-store, non-hypothetical consumer experiment with a random sample of 236 consumers. The existence of tri-reference point dependence was strongly supported, with the data indicating that product choices and preferences were moderated by transitions across reference states. Moreover, during transitions notable relative changes in evaluation of the product were identified. These results have normative implications for food product marketing in terms of targeting consumer needs. More importantly, they have strong methodological implications for studies on consumer preferences.     

基于聚类算法的服装感性数据挖掘方法

本文以运动休闲风格男士上衣为例,使用问卷调查的形式收集了与之相关的主要设计元素的消费者喜好评分,将离散的设计元素与服装情绪感性信息相对应和量化,并以此为基础设计了消费者感性意向矩阵,将矩阵数据进行归一化处理后,应用专业的数据挖掘软件WEKA,使用K-means聚类算法对数据进行处理,依据输出数据最终构建了4类典型的设计模型。目的是对获取到的大部分消费者的情感选择进行科学分析与处理,拟合出可以指导服装感性设计工作的具有代表性的“最佳设计模型”。通过所提出的服装感性信息模型构建的方法,可以有效揭示不同类型消费者的偏爱度,并能够筛选出可以对特定消费行为产生正面的积极影响的重要设计元素,为服装设计人员提供有效的参考。     

Evaluation of Ideal Everyday Italian Food and Beer Pairings with Regular Consumers and Food and Beverage Experts

The aim of this study was to investigate the relationship between the sensory characteristics of beer and food that harmonically complement each other respectively from the consumer or the sommelier point of view. With this in view, the most desirable beer and everyday Italian food combinations were explored. Eighteen beer samples, easily available in the off‐premise chain in Italy, and 9 dishes of Italian cuisine, were selected. The level of match of each beer and food combination was determined by a group of 51 consumers and by seven food experts using a 9‐point Likert‐like scale of suitability. Agreements and disagreements between food professionals and consumers were studied and discussed. Generally speaking, most of the dishes were poor complements to the beers selected for this study, for both regular consumers and experts. In particular, seafood salad, spaghetti with tomato sauce and creamed vegetable soup were inappropriate to nearly all of the beer samples overall. However, both consumers and experts found appropriate and interesting beer and food pairing choices, despite usually indicating different ideal beer samples and different levels of match for the same food. This confirmed that certain flavours of food and beer mix together better than others and indicates that consumers may have a different perception of the level of match between beer and food from experts. For regular consumers, the suitability to food was found to positively correlate with the sensory liking of beer. Furthermore the pairing suitability was not equivalent across consumer gender and age class, although these differences had a moderate to weak effect on the level of the final match. Correlations between sensory properties of food and beer samples are reported and discussed.     

Influence of cognitive style on information processing and selection of yogurt labels: Insights from an eye-tracking study

Cognitive styles are characteristic and stable ways in which people acquire, organize and use information for solving problems and making decisions. Field dependence/independence is one of the most studied cognitive styles. Field independent subjects are characterized by having less difficulty in separating information from its contextual surroundings and being less likely to be influenced by external cues than field dependent individuals. The present work aimed at studying the influence of field dependence/independence cognitive style on consumers' visual processing and choice of yogurt labels. One hundred and thirty three consumers completed a choice conjoint task. They were asked to select their preferred yogurt label from each of 16 pairs of labels. While they completed the task their eye movements were recorded using an eye-tracker. Then, consumers were asked to complete the Group Embedded Figure Test to determine their cognitive style. Consumers were divided into two groups with different cognitive styles: 58% of the sample was characterized as field dependent and 42% as field independent. When making their choices, field dependent consumers tended to engage in less thoughtful information processing than field independent consumers and they made fewer fixations on traditional nutritional information. Besides, cognitive style significantly affected the relative importance of fat and sugar content on consumer choices and modulated the influence of the traffic light system. Field dependent consumers gave less importance to the nutritional composition of the yogurts than field independent consumers for selecting their preferred label. Results from this work suggest that studying the psychological underpinnings of consumers' decision making process when selecting food products has a great potential to contribute to a better understanding of how eating patterns and consumer preferences are shaped.     

Perceived fit of different combinations of carriers and functional ingredients and its effect on purchase intention

Scientific research that can support the consumer-oriented development of functional food products is still scarce. Up until now, only few studies have investigated consumer acceptance of different carrier-ingredient combinations in food products. The present study aims to identify which functional ingredients are accepted by consumers in selected food product categories such as yoghurt, muesli bars, fish balls, tuna salad, baby meals, rye bread and bacon liver pâté. Intentions to purchase different carrier-ingredient combinations are explained by perceived fit of a particular carrier-ingredient combination, as well as respondents’ general attitudes towards functional foods and their health concerns. A sample of Danish consumers (n = 959) participated in a survey. Results show that perceived carrier-ingredient fit is strongly related to purchase intentions. In addition, small effects of attitudes towards functional food were found. Perceived carrier-ingredient fit was related to familiarity with the combination and healthiness of the carrier food.