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Agriculture
Special Issues
Agri-Food Marketing Strategies and Consumer Behavior
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Agri-Food Marketing Strategies and Consumer Behavior

A special issue of Agriculture (ISSN 2077-0472). This special issue belongs to the section "Agricultural Economics, Policies and Rural Management".

Deadline for manuscript submissions: closed (10 September 2024) | Viewed by 9622

Special Issue Editors

Dr. Stanislav Rojík

E-Mail Website
Guest Editor
Department of Economic Studies, College of Polytechnics Jihlava, Tolstého 16, 58601 Jihlava, Czech Republic
Interests: agriculture and food consumer behaviour; sustainable agriculture production; organic agricultural and food products; agricultural and foods labels of origin and quality; healthy agricultural and food production; environmental values of agriculture and food; agriculture and food markets and trade; agriculture and food policy and security
Dr. Martina Zámková

E-Mail Website
Guest Editor
Department of Mathematics, College of Polytechnics Jihlava, Tolstého 16, 58601 Jihlava, Czech Republic
Interests: organic agriculture and food; local origin agriculture and food products; healthy agriculture and food; agri-food consumer behaviour; consumer attitudes; sustainable agriculture; environmental values of agriculture and food production
Dr. Karel Malec

E-Mail Website
Guest Editor
Department Economics, Czech University of Life Sciences Prague, 16000 Prague, Czech Republic
Interests: agriculture markets and trade; agriculture and food policy and security; consumer behaviours and attitudes to agriculture and food; sustainable agriculture; organic food and agricultural products; sustainable agriculture and food management; agriculture and food supply chains; agriculture and food production and quality

Special Issue Information

Dear Colleagues,

In the past, agriculture and food products were mainly viewed as a means to satisfy basic needs, while nowadays, the current agri-food market is marked by changing consumer behaviour. This is further enhanced by changing global trends, an associated growing consumer awareness of sustainability, a broader range of purchase opportunities, political and economic influences, and an overall change in consumer preferences and behaviour regarding the agri-food market. Agricultural and food products increasingly satisfy more than mere basic needs, and food producers and farmers need to adapt to this approach. This concerns the areas of ecology, sustainability, health, trade, etc. Therefore, consumers are often looking for specific signals or tools facilitating the decision-making process.

This Special Issue seeks submissions focused on agriculture, agri-food, agri-economics, agri-management, and agri-marketing under the perspective of consumer behaviour. Topics can include, but are not strictly limited to, the following keywords and topics:

  • Consumer behaviours and attitudes to agri-food;
  • Agri-food brands of origin and quality;
  • Place of buying agriculture and food products;
  • Factors that shape eating patterns;
  • Consumer behaviour as a leverage point in the agriculture and food system;
  • Consumer behaviour and the future of agriculture and food production;
  • Dynamics in consumer behaviour with respect to agricultural and food products;
  • The role of information and consumer behaviour in the agriculture and food system;
  • The application of the theory of planned behaviour to consumer agri-food choice;
  • The cultural significance of agriculture, food, and eating;
  • The National Agriculture and Food Strategy and influence of public health;
  • Agricultural and food markets and trade;
  • Agricultural and food policy and security;
  • Sustainable agriculture and consumption.

Dr. Stanislav Rojík
Dr. Martina Zámková
Dr. Karel Malec
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Agriculture is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2600 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • agri-food marketing
  • agri-markets
  • agri- and food trade
  • agri-food products
  • consumer behaviour of agri-food products
  • agri-food consumption
  • agriculture and food systems
  • agriculture and food policy and security
  • sustainable agriculture and food production

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Further information on MDPI's Special Issue polices can be found here.

Published Papers (6 papers)

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Research

16 pages, 263 KiB  
Article
A Comparative Analysis of Ethnic Networks and Internationalization of Latin American Agri-SMEs: The Case of Argentina, Brazil, and Chile
by Rodrigo Valdés
Agriculture 2024, 14(11), 1918; https://doi.org/10.3390/agriculture14111918 - 29 Oct 2024
Viewed by 274
Abstract
This paper investigates the key drivers influencing the internationalization of agricultural small and medium-sized enterprises (agri-SMEs) in Latin America, with a particular emphasis on the role of social and ethnic networks. Focusing on Argentina, Brazil, and Chile—three of the region’s largest agricultural economies—this [...] Read more.
This paper investigates the key drivers influencing the internationalization of agricultural small and medium-sized enterprises (agri-SMEs) in Latin America, with a particular emphasis on the role of social and ethnic networks. Focusing on Argentina, Brazil, and Chile—three of the region’s largest agricultural economies—this study examines how familial and cultural connections between descendants of European immigrants and European entrepreneurs facilitate the global expansion of agri-SMEs. Using a cross-sectional quantitative analysis, data from agri-SME managers reveal the importance of these networks in reducing market entry barriers by providing insider knowledge of foreign markets, regulatory conditions, and potential business partnerships. The findings demonstrate that ethnic networks significantly reduce market entry barriers, providing Latin American agri-SMEs access to essential insider knowledge on foreign markets and local regulations, thereby facilitating internationalization. Additionally, agri-SMEs that leverage these networks are better positioned to meet growing global demands for sustainable, traceable food products, gaining a competitive advantage in international markets. The strength and frequency of interactions within ethnic networks are positively correlated with the degree of internationalization, highlighting the importance of social capital in overcoming operational challenges. This paper contributes to the literature by highlighting the underexplored role of ethnic networks in shaping the international marketing strategies of agricultural firms and their capacity to adapt to evolving consumer behaviors. The study offers practical insights for supporting the global integration of agri-SMEs in Latin America, addressing both operational challenges and the increasing need for sustainable food production practices. Full article
(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)
19 pages, 1711 KiB  
Article
Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions
by Xinqiang Chen, Jiangjie Chen and Zhiwen Cai
Agriculture 2024, 14(11), 1862; https://doi.org/10.3390/agriculture14111862 - 23 Oct 2024
Viewed by 707
Abstract
China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell [...] Read more.
China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in-depth research into how mukbang live streaming affects the purchase intention for green agri-food products and the underlying mechanisms remains scant. We developed a theoretical model based on stimuli–organism–response theory to explore the impact mechanism. Data was collected via a survey of 455 users from agriculture-related live streaming platforms and analyzed using structural equation modeling with partial least squares. The study found that professional recommendation, audiovisual experience, and social interaction enhance consumers’ perceived utilitarian value; green advocacy, audiovisual experience, and social interaction positively affect consumers’ perceived social value. Both perceived utilitarian value and perceived social value positively affect the intention to purchase green agri-food products. Additionally, we used importance-performance map analysis to compare the model’s effects with latent variable averages, revealing each factor’s importance and performance. The findings offer new insights and recommendations for agri-food marketing strategies, particularly in enhancing consumer behaviors towards green agri-food products, aiding suppliers and mukbang live streaming platforms in more effectively promoting these products. Full article
(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)
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13 pages, 276 KiB  
Article
Psychological Factors Influencing Willingness to Purchase Wild–Edible Plants and Food Products from Wild–Edible Plants
by Ana Težak Damijanić, Ana Čehić Marić and Milan Oplanić
Agriculture 2024, 14(11), 1856; https://doi.org/10.3390/agriculture14111856 - 22 Oct 2024
Viewed by 535
Abstract
Modern agriculture faces many challenges. At the same time, it is necessary to provide healthy and sustainable food for humanity in growing conditions that are facing numerous problems, including climate change. Different strategies can be applied to deal with climate change, such as [...] Read more.
Modern agriculture faces many challenges. At the same time, it is necessary to provide healthy and sustainable food for humanity in growing conditions that are facing numerous problems, including climate change. Different strategies can be applied to deal with climate change, such as using different crop technologies. In this context, the application of wild–edible plants as a source of biodiversity, vitamins, and minerals for the human diet is interesting. Consumers’ behaviour toward wild–edible plants is a relatively new topic in marketing research, so this paper investigated the impact of certain psychological factors on consumers’ willingness to purchase wild–edible plants and food products. The study was performed on a sample of consumers of produce from farmers’ markets in Istria County, Croatia, and the data were collected via a questionnaire. The univariate and multivariate analyses provided evidence that consumers’ purchase intentions are determined mainly by their positive attitudes regarding trying new and unfamiliar foods. Furthermore, customers’ intentions to purchase food products containing wild–edible plants were determined by their attitudes regarding wild–edible plants and their subjective knowledge. Full article
(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)
35 pages, 374 KiB  
Article
Potential Impacts of Diversification of Food Retail Working Hours on Consumer Behaviour and the Benefits for Local Producers in Latvia
by Liga Proskina, Lana Janmere, Sallija Cerina, Irina Pilvere, Aija Pilvere, Aleksejs Nipers and Daniela Proskina
Agriculture 2024, 14(10), 1847; https://doi.org/10.3390/agriculture14101847 - 19 Oct 2024
Viewed by 719
Abstract
The capability of large food retail chains to respond quickly to changes in consumer behaviour and their dominant market position affects all food market players and often conflicts with the interests of national food producers, which can reduce the presence of locally sourced [...] Read more.
The capability of large food retail chains to respond quickly to changes in consumer behaviour and their dominant market position affects all food market players and often conflicts with the interests of national food producers, which can reduce the presence of locally sourced products in the food product mix in the country. Accordingly, the present research aims to identify the impacts of the diversification of opening hours of food supermarkets on consumer shopping habits and the implications for creating an advantage for small and medium agri-food producers in selling their products. The research applied a quantitative approach to identify the main trends in society (n = 2738), with a survey including 31 variables to quantify consumer behaviour, values, and opinions and seven socio-demographic variables. If a decision was made in Latvia to close grocery shops on Sundays or reduce their opening hours on weekends, 85% of consumers indicated that they would be unlikely to change their usual shopping location and would plan to shop at a supermarket on other days. The choice between farmers’ markets and local food shops on Sundays would be made by 45% of consumers, with more than half (53%) of them shopping at local food shops at least a few times a month. The research uniquely investigated the impact of reducing supermarket opening hours on the competitive advantage of small and medium-sized agri-food producers. The findings revealed that reducing supermarket opening hours does not confer a competitive advantage to the producers or significantly shift consumer preferences towards their products. Full article
(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)
19 pages, 1000 KiB  
Article
Prices of Organic Food—The Gap between Willingness to Pay and Price Premiums in the Organic Food Market in Poland
by Joanna Smoluk-Sikorska, Magdalena Śmiglak-Krajewska, Stanislav Rojík and Pavlína Rojík Fulnečková
Agriculture 2024, 14(1), 17; https://doi.org/10.3390/agriculture14010017 - 22 Dec 2023
Cited by 1 | Viewed by 4383
Abstract
High prices of organic food are the main obstacle to the growth of the demand for organic food. This study’s main objective was to quantify the size of the gap between consumers’ willingness to pay more for organic food and the actual price [...] Read more.
High prices of organic food are the main obstacle to the growth of the demand for organic food. This study’s main objective was to quantify the size of the gap between consumers’ willingness to pay more for organic food and the actual price premiums for organic food in Poland. Therefore, a two-step research study was undertaken. In order to identify barriers to the growth of organic food consumption and the perception of organic food prices, a survey based on an online questionnaire of 516 respondents was conducted. To determine price premiums of organic food, prices of organic and conventional food were quoted in 45 retail outlets offering organic and conventional food located in the Poznań agglomeration between October 2022 and June 2023. This research demonstrated a low acceptance of the high prices of organic food among consumers (only 14% of the investigated consumers were willing to pay more than 40% for organic food). On the other hand, the price premiums ranged between 35% and over 270%. To reduce the divergence, the measures supporting organic market development should be intensified with the simultaneous further involvement of supermarket chains. Along with these activities, the promotion of organic food ought to be carried out, considering that, as this research shows, men have fewer positive perceptions of organic food and, therefore, they should be targeted in the promotion measures. Full article
(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)
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11 pages, 1647 KiB  
Article
Understanding Chile Pepper Consumers’ Preferences: A Discrete Choice Experiment
by Jay Lillywhite and Chadelle Robinson
Agriculture 2023, 13(9), 1792; https://doi.org/10.3390/agriculture13091792 - 11 Sep 2023
Cited by 3 | Viewed by 1635
Abstract
U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences relative to [...] Read more.
U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences relative to chile attributes can provide direction for U.S. chile producers. This paper utilizes a discrete choice experiment within an online survey to gain insights into long-green chile pepper attributes desired by consumers. The results suggest that survey participants prefer fresh long-green chile produced in the United States. Participants also preferred milder long-green chile and value quality inspections. Organic production was preferred to hydroponically produced long-green chile, but a statistical difference between organic and other production practices was not observed. Understanding these preferences may allow producers to better position themselves to remain competitive in the long-green chile market. Full article
(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)
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