A Multi Theory-Based Investigation of College Students' Underlying Beliefs About Local Food Consumption

Divergence and convergence: a cross-generational study on local food consumption

In the context of the expanding local food market, grasping the evolutionary trajectory of consumer purchasing behavior is crucial for understanding market dynamics. This study adopts a cross-generational perspective to delve into and elucidate the similarities and differences in local food consumption behaviors between Gen Z and Gen Y. Through the analysis of online survey data from 251 individuals of Gen Z and 319 of Gen Y and utilizing the Theory of Planned Behavior as a theoretical framework, and the study identifies eight key variables. The findings reveal that while Gen Z and Gen Y exhibit a range of common characteristics in their choice of local food,including attention to word of mouth, health consciousness, subjective norms, perceived behavioral control, and attitude.there is a significant divergence in their motivating factors for purchasing. Specifically, convenience is the primary driver for Gen Z when selecting local food; conversely, price is the decisive factor in the decision-making process of Gen Y. By unveiling these significant differences and similarities, the research offers significant understanding beneficial to the food sector, particularly in formulating market strategies targeted at different generations.

Factors influencing baby boomers' intention to choose a dish featuring plant-based meat alternatives (PBMA) at a restaurant: Findings from an online panel study

The purpose of this study is to examine the psychosocial determinants of baby boomers'-born between 1946 and 1964- intention to choose a menu item featuring plant-based meat alternatives (PBMA) when dining out. The specific objectives are as follows: 1) to identify the baby boomer generation's health-related perceptions about PBMA, and 2) to examine the factors that influence baby boomers' intention to choose a dish featuring PBMA at a restaurant. A total of 174 responses obtained using the Qualtrics panel were analyzed with content analysis and partial least squares structural equation modeling (PLS-SEM). The findings identified various underlying perceptions of baby boomers toward PBMA, such as perceived health outcomes, perceived availability, and willingness to purchase. Furthermore, subjective norm, cues to action, and self-identity were found to be significant predictors of the intention to choose a menu item featuring PBMA when dining out. Theoretical and practical implications are discussed.

Analysis of college students' canteen consumption by broad learning clustering: A case study in Guangdong Province, China

Investigation on college students’ consumption ability help classify them as from rich or relative poor family, thus to distinguish the students who are in urgent need for government’s economic support. As canteen consumption is the main part of the expenses of the college students, we proposed the adjusted K-means clustering methods for discrimination of the college students at different economic levels. To improve the discrimination accuracy, a broad learning network architecture was built up for extracting informative features from the students’ canteen consumption records. A fuzzy transformed technique was combined in the network architecture to extend the candidate range for identifying implicit informative variables from the single type of consumption data. Then, the broad learning network model is fully trained. We specially designed to train the network parameters in an iterative tuning mode, in order to find the precise properties that reflect the consumption characteristics. The selected feature variables are further delivered to establish the adjusted K-means clustering model. For the case study, the framework of combining the broad learning network with the adjusted K-means method was applied for the discrimination of the canteen consumption data of the college students in Guangdong province, China. Results show that the most optimal broad learning architecture is structured with 14 hidden nodes, the model training and testing results are appreciating. The results indicated that the framework was feasible to classify the students into different economic levels by analyzing their canteen consumption data, so that we are able to distinguish the students who are in need for financial aid.

The psychology of cruise service usage post COVID-19: Health management and policy implications

The cruise industry has suffered a huge loss due to the suspension of cruise operations during the COVID-19 pandemic. As the industry is preparing for recovery, there is an urgent need for research on cruise consumers' psychology, in particular, the factors influencing their intention to use cruise services after the pandemic. This study employs theories, namely, the health belief model, trust theory and attitude theory, to investigate consumers' use intention for cruise services after the pandemic. An online survey was administered to consumers in China's tourism industry, where 376 responses were received. Subsequently, this study employs structural equation modelling to test its theoretical model consisting of hypotheses. The results show that consumers' trust is directly influenced by health belief constructs including perceived safety threat, outcome expectation, self-efficacy and cues to action. Next, trust exerts a direct impact on consumers' attitude and intention to use cruise services. Moreover, this study finds full and partial mediation effects. The findings provide a series of recommendations for cruise operators and policymakers in terms of marketing strategies, service design, public communication and health measures.

Local Food Campaign in a Globalization Context: A Systematic Review

As a basic commodity, food has undergone thorough globalization, with the global food market totaling 1392 billion USD in 2019. Despite such a great amount of global food trade, the idea of favouring the consumption of local food, or local food campaigns, has won ever growing attention and advocacy in recent years as an effort to enhance social and environmental sustainability. This systematic review study draws wisdom from the extant literature and provides critical thinking on how local food differs from non-local food and whether the two are more antagonistic or more complementary. Results suggest that although the term “local food” has hardly been clearly defined, it is possible to accommodate different opinions in a set of common constructs in Eriksen’s “three domains of proximity”. Regarding the strengths of local food, researchers agree more on its strong personal connection, distinctive culture, and high quality, but less on its supporting local economy, reduced energy consumption, and environmental friendliness. Meanwhile, local food has its current weaknesses in terms of higher price and unsuccessful information communication; however, these are not without solutions. Overall, while food localization and globalization differ in purpose, they can well co-exist, promote collaboration rather than confrontation, and together accelerate the sustainable growth of the food market.