Visual marketing: The importance and consumer recognition of fruit brands in supermarket fruit displays

Map-based cloning reveals Cpgp gene encoding an APRR2 protein to regulate the green fruit peel formation in Cucurbita pepo

Fruit peel color is a major factor that influences fruit quality and customers' demand. However, the molecular mechanisms underlying the green fruit peel color trait of Cucurbita pepo L. remain unknown. Two parental lines, RP16 and RP38, were used to study the fruit peel color trait in C. pepo. The parental line RP16 shows white peel color, whereas RP38 exhibits green peel color. 384 F2 populations were used to identify the inheritance pattern associated with green fruit and white fruit peel in Cucurbita pepo L. 293 F2 individuals were white, and 91 F2 individuals were green, resulting in a ratio of 3:1. Hence, white peel is dominant over the green fruit peel trait, and a single recessive green peel gene (Cpgp) controls the green fruit peel. The fruit chlorophyll (Chll) content decreases as fruit matures in the RP16 line. In contrast, Chll increases during the fruit growing periods on fruit peels of the RP38 line. The BSA-sequence analysis revealed the Cpgp locus on Chr5, within a 2.3 Mb region. Subsequent fine-mapping analysis, using 699 F2 plants, narrowed down this region to 23.90 kb on the same chromosome. Within this region, two annotated genes, namely Cp4.1LG05g02070 and Cp4.1LG05g02060, are present. These genes are predicted to encode a two-component Arabidopsis Pseudo-Response Regulator 2-like protein (APRR2), which may be involved in green pigmentation processes in plants. Consequently, sequence alignment and gene expression analyses at various fruit development stages supported that Cp4.1LG05g02070 may be the primary candidate gene responsible for regulating the green fruit peel color trait in Cucurbita pepo L. This study may provide a basis for further study on the basic mechanisms that control the fruit peel colors in Cucurbita spp.

Supplementary Information

The online version contains supplementary material available at 10.1007/s11032-024-01492-7.

The influence of visual marketing on consumers' purchase intention of fast fashion brands in China-An exploration based on fsQCA method

Under the rapid development of e-commerce, offline brick-and-mortar stores have been severely impacted. However, the importance of the visual, sensory and even psychological experience in the apparel industry makes offline stores still irreplaceable. The impact on consumers' visual experience cannot be ignored and is a significant influencing factor in determining consumers' psychological change and purchase intention. Especially for fast fashion brands which pursue low costs, visual marketing strategies is a cost-effective marketing tool to enhance the visual experience. In this paper, by adapting SOR theory and using fuzzy set qualitative comparative analysis (fsQCA) research method, 15 fast fashion apparel brands and 374 valid questionnaires are adapted in China to explore not only the influence of individual dimensions in visual marketing on consumers' purchase intention, but also the action of multi-dimensional combinations. The research finds that: (1) there are two driving paths for high consumers' purchase intention. The first path is a combination of high clarity of arrangement and low display density; the second path is a combination of low light intensity, high clarity of arrangement, high tonal harmony and high window appeal. (2) There are also two paths that drive non-high consumers' purchase intentions, and they are asymmetrically related to the paths that drive high consumers' purchase intentions. The findings of this study help to provide direction and suggestions for offline visual marketing strategies of fast fashion apparel brands to increase consumers' psychological perception and purchase intention through a range of visual presentation techniques.

How to entice restaurant patrons to order low-emissions meals? A meta-analysis and research agenda

Climate change mitigation is now a matter of urgency. Substantial mitigation effects can be achieved by changing consumer behavior, including food choice. Food systems generate 34% of global greenhouse emissions. Researchers can contribute to climate change mitigation by developing theory-informed interventions that entice consumers to choose low-emissions foods. This meta-analysis synthesizes past research, which developed interventions to influence food choices in restaurants and tested them experimentally. We meta-analyzed 83 interventions that aimed to entice people to choose low emissions meals. Results indicate that the primary focus of interventions developed to date is to change beliefs to alter food choices. Our meta-analysis reveals that such belief-based interventions have only a small effect particularly on food choice behavior (compared to intentions). Some alternative behavior change approaches prove to be more effective, including increasing the enjoyment associated with choosing the target meal, increasing its availability, and making it more convenient to choose. Our meta-analysis highlights that more field studies are needed. Only 25 out of 83 interventions took place in the field, with the remainder taking place in simulated restaurants (i.e., survey studies). Future research should focus on intervention mechanisms that have proven successful in the simulated restaurant context as well as on novel theoretical approaches that remain entirely unexplored, including targeting habits by either activating or deliberately disrupting them.

Preference for branded fresh produce and consumers' need for uniqueness: A mixed-methods investigation of consumer choice and thought process

Branding is an important tool to increase a product's value. Fresh fruits and vegetables are largely unbranded. This study aimed to 1) investigate consumer preferences for brands (including brand transfers) of fresh produce, compared with other extrinsic attributes, 2) identify consumer segments and describe them with the psychological scale "food and beverage need for uniqueness" (FBNFU), and 3) explore consumer thought processing of brands during choice. We applied a concurrent mixed-methods approach: a discrete choice experiment and latent class analysis (quantitative) and a think-aloud interview (qualitative). Results showed that brands are not generally the most important attribute for choice. Experimental brand transfers received the lowest preference rating (i.e., part-worth utilities). However, for certain consumer segments, branding is most important. The consumer segments with the strongest preference for brands showed the highest level of FBNFU. Consumers' thought process during choice typically starts with brand recognition, and associations follow. Consumers with negative or no associations, or who were unfamiliar with the brand, disregarded the brand as the choice process progressed. Our results provide insights into the value of fresh-produce brands for consumers. Practitioners should target the FBNFU mindset and maximize brand awareness when promoting branded fresh produce.