Viability of Values and Attitudes Concerning Purchase Intentions and Benefit Attribution for an Organic Sport Drink

The following contribution describes a product development case study for an isotonic organic sport drink in which the value factors of GfK Sinus Milieus have been applied. The underlying research question is, if the prescribed values are a viable tool to differentiate buyers and nonbuyers of organic food in respect to purchase intention in the case of sport beverages. The authors furthermore investigate the importance of “organic” or other product features for fitness oriented consumers. The paper draws on data from a survey in Austrian and German fitness centres with a total of 400 respondents. Purchase intention was indirectly measured with a Conjoint analysis, for the influence of values and factors on the purchase intention an analysis of variance was applied. Results illustrate, that the GfK values and attitudes factors are a viable tool to differentiate between shoppers and non-shoppers of organic food. Our study has shown that the necessary factors to differentiate purchase intentions are varying over product categories. Furthermore a use of single factors is not recommended, only a combination of them is able to differentiate consumers in respect to their purchase intention. Further research would be required to facilitate full understanding of the complex decision making process with regard to different product categories of organic food products. This research indicates that a combination of attitudes and values at the same time influence purchase intention. Furthermore values and attitudes differ among product categories and buying situation.innovation, new product development, organic food, sport beverage, attitudes and values, Agribusiness, Agricultural and Food Policy, Farm Management, Food Consumption/Nutrition/Food Safety,

Perceived risks in cross-border transactions in agri-food chains

Nowadays, agri-food chains are more global than ever and are characterized by increased imports and exports and global sourcing of products, resulting in increased cross-border transaction risks. The objective of this paper is to identify the typical risks regarding agri-food supply chains involved in cross-border transactions and to assess their importance as perceived by agri-food managers. The analysis takes into consideration four different agrifood value chains (meat, grain, olive oil, fresh vegetables and fruits). Following an explorative approach and a qualitative technique, a series of face to face in-depth interviews was conducted. Results indicate that risk perception may be quite different across countries, value chains, tiers of the supply chain, as well as across respondents. The prevalence of Market dynamics risks was pointed out in most of the interviews, yielding the impression that many operators identify the market as the most difficult environment. Differences in risk perception between fresh produce (fruit/vegetables and meat) and processed food chains (grain and olive oil) are probably interrelated to the different degree of integration within these supply chains, the different level of standardization achieved and the different causes of risks that are inherent to the nature of the product.Perceived Risks, Cross-Border Transactions, Agri-Food Chains, Risk and Uncertainty,

Perceived risks in cross-border transactions in agri-food chains

Nowadays, agri-food chains are more global than ever and are characterized by increased imports and exports and global sourcing of products, resulting in increased cross-border transaction risks. The objective of this paper is to identify the typical risks regarding agri-food supply chains involved in cross-border transactions and to assess their importance as perceived by agri-food managers. The analysis takes into consideration four different agrifood value chains (meat, grain, olive oil, fresh vegetables and fruits). Following an explorative approach and a qualitative technique, a series of face to face in-depth interviews was conducted. Results indicate that risk perception may be quite different across countries, value chains, tiers of the supply chain, as well as across respondents. The prevalence of Market dynamics risks was pointed out in most of the interviews, yielding the impression that many operators identify the market as the most difficult environment. Differences in risk perception between fresh produce (fruit/vegetables and meat) and processed food chains (grain and olive oil) are probably interrelated to the different degree of integration within these supply chains, the different level of standardization achieved and the different causes of risks that are inherent to the nature of the product

Viability of Values and Attitudes Concerning Purchase Intentions and Benefit Attribution for an Organic Sport Drink

The following contribution describes a product development case study for an isotonic organic sport drink in which the value factors of GfK Sinus Milieus have been applied. The underlying research question is, if the prescribed values are a viable tool to differentiate buyers and nonbuyers of organic food in respect to purchase intention in the case of sport beverages. The authors furthermore investigate the importance of “organic” or other product features for fitness oriented consumers. The paper draws on data from a survey in Austrian and German fitness centres with a total of 400 respondents. Purchase intention was indirectly measured with a Conjoint analysis, for the influence of values and factors on the purchase intention an analysis of variance was applied. Results illustrate, that the GfK values and attitudes factors are a viable tool to differentiate between shoppers and non-shoppers of organic food. Our study has shown that the necessary factors to differentiate purchase intentions are varying over product categories. Furthermore a use of single factors is not recommended, only a combination of them is able to differentiate consumers in respect to their purchase intention. Further research would be required to facilitate full understanding of the complex decision making process with regard to different product categories of organic food products. This research indicates that a combination of attitudes and values at the same time influence purchase intention. Furthermore values and attitudes differ among product categories and buying situation

Risk Analysis in Selected European and International Food Chains

The purpose of this study is to assess and evaluate the most important risks in selected European and international food chains from the perspective of the buying company. The primary objective is to identify the “non-acceptable” risks in terms of damage potential and likelihood of occurrence of value chains in the sectors grain, meat, fruit and vegetable, and olive oil. Data was collected by each partner of the European research project “e-trust” (FP6-CT-2006-043056) by conducting 81 qualitative expert interviews with business leaders in Europe (Austria, Germany, Greece, Italy, Slovenia, Spain) as well as in Brazil, Turkey, and the USA. The study focuses on a wider supply chain or network perspective for the risk assessment. Methodically the assessed risks were classified and then evaluated using a risk map matrix. Results point out nonacceptable risks and show the differences concerning the risk evaluation in the different value chains. Results provide interesting supply chain management approaches in these sectors.risk, risk analysis, supply chain, food, risk map, risk classification, Agribusiness, Agricultural and Food Policy, Farm Management, Food Security and Poverty, Industrial Organization, Institutional and Behavioral Economics, Risk and Uncertainty,

Risk Analysis in Selected European and International Food Chains

The purpose of this study is to assess and evaluate the most important risks in selected European and international food chains from the perspective of the buying company. The primary objective is to identify the “non-acceptable” risks in terms of damage potential and likelihood of occurrence of value chains in the sectors grain, meat, fruit and vegetable, and olive oil. Data was collected by each partner of the European research project “e-trust” (FP6-CT-2006-043056) by conducting 81 qualitative expert interviews with business leaders in Europe (Austria, Germany, Greece, Italy, Slovenia, Spain) as well as in Brazil, Turkey, and the USA. The study focuses on a wider supply chain or network perspective for the risk assessment. Methodically the assessed risks were classified and then evaluated using a risk map matrix. Results point out nonacceptable risks and show the differences concerning the risk evaluation in the different value chains. Results provide interesting supply chain management approaches in these sectors

Trust in the US‐EU Fruit and Vegetable Chain: Do US Exporters Understand EU Importers?

Research on organizational and inter‐organizational trust has become an important field in management and marketing literature, as it is perceived as a pivotal aspect of business transactions. However, clarifications are still needed on the issue of whom we trust; is the person whom we are trading with trusted, or the organization, or just the product‐quality? Not only has this question not been answered within this field of research, neither have cultural differences have been described to any great extent. Additionally, if the perceived factors important to establish trusting relationships may or may not be the same on the buyers and the sellers side in international business transaction in food chains. The primary objective of this research study therefore is to identify how well US exporters understand the elements of trust that establish strong relationships with EU importers. The Analytical Hierarchy Process was used to evaluate the importance of different trust elements in interviews conducted with US exporters and EU importers of fruits and vegetables. Results are compared, providing both a picture of the important facets of trust, as well as whether the partners understand the perspectives of the other partner

Trust in the US‐EU Fruit and Vegetable Chain: Do US Exporters Understand EU Importers?

Research on organizational and inter‐organizational trust has become an important field in management and marketing literature, as it is perceived as a pivotal aspect of business transactions. However, clarifications are still needed on the issue of whom we trust; is the person whom we are trading with trusted, or the organization, or just the product‐quality? Not only has this question not been answered within this field of research, neither have cultural differences have been described to any great extent. Additionally, if the perceived factors important to establish trusting relationships may or may not be the same on the buyers and the sellers side in international business transaction in food chains. The primary objective of this research study therefore is to identify how well US exporters understand the elements of trust that establish strong relationships with EU importers. The Analytical Hierarchy Process was used to evaluate the importance of different trust elements in interviews conducted with US exporters and EU importers of fruits and vegetables. Results are compared, providing both a picture of the important facets of trust, as well as whether the partners understand the perspectives of the other partner.trust, perceived trust, importance of trust factors business transaction, supply chain, fruit and vegetable, US, EU, Agribusiness, Agricultural and Food Policy, Farm Management, Food Consumption/Nutrition/Food Safety, Marketing, Production Economics, Research Methods/ Statistical Methods,

Perceived risks in cross-border transactions in agri-food chains

Nowadays, agri-food chains are more global than ever and are characterized by increased imports and exports and global sourcing of products, resulting in increased cross-border transaction risks. The objective of this paper is to identify the typical risks regarding agri-food supply chains involved in cross-border transactions and to assess their importance as perceived by agri-food managers. The analysis takes into consideration four different agrifood value chains (meat, grain, olive oil, fresh vegetables and fruits). Following an explorative approach and a qualitative technique, a series of face to face in-depth interviews was conducted. Results indicate that risk perception may be quite different across countries, value chains, tiers of the supply chain, as well as across respondents. The prevalence of Market dynamics risks was pointed out in most of the interviews, yielding the impression that many operators identify the market as the most difficult environment. Differences in risk perception between fresh produce (fruit/vegetables and meat) and processed food chains (grain and olive oil) are probably interrelated to the different degree of integration within these supply chains, the different level of standardization achieved and the different causes of risks that are inherent to the nature of the product