The impact of organic certification and country of origin on consumer food choice in developed and emerging economies

Do Consumers Value Agri-Food Industries' Environmental Commitment? The Case of the Table Olive Industry

An increasing number of food companies are voluntarily adopting environmental policies and sustainability initiatives to tackle climate change. The aims of this study were to analyse the presence of environmental labels on table olive products, to explore consumer perceptions of these companies' environmental commitment and initiatives, and to evaluate the influence of these messages on purchasing decisions. For this purpose, a market study was conducted in different hypermarkets and supermarkets in Spain, and an online survey was submitted to consumers (n = 227). The results show that environmental claims and/or certifications related to sustainability do not appear on table olive products, despite most of the companies that produce and/or market table olives having adopted environmental and sustainability policies and commitments (34.3% have their environmental policy published on their website). More than 85% of consumers positively value these companies' sustainability commitments and consider environmental initiatives to be very important. As a sector of consumers pays close attention to environmental commitments, it would be interesting for table olive companies to identify their sustainability policies on their products' labelling to, thus, facilitate pro-environmental consumer purchase choices. These results could help the food industry develop the best strategies to publicise their social and environmental policies and commitments.

Product Factors Affecting Milk Choices among Chinese Older Adults

In China, milk is promoted both as an optimal food and gift for older adults. To understand the product factors affecting older Chinese adult milk choices, choice simulations and surveys were conducted in Beijing, Shanghai, Guangzhou, Chengdu, and Shenyang, China. Participants (n = 1000, aged 45-55 years old and 65-75 years old) were asked to choose one milk product out of eight alternatives for self-consumption and gifting, respectively, and to indicate product factors under their considerations. Results showed that, for self-consumption, the top four most popular milk products (two with domestic brands and two with international brands) were chosen by 84.9% of the participants. Females and younger participants were more open to international brands than their counterparts. Popular milk products differed across cities, potentially due to brand familiarity. Brand (85.9%), on-the-pack, nutrition-related well-being messaging (72.9%), price (63.1%), shelf-life (63.0%), and production date (57.6%) were the most frequently reported product factors considered when choosing milk. More males considered price than females (66.9% vs. 60.0%, p = 0.02). Female and older participants showed greater concern for certain detailed product factors, such as production date and shelf-life, than their counterparts. Variation across cities was limited, with participants in Chengdu and Shenyang showing less concern for certain product factors such as on-the-pack, certificate-related well-being messaging. When milk products were chosen as a gift, although overall milk choice ranking remained similar, package style received increased attention (32.0% vs. 40.8%, p < 0.01), whilst all other product factors, especially price (63.1% vs. 49.5%, p < 0.01), were considered by significantly fewer participants. These findings provide valuable marketing insights, helping to understand consumer preferences and considerations in the process of milk purchase decision-making.

Prospective effects of food safety trust on brand evangelism: a moderated-mediation role of consumer perceived ethicality and brand passion

BACKGROUND

The current study integrates brand management literature with food consumption research and develops an integrative framework by combining food safety trust, consumer perceived ethicality, brand evangelism, and brand passion into a single conceptual model.

METHOD

This quantitative study included 228 ready-to-eat consumers in China using purposive sampling. Data were collected at two periods in time, resulting in a time-lag study in which respondents provided data on independent and moderating variables at time 1 and mediating and dependent variables at time 2 with the same respondents from time 1. The hypothesized correlations were tested using SEM and PROCESS Macro techniques.

RESULTS

According to the findings, trust in food safety has a significant impact on brand evangelism and passion. Furthermore, consumer perceived ethicality (CPE) found to have a substantial moderating role between food safety-FS and brand passion. Moreover, we validated the brand passion role as a mediator between brand evangelism and food safety trust, and investigated whether consumer perceived ethicality conditionally affects the strength of the indirect relationship among food safety trust and brand evangelism through brand passion, indicating a moderated-mediation mechanism.

ORIGINALITY

Drawing on Sternberg theory of love, current study is the first of its kind to evaluate the boundary role as well as the conditional indirect influence of customer perceived ethicality among the study's variables and provides useful information for ready-to-eat food brand managers on how to keep them interested in their risk-free food products.

Geographical discrimination of dried chili peppers using femtosecond laser ablation-inductively coupled plasma-mass spectrometry (fsLA-ICP-MS)

This study presents a method for discriminating the geographical origin of dried chili peppers using femtosecond laser ablation-inductively coupled plasma-mass spectrometry (fsLA-ICP-MS) and multivariate analysis, such as orthogonal partial least squares discriminant analysis (OPLS-DA), heatmap analysis, and canonical discriminant analysis (CDA). Herein, 102 samples were analyzed for the content of 33 elements using optimized conditions of 200 Hz (repetition rate), 50 μm (spot size), and 90% (energy). Significant differences in count per second (cps) values of the elements were observed between domestic and imported peppers, with variations of up to 5.66 times (¹³³Cs). The OPLS-DA model accuracy achieved an R² of 0.811 and a Q² of 0.733 for distinguishing dried chili peppers of different geographical origins. The variable importance in projection (VIP) and s-plot identified elements 10 and 3 as key to the OPLS-DA model, and in the heatmap, six elements were estimated to be significant in discriminating between domestic and imported samples. Furthermore, CDA showed a high accuracy of 99.02%. This method can ensure food safety for consumers, and accurately determine the geographic origin of agricultural products.

The country-of-origin label impact on intention to consume insect-based food

The global food consumption scenario and the influence of a country's image on consumer decision-making motivated this research. The global edible insect market is growing, and cultural issues, disgust, and low perception of quality are barriers to consumption. Through an online experiment (n = 194) Brazilian consumers demonstrate that the use of the country-of-origin label (COOL) can result in greater intention and quality expectation regarding a cricket flour. Consumers showed a preference for the flour produced by a positive image country label. Both intention and quality expectation were higher for the cricket flour produced in the United States. Furthermore, the mediation model indicates that quality expectation mediated the effect of COOL on the intention to consume. The results show that even though consumers have created a positive expectation concerning the product, a higher level of neophobia diminished their intention to consume the product and this relates to the aversion and disgust that can exist towards an edible-insect product. The neophobia level can weaken the effect of COOL on intention mediated by quality expectation. The study aimed to contribute to a better understanding of the consumer's perception of an insect-based food and provide insights into variables related to the intention to consume by verifying their contribution to the consumer's behavior.

Consumer preference and willingness to pay for low-residue vegetables: Evidence from discrete choice experiments in China

Introduction

This study aims to investigate consumers' cognition, preference and willingness to pay (WTP) for celery with low pesticide residues, and to provide evidence from a consumer perspective for government food safety regulation.

Method

A survey was conducted on the population over the age of 18 in 6 provinces of Shanghai, Guangdong, Sichuan, Hunan, Hebei and Heilongjiang in China, in order to improve the representativeness of sample. The study carried out a survey of respondents' cognitive attitudes towards low-residue vegetables, and applied a discrete choice model (DCE) to simulate different scenarios of consumers buying vegetables. The DCE included residue level, appearance, taste, and price and finally constructed 24 choice sets. Respondents' preference for low-residue celery and WTP were analyzed using a mixed logit model.

Result

A total of 1292 respondents were surveyed. The model results showed that consumers had the highest positive preference for pesticide-free celery. For the Chinese consumers, price was the most important attribute, followed by the residue level, taste, and appearance. Consumer WTP for pesticide-free celery was11.17CNY/500g. Factors affecting consumer preferences were age, gender, income, education, whether they had children, or paid attention to pesticide residue in vegetables, and related reports of pesticide residue exceed the standard in vegetables.

Conclusion

Our study is more finely divided at the residue level, and the findings provide useful information for producers and policy makers.

Consumer Attitudes and Purchase Intentions in Relation to Animal Welfare-Friendly Products: Evidence from Taiwan

Animal welfare, environmental sustainability, and food safety have become topics of international concern. With the rise of friendly rearing and green consumption consciousness, consumers can use animal welfare certification labels as references to make purchase decisions. This study adopts the theory of planned behavior (TPB) as its core and incorporates variables, such as moral affection, health consciousness, and trust in certification, to discuss the thoughts of Taiwanese consumers on buying animal welfare-friendly products and the factors that affect their purchase decisions. This study will be conducive in clarifying the consumption behavioral pattern of animal welfare-friendly products, which previous literature has mentioned but not tested, thereby filling this literature gap. This study collects 653 valid questionnaires and uses the partial least square-structural equation modeling to analyze the correlations between various variables. The research findings indicate the following. (1) Consumers' attitudes, subjective norms, and perceived behavioral control have significant and positive influences on the behavioral intention of purchasing fresh milk with animal welfare labels. (2) Moral affection positively influences customers' behavioral intention toward fresh milk with an animal welfare label through attitudes, subjective norms, and perceived behavioral control. (3) Trust in certifications will enhance moral cognition and positive attitudes toward fresh milk with animal welfare labels. According to the research findings of this study, we recommend that businesses strengthen the promotion of dairy products in line with friendly rearing, environmental sustainability, and other ethical consumption concepts to generate market segregation elements.

Choice Experiment Assessment of Consumer Preferences for Yogurt Products Attributes: Evidence from Taiwan

Previous studies on consumer yogurt preferences have mainly focused on added sugar, nutrient content, and health claims, leaving several knowledge gaps that should be filled through in-depth research. In this study, a more complete multi-attribute preference model was developed using the number of probiotic types, type of milk source, presence of edible gels (GEL), and usage of health food labels as the main yogurt attributes. A choice experiment (CE) was then conducted to investigate the relationship between multiple attribute preferences and willingness-to-pay (WTP). A total of 435 valid questionnaires were collected by the convenience sampling method. The results show that (1) respondents highly value the health food label (HEA), followed by the number of probiotic types (PRO); (2) the highest WTP in the conditional logit (CL) model was New Taiwan Dollar (NTD) (USD 10.5 for HEA, and the lowest was NTD 1.0 for 100% milk powder (MLK2); (3) in the random-parameter logit (RPL) model, the highest WTP was NTD 14.6 for HEA, and the lowest was NTD 2.8 for GEL; (4) the most preferred attribute combination of yogurt was “8 or more probiotic types”, “a blend of raw milk and milk powder”, “the absence of edible gels”, “the presence of a health food label”, and “a price premium of NTD 6–10”; (5) married respondents with children were more willing to pay extra for yogurt products with a higher number of probiotic types and a health food label. The results may help the food industry understand and pay attention to consumer needs, which will, in turn, provide a reference for future product development and marketing strategies.

How Does Information Influence Consumers’ Purchase Decisions for Environmentally Friendly Farming Produce? Evidence from China and Japan Based on Choice Experiment

In this research, 600 Chinese and Japanese consumers were divided into four groups to analyze consumers’ marginal willingness to pay for environmentally friendly farming (EFF) produce. We found that Chinese consumers had high awareness of green foods, while Japanese consumers were more familiar with organic produce than specially cultivated produce, perhaps because the latter has not yet received uniform national certification in Japan. Choice experiments show that EFF produce prices and consumers’ income critically affect consumers’ decision to pay, especially in China. After each group read different formal definitions of EFF produce, Chinese consumers still preferred green food certification, whereas Japanese consumers chose specially cultivated carrots. Both displayed different ideological purchasing behaviors through added interaction terms with an increase in education. When no information was given, Japanese consumers’ purchasing decisions became more positive as their education levels rose. Possibly, highly educated Chinese consumers emphasize pragmatism, whereas Japanese consumers emphasize the connection between environmental protection and agriculture. Therefore, EFF messaging should be differentiated by region. For distributors committed to international trade in EFF products between developing and developed markets, we suggest lower costs, differentiated product messaging, and community initiatives events to enhance trade and marketing in both China and Japan.

European Consumers Attitudes toward Ethnic Foods: Case of Date Fruits

This study focuses on the perception of ethnic foods by European consumers. The aim of this work is to enrich the literature on the analysis of consumer perception of ethnic foods by focusing on the socio-demographic characteristics of consumers, the possible role played by product attributes, psychographic characteristics, and willingness to pay for these products, specifically date fruits. We surveyed a representative sample of 1123 Italian and French consumers. Using an ordered logit model, we found that, as for any other product, geographical indication, region of production, organic character, and fair trade are attributes that individuals consider in their purchase decisions for ethnic foods. Similarly, country of origin is a source of quality for ethnic foods such as dates. The results reveal that women, more educated individuals, and Generation Z (younger individuals) have a higher willingness to pay for organic, fair trade, and GI-labeled ethnic foods. Finally, this willingness to pay is driven more by product knowledge than by cognitive closeness to the ethnic food.

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

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.

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.

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.

Consumer Trust in Food and the Food System: A Critical Review

Increased focus towards food safety and quality is reshaping food purchasing decisions around the world. Although some food attributes are visible, many of the attributes that consumers seek and are willing to pay a price premium for are not. Consequently, consumers rely on trusted cues and information to help them verify the food quality and credence attributes they seek. In this study, we synthesise the findings from previous research to generate a framework illustrating the key trust influencing factors that are beyond visual and brand-related cues. Our framework identifies that consumer trust in food and the food system is established through the assurances related to individual food products and the actors of the food system. Specifically, product assurance builds consumer trust through food packaging labels communicating food attribute claims, certifications, country or region of origin, and food traceability information. In addition, producers, processors, and retailers provide consumers with food safety and quality assurances, while government agencies, third-party institutions, advocacy groups, and the mass media may modify how labelling information and food operators are perceived by consumers. We hope our framework will guide future research efforts to test these trust factors in various consumer and market settings.

The Importance of Country-of-Origin Information on Food Product Packaging

This study aimed to identify selected predictors of country-of-origin (COO) information placed on food packaging. The dependent variable was operationalized in two ways: (1) as a Likert-style question about COO importance in general, and (2) as an indication of COO as the most important food attribute at first purchase, which I called top-of-mind COO importance. The survey was conducted with the use of the internet panel of a research agency in a representative sample of 1051 Polish consumers. In bivariate analyses, I identified the characteristics of consumer segments attaching high importance to each type of COO information. In a multivariate log-normal regression, general COO importance was affected to the largest extent by the product originating from Poland, which confirmed the strong relation between COO importance and consumer ethnocentrism. In multivariate logit regressions, top-of-mind COO importance depended also on the Polish origin of the product to the largest extent. The remaining predictors were sex (men were over 1.5 times more likely to indicate COO as the most important attribute) and age (each year of life contributing to a 2% increase in the likelihood of indicating top-of-mind COO). A theoretical implication is to differentiate between general and top-of-mind COO measures, as different results were obtained depending on whether the COO effect was measured as a response to questions such as “How important is the product COO for you?” or “What is the most important product attribute for you?—COO” Not only were the answer patterns different, but their determinants also varied.

When food governance matters to consumer food choice: Consumer perception of and preference for food quality certifications

Food quality certifications have been widely promoted for sustainable goals and addressing consumers' increasing concern for food safety. However, these mechanisms have achieved varied success in practice. Prior research notes the importance of certification and certifying agencies in making tangible an invisible process to build consumer trust in certified food. What we have yet to understand is if and how perceived trustworthiness of food actors, such as growers and retailers in that process, influences consumers' trust in food certification and their food choices. To extend the literature on food certification in a complex network environment, we examined consumer trust in three food certification schemes which represent two types (community-based versus third-party), two certification origins (international versus domestic), and two certification standards (organic versus Good Agricultural Practice or GAP). Data were collected via in-depth interviews with 27 participants in Vietnam. These participants have similar awareness of, access to and capability to afford organic food but differ in their food choice. This is the first study exploring consumers' perceptions of community-based certification in comparison with other third-party certifications in the same market. Our study shows that the variation in consumer trust in certifications depends on their perceived trustworthiness of the food system and its actors to deliver certified food. Findings reveal that the higher the level of trust in the certification, the lower the need for trust in food actors. Conversely, the lower the level of trust in the system, the higher the need for trust in food actors. Importantly, food chain governance, the mechanisms linking growers to retailers, increase consumers' trust in certified food. The study proposes two food governance frameworks to improve consumer trust in certification schemes in developing countries.

Looking behind the choice of organic: A cross-country analysis applying Integrated Choice and Latent Variable Models

This cross-country study investigates the relative role of organic labelling in consumers' purchase decisions for apples and the extent to which behavioral constructs, derived from an extension of the Theory of Planned Behavior, influence consumers' choices. We apply an Integrated Choice and Latent Variable Model, combining a discrete choice experiment with structural equation modelling. Empirical validation draws on data from an online survey conducted in three European countries (N_Germany=404; N_Norway=407; N_UK=401). In all countries, price is by far the most important attribute in consumers' purchase decision of apples, followed by country-of-origin and production method. The results show considerable consistency across the investigated countries regarding the importance of behavioral constructs - attitudes, subjective norms, perceived behavioral control, trust, and personal moral norms - in explaining consumers' intentions to buy, and purchase choices for, organic apples, confirming the derived theoretical framework.

Comparison of China's and the European Union's Approaches to Antimicrobial Stewardship in the Pork Industry

Antimicrobial resistance (AMR) is a recognized global public health concern. Although the link between antimicrobial usage in food animals and AMR in humans is established, the detailed interactions are unclear. Antimicrobial stewardship (AMS) in livestock was first implemented in Europe with Sweden as the pioneer in 1986. Despite this head start, AMR is still an ongoing challenge for Europe. The European Union (EU) is an established agriculture producer, the second largest pork producer globally, and one of the largest markets for organic food. China is the global leader in both production and consumption of pork. China's rise in prosperity has led to an increase in its pork demand. Chinese producers commonly use antimicrobials during production for disease treatment and prevention to meet this increased demand. China's rising prosperity together with recent publicized food safety scandals, disease outbreaks in domestic livestock products, and increased AMR awareness have resulted in an increased willingness to pay and demand for organic food by Chinese consumers. Responding to the growing concerns of AMR by consumers and the World Health Organization (WHO), the Chinese government introduced a national pilot program in 2016 to reduce unnecessary antimicrobial use. Compared with China, the EU is a different entity as it is a political union comprising diverse countries and although it may have more experience in AMS, both entities face similar issues with AMR and increasing demand for organic food. Increased interest in organic food has arisen due to concerns about AMR, food safety, outbreaks of bacterial food contamination, and animal welfare. This article aims to compare the different AMS strategies employed by each entity, China and the EU, and how the increased demand for organic produce globally also influences the effort to reduce antimicrobial use in these entities' pork industries.

Less Is Better: How Nutrition and Low-Carbon Labels Jointly Backfire on the Evaluation of Food Products

(1) Background: Labeling is one of the significant strategies to guide sustainable consumption behaviors. Nowadays, multi labels being displayed on the front-of-pack of food products is a common phenomenon. However, labels seldom operate solo, and competition or complement effects may be exerted on different labels. Therefore, the research objective is to explore the interaction effect when nutrition and low-carbon labels appear simultaneously; (2) Methods: Across four scenario-based experiments, including ice cream, yogurt, steak, and toast, this study manipulated the separate and joint occurrences of low-carbon and nutrition labels, the interaction effect of joint labels was tested, and the serial mediation model, which includes resource allocation and anticipated enjoyment of food consumption, was verified; (3) Results: Results show that people have a positive preference for the nutrition label and the carbon label, respectively, while these two labels working simultaneously attenuate the positive effect of the single label. When facing nutrition and carbon labels simultaneously, people would infer partial resources are allocated to healthy and environmental aspects so they have a lower anticipated enjoyment from food consumption. Thus, these two labels working simultaneously attenuate the positive effect of the single label, and consumers have a lower evaluation of food products. In addition, the joint backfire on the effect is only exerted on people with a higher level of zero-sum bias and only when joint labels have a high consistency of labels; (4) Conclusions: This study solved the contradictory problem of the joint effect of positive labels. The findings in this research contribute to promote sustainable food consumption. We suggest that similar labels should be avoided in the same front-of-pack of food, and manufacturers need to use ads to bring down consumers' zero-sum bias.

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

Although many countries have promoted organic farming for its benefits, organic food remains a niche market. This study investigates the drivers of purchasing organic food by examining if and how consumers' consumption values influence the food choices of regular buyers, occasional buyers, and non-buyers of organic food. We use consumption values as a theoretical lens for classifying different motives for purchasing organic food. Data were collected using in-depth interviews with 27 Vietnamese participants who were comparable in terms of their awareness of, their ability to afford, and their access to, organic food. Thematic analysis was used to analyse the qualitative data. The study advances research in organic food consumption by showing that trust and distrust in the food system, a much wider concept than trust in food labelling, is a determinant of consumption values of organic food, and therefore a determinant of organic food choice. It also makes a valuable contribution to the organic consumption values literature by showing a clear difference in the importance of perceived consumption values across regular buyers, occasional buyers, and non-buyers of organic food. Furthermore, the study advances Sheth's (1991) theory of consumption values by providing a more nuanced understanding of how consumption values can be interrelated.

Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers

Promoting sustainable food consumption contributes to the achievement of the United Nation’s Sustainable Development Goals. This study investigated the key determinants of consumer intention to purchase organic meat in an emerging market and a unique model was developed by incorporating environmental concern and guilt with the key components of the Theory of Planned Behavior. This model was then validated by obtaining data from a sample of 402 Vietnamese consumers at five food stores in Ho Chi Minh City, using a paper-based survey. The findings reveal that consumers who are concerned about the environment are likely to formulate favorable attitudes and downplay monetary barriers associated with organic food purchase. In addition, while attitudes and guilt about buying conventional meat have a positive effect on organic meat purchase intention, perceived monetary barriers significantly reduce the intention. These findings highlight both the rational and emotional aspects of organic food purchase intention and have important implications for key stakeholders and the encouragement of organic meat consumption.

Animal Production With Restrictive Use of Antibiotics to Contain Antimicrobial Resistance in Sweden-A Qualitative Study

Antibacterial resistance (ABR), is a growing global threat to human and animal health. Efforts to contain ABR are urgently needed. This qualitative interview study explored perceptions of work to contain ABR among stakeholders in food animal production in Sweden, with focus on broiler production. Semi-structured interviews were carried out with a strategic sample of 13 stakeholders in different parts of production, from professionals at policy level, veterinary authorities, to poultry farmers and poultry veterinarians. Conventional inductive content analysis was used for data analysis. A latent theme, “Working in unison,” emerged, based on the consistency expressed by the informants when they discussed ABR, use of antibiotics, and animal health management. This theme was built on four domains representing the content of the interviews: Knowledge and engagement; Cooperation; Animal health concept; and Development in balance with economic prerequisites. According to the informants, ABR has not been an isolated issue in Sweden but has been included in a tradition of animal health and welfare, and actions have been driven by the industry or by government regulations. Veterinarians described how they worked closely with farmers. Farmers felt involved in the development of animal health management methods. The One Health concept was well-known among stakeholders at national level but not at farm level. Close cooperation between stakeholders seems to facilitate development of animal production with low use of antibiotics.

Consumer Perception of Food Quality and Safety in Western Balkan Countries: Evidence from Albania and Kosovo

Domestic food markets are of significant importance to Kosovar and Albanian companies because access to export markets is under-developed, partly as a result of the gaps in food safety and quality standards. Kosovar and Albanian consumers’ use of food safety attributes and their evaluation of the quality of domestic food versus imported food are the research objectives of this study. The paper is based on a structured consumer survey of 300 Kosovars and 349 Albanians analyzing their perceptions of issues related to food safety and quality, measured through two respective batteries of items using a 5-point Likert scale. We used the t-test to identify differences between populations, correlation analysis and the bootstrapping method. Despite the prevalent problems with food safety, consumers in both countries consider domestic food to be safer as well as of higher quality than imported products. Kosovars are more likely than Albanians to perceive domestic food products to be significantly better than imported products. Female and better educated consumers use information related to food safety more often. Expiry date, domestic and local origin, and brand reputation are the most frequently used safety and quality cues for both samples. International food standards such as ISO or HACCP are less frequently used as quality cues by these consumer groups. It is important to strengthen the institutional framework related to food safety and quality following best practices from EU countries.

Assessing Consumer Preferences for Suboptimal Food: Application of a Choice Experiment in Citrus Fruit Retail

Amid the trend of sustainable development, reducing food waste is a global concern and campaigns to reduce food waste have been launched. For example, the term “food sharing” has originated from Germany and promotes sharing food instead of wasting. “The Guerilla Kitchen”, which originated from Netherlands, is an organization that also promotes avoiding wasting food. Consequently, more and more people are paying attention on this issue and we think it is necessary to understand people’s acceptance of suboptimal food, as discarded suboptimal food represents a significant proportion of food waste. Additionally, at least one-third of the food globally produced each year is classified as suboptimal and cannot be sold in the market because of a poor appearance, damaged packaging, or near expiration date, thus presenting challenges for environmental, social, and economic sustainability. Previous studies on suboptimal food have focused more on appearances and packaging dates and less on investigating traceable agricultural and price discounts, which is where food classified as suboptimal entails a discount. Moreover, citrus product attributes such as appearance, size, freshness indicators, traceable agricultural products, and price discounts were determined in terms of consumer preference through pre-measurement here, then using a choice experiment method to clarify which attributes consumers care about most (N = 485 respondents). Conditional logistic regression and a random parameter logit model (RPL) are employed to examine the various properties of a marginal willingness to pay (WTP). RPL was also used to deduce the respondents’ choices based on differences in appearance and freshness indicator. The results showed that consumers place greater emphasis on the freshness indicators (harvesting/packaging date labels) and appearance of suboptimal citrus fruits but do not focus on the size. Consumers are willing to purchase citrus fruit with a flawed appearance, although the price needs to be reduced from the original price. Although suboptimal food does not reduce health, people may still not buy it and this result in food wastage. As a result, it is essential to increase awareness regarding suboptimal foods and reduce food waste to support sustainable development.

How the country-of-origin impacts wine traders' mental representation about wines: A study in a world wine trade fair

Using data collected at a world wine trade fair, we study how the country-of-origin impacts wine traders' mental representation about wines. In the analysis we use traditional exporters in Old (France) and New (Argentina) world wine countries in comparison to non-traditional exporters in Old (Switzerland) and New (Brazil) world wine countries. Three main findings are reported. First, the country-of-origin of wines was more important on guiding participants' representations, than the category of countries the traders came from. Second, participants' evocations were more precise and specific for traditional wine-exporting countries than for less traditional wine exporting countries. Finally, the lack of traders' knowledge of wines from non-traditional wine-exporting countries produced associations and beliefs related to the image of the country itself. Our findings have important implications for the marketing and export activities of the wine industry.

Consumer Attitudes towards Local and Organic Food with Upcycled Ingredients: An Italian Case Study for Olive Leaves

Food made with upcycled ingredients has received considerable attention in very recent years as a result of the need to both reduce waste and increase food nutritional properties. However, consumer acceptance of these novel foods is fundamental to their market uptake. This paper aims to assess the likelihood of the acceptance of food obtained from upcycled ingredients of olive oil productions and its association with some relevant recent consumption trends, such as organic food consumption and attention to food origin. In addition, particular attention is given to age group behaviors to appraise the differences between generations. Results suggest that, despite the negative influence of food technophobia, a core of sustainability-minded consumers seems to emerge that is interested in organic or local products, that could also favor the uptake of these novel food made with upcycled ingredients in the market. Results suggest that developing organic or "local" food products with upcycled ingredients can increase the probability of consumer acceptance.

No Palm Oil or Certified Sustainable Palm Oil? Heterogeneous Consumer Preferences and the Role of Information

Public concerns about the adverse effects of palm oil production and consumption have contributed both to the development of certification standards for sustainable palm oil and to the promotion of palm-oil-free products. While research on consumer preferences for palm oil is growing, potential trade-offs between these two options—products containing certified palm oil versus palm-oil-free products—are still largely unexplored. Focusing on this research gap, a discrete choice experiment involving chocolate cookies was implemented as part of a web survey among consumers in Germany. Results indicate that consumers on average prefer palm-oil-free cookies, although a latent class analysis identifies several consumer segments that differ in terms of preferences, attitudes, and characteristics. Many respondents are highly price-sensitive. After the provision of additional information, stated preferences for certified palm oil increase, but four out of five consumer segments still prefer palm-oil-free products. Prevailing health concerns and a potential lack of trust in certification might explain this choice behavior. As alternatives to palm oil are not necessarily more sustainable, initiatives supporting the uptake of certified sustainable palm oil should be further strengthened. Targeted information campaigns might be a suitable instrument to raise awareness and increase knowledge about palm oil.

Identifying consumers’ profile and factors associated with the valorization of pulque: A traditional fermented beverage in Central Mexico

The aims of this work were to (i) identify the consumers’ profile of pulque through their consumption frequency and their sensory perception of this beverage and (ii) identify the factors that contribute to the valorization of pulque among Mexican consumers. A survey was designed and conducted with 221 consumers in pulque-selling locations (pulquerías) in a place of Central Mexico. Consumers were characterized according to their consumption frequency. Factors associated with the valorization of pulque were identified through Binary Logistic Regression model. Two types of consumers were identified: Frequent Consumers and Not Frequent Consumers. Both groups were comprised mostly of men, including students with medium to high levels of education. However, the first group showed more traditional and conservative behavior patterns since there was a higher proportion of consumers with a low educational level ( p < 0.05) and they had more years of consumption, spend more time in the selling locations, and preferred “natural pulque.” The second group of consumers was comprised mostly ( p < 0.05) of women, including students with a high educational level who prefer “cured pulque.” In this sense, our results showed that gender and time spent in the pulquerías together with sensory, cultural, and functional characteristics associated with the beverage influence its valorization among consumers. These results can help both producers and marketers to classify segments of consumers according to their preferences and consumption patterns in order to revalorize the pulque market. Finally, it is necessary to highlight that young consumers with high educational level show interest in this beverage, since for years its consumption has been associated with low-income populations.

Consumers' Willingness to Pay for Imported Milk: Based on Shanghai, China

Against the backdrop of the continuous large-scale growth of imported milk in China, in this research 310 consumers in Shanghai were used as a sample, and a choice experiment was conducted to study consumer preference and willingness to pay for imported milk. The following product attributes were included: nutrition claim, fat content, flavor, country of origin, and price. Our results show that, excepting price, consumers consider flavor the most important attribute, followed by nutrition claim, fat content, and country of origin. Consumers can be delineated into four segments based on consumer preference for the attributes of imported milk: “nutrition claim seekers” are willing to pay the highest price for imported milk with nutrition claims, “indifferent” consumers pay little attention to imported milk attributes, “flavor-oriented” consumers have a strong preference for strawberry-flavored imported milk, and “price-sensitive” consumers weigh the price when choosing imported milk.

Gender differences in consumer preferences when buying dairy products in Slovakia and Russia

In spite of geographical and culture differences between examined countries, there can be found similarities in consumer behavior of men and woman and also the similar tendencies on the dairy product market. In the last decade different fields of science concerns with the topic of gender differences more frequently. The article is based on a research of consumers' overall attitude to dairy products in Slovakia and Russia. The important role of gender differences underlines the outcomes of the questionnaire survey. Kruskal-Wallis test and Bonferroni correction was applied to verify the hypothesis whether there is a dependency between gender of the respondents and their attitude while choosing the dairy products in both countries. Analysis showed that in both countries women tend to buy dairy products more often than men. Also consumers prefer more domestic products, but Russian not as significantly as Slovakian. In both countries consumers consider the price of dairy products as high, but they don”™t outline the price as the most important factor when choosing dairy products. At the same time, both genders consider quality as the most important factor. These results indicate the existence of a niche at the Russian market, which could be used by Slovak dairy producers who can possibly penetrate Russian market. In addition, the similar marketing strategy for both, Slovak and Russian market can be used if the advertisement will be sensitively focused on the gender.