A Technology Acceptance Model of common bean growers' intention to adopt Integrated Production in the Brazilian Central Region.

The Brazilian government encouraged the Integrated Production (IP) farming system adoption to mitigate the negative environmental impacts of intensive bean production in irrigated areas of the Brazilian savanna. By ensuring food-safety and the use of sustainable agricultural practices, IP may strengthen national agriculture competitiveness. Regardless of the government efforts to promote IP in the main agricultural regions and among the largest food growers, only few slowly adopted it. Therefore, studying the process of technology adoption is important to identify possible problems that could affect adoption and diffusion of this farming system. We applied a Technology Acceptance Model (TAM) to explain the adoption and use of IP by the common beans growers from one of the most important bean production regions in Brazil. Ninety-three interviews were administered to different actors involved in beans production. A Structural Equation Model (SEM) following a confirmatory factor analysis (CFA) was used to identify the relationship between factors. The findings suggest that respondents have positive perceptions toward adopting IP. Perceived usefulness has a positive impact on attitude, and attitudes affect behavioral intention. However, the proposed model only partially explains IP adoption intentions

Food Tourism Niche Markets and Products in Rural Tourism: combining the Intimacy Models and the Experience Economy as a Rural Development Strategy

The countryside hosts an increasing number of alternative food networks: rural tourists can play an important role in acting as both consumer and “cultural broker” between these networks. This paper provides a theoretical framework for niche marketing food specialties in rural tourism by combining two different consumer behavioural theories, the “experience economy” and the “intimacy” model, representing a reorientation from classical marketing thinking. It explores the meaning of local food, including the pursuit of reconnection with nature, resilience to globalisation, the role of local food in reinforcing personal identity, the search for freshness, taste and authenticity, support for local producers, and environmental concerns. It considers the challenges for rural entrepreneurs and policy makers in marketing food specialties and rural regions to the post-modern consumer. Using examples derived mostly from secondary literature it identifies seven dimensions that elevate food products to an appealing culinary niche, namely, coherence, anti-capitalistic attitude, struggle against extinction, personal signature, mutual-disclosure, rituals of spatial and physical proximity, and sustainabilityrelated practices. Food providers may use these features to signal food distinctiveness to rural tourists; policy makers can include them in their regional development models to enhance rural tourism without altering historically, socially, and environmentally layered culinary traditions

Food tourism, niche markets and products in rural tourism: combining the intimacy model and the experience economy as a rural development strategy

The countryside hosts an increasing number of alternative food networks: rural tourists can play an important role in acting as both consumer and \u201ccultural broker\u201d between these networks. This paper provides a theoretical framework for niche marketing food specialties in rural tourism by combining two different consumer behavioural theories, the \u201cexperience economy\u201d and the \u201cintimacy\u201d model, representing a reorientation from classical marketing thinking. It explores the meaning of local food, including the pursuit of reconnection with nature, resilience to globalisation, the role of local food in reinforcing personal identity, the search for freshness, taste and authenticity, support for local producers, and environmental concerns. It considers the challenges for rural entrepreneurs and policy makers in marketing food specialties and rural regions to the post-modern consumer. Using examples derived mostly from secondary literature it identifies seven dimensions that elevate food products to an appealing culinary niche, namely, coherence, anti-capitalistic attitude, struggle against extinction, personal signature, mutual-disclosure, rituals of spatial and physical proximity, and sustainability-related practices. Food providers may use these features to signal food distinctiveness to rural tourists; policy makers can include them in their regional development models to enhance rural tourism without altering historically, socially, and environmentally layered culinary traditions

Sensory experiences and expectations of Italian and German organic consumers

We explore sensory experiences and expectations of Italian and German organic consumers when purchasing and eating organic food. Ten focus group interviews were performed and the results were analyzed using qualitative content analysis. Outcomes indicated that although sensory attributes are not the main purchase drivers, flavor and odor are the most important in driving consumers' choice. Findings also suggested that training consumers' sensory abilities offers new market opportunities to organic marketers. From a marketing perspective, Italian consumers seem to equally appreciate nonsubjective as well as subjective marketing information about organic products, whereas in Germany non subjective aspects appear to be predominant