One size does (obviously not) fit all: Using product attributes for wine market segmentation

The intense competition affecting the wine industry in recent decades has forced wineries and retailers to reshape their marketing strategies on the basis of consumer preferences. The current study aims to identify such preferences and the effects they might have in influencing consumer decisions. Preferences for different wine attributes as well as the psychographic traits of respondents were revealed through a web-based questionnaire administered to 504 wine consumers living in the wider metropolitan area of New York. Best-worst scaling (BWS) was used to detect consumer preferences for eleven wine attributes. Based on individual best-worst scores, a latent class segmentation analysis was implemented to classify consumers into four segments on the basis of psychographic characteristics such as involvement, subjective knowledge, innovativeness and loyalty proneness. The four segments identified (i.e. experientials, connoisseurs, risk minimizers and price-sensitive) differ significantly in terms of their preferences towards wine and psychographic characteristics, suggesting that a mass marketing approach is no longer suitable. Accordingly, managers need to adapt their marketing strategies to meet the preferences of different target groups. The results provide broad implications for marketers, wineries and retailers interested in successfully targeting consumers in a highly competitive market

Traceability: European consumers' perceptions regarding its definition, expectations and differences by product types and importance of label schemes

Given the heterogeneity of European consumers it is not unsurprising that they have different perceptions and expectations regarding (but also understanding thereof) 'traceability'. A large number of individuals may not even have a memory anchor for the concept. Consumers may also perceive traceability differently among different product types. The present study is based upon focus groups analysis of 12 countries across Europe. It presents an explanation of traceability's understanding by European consumers. It also presents consumer's expectations towards traceability and its differences according to different product types.Focus groups, Traceability, Cross-national, Perceptions, Food products, Labels, Food Consumption/Nutrition/Food Safety,

A cross-cultural study on consumer preferences for olive oil

In this paper, we study consumer preferences for olive oil across four countries (Denmark, France, Tunisia, and the US). Based on a large-scale study with olive oil consumers (N = 3,462), we use the Best-Worst Scaling method to measure perceived importance for product attributes known to influence consumer choice. Our results show that consumers across all countries rate type, price, prior experience, and country of origin as important product attributes. On the other hand, packaging, label design, and brands are considered as less important product attributes. While the perceived importance for olive oil attributes differs across countries, the order of importance is almost similar for all countries. We further derive a three-segment solution and describe each segment based on its attitudinal beliefs, usage, and socio-demographic profile. We discuss implications for the study of consumer preferences for olive oil and provide managerial insights.© 2021 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).fi=vertaisarvioitu|en=peerReviewed

Stories vs. facts: triggering emotion and action-taking on climate change

Publisher's version (útgefin grein)Climate change is an issue which elicits low engagement, even among concerned segments of the public. While research suggests that the presentation of factual information (e.g., scientific consensus) can be persuasive to some audiences, there is also empirical evidence indicating that it may also increase resistance in others. In this research, we investigate whether climate change narratives structured as stories are better than informational narratives at promoting pro-environmental behavior in diverse audiences. We propose that narratives structured as stories facilitate experiential processing, heightening affective engagement and emotional arousal, which serve as an impetus for action-taking. Across three studies, we manipulate the structure of climate change communications to investigate how this influences narrative transportation, measures of autonomic reactivity indicative of emotional arousal, and pro-environmental behavior. We find that stories are more effective than informational narratives at promoting pro-environmental behavior (studies 1 and 3) and self-reported narrative transportation (study 2), particularly those with negatively valenced endings (study 3). The results of study 3 indicate that embedding information in story structure influences cardiac activity, and subsequently, pro-environmental behavior. These findings connect works from the fields of psychology, neuroscience, narratology, and climate change communication, advancing our understanding of how narrative structure influences engagement with climate change through emotional arousal, which likely incites pro-environmental behavior as the brain's way of optimizing bodily budgets.This research has been supported by seed funding from the Interacting Minds Centre, Aarhus University, as well as the Aarhus University Research Foundation."Peer Reviewed

Sustainable food packaging: An updated definition following a holistic approach

Food packaging solutions need to be redesigned to be more sustainable, but determining which solution is ‘more optimal’ is a very difficult task when considering the entire food product value chain. Previous papers paved the way toward a sustainable food packaging definition, but it is far from being commonly accepted or well usable in the broad food systems domain, which further results in uninformed choices for sustainable food packaging made by all stakeholders in the value chain: producers, distributors, practitioners and consumers. Therefore, this work aims first at giving a state-of-the-art overview of sustainable food packaging terms (38 similar terms were identified and grouped into four clusters: Sustainable, Circular, Bio and Other sustainable packaging) and definitions using systematic (narrative) review analysis and ‘controlled expert opinion feedback’ methodology. Second, it aims to offer an updated definition for sustainable food packaging, which is also specific to food packaging and be simple, coherent, easily understandable, and communicable to everybody. The applied holistic approach intends to include all aspects of the food-packaging unit, to consider food safety and packaging functionality, while taking into account different disciplines and challenges related to food packaging along the supply chain. Being a balancing act, a sustainable food packaging may not be a perfect solution, but contextual, suboptimal and in need of constant validation.info:eu-repo/semantics/publishedVersio

Sustainable food packaging: An updated definition following a holistic approach

publishedVersio

Food health branding : the role of marketing mix elements and public discourse in conveying a healthy brand image

The soaring rates of dietary-related diseases have increased the need for interventions in consumers' healthy eating behaviour. The two main avenues followed so far have focused on either making consumers change their food choices or improving the nutrition content of food products. Both avenues are said to have limitations since consumers often base their choices on heuristics that simplify their choices, such as brands. Therefore, branding is considered an important tool in communicating the value of health and contributing towards healthier food choices. However, branding a food product based on the value of health is not an easy practice as strategies employed may often fail to convey the value of health. Based on a case study approach drawn from the Danish food industry, this paper has two objectives: (1) to provide a line of insight on how marketing mix elements are used to convey a healthy brand image; and (2) to explore how brands that are positioned as healthy are dealt with in the public discourse.

Quantitative concept tests of organic premium meat products

This report is part of WP6 of the SUMMER project. The aim is to investigate how consumers perceive organic premium products and if they are willing to pay a price premium for these products. We conducted an experiment with 426 Danish consumers, in which we manipulate production method (organic vs. conventional), premium production (premium vs. non-premium) and extrinsic quality (high vs. low) across three meat products (pork, beef and chicken). Our findings show that consumers perceive organic products as of higher quality. However, they are not willing to purchase or to pay a price premium for organic products per se. What makes consumers increase their purchase intention is to a greatest extent premium production and less extrinsic quality. Premium production did not interact with organic, thus consumers remain unaffected as to whether the product is organic or not. In other words, a product being organic does not increase willingness to pay a price premium or purchase intention for premium products. Similar is the case for products of low extrinsic quality, in the assumption that organic production may jeopardize a product’s extrinsic quality

An exploration of loyalty determinants in Greek wine varieties

Purpose: This paper aims to provide a deeper understanding of the market structure of red and white wines from Greek wine varieties and measure loyalty behaviour of frequent wine buyers in Greece. Design/methodology: The study concerned measuring brand performance and loyalty of 4 different Greek wine varieties. Based on stated preference data, basic brand performance measures are estimated through Juster purchase probabilities of brand choice. To measure loyalty behaviour, the polarisation index φ (phi) is used as a measure to model loyalty both at the brand name and specific wine attributes and attribute-levels. Findings: The findings of the present study point to the conclusion that each one of the four Greek wine varieties under examination exhibits its own market structure and loyalty profile, whereas price, quality certification and winemaker’s size seem to function as loyalty stimulators more effectively for white wines. Moreover, it is also clear that the origin or type of the wine variety per se does not constitute a particularly important loyalty component in the wines’ marketing mix. Research limitations/implications: The wine category has always been one of the most challenging product categories to investigate. Many attributes contribute to building loyalty that is often hard to delineate and take into account each. Moreover, the present methodology is based on stated preference data, whereas revealed preference data could be the ideal for applying the specific methodology. Originality/value: Few studies, if any, have explored the issue of loyalty using the present methodological approach in the case of wine.

The reporting of food hazards by the media: the case of Greece

This study focuses on the coverage of food hazards by the Greek mass media. During the study period of three years, 311 articles from two daily and one Sunday newspaper were identified and analysed. The most important results drawn from the analyses are the following: (a) genetically modified foods was the most referenced food hazard; (b) there was often a simultaneous reference to more than one food hazard in the text; (c) most of the articles had informative content; (d) a periodicity existed in the media coverage of food hazards; and (e) the articles’ content was dependent upon the food hazard that was covered. Implications for future research are also discussed. Copyright 2007 Published by Elsevier Inc.