The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism

Ethnocentrism and place identity in the consumption of local products

Research on the consumption of local products is essential to promote sustainability, boost local economies, and preserve cultural identity. Although a positive relationship has been demonstrated between attitude towards local products and consumption determinants, the role of the former as a mediator has not been sufficiently explored. This study examines how the attitude towards local products mediates between consumer ethnocentrism and consumption intention, as well as between place identity and consumption intention. A total of 1325 wine and cheese consumers in the Canary Islands were surveyed using a moderated mediation model, applying PLS-SEM. The results indicate that attitude towards local products mediates the aforementioned relationships but does not moderate them according to the type of local product. Consequently, marketing strategies should focus on the emotional and cultural connection that consumers establish with local products, highlighting their value in terms of identity and belonging.

Analyzing Strawberry Preferences: Best-Worst Scaling Methodology and Purchase Styles

This research has investigated Italian consumers' preferences for and purchasing behaviors of strawberries utilizing the Best-Worst Scaling methodology (BWS). This approach enables the key factors that influence strawberry purchasing decisions to be identified and different choice groups to be characterized. To achieve this goal, a survey was conducted on a sample of 496 respondents living in the metropolitan area of Milan (North Italy). The declared preferences of the individuals for 12 strawberry characteristics, divided into intrinsic, extrinsic, and credence attributes, were first measured. A Latent Class Analysis (LCA) was then performed to identify different clusters of consumers according to the individuals' preferences. Subsequently, the heterogeneity of the clusters was tested, using the Chi-square test, and sociodemographic characteristics and purchasing habits were considered. The results suggest that the most important attribute in the choice of strawberries was appearance, highlighting the importance of preserving it throughout the supply chain, followed by one of the increasingly important aspects of diets, which is health benefits. The attribute considered the least important was the brand. This study demonstrates, from a holistic point of view, that sociodemographic characteristics, food habits, and perceptions of different strawberry attributes influence consumers' preferences and behaviors. Practical implications suggest a new prospective for communication marketing strategies for producers, creating a better brand identity and highlighting in their marketing all of the aspects that consumers would like to know about the fruits they choose as quality certifications.

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.

The Impact of HPP-Assisted Biocontrol Approach on the Bacterial Communities' Dynamics and Quality Parameters of a Fermented Meat Sausage Model

Traditional foods are increasingly valued by consumers, whose attention and purchase willingness are highly influenced by other claims such as 'natural', 'sustainable', and 'clean label'. The purpose of the present study was to evaluate the impact of a novel non-thermal food processing method (i.e., HPP-assisted biocontrol combining mild high hydrostatic pressure, listeriophage Listex, and pediocin PA-1 producing Pediococcus acidilactici) on the succession of bacterial communities and quality of a fermented sausage model. A comparative analysis of instrumental color, texture, and lipid peroxidation revealed no significant differences (p > 0.05) in these quality parameters between non- and minimally processed fermented sausages throughout 60-day refrigerated storage (4 °C). The microbiota dynamics of biotreated and untreated fermented sausages were assessed by 16S rRNA next-generation sequencing, and the alpha and beta diversity analyses revealed no dissimilarity in the structure and composition of the bacterial communities over the analyzed period. The innovative multi-hurdle technology proposed herein holds valuable potential for the manufacture of traditional fermented sausages while preserving their unique intrinsic characteristics.

Analysis of Consumer Behaviour in the Context of the Place of Purchasing Food Products with Particular Emphasis on Local Products

BACKGROUND

Researchers and marketing specialists study consumer behaviour in the market because it is an important part of economics. There is a growing trend among consumers to buy local products. Consumers know that buying local products is seen to support local producers and entrepreneurs and protect the domestic economy.

METHODS

A diagnostic survey analysis was conducted among 404 respondents from Eastern Poland in 2022 to achieve the research objectives. The aim was to present the specifics of the phenomenon of consumer behaviour in relation to the place of purchase of food products, with particular emphasis on local products, according to the qualitative approach adopted. An attempt was made to identify and evaluate the attitudes and declarations of individual consumers in this area. A questionnaire was used as the research tool, and its distribution was carried out entirely electronically via the Internet.

RESULTS

The study showed that shopping habits vary by location and age, with hypermarkets and local stores popular among both men and women, while online shopping and wholesale options were also common.

CONCLUSIONS

Understanding how consumers make decisions is a complex task, as it involves various factors such as thoughts, emotions and actions that lead to product selection and purchase. These factors can vary based on demographic characteristics, such as gender, age, and location. Studies have shown that Polish consumers are more likely to buy local products from large chain stores than from smaller manufacturer-owned stores, and prefer domestically produced goods, which is reflected in an ethnocentric attitude toward the local market.

Improving the physicochemical properties of a traditional Portuguese cake - "económicos" with chestnut flour

"Económicos" are traditional Portuguese pastry products; although their production is low-cost, their nutritional value is equally low. Since it is a widely consumed product in the Trás-os-Montes region, it is important to add value to it without making significant changes to the traditional recipe. Thus, this work has the main objective to increase the nutritional power of "económicos" through the incorporation of chestnut (Castanea sativa) fruit flour. The influence of the incorporation of 9% of chestnut flour as a new ingredient was analysed in terms of physical parameters (texture, colour, pH, water activity and moisture), nutritional content (according to the official AOAC methodology) and chemical parameters (sugars, fatty acids and organic acids) and the ability to control the microbial load over shelf life (32 days). Overall, the addition of the chestnut flour did not drastically change the appearance of the chemical and physical profiles of the cakes, but resulted in a lighter crumb (L*), slight changes in the texture profile, reduction of fat, and most importantly, introduced healthier flour to this inexpensive cake. Moreover, it did not stimulate the growth of microorganisms (total aerobic mesophiles, coliforms, Bacillus cereus, molds, and yeasts) during the 32 days of storage.

‘We Are Family’—How Urban Specialty Shops Portray the Consumers of Rural Provenance Foods

The literature on food consumption and marketing has been mainly concerned with identifying the appeal of the physical and sensorial features of food products, consumer choice determinants and their profiling according to socioeconomic characteristics, and perceptions and practices. This paper takes a different approach by analyzing how consumers are being represented and engaged with in the promotion of rural provenance foods, an overlooked topic within the literature. For this purpose, a content analysis was conducted on promotional materials (printed materials—including brochures, business cards and leaflets), website publications and social media (Facebook and Instagram) posts issued by 30 specialty shops located in three Portuguese cities (Aveiro, Lisbon and Porto). A total of 7491 files were analyzed. Empirical evidence shows that consumers are mainly portrayed through references to their symbolic features or as elements of a connection established and nurtured by the shops. Sociodemographic features lack relevance in opposition to the relevance attributed to the interaction between the shops and the consumers. All in all, the analysis highlights the significance of the interaction between the shops and the consumers in the promotion of products, fostering close and familiar relationships attentive to consumer preferences, emotions and values.

Are Local Dairy Products Better? Using Principal Component Analysis to Investigate Consumers’ Perception towards Quality, Sustainability, and Market Availability

Simple Summary

The perception of the local production concept significantly varies depending on the weight given to each defining component (e.g., quality and sustainability), which in turn depends both on the considered food product and on the consumers’ characteristics. In this research, a survey was conducted to investigate the consumer preferences for milk and cheese quality aspects and their perception of sustainability descriptors of local dairy products. In addition, the effect of socio-demographic variables on consumer preferences and attitudes definition was also explored. From the Principal Component Analysis, four main components were defined (Responsive to quality attributes, Local is better, Local is sustainable, and Availability request), combining the consumer answers about milk and cheese quality preferences and the sustainability and availability opinion. The obtained results highlight the importance of product quality aspects in the considered geographical area (South-East Italy), which is strictly linked to traditional dairy production. Higher availability and visibility of local dairy products on the market were requested by the considered consumer sample. In addition, our results showed that gender, age, place of residence, educational level, and family size significantly affected the local dairy products consumption orientation definition. These findings will support the development of more efficient and transparent communication among dairy producers and consumers in the selected market.

Abstract

Consumers are increasingly aware of the benefits of local foods in terms of quality, sustainability, animal welfare, and safety. This research addresses two main questions: (i) is the perception towards sustainability aspects of local dairy products related to individuals’ preferences for milk and cheese quality aspects? (ii) are these perceptions related to people’s socio-demographic characteristics? For this purpose, a choice experiment was conducted online in Apulia (South-East Italy) involving a sample of 543 respondents. A Principal Component Analysis (PCA) was applied to analyze the consumer opinion related to dairy products’ quality attributes, sustainability, and availability on the market. From the PCA, four main components (accounting the 64.5% of the total explained variance) were defined, highlighting non-overlapping choice styles of consumers, distinguished by attitudes primarily based on quality attributes of dairy products rather than sustainability characteristics or perceived higher quality of local products. Furthermore, the Availability request component described the consumer need for higher availability and/or visibility of local dairy products on the market. The effect of gender, age, and educational status of individuals emerged as significantly important for the resulting component definitions. The obtained results clearly suggest the need to increase the efficiency of communication strategies concerning local dairy products, as well as local dairy products’ availability and visibility on the markets.

The Importance of Environmental Food Quality Labels for Regional Producers: A Slovak Case Study

Regional products are considered an important element of European cultural identity, contributing to the development and sustainability of rural areas. The article presents the research of regional labels from the territory of the Slovak Republic. Our research was aimed at determining the views of producers towards the regional product labeling scheme. The survey took place from January 2020 to April 2020 using an online questionnaire via Google Docs. The results obtained from the questionnaire survey were statistically processed: t-test, Fisher’s exact test, and Pearson correlation coefficient. We used Microsoft Excel and IBM SPSS Statistics 23 software. Based on the research results, we can state that two-thirds of producers (71.8%) are aware of the concept of a regional product. Most producers (82.0%) associate this concept with tradition and a specific region. They consider regional product labeling to be a tool to support the development of tourism (36.0%). A quarter of producers (25.7%) joined this scheme in order to add value to their products and help make consumers perceive them as safer products of higher quality. Based on the research results, we would recommend increasing the promotion of regional products on the part of the label coordinator.

“For More Diversity, Better Taste and My Own Health” Exploring Organic Consumers’ Purchasing Motives for Heirloom Vegetable Varieties

Agrobiodiversity is the foundation of our ecosystems and food supply. However, agrobiodiversity is declining rapidly. A prominent strategy to safeguard endangered varieties, an important component of agrobiodiversity, is their cultivation and preservation in their natural environments. In order to make the cultivation of these varieties attractive to farmers, a functioning value chain and communication concepts for these goods have to be developed. Using heirloom vegetable varieties as an example, we examine existing communication approaches for endangered varieties and evaluate their suitability to transport their added value to organic consumers. We furthermore examine organic consumers’ purchasing motives to buy heirloom vegetable varieties. We collected data in three focus group discussions in Berlin (Germany) in 2018. This exploratory study shows that existing communication approaches for heirloom vegetable varieties strongly appeal to altruistic and biospheric purchasing motives. However, our results suggest that egoistic and hedonic purchasing motives are just as important to organic consumers. Hence, existing communication approaches for heirloom vegetable varieties, including the “Red List of Endangered Local Crops”, are not entirely suitable to communicate the added value of biodiversity-enhancing products to consumers. Based on these results, we will develop a holistic communication scheme for heirloom vegetable varieties for organic supermarkets and further distribution channels in Germany.

Impact of consumer global-local identity on attitude towards and intention to buy local foods

The outbreak of the coronavirus pandemic (Covid-19) has profoundly affected the food systems, leading to consumer concerns about the lack of reliability and safety of global foods and a growing trend towards consuming local foods. Consumers have formed multicultural identities, such as global identity and local identity, under the influences of global and local consumer culture. This study develops a conceptual model to examine the impact of consumer global-local identity, locavorism, and consumer xenocentrism on consumer attitudes towards and intentions to buy local foods during Covid-19 crisis. We conducted an online survey in China that measured the constructs using established scales. Using structural equation modelling to test the proposed hypotheses, we find that: a higher degree of global identity will lead to a higher degree of consumer xenocentrism, whereas a higher degree of local identity will lead to a lower degree of consumer xenocentrism; local identity significantly and positively predicts locavorism; contrary to the prediction, the impact of global identity on locavorism is not significant; a higher degree of consumer xenocentrism will lead to a lower degree of attitude towards buying local foods. Theoretically, our findings contribute to the understanding of literature on local food consumption, consumer global-local identity, and consumer xenocentrism. Local food marketers can obtain practical insights based on our findings.

Rural Ties and Consumption of Rural Provenance Food Products—Evidence from the Customers of Urban Specialty Stores in Portugal

Consumers’ food preferences increasingly meet concerns of authenticity, health, origin, and sustainability, altogether attributes embodied in rural provenance food products. The dynamics of production, commercialization, and availability of these products in urban centers are growing stronger. This study aims to explore rural provenance food consumption and underlying motivations, the consumers’ images of products and provenance areas, and the influence of rural ties in consumption. Data from a survey directed to 1554 consumers of 24 urban specialty stores located in three Portuguese cities were analyzed. The analysis is based on the differences between frequent and sporadic consumers of Portuguese rural provenance food products. The two groups significantly differ in the reasons provided to acquire the products. Those who buy and consume these products more frequently especially value sensorial features, convenience, national provenance, and the impacts on rural development. Additionally, the motivations to choose rural provenance foods tend to pair with positive images of those products and of their territories of origin. This is intrinsically connected with familiarity, a nuclear notion that encompasses the symbolic images of the products and their origins as actual connections (familiar and otherwise) to rural contexts.

Consumer ethnocentrism under the circumstances of the COVID 19 virus pandemic

Background: The new circumstances of life due to the proclamation of the COVID 19 virus pandemic have caused numerous changes both in general people's lives and in consumption. Purpose: The aim of this paper is to identify changes in the degree of consumer ethnocentrism when choosing products during the COVID 19 virus pandemic, compared to the period before its occurrence. In addition, differences in consumer preferences for certain domestic products and services before and during the pandemic were analyzed. The paper also deals with differences in ethnocentric tendencies during the pandemic between different socio-demographic consumer segments. Study design/methodology/approach: The primary data were collected from 176 respondents by using the survey method. A paired samples t test is used for hypotheses testing. Independent samples t test and Anova, post hoc Scheffe test, were conducted for analysing differences in ethnocentric tendencies between observed consumer segments during the pandemic. Findings/conclusions: Higher level of consumer ethnocentrism is confirmed in period during the pandemic, especially when it comes to choice of domestic medical products. On the other hand, lower level of consumer ethnocentrism is observed for fashion products and insurance during the pandemic. Older consumers and pensioners exhibit stronger ethnocentric tendencies during the pandemic. Limitations/future research: The main limitation of the paper relates to the use of only a few of the 17 statements within the CET scale for measuring ethnocentric tendencies before and during the pandemic. Also, the research did not cover all categories of domestic products and services. According to the limitations, future studies are recommended to fully apply the CET scale for measuring consumer ethnocentrism. Also, the recommendation is to observe higher number of categories of products and services, and to break down the categories into several subcategories. Finally, future studies can also include some of the determinants of consumer ethnocentrism in the research model.

Sheep meat consumers in Mexico: Understanding their perceptions, habits, preferences and market segments

Sheep meat is an essential element within the multicultural mosaic of Mexican agri-food traditions. A total of 332 consumers were surveyed face-to-face in restaurants specializing in selling traditional sheep meat products. Our results showed that consumers could be segmented based on their perceptions, habits, and preferences towards sheep meat. For consumers, sheep meat is perceived as food with unique sensory attributes, coming from healthier animals than other species and traditional characters. Their willingness to pay extra is subject to the guarantee that the meat is safe, free of hormones and antibiotics, and to a lesser extent, certified organic. The multivariate analysis suggested three clusters or consumer profiles named passive, wholehearted, and deep-rooted, which explained the associations among attitudes, some demographic variables, and consumption frequency. The nascent national sheep meat industry needs to consider these concerns in developing marketing and trust strategies to attract, maintain, and build loyalty among Mexican consumers.

What Drives the Choice of Local Seasonal Food? Analysis of the Importance of Different Key Motives

Local seasonal food choices are environmentally relevant behaviors and a promising opportunity for enhancing sustainable food consumption. Therefore, we need a more integrated understanding of motives driving consumers to opt for food that is produced locally and also in its natural growing season. The aim of this study is to (i) identify which motives for local food choices are also relevant for local seasonal food choices and (ii) investigate whether environmental motives become (more) relevant for these environmentally friendly choices. To assess consumer perceptions of socioeconomic, health, and environmental aspects, a survey in combination with a choice-based conjoint experiment to measure consumer preferences for seasonal (apples) and non-seasonal choices (tomatoes) was conducted. The data were collected by means of an online-panel survey (n = 499) and analyzed using two structural equation models. Results revealed that while the support of the local economy presents the most relevant driver, consumers’ price sensibility is even more relevant as a barrier. What differs is the relevance of authenticity and local identity. While local seasonal food provides environmental benefits to consumers, these benefits have no implications for the relevance of environmental motives. Based on these findings, we derive evidence-based recommendations for policymakers and marketers and propositions for future research regarding additional drivers and barriers for local seasonal food consumption.

An Extended Model of the Theory of Planned Behaviour to Predict Local Wine Consumption Intention and Behaviour

The consumption of local agricultural products boosts the regional economy and employment whilst preserving the rural landscape and environment. In this research, the background of local wine consumption behaviour will be studied, using an extended model of the Theory of Planned Behaviour. Partial least squares structural equation modelling (PLS–SEM) was used to test the hypotheses. The study was conducted in the Canary Islands with a sample of 762 people. The results confirmed a relationship between intention and perceived behavioural control. Furthermore, the ethnocentric personality was found to have a positive influence and the cosmopolitan personality a negative influence. The personal norm and place identity were also confirmed to be related to attitudes towards such behaviour. This study contributes to the literature by adding constructs to this theory that are relevant to local wine consumption. It also addresses the implications for those involved in the marketing of local products.

Influence of different levels of ethnocentrism of the Brazilian consumer on the choice of dulce de leche from different countries of origin

Dulce de leche, a concentrated dairy product with high added value, is an essential product of Brazilian culture. However, with a competitive market among economic blocks, it is important to know if the country of origin influences the perception of consumers and the intention to purchase a product, aiming to boost production in the domestic market. This study aimed to assess the impact of different levels of ethnocentrism on the consumer perception and buying behavior toward dulce de leche (DL) from other countries (Argentina, Uruguay, and Brazil). Through an online survey, participants' demographic data (n = 224) was collected. Then they were encouraged to identify the purchase motivation using the Hard Laddering (HL) methodology and to assess the consumer's level of ethnocentrism (CE) with CESTSCALE. Three distinct groups were identified: high, moderate, and low ethnocentric. Consumers with high CE declared themselves conservative, with a more significant number of self-employed workers, and prefer and always buy national products. This group had a robust dominant chain only for the national product, highlighting the flavor and quality, and values ​​of nationalism and solidarity with local producers. On the other hand, consumers with low CE were self-declared liberal and had a higher level of education. They demonstrated significantly more favorable attitudes and intentions towards purchasing imported products due to improved quality, although patriotic behavior was also evident. We conclude that with CETSCALE, it was possible to identify that the sample of the Brazilian population studied has different levels of CE, which strongly impact the purchase attitude of products, especially the imported ones. However, it was only through the HL technique that it was noticed that, in addition to its intrinsic characteristics, patriotism is an important factor for the product and can be used as a sales motivator. This study demonstrated the importance of promoting the development of DL in the domestic market and encourage aspects of the origin, as they are fundamental in the choice of this product by the consumer, which helps local industries.

The Effect of Ethnocentrism on Product Evaluation and Purchase Intention: The Case of Extra Virgin Olive Oil (EVOO)

This study is framed within the concept of sustainability of local foods such as extra virgin olive oil (EVOO) and considers the effects of country of origin (COO) and ethnocentrism as relevant factors in decision making about product choice. Our work contributes to the literature regarding the food industry with the main objective of investigating how consumer ethnocentrism may affect not only behavioral intention but also the perception of the quality of the EVOO. The authors of the present paper developed this line of research via a review of the existing literature, leading to the elaboration of the conceptual model proposed in this paper. The research was developed through a laboratory experiment and the modeling of consumer behavior, raising a series of hypotheses, which were contrasted following the different analyses conducted on the data. Results were obtained on factors such as the differences in evaluation according to label type, the effect of ethnocentrism on perception and purchase intention, and structural knowledge of the weight of the different variables that influence this decision making. Several guidelines and conclusions are derived from these results, which refer to the use of COO information as well as the satisfaction of consumer ethnocentrism. Understanding the role played by consumer ethnocentrism in the evaluation of food products in accordance with their origin may yield useful information for local food producers.

Influencing Factors and Social Media Reflections of Bakery Products Consumption in Romania

Bakery products, and bread specifically, represent an important part of the Romanian diet. Whether this situation is motivated by quality factors or by quantitative factors is an important aspect that needs to be investigated. In addition, the relation between peoples’ interest in a particular product such as bread during a crisis period should point out important characteristics of that population. Aiming at determining both the influencing factors of bakery product consumption and the importance given to this type of product in the media during a crisis, this empirical study highlights the profound connections between income level and the fear of not having food security for the people of a less developed country such as Romania. The study considers the use of both qualitative and quantitative methods to reach its objectives. The results point to a strong reliance of the respondents on cheap white-flour bakery products in their regular diet, and a significant increase in interest in bakery products during the COVID-19 pandemic.

Pulses for Healthy and Sustainable Food Systems: The Effect of Origin on Market Price

Pulses are widely acknowledged for their high nutritional value due to high protein content, low content in calories, and low glycemic index; they are a good alternative to animal proteins thus offering a considerable number of social, environmental, and health benefits. Despite pulses being widely acknowledged as healthy and sustainable food, in mainly European countries, consumption is growing but still lower than the recommended level, production is unprofitable in comparison to the current market prices level, and a reduction in harvested area has led to a strong dependence on import for pulses supply. Pulses are particularly fitting to the feature of local food because they can be suitably grown in any context, even in the most complex areas, and consumer interest and awareness of food origin has strongly increased in recent years. Lentils were selected as a case study in this paper that aims to define which features are effective on market price and, in particular, the role of origin declaration on label plays in defining the market price and how the origin attributes may enhance market price and farms competitiveness. The methodological tool for this investigation is the hedonic price model, useful to explain the effects of attributes of pulses affecting the market price. Results contribute to a better understanding of the pulse market, emphasizing that the “origin declaration” on label may have a positive effect on market price.

Consumers' evaluation and intention to buy traditional seafood: The role of vintage, uniqueness, nostalgia and involvement in luxury

This study extends the understanding of the relationship between consumer motivation, involvement and evaluation of traditional food products (TFP). One important research issue was to explore whether consumers' perceived uniqueness could be one important quality or value that theoretically and empirically could differentiate TFP from ordinary, usual and "everyday" traditional food. A central location test of two different vintages (maturation times) of salt-cured clipfish in combination with a survey to assess individual motivational constructs was used to test the conceptual model. Our expectations were confirmed. Perceived uniqueness influences future intention to consume and is motivated by involvement in TFP. The theoretical arguments of the relevance of the perceived uniqueness of traditional food was also supported by the positive relationship between general involvement in luxury (prestige) and involvement in TFP. In addition, this study found a significant positive relationship between product-specific nostalgia and involvement in TFP. To our knowledge, no previous study we are aware has discussed, designed or tested these theoretical relationships. Our findings have promising implications for the seafood industry in order to achieve unique product value and increase consumers' willingness to pay, by promoting uniqueness, prestige and nostalgic product features of vintage salt-cured clipfish.

Consumer Behavior towards Regional Eco-Labels in Slovakia

Slovakia, as part of the European Union, participates in all forms of regional development and sustainability. A transparent form of regional development and sustainability is regional labeling, which has a 10-year tradition. Our regions represent excellent potential for the development of domestic products. Acceptance of essential requirements for regional products (domestic raw materials, manual work share, respect for the environment) opens up opportunities for the labor market, promotes tourism, and increases citizens’ purchase ability, none of which are clearly demonstrable in Slovak regions. Residents of individual regions have specific approaches in relation to regional brands depending on the region studied. For the purpose of the survey, four regions of southern Slovakia (with common environmental morphology and different industrial development) were selected. Indicators of age, gender, education, monthly income, and location relative to regional product preferences were studied. The results obtained were processed by cluster analysis (as a way of segmenting consumers). An average conscious purchaser of regional products is a local productive middle-aged person with a secondary or tertiary education, either male or female, and from a more economically advanced region. The results show regional branding as a mobilizing function for connecting inhabitants and the subsequent joint presentation of regional activities.

E-Consumers and Local Food Products: A Perspective for Developing Online Shopping for Local Goods in Poland

The constant development of consumer awareness regarding sustainable development has spread to food markets. Decisions related to food consumption are increasingly becoming, for consumers, an opportunity to demonstrate a specific value system, contesting mass and globally distributed food. Local products began to appreciate local produce, which is the opposite of mass production. Local food is gaining popularity, being perceived as healthier, unprocessed, and containing fewer preservative compounds, while also requiring fewer natural resources, leading to a lower environmental footprint. The phenomenon of shopping virtualization has also been growing in strength lately, especially among food consumers. Although Polish food e-commerce is still relatively undeveloped, online food sales have been the fastest growing category of Internet sales. According to experts, by 2026, nearly 40% of all products globally will be sold online. The main purpose of this article was to identify the behavior of Polish consumers shopping online for local food products and to identify barriers to purchase. Our findings were then used to determine development opportunities for this form of trade in relation to local food in the light of new legislative solutions currently in force in Poland. As part of the research procedure, an extensive literature review was carried out. In addition, some of the research findings were cited regarding consumer behavior in the local food market, conducted on a population of 1067 respondents. The study showed that Polish e-consumers of local products are usually aged 30–40, well-educated, and are in a good financial situation. Respondents pointed to high prices as the main barrier to buying local products via the Internet, a drawback which may be remedied to some extent by the recently adopted legislative solutions falling under the scope of what is termed in Poland as agricultural retail trade as well as by the promotion of short supply chains such as the Polska Smakuje initiative.

Place-Based Pathways to Sustainability: Exploring Alignment between Geographical Indications and the Concept of Agroecology Territories in Wales

Geographical Indications (GIs) are regarded as important endogenous rural development mechanisms by the European Union. GIs have proven successful for some producers in some regions, delivering higher added value and safeguarding a product’s identity and heritage through the notion of terroir. Within the context of a gradual “greening” of GIs, this paper opens up questions about what potential they might have for transitions to agroecology territories, which are spaces engaged in a transition process towards sustainable agri-food systems. Using the Food and Agricultural Organization’s 10 elements of agroecology as a lens, we discuss whether GIs can serve as levers in delivering sustainable agri-food transitions, drawing on the case of the devolved nation of Wales. We base our narrative on a content analysis of GI product specification documents and data from interviews with GI stakeholders. Our case study illustrates that the discourse within the regulatory framework of some Welsh GIs has shifted from one of technicality towards the integration of some agroecology elements in more recent GI product specifications. In this respect, we argue that there is evidence of a “first generation” and “second generation” assortment of GIs in Wales. However, any potential for levering an overall transition within this scheme towards an agroecology territory remains constrained by the piecemeal embedding of agroecology. The incorporation of agroecology is emerging primarily from the ground-up—driven by independent organizational and place-based collective action, but unaccompanied, as yet, by any parallel shift amongst supporting administrative and regulatory authorities. We also discuss the importance of reflexive governance if GIs are to be viable pathways for sustainability transitions. As such, the capacity for GIs to facilitate quality-led place-based food systems that enhance increasingly threatened environmental resources is contingent upon stakeholders adopting a territorial, reflexive governance approach.

Traditional Varieties for Local Markets: A Sustainable Proposal for Agricultural SMEs

Agricultural activity has changed significantly in recent years. There is a clear trend towards monoculture and the replacement of traditional crops for others which are more productive and achieve better economic results. These factors have two fundamental consequences: on the one hand, the abandonment of agricultural activity, with the subsequent loss of rurality; on the other hand, a negative effect on the maintenance of biodiversity, because traditional varieties disappear. In this context, this paper analyses the situation of consumers and farmers of a traditional crop in the southeast of Spain: the tomato. In order to understand the current situation and the forecasted future, a choice experiment was conducted on 217 tomato consumers. Furthermore, 40 tomato farmers of this area underwent an in-depth interview. On the one hand, analysis of the consumer study established a potential segment of the population that prefers traditional varieties due to their high organoleptic properties. Meanwhile, the farmer study revealed a segment of this population that is willing to produce these types of crops. Therefore, the possibility that a certain sector of producers cultivates traditional varieties is suggested, and for these varieties to be aimed at a market niche that values them positively, making the activity of Small and Medium Enterprises (agricultural SMEs) profitable. This would improve the sustainability of the rural territory and would strengthen the preservation of genetic heritage.

Food Sustainability and Waste Reduction in Spain: Consumer Preferences for Local, Suboptimal, And/Or Unwashed Fresh Food Products

Improving food sustainability and reducing food waste are among the top challenges for achieving global sustainable development. In particular, changes towards more sustainable consumption are of vital importance in creating a more sustainable world. To shed light on these issues, we analyze to what extent and how consumers’ food preferences move towards more sustainable behavior. We assess the importance consumers attach to the following critical sustainable attributes of food related to food waste: (i) “Visual imperfections”, (ii) “washed/unwashed”, (iii) “size”, (iv) “locally produced”, and (v) “price”. We hypothesize that consumer preferences for these attributes are heterogeneous. Therefore, we segmented consumers into homogenous groups according to preferences for these sustainability attributes. To do this, we employed a direct ranking preference method using data gathered in an experiment conducted with consumers living in a mid-sized town in the northeast of Spain in 2018. The results suggest a high degree of consumer heterogeneity, and we identified four clusters according to the importance consumers attach to these attributes. The results are encouraging for the promotion of sustainability because different groups of consumers might prefer to purchase food products with different sustainable characteristics, such as locally grown, foods with visual imperfections, and minimally processed foods.

Consumers’ Valuation of Farmers’ Varieties for Food System Diversity

To increase the diversity in the food system from seed to fork, participatory on-farm breeding schemes have been proposed. For participatory on-farm breeding schemes to be successful, consumers need to be willing to compensate farmers for their efforts in breeding and in diversifying their cultivation. Using vegetables as an example, we investigated whether consumers of four selected European countries liked the idea of having farmers breed their own varieties and whether they would be willing to pay a premium for farmers’ as compared to standard varieties in a supermarket setting. The data was collected in an online survey and a willingness to pay was elicited using a contingent valuation approach. After providing respondents with information about the problem (diversity loss), solution (on-farm breeding), and the benefits of farmers’ varieties, consumers’ acceptance was very high and consumers were willing to pay a small premium. Our findings suggest that farmers’ varieties can be appealing to a wide range of consumers if the appropriate information is provided, as they not only address the increasing demand for more sustainable products but also for more food diversity and tasty products. To our knowledge, this is the first study to examine consumer preferences for farmers’ varieties for food system diversity.

Consumer Habits of Local Food: Perspectives from Northern Sweden

International studies are dealing with the promotion of sustainable food systems more frequently. Additionally, places of purchase and sharing in the choice of food to be consumed have become a network system for families. The aim of this work is to analyse the preferences of Swedish consumers for local/artisanal cheeses and the purchase motivations that guide their choices. We also studied the role played by consumers’ favourite shopping locations (retail store, hypermarket, city market, supply chain). On the one hand, we examined the attractiveness and the power exercised by the various stores and on the other hand, we viewed the consumer in relation to the frequency of purchase, and the confidence with the sales points. We interviewed 200 people in the city of Östersund, highlighting habits, consumption preferences and reasons for purchasing. A multiple correspondence analysis explores the reasons behind the purchase preferences of the local ‘Källarlagrad getost’ artisan cheese from the Slow Food brand. The representations of social network analysis are used to show the complex articulations that influence the choices of consumers in terms of type of cheese purchased/consumed and places of purchase/consumption. The results showed that Swedish consumers, in the purchase of cheeses, have a loyalty point at the point of sale, follow the advice of the seller and are attentive to the reputation of the product. Those who buy Källarlagrad getost are sensitive to safety, appreciate artisan cheeses and choose them for their versatility, have a strong connection with the territory and wish to contribute to supporting the local economy. Knowing these characteristics and preferences of Swedish consumers living in a city in the north of the country is important for marketing activities and for promoting tourism and sustainable gastronomy.

Regional Ethnocentrism on the Food Market as a Pattern of Sustainable Consumption

The paper aims to assess the level and predictors of regional ethnocentrism on the market of regional food products in the context of sustainable consumption. The study contributes to the theory of consumer ethnocentrism by extending our knowledge about its regional dimension. Regional ethnocentrism is the preference for products originating from the consumer’s region. I conducted a survey in a representative sample of 1000 inhabitants of Poland with the use of the CAWI (Computer-Assisted Web Interview) methodology. Regional ethnocentric consumers were characterized by a significantly more favorable attitude to regional food products compared to the rest of the sample. In a multiple regression model, the following eight statistically significant predictors of the regional ethnocentrism were identified: the importance of brand and retailer trust on the food market; the importance of quality signs in regional food purchases; opinion that insufficient marketing constitutes an important barrier to the development of the regional food market; buying regional products in shops owned by producers, rather than large distribution networks; frequency of purchasing regional products as a tourist; and national ethnocentrism on the regional food market. These predictors are strongly related to the three major pillars of sustainable development—economic, social, and ecological.

The influence of consumer ethnocentrism on purchase of domestic wine: Application of the extended theory of planned behaviour

With the globalization of markets, consumers are increasingly confronted with a wide range of domestic and foreign products. One of the elements influencing purchase choice of domestic over foreign products are consumer ethnocentric tendencies. There are few studies that have focused on the impact of consumer ethnocentrism on domestic products purchase in developing nations. The goal of this study was to determine drivers of regular purchase of domestic wine using an consumer ethnocentrism extended model of the Theory of Planned Behaviour. The face to face survey was conducted on a sample of 315 Croatian wine buyers using the mall-intercept method. Data were analysed using Structural Equation Modeling by Partial Least Square. The investigation found that consumer ethnocentrism has strong and positive impact on attitudes about domestic wine purchase, while attitudes have partial mediating effect on the relationship between consumer ethnocentrism and intention to buy domestic wine. Attitudes have the strongest effect on the intention to buy domestic wine, while the intention is the strongest predictor of regular purchase of domestic wine. The results of this research can serve as an informative basis for creating marketing strategies in order to increase purchase of domestic food products, namely wine.

Consumer Drivers of Muscadine Wine Purchase Decisions

Muscadine wine, fresh muscadine grapes, and other derivatives have enjoyed a heritage niche for decades in the Southeast. Muscadine growers in North Carolina in the United States (US) have asked whether the purchase of muscadine wine is linked to consumption of the fruit itself or even familiarity with other muscadine-based products in terms of spillover effects. The authors explored the interdependency between the market for fresh muscadine grapes and muscadine wine purchase. Consumer panel data were obtained from a State of North Carolina agency with oversight of the grape and wine industry; the agency contracted quota sampling of online consumers from six states in the US South. A total of 543 cases were used in the present study. The Statistical Package for the Social Sciences (SPSS)® was employed in analysis. Results show that prior muscadine wine knowledge and knowledge of other muscadine products, e.g., jams, juices, smoothies, sauces, and health/beauty products were significant factors associated with buying muscadine wine. Beliefs about muscadine grapes as a healthy ingredient showed a slight influence, while direct experience with fresh muscadines and consumer attitudes towards buying local or US products were insignificant. Therefore, marketing efforts should focus on increasing consumer exposure to and knowledge of muscadine wine and other muscadine related products.