Sustainability, food topics and weblogs: do they really fit? Targeting and valuing food-related eWOM generators

[EN] Without any doubt, the advent of the Internet has substantially transformed the way and rhythm of our lives. This circumstance reflects directly on our daily behaviours, which are today quite different from what they used to be only a few years ago. In this sense, the current patterns of search for information and consumption are frequently paced by the eWOM communication. In addition, environmental concerns have driven consumers to increasingly demand the so-called environmentally friendly products. Considering both issues together, literature reveals that the study of the interaction between eWOM and sustainable consumption is still scarce and needs more attention. For this reason, the present research is devoted to the identification and evaluation of a sustainable food-related eWOM. In this regard, an online survey of authors of food-related weblogs/videoblogs was conducted containing different questions about their food consumption styles. Even though the existence of a distinct group of green authors was confirmed, the following examination of centrality levels showed that the influence exerted by this group on the Web 2.0 is exactly the same as that of the other groups. Jointly, these findings provide information of great importance that has implications for businesses and professionals in marketing.S

Heuristic Thinking and Credibility of Organic Advertising Claims: The Role of Knowledge and Motivations

[EN] Consumers are often overexposed to sustainability symbols and claims on food product packages and find it di_cult to accurately judge their meaning when making purchase decisions. Based on the heuristic-systematic model (HSM), this paper aims to identify cognitive mechanisms to reduce the heuristic credibility of organic advertising claims and to increase the motivation for searching for more reliable information when making product judgements. Particularly, we hypothesize that knowledge and defense and accuracy motivations a_ect organic claim credibility, which in turn is related to organic product judgement. Data collected from an experimental between-subject study with a sample of 412 Spanish undergraduates was analyzed using partial least squares. The results indicated that claim credibility was directly related to the attribution of organic properties to products, and was a_ected by defense motivation especially when appropriate knowledge was not available. Improving consumers’ knowledge reduced organic claim credibility and triggered a positive e_ect of accuracy motivation on credibility. The findings stress the importance of improving the regulation of ambitious advertising claims and developing specific educational campaigns to empower consumers and prevent biased purchase decisions of organic products.S

Sustainability, food topics and weblogs: do they really fit? Targeting and valuing food-related eWOM generators

Without any doubt, the advent of the Internet has substantially transformed the way and rhythm of our lives. This circumstance reflects directly on our daily behaviours, which are today quite different from what they used to be only a few years ago. In this sense, the current patterns of search for information and consumption are frequently paced by the eWOM communication. In addition, environmental concerns have driven consumers to increasingly demand the so-called environmentally friendly products. Considering both issues together, literature reveals that the study of the interaction between eWOM and sustainable consumption is still scarce and needs more attention. For this reason, the present research is devoted to the identification and evaluation of a sustainable food-related eWOM. In this regard, an online survey of authors of food-related weblogs/videoblogs was conducted containing different questions about their food consumption styles. Even though the existence of a distinct group of green authors was confirmed, the following examination of centrality levels showed that the influence exerted by this group on the Web 2.0 is exactly the same as that of the other groups. Jointly, these findings provide information of great importance that has implications for businesses and professionals in marketing

Social commitment or self-interest? Effect of responsible practices performance motivations of firms on the consumer decision-making process

[EN] Due to the increasing dynamism of global economic activity, all kind of organizations are nowadays concerned for maintaining their involvement with demands and changes of society. Particularly, Corporate Social Responsibility (CSR) has gained increasing importance within both public and private organizations, it being the subject of much investigation and debate among both researchers and practitioners. In this sense, discussion of CSR implications for consumer behavior has been a common topic in recent marketing literature, demonstrating in some cases, a link between CSR and positive responses by consumers and inconclusive effects in others. In the context of such controversy, experts call for further investigation about the consequences of CSR on consumer behavior. Within this line of research, the present paper analyzes the influence of motivations attributed to CSR practices in business settings on four stages of consumer decision-making process. For that purpose, it was conducted a survey study which reached a final sample of 400 Spanish consumers. Regression analysis revealed that, while expectations of social-oriented goals in responsible firms is positively related to consumers’ goodwill over the various stages of their purchase decisions and actions, the potential effects of profit-based considerations are more comple

Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?

Despite the growing awareness of the need to promote the consumption of organic food, consumers have difficulties in correctly identifying it in the market, making frequent cognitive mistakes in the evaluation of products identified by sustainability labels and claims. This work analyzes the halo effect and the source credibility bias in the interpretation of product attributes based on third-party certified labels. It is hypothesized that, regardless of their specific meaning, official labels lead consumers to infer higher environmental sustainability, quality and price of the product, due to the credibility attributed to the certifying entity. It also examines the extent to which providing the consumer with accurate labeling information helps prevent biased heuristic thinking. An experimental between-subject study was performed with a sample of 412 Spanish business students and data were analyzed using partial least squares. Findings revealed that consumers tend to infer environmental superiority and, consequently, higher quality in products identified by both organic and non-organic certified labels, due to their credibility. Label credibility was also associated with price inferences, to a greater extent than the meaning attributed to the label. Interestingly, providing accurate information did not avoid biased heuristic thinking in product evaluation.S

Types of associations and motivations to join: A study with young people in Spain

Although voluntary associations are known to play a very important role in the civic integration of young people, figures of participation in Europe are considerably lower than those registered in countries like the United States. By using a Spanish sample, this paper seeks to analyze the factors that motivate young people to get involved in different types of associations and the benefits they obtain from membership. A survey study was conducted to analyze the relationship between expressive, instrumental and career-related motivations, belonging to several types of associations and non-members’ intentions to join in a sample of 223 young people. The data was analyzed by means of descriptive analysis, principal components factor analysis and a series of logistic and multiple regression analyses. In line with the official statistics, the results point to a poor involvement of Spanish young people in associations, with sports and leisure clubs as the most frequent forms of youth organizing. Similarly, participants reported sociability and other expressive reasons as their main motivation to join associations. Furthermore, the research findings suggest a connection between motivations and participation in different types of associations. Particularly, expressive motivation predicted belonging and intention to join sociocultural, sports and leisure associations, whereas instrumental motivation was related to participation in environmental, pacifist and health associations. Career-related motivation did not appear as an important driver to explain associational involvement. These results point to the suggestion of considering the diversity of functions performed by associations and using specific motivational appeals in recruitment campaigns

Self‐determination, clean conscience, or social pressure? Underlying motivations for organic food consumption among young millennials

[EN] The present world has led in individuals to become ever more interested in the consumption of organic food. Accordingly, companies are incorporating these worries in their managerial decisions by paying special attention to market segmentation. In this context, a relevant target audience is that conformed by young Millennials, a group defined by its growing purchase power, its intense influence on societies, but also by its inconsistency in terms of pro-environmental behaviors. In order to understand the mechanisms that rule the human behavior, motivations emerge as fair predictors of sustainable products consumption. Therefore, the present study aims at analyzing the motivations that stimulate young Millennials to purchase organic food. Hence, itwas conducted a survey study with a total sample of 378 college students. After-wards, once executed a cluster analysis, four differentiated groups were highlighted: amotivated (23.02%), who have no intention to perform any sort of organic purchase; socially-influenced (24.34%), motivated to purchase organic due to social acceptance; self-determined (25.92%), mainly autonomous in their organic food consumption; and conscience-affected (26.72%), who behave organic for self-esteem. Although data reveal the existence of an overall organic concern among the sample, only self-determined individuals may be prone to maintain their behaviors among time since the intrinsic motivation they show is higher than that of the other groups. These findings are of undeniable interest. The study of the motivational system of young Millennials will allow companies in the organic food sector to adjust their offer to the relevant target and achieve an enduring organic consumption.S

Ewom and 2.0 Opinion Leaders in the Food Context: A Study with a Sample of Spanish Food-Related Weblogs

[EN] There is no doubt that the arrival of the internet has modified dramatically the way and rhythm of our lives which it reflects directly on our consumption patterns and the way in which individuals interact and search for information. Online platforms, generally known as web 2.0, are usual websites where consumers read reviews from other consumers before making a final decision. In turn, opinion leaders emerge preponderantly within this context exerting an unequal amount of influence on the decision of others. The food sector is not apart from this scenario. This study dives into web 2.0 and ewom with reference to food topics in the Spanish arena. For that purpose, a group of opinion leaders in regard to food aspects is selected. Afterwards, the content of the ewom they emit is determined by means of a cluster analysis. This information is of great importance for businesses and professionals in marketing. Discussion and further lines of research are also included in order to guide interesting future studies.S

Overall quality of sporting events and emotions as predictors of future intentions of Duathlon participants

[EN] The present study is intended to analyze the effect of global quality, perceived value, general satisfaction, and emotions on future behavior patterns among participants in the European Duathlon Championship. In this sense, a questionnaire was administered (n = 210), composed of four sections: essential demographic and profiling variables, perceived quality, overall quality, and emotions. Consequently, a relational model was designed to be examined by means of structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA). Results reveal that global quality and general satisfaction are key dimensions for determining future behaviors of participants, but not so the perceived value. Moreover, up to three combinations of these dimensions together with emotions -pleasure and arousal- emerged as enough for depicting future intentions to a great extent. In this line, a remarkably sufficient combination consists of global quality, general satisfaction, pleasure, and arousal. These findings will guide organizers to design strategies that provide exciting experiences, as well as quality and satisfaction to the participants of sports events.S

Experienced vs. Novice Participants Perception of Overall Quality and Intention to Join in Future Sport Trials: Case European Duathlon Championship

[EN] Even though athletes’ experience has been ascertained to shape the perception of quality in sports events, scarce studies have addressed this issue jointly with the intent to join in upcoming comparable sports challenges. (1) Background: The present research investigates how the experience determines the evaluation of the championship and future intentions. (2) Methods: The PLS (SEM) method was evaluated specifically for both novice and experienced duathlon participants, and secondly, the fsQCA methodology was applied with the intention to estimate combinatorial net effects to confirm the hypothesis proposed. (3) Results reveal that the overall quality is equally important for novice and experienced individuals as a determinant of future intentions. However, novices tend to value more positively all the dimensions analyzed, while experienced ones noted higher levels of demand. (4) These findings highlight the importance of designing adequate management strategies for the participants with different levels of performance.S