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

Analyzing consumer perceptions about food safety by applying the food-related lifestyle approach

Food safety standards remain a major concern for consumers, especially in developing and emerging economies, due to gaps in the capacities of food safety enforcement institutions and limited investments from private sector actors. This study analyzes consumer behavior and food safety-related lifestyles in Kosovo, a post-communist emerging economy. Consumer groups were identified according to their food-related lifestyle using the classical 2-stage segmentation approach of factor analysis as well as cluster analysis. The study findings indicate that almost two-thirds of the surveyed consumers are fairly or very concerned about food safety. The results reveal that highly educated female consumers are more concerned about personal health risks, food safety-related content, and related diseases. This study provides interesting insights for food safety policymakers and the agroindustry on how to promote food safety consumer awareness effectively with targeted communication strategies.

Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers

The purpose of this study is to examine factors affecting green food product purchase intentions and, specifically, to specify the role of past behaviour in shaping purchase intentions for these products and in switching to environmentally friendly food purchases. As for the theoretical framework, the Theory of Planned Behaviour (TPB) was used, with certain modifications proposed; namely, additional constructs were included: past behaviour, knowledge, and trust in green food. Data were collected from 650 green product consumers in Poland. The online survey method was employed. The research revealed that past behaviour is a powerful indicator, which, to the greatest extent, explains purchase behaviours towards green food. This paper explores the fact that attitudes are also strongly linked to green food purchase intentions. Moreover, social norms, trust, and knowledge also have a positive effect on the intention to purchase green food products. Perceived behavioural control is relatively weak but statistically significant. The extended model explains 57% of the variance in green food purchase intentions. By incorporating past behaviour into the TPB, this study gives a new insight into understanding the inconsistency between positive attitudes towards green food and real purchase behaviours. The results of the study provide managers working in the food sector with relevant guidelines for the design of marketing strategies.

Diet Quality and Changes in Food Intake during the University Studies in Polish Female Young Adults: Linkages with Food Experiences from Childhood and Perceived Nutrition Concerns

The transition from adolescence to young adulthood may be associated with unfavorable changes in food intake due to some substantial transformations in social life and environment. Factors that affect food choices and diet quality during early adulthood are still not well-recognized. This paper aims to explore the relationship between females’ childhood food experiences related to parents’ monitoring practices and healthy eating guidance, perceived nutrition concerns, changes in food intake during university studies, and diet quality. A cross-sectional study with the use of CAWI (Computer-Assisted Web Interview) was carried out on 657 female students aged 19–30 years. Beliefs and Eating Habits Questionnaire (KomPAN) was used to assess the frequency of eating various kinds of food and then to calculate the diet-quality index (DQI). Adults’ Memories of Feeding in Childhood (AMoFiC) questionnaire was used to assess food experiences from childhood, and Health Concern Scale (HCS) was used to assess nutrition concerns. Associations between changes in food intake, diet quality, and selected factors describing the study sample were verified using logistic regression analysis. The DQI of the majority of students indicated a low intensity of nonhealthy and pro-healthy dietary characteristics. The intensity was higher among nutrition and health students, those with low nutrition concerns, and those with childhood experiences of monitoring. The chances of a negative change in food intake were increased by a higher score for childhood food experiences associated with parents’ monitoring practices. The chances of a negative DQI were increased by bigger concerns about nutrition and by technical and agricultural majors; however, they were reduced by positive changes in food intake. Both childhood food experiences and perceived nutrition concerns should be factored into strategies aimed at improving youth diet and educating parents about effective parental feeding practices.