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16 pages, 479 KiB

Open AccessArticle

Perception of Cultured Meat as a Basis for Market Segmentation: Empirical Findings from Croatian Study

by Ivica Faletar and Marija Cerjak

Sustainability 2022, 14(12), 6956; https://doi.org/10.3390/su14126956 - 7 Jun 2022

Cited by 8 | Viewed by 2149

Abstract

Many studies have already addressed the perception of cultured meat, but the segmentation of potential consumers has not been adequately investigated. Based on an online survey in Croatia with 411 valid responses, four socio-demographically characterized segments were identified. The key differentiators between the [...] Read more.

Many studies have already addressed the perception of cultured meat, but the segmentation of potential consumers has not been adequately investigated. Based on an online survey in Croatia with 411 valid responses, four socio-demographically characterized segments were identified. The key differentiators between the segments relate to consumers’ moral and ethical concerns about cultured meat and their perceptions of the impact of cultured meat production on the economy. The multinomial logistic regression used to describe the segments found that the segments differed from the reference segment (Concerned) in terms of support for public research and funding of cultured meat, the willingness to consume it, and religiosity. These results help provide deeper insight into the profiles of potential consumers of cultured meat. Full article

(This article belongs to the Special Issue Marketing of Agricultural Products and Consumer Behavior in Sustainability)

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21 pages, 2103 KiB

Open AccessArticle

Jumping on the Bandwagon of Responsibility—Or Not? Consumers’ Perceived Role in the Meat Sector

by Jeanette Klink-Lehmann, Nina Langen, Johannes Simons and Monika Hartmann

Sustainability 2022, 14(10), 6295; https://doi.org/10.3390/su14106295 - 21 May 2022

Cited by 2 | Viewed by 2035

Abstract

It is evident that sustainable meat consumption and production require shared responsibility for actions and consequences by consumers and producers. Therefore, this study aimed to identify the relevant focus areas within the meat food value chain that consumers attach relevance to. Furthermore, the [...] Read more.

It is evident that sustainable meat consumption and production require shared responsibility for actions and consequences by consumers and producers. Therefore, this study aimed to identify the relevant focus areas within the meat food value chain that consumers attach relevance to. Furthermore, the study provides an understanding of potential actions of consumer social responsibility (C_NSR) and reasons for not taking responsibility. The study is based on an online consumer survey (n = 1003) including standardized and open-ended questions. Data were analyzed via content analysis using a combination of inductive and deductive analyses in an iterative process. Results reveal that consumers consider animal husbandry as the core area where there is a need to take responsibility. This is followed by food safety, slaughtering, and transport, while environment and social issues related to the working conditions of employees are judged to have lower relevance. In most focus areas, the large majority of respondents attribute responsibility to one or several of the other stakeholder groups but not to consumers of meat products. Recommendations for the meat sector as well as for policymakers are derived in this paper to further encourage meat consumers to take their part of the overall responsibility. Full article

(This article belongs to the Special Issue Marketing of Agricultural Products and Consumer Behavior in Sustainability)

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13 pages, 332 KiB

Open AccessArticle

Segmentation of Consumer Preferences for Vegetables Produced in Areas Depressed by Drought

by Cristian Adasme-Berríos, Rodrigo Valdes, Lisandro Roco, David Gómez, Emilia Carvajal, Camila Herrera, Joaquín Espinoza and Karla Rivera

Sustainability 2022, 14(10), 6190; https://doi.org/10.3390/su14106190 - 19 May 2022

Cited by 2 | Viewed by 2717

Abstract

The megadrought in Chile’s north and central zones has impacted the horticultural production of family farming. One way to mitigate these effects is by adding value to vegetables. However, no studies show the main attributes consumers value of vegetables produced in the megadrought [...] Read more.

The megadrought in Chile’s north and central zones has impacted the horticultural production of family farming. One way to mitigate these effects is by adding value to vegetables. However, no studies show the main attributes consumers value of vegetables produced in the megadrought zone. The study’s objective was to evaluate consumer preferences and identify segments based on the extrinsic attributes of vegetables grown in areas depressed by drought. We surveyed 946 vegetable buyers from the Antofagasta, Valparaiso, and Maule regions. Through the conjoint analysis technique, we identified that the main attributes preferred by consumers were presentation (45.3%) and type of vegetables (21.8%), followed by labeling (15.9%), producers (10.3%), and origin (6.7%). The cluster analysis revealed the existence of three segments. The largest segment is motivated by the way vegetables are presented (49.7%), followed by a second segment that values multi-attributes (31.9%) and a smaller segment that is interested in labeling (18.4%). These findings can help position these products in the market and raise awareness of family farming and the economic and production problems that they currently face. Full article

(This article belongs to the Special Issue Marketing of Agricultural Products and Consumer Behavior in Sustainability)

14 pages, 610 KiB

Open AccessArticle

Factors Influencing Consumer Attitudes towards Organic Food Products in a Transition Economy—Insights from Kosovo

by Iliriana Miftari, Rainer Haas, Oliver Meixner, Drini Imami and Ekrem Gjokaj

Sustainability 2022, 14(10), 5873; https://doi.org/10.3390/su14105873 - 12 May 2022

Cited by 7 | Viewed by 4915

Abstract

Globally, organic food production and consumption have significantly increased in the last two decades, driven largely by perceived positive impacts on consumer health, the environment, and sustainable development. The aim of this study was to investigate factors influencing consumers’ attitudes towards organic food [...] Read more.

Globally, organic food production and consumption have significantly increased in the last two decades, driven largely by perceived positive impacts on consumer health, the environment, and sustainable development. The aim of this study was to investigate factors influencing consumers’ attitudes towards organic food in the context of a transition/emerging economy. The study is based on a structured consumer survey targeting 300 urban consumers in Kosovo. Structural Equation Modeling (SEM) by Partial Least Squares was used to analyze factors influencing consumers’ attitudes towards organic food products, measured with four items (health concerns, labeling of origin, certification, environmental concerns). The results indicate that the health concerns, certification, and environmental concerns significantly influence consumers’ attitudes towards organic food products. The findings of this study are important for both producers and authorities responsible for ensuring the provision of healthy and reliable certified organic food products as well as environmentally friendly production systems that contribute to sustainable development. Full article

(This article belongs to the Special Issue Marketing of Agricultural Products and Consumer Behavior in Sustainability)

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23 pages, 762 KiB

Open AccessArticle

Sustainable Innovations: A Qualitative Study on Farmers’ Perceptions Driving the Diffusion of Beneficial Soil Microbes in Germany and the UK

by Ursula Ploll, Miguel Arato, Jan Börner and Monika Hartmann

Sustainability 2022, 14(10), 5749; https://doi.org/10.3390/su14105749 - 10 May 2022

Cited by 7 | Viewed by 4423

Abstract

Legislation and consumer preference for more sustainability in the food system require farmers to adopt more stringent sustainably measures without sacrificing business profitability. Scientific and technological innovations, such as beneficial soil microbes for in-field application, may help to achieve this goal, but adoption [...] Read more.

Legislation and consumer preference for more sustainability in the food system require farmers to adopt more stringent sustainably measures without sacrificing business profitability. Scientific and technological innovations, such as beneficial soil microbes for in-field application, may help to achieve this goal, but adoption rates have remained slow thus far. The adopter’s perspective is essential to understanding why. This research investigates factors that drive the perceptions of soil microbe solutions across three groups of (potential) adopters as an input to the design of effective communication strategies to accelerate technology diffusion. Factors included in the analyses are relative advantage, compatibility, complexity, trialability, observability and image of applying soil microbes at the farm level. The analysis is based on 28 in-depth qualitative interviews in Germany and the UK, and a focus group discussion in the UK. Data were analysed via content analysis using deductive and inductive processes. Deductive codes were derived from the diffusion of innovations theory. Our results show that soil microbes are still perceived as a challenging product in all three adopter groups, despite the acknowledgement of several advantages and benefits. Predominantly, farmers evaluate the innovation as complex. Furthermore, the observability of the soil microbes was perceived as challenging, which also transfers to the trialability of the innovation. Despite this, in all adopter groups the need for the innovation was recognized. Full article

(This article belongs to the Special Issue Marketing of Agricultural Products and Consumer Behavior in Sustainability)

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41 pages, 1173 KiB

Open AccessArticle

Preliminary Research about Producers’ Perceptions of Relationship Quality with Retailers in the Supply Chain of Organic Food Products in Croatia

by Dušanka Gajdić, Željka Mesić and Kristina Petljak

Sustainability 2021, 13(24), 13673; https://doi.org/10.3390/su132413673 - 10 Dec 2021

Cited by 5 | Viewed by 3101

Abstract

Due to insufficient research on the relationships in the supply chain (SC) of agri-food products, and especially organic food products, the main goal of this study was to examine the perceptions of organic food producers about the importance of collaboration and trust to [...] Read more.

Due to insufficient research on the relationships in the supply chain (SC) of agri-food products, and especially organic food products, the main goal of this study was to examine the perceptions of organic food producers about the importance of collaboration and trust to their performance in the organic food SC. An analysis of previous research has concluded that the important categories of relationship quality (RQ) are the following: appropriate inter-organisational collaboration, effective communication, mutual exchange of information, resource sharing (physical, financial, human, and organisational), willingness to share risks, transparency between partners, relationship quality and commitment, and the presence of trust between partners in the SC. An empirical study based on in-depth interviews was conducted on a sample of six organic food producers in Croatia. The results indicated that the producers’ perceptions of the impact of collaboration and trust on overall performance differs depending on the length of the collaboration with retailers, the types of products, and the percentage of overall sales they sell through retailers. The results of this research can serve as an information base for all stakeholders in the SCs of organic products by encouraging them to participate in activities that will strengthen trust and collaboration as a prerequisite for increasing SC organic food performance. Full article

(This article belongs to the Special Issue Marketing of Agricultural Products and Consumer Behavior in Sustainability)

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12 pages, 704 KiB

Open AccessArticle

Consumer Preferences for Cheese with Focus on Food Safety—A Segmentation Analysis

by Edvin Zhllima, Gentjan Mehmeti and Drini Imami

Sustainability 2021, 13(22), 12524; https://doi.org/10.3390/su132212524 - 12 Nov 2021

Cited by 3 | Viewed by 1953

Abstract

This research work analyzes Albanian urban consumer preferences and purchasing behavior related to cheese, focusing on food safety and related attributes, including origin, packaging, and certification. This paper is based on a structured survey targeting urban consumers. The analysis consists of a two-step [...] Read more.

This research work analyzes Albanian urban consumer preferences and purchasing behavior related to cheese, focusing on food safety and related attributes, including origin, packaging, and certification. This paper is based on a structured survey targeting urban consumers. The analysis consists of a two-step cluster and descriptive statistics. The clustering was based on key sociodemographic variables, namely, gender, education, and age. The results show that the local cheese is preferred to imported cheese, and the main sources of food safety guarantee are the producer name/brand and knowing the seller. Most consumers across all five identified clusters preferred buying unpacked cheese to packed cheese. The cluster of educated female consumers preferred to buy cheese mainly in supermarkets compared to other clusters that preferred convenience shops. Consumer clusters with a university education appeared to be more informed about both HACCP and ISO compared to other (less educated) consumer clusters. Low trust in state institutions to guarantee food safety calls for the need to strengthen their capacities, professionalism, and awareness engagement with consumers. Full article

(This article belongs to the Special Issue Marketing of Agricultural Products and Consumer Behavior in Sustainability)

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24 pages, 768 KiB

Open AccessArticle

Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom

by Karynn Capilé, Claire Parkinson, Richard Twine, Erickson Leon Kovalski and Rita Leal Paixão

Sustainability 2021, 13(15), 8418; https://doi.org/10.3390/su13158418 - 28 Jul 2021

Cited by 2 | Viewed by 4247

Abstract

Food packages must communicate mandatory information, but they can also be used for marketing practices such as promotion and are a communication pathway from industry to consumer. Considering that cows are the main beings affected by the dairy industry, it is essential to [...] Read more.

Food packages must communicate mandatory information, but they can also be used for marketing practices such as promotion and are a communication pathway from industry to consumer. Considering that cows are the main beings affected by the dairy industry, it is essential to scrutinise what dairy product packages convey about them. The aims of this study are to analyse the occurrence of reference to cows on the packaging of dairy products in popular supermarket retail stores in Brazil and the United Kingdom and to discuss ethical implications of promotional practices of dairy producers. We found that in both countries most packaging does not refer to cows at all. In the UK, an average of 31% of the packaging used some visual reference to cows, and in Brazil an average of 15% of packaging used some visual reference to cows. We identified four modalities of cow signifiers with a strong common appeal to nature that reflect and reaffirm an idyllic narrative of milk production. Our findings reflect the concept of absent referent, coined by Carol Adams, both on the packages containing some type of cow representation and on the packages not containing any. Considering that it might influence the consumer’s understanding and attitude towards cows, we highlight that the lack of adequate information about cows’ conditions and the obscuring of problematic issues in cows’ exploitation through the globalization of the happy cow narrative are two important issues to be placed on the Marketing Ethics concerns. Full article

(This article belongs to the Special Issue Marketing of Agricultural Products and Consumer Behavior in Sustainability)

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Review

Jump to: Research

17 pages, 434 KiB

Open AccessReview

Consumer Valuation of and Attitudes towards Novel Foods Produced with New Plant Engineering Techniques: A Review

by John C. Beghin and Christopher R. Gustafson

Sustainability 2021, 13(20), 11348; https://doi.org/10.3390/su132011348 - 14 Oct 2021

Cited by 33 | Viewed by 3353

Abstract

We follow the PRISMA extension for scoping reviews to review the emerging international body of empirical evidence on consumers’ attitudes and willingness to pay (WTP) for novel foods produced with New Plant Engineering Techniques (NPETs). NPETs include genome/gene editing, cisgenesis, intragenesis, and RNA [...] Read more.

We follow the PRISMA extension for scoping reviews to review the emerging international body of empirical evidence on consumers’ attitudes and willingness to pay (WTP) for novel foods produced with New Plant Engineering Techniques (NPETs). NPETs include genome/gene editing, cisgenesis, intragenesis, and RNA interference. These novel foods are often beneficial for the environment and human health and more sustainable under increasingly prevalent climate extremes. These techniques can also improve animal welfare and disease resistance when applied to animals. Despite these abilities of NPETs, evidence suggests that many, but not all, consumers discount these novel foods relative to conventional ones. Our review sorts out findings to identify conditioning factors that can increase the acceptance of and WTP for these novel foods in a significant segment of consumers. International patterns of acceptance are identified. We also analyze how information and knowledge interact with consumer acceptance of these novel foods and technologies. Heterogeneity of consumers—across cultures and borders and in attitudes towards science and innovation—emerges as a key determinant of acceptance and WTP. Acceptance and WTP tend to increase when socially beneficial attributes—as opposed to producer-oriented cost-saving attributes—are generated by NPETs. NPET-improved foods are systematically less discounted than transgenic foods. Most of the valuation estimates are based on hypothetical experiments and surveys and await validation through revealed preferences in actual purchases in food retailing environments. Full article

(This article belongs to the Special Issue Marketing of Agricultural Products and Consumer Behavior in Sustainability)

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