Moral Concerns and Consumer Choice of Fresh and Processed Organic Foods1

Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy

Introduction

The willingness to consume healthy foods has highlighted the growing importance of health, even more so when it comes to food choice, and predicting the willingness to consume foods of a healthy brand represents an action that leads to the practice of conscious eating habits, but what is behind this willingness? To answer this question and based on previous studies such as the theory of planned behavior and nutritional literacy, this study aimed to build a predictive model through an empirical study to examine the influence of nutritional literacy (NL) on attitude (ATT), subjective norm (SN) and perceived behavioral control (PBC), as well as to determine the influence of the three variables of the theory of planned behavior (TPB) on the willingness to consume healthy brand foods (WCHBF) in the Peruvian market.

Methods

The research focused on the population that stated that they were consumers of the Unión brand (a brand whose value proposition is the sale of healthy foods), obtaining 482 consumers. The study was conducted under a quantitative, non-experimental, cross-sectional design approach.

Results

The results support the existence of a positive and significant effect of NL on ATT, SN, and PBC, finding the exact behavior of SN and PBC in WCHBF; however, in the proposed model, it is observed that ATT has no impact on WCHBF.

Conclusion

Applying strategies that lead to a change in consumer behavior towards healthy brands is a matter of time and will. In this context, the findings indicate that nutritional literacy plays an essential role in the willingness to consume healthy foods, which sheds more light on the design of educational interventions and awareness campaigns that independently inform about nutritional benefits and empower consumers, allowing them to make informed and healthy choices.

Does gender moderate the purchase intention of organic foods? Theory of reasoned action

Purpose

Methodology

Findings

Originality

Use of Mobile Grocery Shopping Application: Motivation and Decision-Making Process among South Korean Consumers

With the revitalization of the online grocery trading market, many consumers are using mobile applications to purchase groceries. Although past studies were conducted on online grocery purchases, few measured mobile app users in a conceptual model that combines both motivational needs and behavioral components. Grounded in the uses and gratifications theory and the theory of planned behavior, this study investigated utilitarian motives, hedonic motives, experiential motives, attitudes, subjective norms, perceived behavioral control, purchase intention, and purchase behavior among mobile grocery app users in South Korea. As an additional analysis, a comparison between users and non-users of mobile grocery apps was implemented. The results showed that the utilitarian motives of grocery app users significantly influenced attitudes, attitudes and subjective norms influenced user intention, and user intention influenced grocery purchase behavior. Users showed statistically higher utilitarian motives, hedonic motives, and attitudes than non-users. The results suggest that South Korean consumers hold positive attitudes toward mobile grocery shopping and that the opinions of others may influence the decision to use the services. Mobile groceries in South Korea may have the potential for continued growth if individuals’ perceived control of the service improves. Implications and suggestions for future research are discussed.

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.

Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior

Marketing campaigns of organic food emphasize utilitarian benefits and psychological benefits as well as consumer culture to enhance environmental sustainability. In order to study the purchase intention of organic food, the authors developed a model using antecedents like warm glow, subjective norm, attitude and perceived behavioral control. This study examines the model for the Indian and the USA samples and thus integrated using three theories: Theory of Planned Behavior (TPB), Pro-Social Behavior (PSB) Theory with the interaction of Consumer Culture Theory. The model is estimated using the multi-group Partial Least Square Structural Equation Modeling (PLS-SEM) technique using R software with samples from India (n = 692) and the USA (n = 640). Results differ for Indian and USA samples. The expectation of the “warm glow” resulted from an environmentally friendly purchase as having a higher influence on Indian samples than that of the USA. Further, the attitude towards organic food purchase intention is stronger for US samples than the Indian, and the group difference is significant, while all the relationships that take warm glow as an antecedent have higher β for Indian samples. Moreover, the study found that attitude towards organic food is a major element for US subsamples, whereas subjective norm plays a major role in Indian samples to adopt organic food. Managerially, the present study suggests that a firm marketing its organic food must concentrate more on “warm glow” for Indian consumers in order to improve their market share.

Choice Drivers for Quality-Labelled Food: A Cross-Cultural Comparison on PDO Cheese

This study aims at examining the consumers’ preferences and drivers affecting the choice of quality-labelled food products, i.e., protected designation of origin (PDO) labelled cheese. We applied the theory of planned behaviour (TPB) to analyse the purchase of Parmigiano Reggiano PDO and Comté PDO hard cheeses in Italy and France, respectively. A cross-sectional sample of 808 consumers (400 French and 408 Italian) completed a questionnaire. Structural equation modelling (SEM) indicated perceived behavioural control (PBC) and attitude to be significant predictors of intention to purchase PDO-labelled cheese in France and Italy. Subjective and moral norms affected intention in France. Intention significantly influenced the hard cheese purchase behaviour. The results confirm that the TPB model predicted the self-reported measure of behaviour more than the observed one, measured with a discrete choice experiment, in both countries. The TPB interrelationships varied between countries, suggesting that food systems operators and public authorities should carefully target their intervention to stimulate the demand of PDO-labelled products.

Consumers' Intention to Adopt Blockchain Food Traceability Technology towards Organic Food Products

Establishing a blockchain food traceability system (BFTS) is increasingly important and urgent to resolve the contradiction between consumers’ intention regarding safe food selections and the spread of polluted foods. Using the advantages of blockchain, such as immutability, decentralization, openness, and anonymity, we can build trusted food traceability systems based on these important characteristics. With reliable information, traceability from production to sales can effectively improve food safety. In this research, multiple models, namely, the information success model (ISS) and the Theory of Planned Behavior (TPB) are formed into a conceptual integrated framework to study the intentions’ influenced factors of BFTS technology for Chinese consumers to help ensure food safety and the quality of Chinese organic food products. A face-to-face questionnaire survey with 300 valid responses was analyzed by Partial Least Square from the Chinese consumers focusing on the organic food products. This study found that the attitude and perceived behavioral control qualities significantly and positively affect the usage intention in adopting BFTS, while the subjective norms are positively but not significantly correlation with the usage intention in using BFTS. The above results will inform suggestions for productors and academics along with implications to promote BFTS’ usage intention.

Early COVID-19 outbreak, individuals’ mask attitudes and purchase intentions: a cohesive care

Purpose

This study aims to explore individuals’ attitudes and intentions towards mask purchase in Pakistan at an initial outbreak of COVID-19.

Design/methodology/approach

The study is quantitatively based on the cross-sectional data. The data are collected through a survey questionnaire. Convenience sampling strategy is used to target the individuals of Pakistan. At the first, 650 questionnaires were distributed. In return, the authors received 321 raw samples with the response rate of 53.5%. Finally, 316 useful samples are proceeded to infer the final results.

Findings

The structural equation model’s results demonstrate a positive and significant effect of fear of complication of COVID-19, knowledge about COVID-19 and health consciousness on attitudes towards the mask. Further, attitudes towards mask are found to be the robust analyst of mask purchase intention.

Research limitations/implications

The study used cross-sectional data through a single source of data collection. The findings of the survey are on the sample size of 316.

Practical implications

The study would help policymakers to formulate the strategies to make aware individuals regarding their health and COVID-19 issues. The study would provide the guidelines to the government agents of Pakistan to combat with COVID-19 through the purchase of mask. The shopkeepers would be aware to observe the intentions and attitudes of consumers towards mask.

Originality/value

The outcomes of this study offer a shred of empirical evidence for attitudes and intentions regarding the purchase of mask, particularly for developing country settings.

Determinants of stakeholders' intention to adopt pharmacogenomic

Pharmacogenomics (PGx) testing, which aims to identify the genes that affect our responses to drugs, has been favoured by healthcare professionals as a means of maximising drug efficacy and improving the safety and cost-effectiveness of healthcare. Support from the public is needed to determine the successful development of this technology and its implementation in society. Therefore, the objective of this paper was to analyse factors that influence stakeholders' intentions to adopt pharmacogenomic testing in Malaysia. A validated instrument was administered through face-to-face interviews with a total of 421 adult respondents who were stratified according to 2 stakeholder groups: healthcare providers (n = 221) and patients/family members (n = 200). The data were then analysed using SPSS® version 24 software and the advanced multivariate statistical approach of Partial Least Square (PLS) path modelling in order to analyse the complex relationships among variables. Results of the studies indicated that the Malaysian stakeholders had a high amount of trust in the key players (mean score of 5.31), perceived high benefits (mean score of 5.53) and claimed to have high intentions of adopting PGx (mean score of 5.39). The majority of the predictors have significant direct relationships with the intention to adopt PGx, with the exception of moral concerns. Perceived benefits appeared to be the most important direct predictor of the intention to adopt PGx testing (ß = 0.371, P < 0.001) followed by trust in the key players (ß = 0.312, P < 0.001), engagement (ß = 0.272, P < 0.001) and religiosity (ß = 0.133, P < 0.01). In addition, perceived risks also had a direct negative association with the intention to adopt PGx (ß = -0.096, P < 0.05). At the same time, the perceived benefits also served as a mediator for all the other factors except risk. The results provide insights into the multidimensional nature of the determinants of the intention to adopt PGx testing in Malaysia. Although the results showed that the stakeholders in Malaysia were very positive towards PGx testing, they were also cautious about it. The predictors identified in this study can serve as indicators for social acceptance of PGx testing to facilitate the clinical research and implementation of PGx.

The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach

One of the variables assessed in the research related to the consumption of green products is environmental concern. This work explores a new dimension to environmental concern: biodiversity. The reasons why research has focused on the mentioned dimension are, on one hand, the consideration of biodiversity as the main environmental indicator of the sustainability and, on the other, the paucity of marketing studies analyzing this variable and its relationship with the purchase behavior of sustainable products. The present paper proposes a classification of sustainable consumers according to their level of biodiversity concern. It is based on a quantitative study on the consumption behavior of olive oils carried out in four European countries, using the clustering multivariate technique. The results point out that there are differences between the segments depending on their level of commitment to biodiversity. The country’s influence on the way that its people experience biodiversity was also tackled. As a main conclusion, we identify four clusters or segments (not concerned, passive, active and influencers), setting up a multilevel structure of ascending intensity with regard to their level of biodiversity concern, with differences in the composition according to age and sex between countries.

Values and Planned Behaviour of the Romanian Organic Food Consumer

Romanian consumers have started to buy and consume more organic products. Their decision-making process is influenced by multiple variables. The theory of planned behaviour is widely accepted and used to predict behaviours in certain contexts, including the buying of organic food products. Other researchers have identified values that the consumer of organic products hold and that influence their buying behaviour. This study analyses the factors that have an impact on buying intention and behaviour of Romanian organic products from these two perspectives. A proposed model was designed by combining the two frameworks. It was evaluated by using structural equation modelling with the SmartPLS 3 software package (v. 3.2.7, SmartPLS GmbH, Bönningstedt, Germany, 2017). Results confirm the model proposed in the theory of planned behaviour while integrating the relationships of consumer values. Health consciousness was found to have a significant effect both on buying intention as well as on personal attitude. Food safety has a significant effect on buying intention regardless of personal attitude. Environmental concerns, social consciousness, perception of quality and lifestyle although important in personal attitude, do not affect buying intention directly.

Consumers' Emotion Attitudes towards Organic and Conventional Food: A Comparison Study of Emotional Profiling and Self-Reported Method

Emotions represent a major driver behind a consumption behavior. It may provide more important information beyond consumers’ preferences. This study contributes to a better understanding of the discrepancy in emotion attitudes towards organic versus conventional food using a cognitive survey and real food consumption experience. An emotional profiling under informed and uninformed condition, a cognitive survey, and a rapid forced-choice test were carried out with 46 consumers. Our work detected a yawning gap in consumers’ declared emotion attitudes in the cognitive survey and elicited emotion attitudes in the food consumption experience. Results showed that consumers exaggerate their positive emotion attitudes towards organic over conventional and their negative emotion attitudes towards conventional over organic. Even though consumers expressed higher negative emotion attitudes towards conventional food than organic in a cognitive survey, during the emotional profiling they had nearly equal emotion attitudes towards both conventional and organic samples. Moreover, positive declared emotions in a cognitive survey formed a good predictor of the final choice of conventional products over organic under time pressure. However, preferences, declared emotion, as well as elicited emotion attitudes were less useful as predictors of organic choice under time pressure. These results show the importance of taking into consideration the type of applied method when investigating consumers’ emotion attitudes towards organic and conventional products.

Get some respect - buy organic foods! When everyday consumer choices serve as prosocial status signaling

Status considerations have recently been linked to prosocial behaviors. This research shows that even everyday consumer behaviors such as favoring organic foods serve as prosocial status signaling. Key ideas from the continuum model of consumer impression formation and the theories of costly signaling and symbolic consumption are synthetized to make sense of this phenomenon. Two web-surveys (Ns = 187, 259) and a field study (N = 336) following experimental designs are conducted. This approach allows the analysis of both the more and less conscious reactions of consumers. Study 1 shows that the image of consumers favoring organic product versions is marked by characteristics consistent with prosocial status signaling. Study 2 replicates these findings with another sample and a wider range of products and demonstrate that observers' conservative values influence the image formed of organic food users. Study 3 establishes that similar image effects also emerge through a less conscious formation process and that they extend to how organic food users are socially treated. This research advances the current understanding concerning the interlinkages between organic food usage, prosocial status signaling, consumer impressions and reputation management. Substantively, the studies provide novel compelling empirical evidence for the ability of non-luxurious everyday consumer behaviors to qualify as prosocial status signaling. Conceptually, the integration of evolutionary and sociocultural perspectives represents a major contribution. More specifically, this research yields new understanding as regards the role of individual variation in sensing and interpreting status symbols.

Proscriptive vs. Prescriptive Health Recommendations to Drink Alcohol Within Recommended Limits: Effects on Moral Norms, Reactance, Attitudes, Intentions and Behaviour Change

Aims

Health advice can be framed in terms of prescriptive rules (what people should do, e.g. you should drink alcohol within recommended limits) or proscriptive rules (what people should not do, e.g. you should not drink alcohol above recommended limits). The current research examines the differing effect that these two types of injunction have on participants' moral norms, reactance, attitudes and intentions to consume alcohol within moderation, and their subsequent alcohol consumption.

Methods

Participants (N = 529) completed an online questionnaire which asked them to report their previous 7 days' alcohol consumption. They then read either a proscriptive or a prescriptive health message and completed measures of moral norms, reactance, attitudes and intentions to drink alcohol only within recommended limits. Subsequent alcohol consumption was reported 7 days later.

Results

The results showed that across all participants, the proscriptive message elicited stronger moral norms than did the prescriptive message, which in turn were associated with more positive attitudes and intentions to drink within recommended limits. For male participants who reported drinking more alcohol than recommended at baseline, the proscriptive message elicited more reported alcohol consumption over the subsequent 7 days.

Conclusions

Proscriptive messages may be effective at eliciting stronger moral norms to drink within government recommended guidelines. However, reactance may occur for high relevance groups. Practical and theoretical implications are discussed.

The role of descriptive social norms, organisational norms and personal norms in explaining solid waste management behaviours in workplaces

Purpose

Waste management behaviours (WMBs) play an important role in minimising metropolitan solid waste generation and reducing the environmental impacts caused by waste disposal. The purpose of this paper is to investigate the role of social norms, organisational norms and personal norms in explaining individuals’ engagement in WMBs, which include waste avoidance, green purchasing, reusing and recycling and waste disposal.

Design/methodology/approach

The metropolitan city of Bangkok, Thailand was selected as a case study – it faces waste management problems caused by a massive increase in waste over the past decade. This study distributed questionnaires to 193 public and private officers residing in the city of Bangkok. Path analyses and a multiple regression analysis were performed to test the effect of each norm and the association of various norms on individuals’ engagement in WMBs.

Findings

The results revealed that organisational norms had the strongest effect (both direct and indirect) on WMBs. Personal norms also had a direct effect on WMBs. In contrast, social norms did not directly influence WMBs; however, they did have an indirect effect on WMBs through organisational norms.

Practical implications

This study suggests that the role of organisational norms should be heavily emphasised in promoting the WMBs of public and private officers.

Originality/value

This study found that the role of organisational norms is the most significant factor influencing WMBs in workplaces. In addition, both provincial and subjective environmental norms in organisations significantly affect WMBs. They should be enhanced in order to promote WMBs in organisations.

Do Affective Variables Make a Difference in Consumers Behavior Toward Mobile Advertising?

Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variables simultaneously. The present research therefore sought to deepen understanding of the antecedents and consequences of attitudes toward permission-based mobile advertising. More specifically, it sought to identify the antecedents of attitudes toward mobile advertising and the bridges between these attitudes and consumers' intentions upon receiving advertising on their mobile devices. To this end, a causal model was proposed and tested with a sample of 612 mobile phone users that was collected from a panel of Spanish adults who receive advertising on their mobile phones in the form of SMS text messages. The structural model used was validated using the partial least squares (PLS) regression technique. The results show that the greatest influence was that exerted by positive emotions on feelings, suggesting that positive emotions have an indirect effect on attitude toward mobile advertising. This influence was even greater than their direct effect. Another important, though less powerful, effect was the influence of attitude on behavioral intentions to receive mobile advertising. In contrast, the influence of cognitive variables on attitude was less relevant.

Changing how I feel about the food: experimentally manipulated affective associations with fruits change fruit choice behaviors

Fewer than half of Americans meet current recommendations for fruit and vegetable intake. The behavioral affective associations model posits that feelings and emotions associated with a behavior are a proximal influence on decision making. Cross-sectional evidence supports the model and suggests that affective associations predict fruit and vegetable consumption. The purpose of this study was to test whether a causal relation exists between affective associations about fruits and future fruit consumption behavior, as measured by a snack selection task. Following a baseline assessment of cognitive and affective variables, participants' (N = 161) affective associations about fruits were experimentally manipulated with an implicit priming paradigm. Images of fruits were repeatedly paired with positive, negative, or neutral affective stimuli. The key outcome measure was a behavioral choice task in which participants chose between fruit and a granola bar. Participants in the positive prime condition were three times more likely than those in the negative condition to select a piece of fruit over the granola bar alternative in the snack selection task. They were also twice as likely as those in the neutral condition to select fruit. There were no changes in self-reported affective associations or cognitive beliefs. These findings provide further evidence of the implicit and direct influence of affective associations on behavior, suggesting the need to both incorporate the role of affect in health decision making models, as well as the potential utility of intervention strategies targeting affective associations with health-related behaviors.

Organic products, consumer behavior on market and european organic product market situation

The market of organic products around the world increased its volume in Central and Eastern Europe with organic food market has a number of shared features, which include the relatively low demand for organic food, low share of regular customers, the problems of producers marketing, the lack of enterprises which process organic products. Consumer behavior purchasing organic foods is influenced by several factors, among which is dominated consumer personality, income, finances and lifestyle, as well as psychological factors such as perception, motivation, learning, cognition and attitudes. Cultural and social factors in consumer behavior exhibit a lesser degree. Organic fruit and organic vegetables quality is generally higher for content of biologically active substances such as vitamins, polyphenols and flavonoids. The content of pesticide residues in organic food is significantly lower than conventional production. Regular monitoring of chemical and microbiological safety of organic products already in the primary production occurring in the raw state and after working in various sectors of food, an intensification of awareness raising and targeted increased support for organic agriculture. Multifunctional sector and increased support for family farms oriented for sectors with higher added value than the home sale, production processing on the farm and so on. By support of the sale of high quality domestic production by the state will be possible to persuade more people to personal health status and greater consumption of organic food  affects the health and prevent the occurrence of various diseases.