European consumers’ use of and trust in information sources about fish

This paper focuses on identifying segments of consumers based on their use of and trust in information sources about fish. Cross-sectional data were collected through the SEAFOODplus pan-European consumer survey (n = 4786) with samples representative for age and region in Belgium, the Netherlands, Denmark, Spain and Poland. Three distinct clusters, based on use of and trust in fish information sources, were identified: Sceptic (24.0%), Enthusiast (41.4%) and Confident (34.6%). Those consumer segments differed significantly with respect to use of and interest in information cues on fish labels, knowledge and behaviour towards fish, and socio-demographic profile. Recommendations for the use of multiple sources targeted to a particular audience’s interest and behavioural profile were formulated.     

Labelling information demanded by European consumers and relationships with purchasing motives, quality and safety of meat

Meat labelling can be an important way of informing the consumer on the quality attributes of meat. However, the type of information consumers demand is not well known and there is a lack of consumer-oriented information. Thus, meat labelling requires special attention. The objectives of this paper were: to identify the type of information that is most demanded by European consumers on beef and lamb labelling; to analyse the relationships between the importance of informational cues and other aspects concerning consumer attitudes towards meat consumption and meat quality, and socio-demographic characteristics; and to identify groups of consumers according to their labelling preferences. The information cues considered most important related to the deadline for meat consumption and the origin of meat. Other important cues were nutritional information, maturation time, name of cut and, especially for beef consumers, information on the system of production and on the traceability and the quality control of the meat. Some groups or segments of consumers were identified that had significant differences in relation to the type of information demanded, purchasing motives, quality preferences, sources of information on quality they trusted most and socio-economic features. They could be briefly profiled as: 'quality/safety orientated'; 'traditional'; 'quality unconcerned/ convenience-driven' and 'origin motivated' consumers.     

Consumer interest in information cues denoting quality,traceability and origin: An application of ordered probit models to beef labels

The objective of this paper is, first, to determine which information cues on beef labels really attract consumer interest, specified as the level of perceived importance attached to and attention paid to label cues. The focus is (1) on indications of quality through a quality label and quality guarantee, (2) on indications referring to the mandatory European beef labelling regulation and traceability system, and (3) on indications reflecting country-of-origin. The second objective is to assess the impact of a campaign aiming at informing consumers about beef traceability, and at raising consumer interest in beef quality, traceability and origin. Data were collected from a sample of 278 beef consumers in Belgium. Ordered probit models were specified and estimated to assess the impact of individual characteristics and the beef labelling information campaign. Findings reveal that consumer interest is generally low for traceability, moderate for origin and high for direct indications of quality like a quality guarantee seal or expiration date. Interest in label cues is specifically low among younger males. Further, the information campaign had a measurable positive impact on consumer attention paid to direct indications of quality and country-of-origin. Strategies including traceability for backing up on-label indications of quality and origin, rather than providing consumers with detailed traceability information on-label, are recommended.     

An empirical examination of the determinants of honey consumption in Romania

While not much attention has been paid in the international literature to the consumption of premium food products with enhanced quality properties in Central‐Eastern European Countries (CEECs), the present survey aims to investigate consumer behaviour in Romania as regards ‘honey’ as an example of such a product. The research concludes that, despite the changes in eating habits induced by changes in the retail environment, honey remains a popular product, the purchase of which in bulk from producers and in open markets is still the dominant trend. The survey further identifies four main dimensions of honey‐purchasing motivation: medical benefits of its consumption, dietary quality, ethical character of honey and suitability with food consumption lifestyle. Using these dimensions validated by factor analysis, three clusters of honey consumers in Romania emerged through cluster analysis: the common consumers, the younger consumers indifferent towards honey and the enthusiastic consumers, who are also more willing to pay premium prices for the organic type of honey. If the first segment may be the keenest on competitive prices, quality differentiation strategies can target the enthusiastic honey consumers. The distinctive features of Romanian consumers also include a low attention paid to labels, related in a low awareness of the energy content of honey. Quality cues are defined by search attributes of the bulk product (colour, taste, aroma, thickness), rather than credence attributes (warranties, brand name, country‐of‐origin). Marketers targeting this market should be aware of this scepticism towards label information, which necessitates more communication effort to built consumer trust.     

Meat consumption: Trends and quality matters

This paper uses quality theory to identify opportunities for the meat sector that are consistent with trends in meat consumption. Meat consumption has increased and is likely to continue into the future. Growth is largely driven by white meats, with poultry in particular of increasing importance globally. The influence of factors such as income and price is likely decline over time so that other factors, such as quality, will become more important. Quality is complex and consumers' quality expectations may not align with experienced quality due to misconception of certain intrinsic cues. Establishing relevant and effective cues, based on extrinsic and credence attributes, could offer advantage on the marketplace. The use of extrinsic cues can help convey quality characteristics for eating quality, but also for more abstract attributes that reflect individual consumer concerns e.g. health/nutrition, and collective concerns, e.g. sustainability. However, attributes are not of equal value to all consumers. Thus consumer segmentation and production differentiation is needed.     

Food preference based segments in Russia

The health situation of Russian consumers is alarming. Food consumption patterns are one of the main reasons for poor health among Russians. Although there have been studies about the relationship between poverty, food consumption and health, research on preferences among Russian consumers is lacking even though preferences have a strong influence on food choices and thereby (un)healthy consumption patterns. A survey of 1081 Russian consumers in four cities was conducted. The purpose of this paper was to identify segments among Russian consumers according to their food preferences. Five segments were identified, with different preference patterns for the following chosen food groups: fish lovers, fish haters, various food lovers, food indifferent and red meat lovers. The segments were profiled by means of food consumption, food choice motives, attitudinal variables and socio-demographic variables. The implications for health authorities are discussed.     

How consumers choose olive oil: The importance of origin cues

This study investigates quality cues to explore the importance of origin attributes in the choice of olive oil by consumers in two countries: Tunisia and France (n = 245). We used best–worst scaling and latent class analysis to obtain consumer clusters. The results emphasize the importance of origin cues in consumer choice and identify three latent segments in both countries: “official cues”, “sensory cues”, and “origin cues”. French consumers tend to choose olive oil based on official signals, while Tunisian consumers mainly use origin and sensory cues.     

Investigating the concept of meat quality from the consumers' perspective: The case of Greece

Recent unfortunate food incidents increased consumers' concern about food and especially meat quality. The perception that meat is a hazardous commodity to consume resulted in a stabilization of the, so far increasing, meat consumption in Greece, as well as in the EU. The present survey aims to identify the general trends of meat consumption in Greece, define through factor analysis the way consumers perceive the concept of meat quality and explore by means of cluster analysis the existence of specific consumer types in relation to meat quality perceptions, with clear-cut and statistically solid socio-demographic and behavioural profile .The frequency of meat purchasing and consumption is particularly high, while meat is present in the everyday plate of Greeks in almost any expression of their family and social life. Meat preference is mainly evaluated on the basis of pleasure derived from taste, which has to be evaluated according to visual quality cues (e.g., colour, leanness, etc.). Different consumer types with clear-cut profile are found to evaluate meat quality differently, based on different quality dimensions, such as visual quality, labels and brand name, nutritional value and microbial or chemical safety.     

The relative influence of packaging,labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness

The relative impact of several extrinsic attributes on informed hedonic liking and purchase intent for wine is measured by combining a blind hedonic test with an informed tasting of the same wine packaged in different product concepts. This study separated the relative effect of various attributes and also considers differences between consumers in their responsiveness to various product cues.Five-hundred and twenty-one regular wine consumers participated in a central location test in three German cities in 2005. Respondents first rated hedonic liking of a white wine in a blind condition, then evaluated elements of product concepts differing in four extrinsic attributes, region of origin, grape variety, brand and packaging style, before indicating their liking and purchase intent in an informed condition.Overall, label style and brand evaluation were the strongest drivers for informed liking followed by liking in the blind condition. Purchase intent was influenced directly only by informed liking and price evaluation; the effect of the extrinsic and intrinsic cues is mediated through informed liking. A latent class regression resulted in three consumer segments that differ in the responsiveness of their informed liking to the different product characteristics. Younger inexperienced consumers utilised a mix of various cues, wine experienced consumers based their evaluation mainly on grape variety and blind hedonic liking, and older frequent wine consumers were influenced most strongly by brand and packaging. These findings provide insights into the relative impact of product packaging, branding and labelling on overall product liking and indicate strong differences in how consumers respond to different product characteristics.     

To meat or not to meat? Comparing empowered meat consumers’ and anti-consumers’ preferences for sustainability labels

An increasing awareness of the impact of high levels of meat consumption on health and environmental sustainability is leading to a growing number of consumers reducing or avoiding meat. To address gaps in the literature, we compare and contrast the importance of the seven sustainability-related labels for three consumer groups (meat eaters, meat reducers and vegetarians) using a choice experiment involving 600 UK respondents (200 meat eaters, 200 meat reducers, 200 vegetarians). Type of meat, price and fat content labels have the largest overall impact on consumer choices. The impact of carbon footprint, method of production, origin and brand labels varies across consumer groups.We subsequently use latent class analysis to identify heterogeneous intra-group consumer segments, based on their preferences, and highlight the socio-demographic differences between them. For meat eaters, three consumer segments are identified (empowered, traditional and price conscious meat eaters). Meat reducers are divided into health curtailers and sustainable consumers, while only one segment of vegetarians is identified. By drawing on signalling theory and the consumer empowerment and anti-consumption literature, we identify links between sustainable consumption, consumer empowerment and anti-consumption and provide valuable insights for policymakers and practitioners seeking to utilise food labels to encourage more sustainable consumption.     

Profile and effects of consumer involvement in fresh meat

This study investigates the profile and effects of consumer involvement in fresh meat as a product category based on cross-sectional data collected in Belgium. Analyses confirm that involvement in meat is a multidimensional construct including four facets: pleasure value, symbolic value, risk importance and risk probability. Four involvement-based meat consumer segments are identified: straightforward, cautious, indifferent, and concerned. Socio-demographic differences between the segments relate to gender, age and presence of children. The segments differ in terms of extensiveness of the decision-making process, impact and trust in information sources, levels of concern, price consciousness, claimed meat consumption, consumption intention, and preferred place of purchase. The two segments with a strong perception of meat risks constitute two-thirds of the market. They can be typified as cautious meat lovers versus concerned meat consumers. Efforts aiming at consumer reassurance through quality improvement, traceability, labelling or communication may gain effectiveness when targeted specifically to these two segments. Whereas straightforward meat lovers focus mainly on taste as the decisive criterion, indifferent consumers are strongly price oriented.     

Consumers’ expectation and liking for cheese: Can familiarity effects resulting from regional differences be highlighted within a country?

Consumers’ food choices are affected by various factors whose study is of interest for food industry. This paper aims to investigate the influence of familiarity on the expectation and liking of Maroilles cheese among consumers familiar and unfamiliar with the product in France. It specifically focuses on two elements of the familiarity: consumption frequency and knowledge and studies their interactions. A hedonic test on Maroilles cheeses was carried out with 305 consumers from Lille city (familiar with Maroilles cheese) and from Angers city (unfamiliar). The test included three conditions: blind (tasting without any information), expected (no tasting, presentation of the photo of the packaging) and informed conditions (tasting + presentation of the photo of the packaging). A questionnaire was also administrated to assess their socio-demographic information, theoretical knowledge and consumption habits related to Maroilles cheeses. Results show that, as expected, Lille consumers eat more Maroilles and show higher liking scores for this cheese than Angers consumers do. Lille consumers outperform Angers consumers on their knowledge score and an interaction between the levels of knowledge and exposure is observed: Lille consumers with the higher level of knowledge have higher expectations of Maroilles cheese than Lille consumers with the lower level of knowledge. This effect is not observed with Angers consumers. Moreover, consumers familiar with Maroilles based their hedonic judgment mainly on intrinsic cues (tasting) whereas consumers unfamiliar with Maroilles are more influenced by extrinsic cues (packaging). Familiarity affects how consumers use available information to form product quality judgement.     

Mercury in fish: concentration vs. fish size and estimates of mercury intake.

Total mercury concentrations were determined in different fish size classes of commercial importance such as, conger eel (Conger conger), starry ray (Raja asterias), forkbeard (Phycis blennoides), frostfish (Lepidopus caudatus), striped mullet (Mullus barbatus), red gurnard (Aspitrigla cuculus) and yellow gurnard (Trigla lucerna) in order to evaluate variations in consumer exposure to mercury as a function of fish consumption of a spectrum of different sizes. The highest mean levels of total mercury were detected in conger eel (0.80 microg g(-1)) and starry ray (0.75 microg g(-1)). Forkbeard (0.67 microg g(-1)), frostfish (0.59 microg g(-1)) and striped mullet (0.55 microg g(-1)) showed slightly lower levels, while red gurnard (0.33 microg g(-1)) and yellow gurnard (0.22 microg g(-1)) exhibited the lowest concentrations. The results of linear regression analysis showed a significant relationship between mercury concentrations and fish size for all species. Consequently, dietary consumption of larger size specimens leads to an increase in the exposure level for consumers. Understanding by consumers of all factors leading to an increase of exposure to mercury is the first step to enable them to make decisions about eating fish.     

Opening the black box of food quality in the short supply chain: Effects of conventions of quality on consumer choice

In recent years new forms of food distribution organisation, known as short supply chains, have gained ground. The local nature of such distribution has positive effects on the environment and on the local economy. Consumers appear to trust the short supply chain, and it has achieved considerable success. However, the short supply chain has credence characteristics which, by their very nature, cannot be identified through a system of certification. The question we address in this paper is whether it is possible to identify the constituent elements of the credence trait in relation to food quality in the short supply chain. Our hypothesis is that the latter are linked to a range of socially constructed food quality criteria. To develop a more inclusive vision of how such criteria are coordinated in food quality assessment by consumers, use has been made of convention theory. In accordance with convention theory, quality is identified, in a social context and informally, as one of the spheres in which economic activity is regulated by procedures which go beyond regulation by price. The aim of our study was to measure the effects of coordinated conventions of quality in the context of one type of short supply chain: farmers’ markets specialised in the sale of organic products. An ordered logit model was implemented. Our results allow credence characteristics to be classified within conventions of quality and could help support strategies aimed at spreading sustainable forms of food distribution and consumption. Future research might go to the direction of validating our results based on a single form of supply organisation. Moreover, additional efforts should be made understanding the effect of situational factors on socio-demographic variables such as gender. Finally, an attempt should be made to merge different theories to better understand the issue of consumer choice.     

Consumer attitude and behaviour towards tomatoes after 10 years of Flandria quality labelling

In recent years, trust in food safety and food quality has decreased as a result of consecutive food crises. Consequently, numerous quality labels signalling process-related credence characteristics have been established. One of these labels is the Belgian Flandria quality label for fresh fruit and vegetables. Based on cross-sectional data collected through a self-administered consumer survey ( n  = 373), this paper addresses consumer attitudes, behaviour and perception towards tomatoes in general, and the Flandria tomato label in particular. Buyers, who constitute 26.8% of the sample, perceive Flandria tomatoes as superior to other tomatoes because of their guarantee of origin, better taste and stricter production control. However, they also report the strongest perception of Flandria as an ordinary tomato as compared to non-buyer segments. Overall, findings indicate that the Flandria label – after being intensively used for 10 years for a wide range of other fruits and vegetables besides tomatoes – has become fairly standard for tomatoes with little perceived differentiation apart from its certified production and origin.     

Consumer segmentation based on convenience orientation and attitudes towards quality attributes of lamb meat

Food consumption patterns in general and those of meat in particular are constantly changing. These changes are due to wide-ranging, socio-economic and cultural trends but also to the specific lifestyles of increasingly diversified groups of consumers. One of the main trends in meat consumption relates to convenience orientation and meat avoidance. We have used a modified food-related lifestyle (FRL) framework to analyse the current state of lamb meat consumption in a region of Spain, where this has steadily decreased over the past few years. We have focused on two aspects of the FRL framework: cooking habits and consumption situations, in order to establish customer convenience orientation. Other aspects of the FRL, referring to consumers’ perception of quality and shopping methods, together with various socio-economic features, are used to characterise the convenience profiles of consumers and analyse their differences. Data were collected by means of a probabilistic stratified postal survey and analysed with multivariate techniques (Multiple Correspondence Analysis and Cluster Analysis). The objective was to identify, characterise and compare profiles of lamb meat consumers according to their convenience orientation. These consumer profiles could be termed traditional, uninvolved, adventurous and careless. Satisfaction derived from cooking and time spent on cooking, tendency towards eating out, preference of foreign vs. traditional recipes and for the diversification of meals, were the most important factors to distinguish between consumer profiles. Other factors relating to eating out on working days, the importance placed on planning meals, celebration meals, or a preference for informal dinners, did not discriminate between consumer profiles. In relation to the perception of intrinsic quality attributes, no differences were observed for the importance placed on fat content and type of animal, although a fresh appearance and light colour of the meat were more highly valued by traditional consumers. With regard to extrinsic quality attributes, easy cooking was very important for uninvolved consumers. In general, the presence of a quality label, the local origin of the meat and a feeding system based on pasture or green forages rather than on grains were highly valued by most consumer profiles. In socio-economical terms, convenience orientation was more related to age, place of residence and level of studies than to income and gender. The identification of different convenience orientations towards lamb meat and the associated perceptions of different quality attributes and socio-demographic features may provide an opportunity for the industry to develop consumer-led products, especially in highly undifferentiated meat products such as lamb.     

The role of product familiarity and consumer involvement on liking and perceptions of fresh meat

The objective of this work was to compare consumer’s liking and perception of meat quality attributes as a function of their familiarity and involvement with fresh meat.Ninety-three meat consumers were classified on the basis of their familiarity with fresh meats. Socio-demographic differences between the clusters were found to relate to gender and age, and high familiarity (HF) consumers showed higher involvement with meat. HF consumers enjoyed consuming meat, and they associated a symbolic value to it. In addition, their liking ratings were higher than those of low familiarity (LF) consumers for both appearance and taste of three specific types of fresh meat over the course of product shelf-life. The perceived risks associated with meat consumption and product choice were similar between groups. Both consumer segments reported that the most important driver of fresh meat purchase is its appearance, while the role of extrinsic cues differed among the groups. The HF group needed more information when choosing meat. Regardless of familiarity level, liking was consistent with beef appearance as affected by storage, but the prediction of experienced sensory quality lacked consistency when the perceived intrinsic cue variation was not associated with meat freshness.