Are trust and consumption values important for buyers of organic food? A comparison of regular buyers, occasional buyers, and non-buyers

Importance of the origin, organic production and other extrinsic parameters in fruit and vegetable choices

The aims of the present work were to evaluate consumers' perceptions and purchasing habits in relation to fruit and vegetables and to determine the importance of the production type, price and geographical origin of such products for consumers' purchasing decisions. For this purpose, an online consumer survey was conducted to determine Spanish people's opinions and consumption habits in relation to fruit and vegetables, especially those from organic farming. The survey also included a part to assess the importance that consumers attach to different extrinsic attributes in oranges and avocado pears (with a conjoint analysis), and a section to determine the participants' ethnocentrism. Consumers agree that organic food respects the environment more, contains fewer 'chemicals' and is more natural. Price is the first reason why many people do not buy organic food, followed by them thinking that they do not offer any added value and they are difficult to find. For the Spanish population, country of origin, local production, seasonality and price are much more important attributes for purchasing fruit and vegetables than them being organic. This study reflects a relatively high ethnocentrism level of the surveyed population, especially in older individuals. Given consumer preference for km 0/local and seasonal products, and the importance of these parameters for the environment, promoting the market of such products would help to achieve some Sustainable Development Goals. This study offers a vision of the trends of Spanish consumers in relation to fruit and vegetable preferences, which can help producers and distributors to design new strategies that focus on meeting consumer demands.

Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real?

The aim of the present study was to explore Norwegian consumers’ attitudes toward smoke-flavoring of cold smoked salmon (CSS), by conducting a digital survey and focus group discussions. Some of the smoke-flavoring techniques, like atomized purified condensed smoke, is considered healthier than conventional smoking. Manufacturers of CSS are, however, hesitant to use all kinds of smoke-flavoring due to expected consumer skepticism. In the digital survey, the expected skepticism was confirmed (n = 487). Only 15% of the respondents were positively oriented toward smoke-flavoring of CSS. The selection criterion for the focus group discussion was based on the results from the survey and resulted in three attitude-oriented focus groups (negative, neutral, and positive). The negative focus group considered smoke-flavored CSS to be unnatural and out of the question to buy or eat. Unlike the negative focus group, the neutral group was curious to learn more and open to potential smoke-flavor benefits. However, credible information or science was crucial to influence CSS choice. Future studies may investigate whether the existent of this large group of curious neutral consumers (47% of the respondents) influence manufacturers (of CSS) skepticism or how various types of product information could steer consumer acceptance of smoke-flavoring of CSS.

Taguchi Loss Function in Intuitionistic Fuzzy Sets along with Personal Perceptions for the Sustainable Supplier Selection Problem

Sustainability, a new interdisciplinary paradigm, can be defined as a standard in terms of economic, environmental and social awareness of a company. In many applications, theoretical sustainability models considering the importance of three aspects equally differed from models used in practice. A sustainable supplier selection problem generally contains many conflicting information and the imprecise decision makers’ knowledge, and decision makers can judge suppliers based on their first impression. Hence, in this study, a sustainable supplier selection problem of a plastic packaging company in Turkey is taken into account under an expert-based model and a theorical-based model for three scenarios which consider personal perceptions of decision makers. First, an intuitionistic fuzzy set-based method is applied to the problem using two different distance measurement approaches, namely, fuzzy normalized Euclidean distance and the Taguchi loss function, for which an alternative method is proposed. Then, suppliers are ranked and the validity of the results is also checked using the Pearson product–moment correlation coefficient. The results indicate that (i) the personal perception of decision makers has an inevitable impact on results, (ii) the proposed approach can capture the associated uncertainties embedded in decision makers and fuzzy environment, and (iii) there is a disparity between the theory and the reality of sustainability.

Assessing Repurchase Intention of Learning Apps during COVID-19

Learning apps are becoming increasingly popular, and consumers have widely recognized their benefits, particularly during COVID-19 and the resultant lockdowns. However, despite the growing popularity of learning apps, little is known about the consumer values that impact repurchase intent. Learning apps must increase client engagement by providing stronger value propositions to overcome this hurdle. The current study proposes the consumption values theory to find this gap, better explaining customer behavior toward learning apps. Data from 429 learning app users are used to test the suggested model. According to the research, all consumption values have a favorable and significant impact on the intention to repurchase learning apps. In addition, the moderating effect of Visibility on intent to use and trust’s mediating role are confirmed. The study’s findings add to our knowledge of consumer behavior and practice.

Is it really organic? Credibility factors of organic food-A systematic review and bibliometric analysis

Consumer trust and organic food product credibility play a crucial role in understanding consumer behavior. The aim of this review is to identify extrinsic factors which influence consumers' perceived trust in organic food. The research was conducted based on the PRISMA guidelines. During our search, 429 articles were found, from which 55 studies were selected for further analysis. To assess the connection between the selected articles, a bibliometric analysis was done with VOSViewer and CitNetExplorer software. The following factors were identified as influencing the credibility of organic food: labeling, certification, place of purchase, country of origin, brand, price, communication, product category, packaging. From these, labeling, certification, and country of origin are well-researched factors in relation to credibility. The significance of the other discovered factors is supported; nonetheless, further research is needed to evaluate their effect on consumer trust.

Organic food purchase decisions from a context-based behavioral reasoning approach

While the burgeoning development of organic foods has received great interest from academicians, the green gap has been posing challenges to the understanding of the inconsistency between consumers' actions and their positive intentions towards organic foods. The latest marketing literature has pointed to the potential of the cognitive and reasoning process taking into account context-specificity as the answer to the problem. Applying the novel Behavioral Reasoning Theory, this study sets out to bridge this gap by providing insights into the context-based reasoning process of Vietnamese consumers. PLS-SEM method was employed to test the proposed hypotheses between values, reasons, attitudes, behavioral intention, and actual purchase behavior among 300 consumers from two big cities (i.e., Hanoi and Ho Chi Minh) in Vietnam. The mediation analysis was conducted for reasons and attitudes. The model was also extended using trust and knowledge factors. Overall, the results suggested the strong cognitive routes originated from values onto reasons and attitudes, whereas attitudes and reasons (for and against) positively influenced purchase intentions. Additionally, the mediational effects of both reasons and attitudes were not established. Trust was found strengthening reasons for and attitudes while mitigating reasons against. Consumers' knowledge rendered impacts on intentions but not attitudes. Useful implications for academicians, marketers, and policymakers were also discussed.

Organic Food in the Diet of Residents of the Visegrad Group (V4) Countries-Reasons for and Barriers to Its Purchasing

This study aimed to determine the differences in the frequency of, reasons for, and barriers to purchasing organic food among the inhabitants of the Visegrád Group member states. The selection of the countries for the study was dictated by the fact that the countries of Central and Eastern Europe play the role of a niche market in the European organic food market. This research employed the method of a diagnostic survey and the discriminant function. A chi-squared test, ANOVA, and Fisher’s Post Hoc LSD test were also used to present differences in individual groups. This research shows that respondents from Poland, the Czech Republic, Hungary and Slovakia were guided by similar behaviors regarding the purchase of organic food. However, the attitudes of the respondents slightly differed between countries. In the case of the reasons for choosing organic food, the most important thing was that it is non-genetically modified food, especially for Polish consumers. The following were also mentioned: lack of chemical compounds (Slovaks and Czechs), high health value of such food (Czechs and Slovaks), and excellent taste (Hungarians). The most critical barriers against purchasing are the price (Poles and Hungarians), difficult access (Poles and Hungarians), and the short expiry time of such products (Slovaks).

Developing Universally Applicable Service Quality Assessment Model Based on the Theory of Consumption Values, and Using Fuzzy Linguistic Preference Relations to Empirically Test Three Industries

Service quality is an important factor for a successful company. The SERVQUAL model is widely used. However, it has been controversial over the past 30 years. This research aims to develop a service quality measurement model that can be supported in conceptualization and universal applicability, and uses this model to identify the most important key factors of service quality for three industries. First, based on the theory of consumption values, this study used conceptualization and the modified Delphi method to develop a service quality assessment model—the consumption values-based service quality model (CV-SQ). The CV-SQ model was then used in conjunction with the fuzzy linguistic preference relations (Fuzzy LinPreRa) method to address MCDM problems. The findings suggested that the most important key factors of service quality comprised safety in the aviation companies, innovativeness in the travel agencies, and comfort in the hotels. The CV-SQ model can be supported by theoretical and empirical tests in conceptualization and universal applicability, and has made theoretical contributions to service quality management. The research results have provided practical contributions to the improvement of service quality in the three industries. What is more noteworthy is the weight of epistemic value ranked first and second among the three industries, but it had not been included in any service quality aspect classification schemes during the past three or four decades.

Contemporary Challenges to the Organic Farming: A Polish and Hungarian Case Study

From year to year, there is an increasing demand for agricultural produce from certified organic farms. However, Poland and Hungary’s demand for this product is almost twenty times smaller than in Western European countries. The greater the demand by consumers for organic farming products, the more agricultural producers decide to switch from conventional farming to organic farming, and this farming is more environmentally friendly because it uses energy and natural resources responsibly, maintains biodiversity, maintains regional ecological balance, improves soil food, and maintains good water quality. This research aimed to compare the motives and barriers to running organic farms in Poland and Hungary, and the challenges farmers must face to undertake the trouble of running an organic farm. The research was carried out among 400 Polish and 400 Hungarian farmers running organic farms. For statistical calculations, discriminant analysis, as well as single-base and chain indices, were used. The main barriers for establishing organic farms: the necessity to adapt one’s farm to the EU requirements, using only natural fertilizers, low yields, the lack of proper advice, and a high degree of bureaucracy. Therefore, for organic farming to develop, further education is needed, both for farmers and consumers. An important aspect is improving the quality of the regulations and simplifying the administrative burden related to organic farming.