Young Chinese and Functional Foods for Mobility Health: Perceptions of Importance, Trust, and Willingness to Purchase and Pay a Premium

Consumers’ desire to enhance diet and health has become a driver for the development of functional food products. China, with one of the largest markets in the world, offers huge potential for these foods. In the context of functional foods, specifically related to mobility health, this study aimed to understand Chinese consumers’ perceptions of the importance of these foods, trust, and willingness to purchase and pay a premium for such foods. A mixed-methodological approach using both focus groups and a survey was used to collect data from Chinese living in New Zealand. Findings show Chinese consumers place a high level of importance on their mobility health. Level of importance increased when asked about the believed importance of this area later in life. Key factors influencing Chinese consumers’ willingness to purchase functional foods were also identified: the carrier/nutrient combination; trust in the product’s country of origin and in the various institutions that may be involved in the production of functional food products; trust in both the product brand and how it is advertised; health motivation; and price. The study offers the food industry insights into the development and marketing of mobility-related functional foods targeted to this market

ENTOMOPHAGY Understanding New Zealand Consumers’ Attitudes Toward Eating Insects

While the ecological, economic, and social benefits of entomophagy are well documented, adoption of this food source in many Western countries has been slow. Understanding consumers’ attitudes towards entomophagy is important in determining if and how edible insects will be accepted as a food product in the future. This research determined the dominant discourses that exist towards entomophagy in New Zealand. Q methodology, which provides both a technique and philosophical principles for studying individuals’ judgments, attitudes, and points of view about a topic, was used to identify dominant consumer discourses. The objective of the study was to describe representations of different dominant participant viewpoints. Thirty-four participants living in Dunedin sorted a set of statements about entomophagy. The comparison of sorts across participants in a factor analysis enabled the identification of statistically similar participant viewpoints, which were then interpreted using the rich qualitative data obtained in interviews after card-sorting. Five different discourses were identified: ‘Enthusiastic adventurers’, ‘Benefit seekers’, ‘Disgusted disavowals’, ‘Tolerable but restrained’, and ‘Secure resolute’. In addition to practical insights about how insects could be positioned in the marketplace, the identification of these discourses adds to a limited literature on entomophagy attitudes. Future research that measures the prevalence of these discourses via a nation-wide representative survey would allow researchers to determine who holds these viewpoints, which would have useful implications for developing an insect industry

The social value of rescuing food, nourishing communities

The purpose of this paper is to explore the social value food rescue enterprises can create for both their stakeholders and the wider community “in the meantime” whilst longer term solutions to the problems of insecurity and waste are sought. FoodShare, a New Zealand urban-based social enterprise specialising in food redistribution, served as a case study for this research. Semi-structured interviews (n ¼ 13) were conducted with FoodShare staff and key stakeholder groups (food donors, financial donors, recipient agencies and volunteers). In addition, an anonymous online survey (n ¼ 40) was completed by the wider organisational volunteer network. The interview guides were structured around a new social value evaluation tool, Social Return on Investment, which is increasingly used to demonstrate the impact of such programmes. Deductive methods were used to code the resulting transcripts to identify key outcomes experienced by FoodShare’s stakeholders. The outcomes of FoodShare’s work differed for the various stakeholders. For food donors, outcomes included “more involved relationships with community”, and “improved perceptions of corporate social responsibility”. Identified key outcomes for the financial donors included “key promotional opportunity” and “do something good”. For recipient agencies, important outcomes were “greater volume of food” and “increased reach”. Volunteers reported “meeting new people”, “a sense of accomplishment in helping others” and “learning new skills”. There were also a number of nutritional and environmental outcomes for the wider community. Given the dearth of evidence on the societal value that is created in redistributing unsold food to people in need, this novel perspective makes a significant contribution to the literature in this area

Reducing waste of food left on plates Interventions based on means-end chain analysis of customers in foodservice sector

Social marketing and other types of targeted behaviour change interventions should appeal to an individual’s personal values in order to improve their effectiveness. However, there is currently little understanding of what these values are in relation to food waste. The purpose of this paper is to identify the values underpinning the specific behaviour of plate waste created in a residential foodservice setting. In semi-structured interviews (n ¼ 50) laddering techniques were used to identify links from behaviours through individual’s rationalisation for that behaviour to their personal values. The aim of the questioning was to uncover underlying drivers that lead to plate waste as well as those barriers to reducing it. The values identified as being most important are hedonism and self-direction. The aspects of these values for plate waste reduction interventions are not compromising on the individual’s enjoyment of the meal and meeting their health goals. Effective interventions include pre-ordering meals, reducing food options provided, reducing plate size, removing food tray and finally, information campaigns to raise awareness. The study provides insights into the personal values that influence behaviours resulting in plate waste. The study is the first to determine the links between this behaviour, rationalisations for that behaviour and personal values

Reducing waste of food left on plates: Interventions based on means-end chain analysis of customers in foodservice sector

Purpose – Social marketing and other types of targeted behaviour change interventions should appeal to an individual’s personal values in order to improve their effectiveness. However, there is currently little understanding of what these values are in relation to food waste. The purpose of this paper is to identify the values underpinning the specific behaviour of plate waste created in a residential foodservice setting. Design/methodology/approach – In semi-structured interviews (n¼50) laddering techniques were used to identify links from behaviours through individual’s rationalisation for that behaviour to their personal values. The aim of the questioning was to uncover underlying drivers that lead to plate waste as well as those barriers to reducing it. Findings – The values identified as being most important are hedonism and self-direction. The specific aspects of these values for plate waste reduction interventions are not compromising on the individual’s enjoyment of the meal and meeting their health goals. Effective interventions include pre-ordering meals, reducing food options provided, reducing plate size, removing food tray and finally, information campaigns to raise awareness. Originality/value – The study provides insights into the personal values that influence behaviours resulting in plate waste. The study is the first to determine the links between this behaviour, rationalisations for that behaviour and personal values

ENTOMOPHAGY Understanding New Zealand Consumers’ Attitudes Toward Eating Insects

While the ecological, economic, and social benefits of entomophagy are well documented, adoption of this food source in many Western countries has been slow. Understanding consumers’ attitudes towards entomophagy is important in determining if and how edible insects will be accepted as a food product in the future. This research determined the dominant discourses that exist towards entomophagy in New Zealand. Q methodology, which provides both a technique and philosophical principles for studying individuals’ judgments, attitudes, and points of view about a topic, was used to identify dominant consumer discourses. The objective of the study was to describe representations of different dominant participant viewpoints. Thirty-four participants living in Dunedin sorted a set of statements about entomophagy. The comparison of sorts across participants in a factor analysis enabled the identification of statistically similar participant viewpoints, which were then interpreted using the rich qualitative data obtained in interviews after card-sorting. Five different discourses were identified: ‘Enthusiastic adventurers’, ‘Benefit seekers’, ‘Disgusted disavowals’, ‘Tolerable but restrained’, and ‘Secure resolute’. In addition to practical insights about how insects could be positioned in the marketplace, the identification of these discourses adds to a limited literature on entomophagy attitudes. Future research that measures the prevalence of these discourses via a nation-wide representative survey would allow researchers to determine who holds these viewpoints, which would have useful implications for developing an insect industry