Demystifying Horizontal/Vertical Cultural Difference in Green Consumption : A Cross-Cultural Comparative Study

To understand green consumption in cross-cultural context, this study examines the influence of horizontal individualism (HI-Finnish) and vertical collectivism (VC-Pakistani) cultural values on consumers’ attitude toward green products and purchase intentions. Besides, the mediating role of environmental responsibility is examined for the relationship between these cultural values and consumers’ attitude toward green products. Partial Least Square structural equation modeling (PLS-SEM) analysis are performed to measure the significance of the hypothesized model and to assess differences between these two countries. This study empirically validates that these cultural variations can determine green consumption by consumers in each country. The results show an insignificant influence of horizontal individualism and vertical collectivism cultural values on consumers’ attitude toward green products, but a positive influence on environmental responsibility. The impact of environmental responsibility on consumers’ attitude toward green products and of their attitude toward green products on purchase intention was also positive. Environmental responsibility plays the role of a full mediator between cultural values and consumers’ attitude toward green products. The findings of this study may help practitioners in the development of culturally appropriate green marketing and advertising strategies.© 2020 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.fi=vertaisarvioitu|en=peerReviewed

A Comparison of Motivational Patterns in Sustainable Food Consumption between Pakistan and Finland : Duties or Self-Reliance?

This research explores organic food consumption motivations in Pakistan and Finland. It links the findings to life goals typifying vertically collectivistic and horizontally individualistic cultures in order to produce a fuller understanding of cross-country variation in sustainable consumption. This study employs a means-end chain methodology, using a hard-laddering technique in Pakistan (n = 101) and Finland (n = 193) to collect the data. The key implications are that organic food choice motivations both converge and diverge between these countries and that culturally shaped life goals can be used to enrich their interpretation and advance theory building in further research.© 2020 The Author(s). Published with license by Taylor & Francis Group, LLC This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial License (http:// creativecommons.org/licenses/by-nc/4.0/), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.fi=vertaisarvioitu|en=peerReviewed

Kontrollointia ja kaaosta painonhallinnassa : millaisia merkityksiä ja stereotyyppisiä uskomuksia nykypainoon tyytyväiset ja tyytymättömät mies- ja naiskuluttajat liittävät ruokaan ja terveelliseen syömiseen?

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Kuluttajien terveystietouteen, -asenteisiin ja -käyttäytymiseen vaikuttaminen kommunikaation avulla : erityistarkastelussa räätälöidyt uhkaviestit

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Is it me or others who matter? The interplay between consumer values vis-à-vis status and affiliation motives as shapers of meat alternative interest

This study is about the role of consumers' personal values (Self-enhancement, Openness to change, Self-transcendence, and Conservation) in consumers' interest towards meat alternatives. In addition, the underlying role of two social motives, status and group affiliation are analysed. A conceptual model with hypotheses was developed and validated, and the hypotheses were tested through PLS-SEM with data from four European countries (Finland, the UK, Germany, and Sweden, total N = 3600). The results show that self-focused personal values (Self-enhancement and Openness to change) are not associated with consumers’ interest towards meat alternatives. The case is different with other-focused values. Self-transcendence had a positive connection to interest while Conservation had a negative relationship. Finally, the data suggest an underlying role of social motive status between Self-enhancement and interest and the same for group affiliation between Self-transcendence and Conservation and interest. Based on the results, strategies to support meat alternative adoption such as value activation through priming, cognition and emotion-driven marketing are proposed.© 2023 The Authors. 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

Kuluttajien terveystietouteen, -asenteisiin ja -käyttäytymiseen vaikuttaminen kommunikaation avulla : erityistarkastelussa räätälöidyt uhkaviestit

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Sweet taste of prosocial status signaling : When eating organic foods makes you happy and hopeful

As the current research suggests that there are links between prosocial acts and status signaling (including sustainable consumer choices), we empirically study (with three experiments) whether food consumers go green to be seen. First, we examine how activating a motive for status influences prosocial organic food preferences. Then, we examine how the social visibility of the choice (private vs. public) affects these preferences. We found that when consumers' desire for status was elicited, they preferred organic food products significantly over their nonorganic counterparts; making the choice situation visible created the same effect. Finally, we go beyond consumers' evaluative and behavioral domains that have typically been addressed to investigate whether this (nonconscious) "going green to be seen" effect is also evident at the level of more physiologically-driven food responses. Indeed, status motives and reputational concerns created an improved senso-emotional experience of organic food. Specifically, when consumers were led to believe that they have to share their organic food taste experiences with others, an elevation could be detected not only in the pleasantness ratings but also in how joyful and hopeful they felt after eating a food sample. We claim that the reason for this is that a tendency to favor organic foods can be viewed as a costly signaling trait, leading to flaunting about one's prosocial tendencies. According to these findings, highlighting socially disapproved consumption motives, such as reputation management, may be an effective way to increase the relatively low sales of organic foods and thereby promote sustainable consumer behavior. (C) 2017 Elsevier Ltd. All rights reserved.Peer reviewe

Geek Cuisine: Extending the Narrative of a Junk Food Gamer

In this article, we argue that the pervading hegemonic narrative on gamers’ eating culture emphasizing hedonistic and fast foods is a one-sided storyline that highlights a potentially harmful gamer stereotype. To that end, we reveal the variety of gamers’ food consumption and broaden the narrative depicting the relationship between gamers and eating. Our literature review shows the dominance of the Junk Food Gamer narrative in extant research. However, by using a social constructionist narrative approach to analyze ethnographic observations and interviews, we show the emergence of an alternative, yet interrelated narrative: the Home Food Gamer. In addition, we utilize the idea of the Rubik's Cube to illustrate the actualization of multifaceted and contextually-bound gamer narratives that enable expanding the prevailing understanding of geek cuisine by shedding light on the variety of gamers’ food consumption. In this way, we participate in the ongoing discussion to unravel stereotypical assumptions about gamer culture.© The Author(s) 2023. This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).fi=vertaisarvioitu|en=peerReviewed

The Effect of Nutrition Label Type and Consumer Characteristics on the Identification of Healthy Foods in Finland

Front-of-package (FOP) nutrition labels are gaining importance as healthy eating nudge. As a European Union-wide FOP system is under discussion, it is important to examine the understanding of FOPs in various European countries. This study investigates consumer understanding of four FOPs (Heart Symbol, Keyhole, Nutri-Score, Guideline Daily Amounts) and associated consumer characteristics (age, gender, household income, health interest, unhealthy = tasty belief, environmental concern in food choice) in Finland. In an online experiment, 2428 participants ranked products (yoghurt or granola) according to healthiness first without, then with a randomized FOP. Heart Symbol appeared as the most efficient FOP in nutritional assessment of yoghurts. In granolas, Heart Symbol and Nutri-Score performed equally. FOPs were less helpful for older consumers in both product categories and for men in yoghurts. There is a connection between FOP understanding and consumer attitudes. The results contribute to public policy and food industry in FOP implementation.© 2023 The Author(s). Published with license by Taylor & Francis Group, LLC. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.fi=vertaisarvioitu|en=peerReviewed