Consumer Expectation and Perception of Farmed Rainbow Trout (Oncorhynchus mykiss) Fed with Insect Meal (Tenebrio molitor)

In recent years, insect meal has attracted increasing interest as an innovative protein source to replace fish meal in feed formulations due to its valuable nutritional profile. This research aimed to compare the effects of different levels of dietary inclusion of the yellow mealworm beetle (T. molitor) larvae meal on the sensory quality of rainbow trout (Oncorhynchus mykiss) fillets and retrospectively on the acceptability of this protein source to consumers. The results showed that the inclusion of T. molitor larvae meal did not induce sensory changes in the trout fillets, while regarding consumer acceptability and willingness to buy and pay, it was shown that a certain level of rejection towards this alternative protein still exists. The work described in this scientific manuscript adds more knowledge on the study of consumer acceptability of this protein source.

Consumer acceptance for sheep milk-based yogurt-Evidence from a large sample of Italian consumers

Testing consumer acceptance for a new product, such as the sheep milk-based yogurt, provides a measure of its market success, thus it informs producers on the effectiveness of their decision to transform sheep milk into yogurt to increase their revenues. This work explores to what extent consumers accept sheep milk-based yogurt and tests the role of personal-related factors and product-related features on shaping its acceptance. The study collects data from a representative sample of Italian yogurt consumers, and data are then analyzed via a logistic regression. Results show that male, highly educated, and high-income consumers are more likely than others to accept sheep milk-based yogurt. Findings suggest that consumers' food neophobia and variety seeking traits play a pivotal role in affecting consumer acceptance. Lastly, interest in nutritional and health-related yogurt features increases the probability of accepting sheep milk-based yogurt. Thus, sheep milk-based yogurt should be targeted at high-end male consumers and those interested in nutritional and health-related aspects of yogurt. Informing consumers about the sheep milk yogurt properties may further increase its acceptance and curb food neophobia, which we found to be one of the main barriers for the product acceptance. Future studies will explore consumer acceptance by using a real product and taste experiments.

Factors Generating the Willingness of Romanian Consumers to Buy Raw Milk from Vending Machines

The use of automatic raw milk dispensers for products obtained from Romanian farms can represent an effective method of encouraging the development of short supply chains and promoting sustainable production and consumption systems. There are very few studies in the literature, especially in emerging economies, that analyze consumer perception regarding the use of raw milk dispensers; most of the research is focused on technical aspects regarding how such machines function and food safety, and less on consumers' perceptions towards them or consumer satisfaction, loyalty, or intention to use them. Therefore, the objective of this research was to investigate the willingness of Romanian consumers to buy raw milk from vending machines. In this regard, the authors drew a conceptual model to assess the factors that trigger willingness to buy raw milk from vending machines and then implemented a quantitative-based survey among Romanian consumers who buy raw milk from vending machines. The data were analyzed by modeling structural equations with SmartPLS. The results reveal that the generation of consumer willingness to buy raw milk from vending machines depends on how consumers perceive raw milk but also on the product safety, reusability of the milk bottle, and the provenance of the raw milk, as well as the nutritional qualities of the unprocessed raw milk. The paper extends previous studies based on the stimulus-organism-response (SOR) and deepens the understanding of consumers' perception towards raw milk dispensers. Furthermore, the results also highlight possible managerial strategies that aim to improve the understanding of consumers.

Perceived emotional states mediate willingness to buy from advertising speech

Previous studies have shown that stimulus-organism-response (SOR) theory can well explain the willingness to buy from stores, products, and advertising-related stimuli. However, few studies have investigated advertising speech stimulus that is not influenced by visual design. We examined whether SOR theory using emotional states can explain the willingness to buy from advertising speech stimulus. Participants listened to speech with modified speech features (mean F0, speech rate, and standard deviation of F0) and rated their willingness to buy the advertised products and their perceived emotional states (pleasure, arousal, dominance). We found that emotional states partially mediate the influence of speech features on the willingness to buy. We further analyzed the moderating effects of listeners' attributes and found that listeners' gender and age group moderated the relationship between speech features, emotional states, and willingness to buy. These results indicate that perceived emotional states mediate the willingness to buy from advertising speech.

Sensory disclosure in an augmented environment: memory of touch and willingness to buy

The recent movement restrictions due to the COVID-19 outbreak, and subsequent booming in online buying, show consumers the crucial role of touch as a pre-purchase indicator of good quality products, especially in grocery and fashion sectors. During the pandemic time, consumers were somehow forced to find different alternatives to understand the quality of items before buying. Among these, the adoption of multi-sensory technologies (e.g., augmented reality, AR) or the visual activation of the memory of a material (e.g., wool) was certainly attracting attention from consumers. In this scenario, the purpose of this paper is to explore how AR can activate the memory of products and consumers’ willingness to purchase. Building on qualitative data from semi-structured interviews with 18 Italian consumers, our analysis reveals that AR might enhance consumers’ memory of products, with this sometimes occurring unconsciously. Our findings further deepen the scientific and managerial debate around the role AR might have in influencing/altering consumers’ shopping routines. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.

Lifestyle, psychological and socio-demographic drivers in functional food choice: a systematic literature review based on bibliometric and network analysis

Food-related diseases are a topic of concern for the population and institutions; therefore, regulations have been envisaged to improve consumer knowledge about food properties and to guide them towards healthy food consumption. Europe has addressed the use of claims on labels with two important regulations in 2006 and 2012. The use of claims allows for the differentiation of food products, particularly functional foods, i.e., those that can provide health benefits as part of a standard diet. The study aims to describe the interest of researchers on the topic of functional foods and health claims by observing the trend of publications and highlighting the role of the country on the topic through a network analysis. Another objective is to evaluate the role of lifestyle, psychological and socio-demographic predictors in the choice of functional foods bearing label claims or not, using a systematic literature review. To this aims, a bibliometric and a network analysis were assessed. The results reveal a positive trend in publications and a growing interest in the topic, thus showing that socio-demographic characteristics and lifestyle variables partially influence consumer behaviour. In particular, it emerges that educated people and women are more interested in functional foods, showing a higher willingness to pay for them. In addition, physical activity and beliefs regarding the nutritional quality of functional foods are positively correlated with WTP. However, several contradictory results were observed for some variables in the collected studies. For these reasons and considering the high number of functional foods and claims yet to be evaluated, further investigations are recommended.

The Effect of Sustainability-Related Information on the Sensory Evaluation and Purchase Behavior towards Salami Products

Consumer's interest in sustainable livestock farming methods has grown in response to concerns for the environment and animal welfare. The purpose of this study is to examine the different influences of sustainability product information on sensory characteristics and purchase behaviors. To accomplish this aim, the study used salami, which is an Italian-style sausage processed by fermentation and drying. Three different types of information were provided: salami made from the pork of an antibiotic-free pig (SMAFP), of an animal welfare pig (SMAWP), and of a grazing pig (SMGP). This study was conducted as an off-line experiment with Korean participants (n=140). As a result, there were sensory differences according to the sustainability information. For the SMAFP, it had a significant difference in, sourness (p<0.05). With the SMAWP, there was a difference in gumminess (p<0.10), and the SMGP had significant differences in sourness (p<0.01), sweetness (p<0.01), andmoisture (p<0.05). Moreover, the purchase intention and willingness to pay were significantly higher when the sustainability information was given. Especially, among the three types of salamis, participants were willing to pay the most for the SMAWP. This is one of the first consumer studies to investigate sensory evaluation and purchase behavior for various types of sustainable livestock production. These results contribute by helping sustainable meat producers and marketers become aware of the kind of sustainable information to which consumers are sensitive.

Is there willingness to buy and pay a surcharge for agro-ecological products? Case study of the production of vegetables in Xochimilco, Mexico

BACKGROUND

Around the world there are approximately 2.5 trillion small-scale farmers, most of them subsistence farmers. In the 1970s the green revolution unfolded, which brought benefits to some producers, but it also brought costs, especially for small producers. Agro-ecology is presented as an alternative, but it is necessary to examine whether it is accepted in the markets, especially in developing countries.

RESULTS

This study proves that there is a potential market, in this case in Mexico, but that it will depend on some socio-economic variables such as age, income, gender, product information, among others. Similarly, it is evident that buyers are willing to make an additional payment as compensation.

CONCLUSION

Agro-ecology should not be considered as subsistence farming incompatible with the markets. It offers good prospects for increasing production and improving the sustainability of agriculture in marginal areas with few economic resources.