Search

During the coronavirus pandemic, buying and consumption patterns of US consumers shifted towards contactless buying. While the topic of online buying is well explored within the existing literature on this topic, purchasing fruit from a vending machine is still yet to be investigated. This exploratory study used quantitative data to examine the factors driving US consumers’ willingness to try, buy and pay a premium for fruit from vending machines. An online survey of 391 US consumers was conducted to fill this research gap between 7 July and 10 July 2022. This survey was distributed via Amazon Mechanical Turk, a crowdsourcing platform which is widely used for consumer research. Smart PLS 4 facilitated the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis, as this method well suited for testing exploratory models with complex relations between the latent variables. Results indicated that COVID-19 pandemic-related benefits, quality benefits, value-related benefits and experiential benefits were the most important predictors that determined willingness to try, buy and pay a price premium when purchasing fruit from a vending machine.

Dairy products such as cheese, butter, and yoghurt are popular staples in American households; however, alternative plant-based products are gaining increasing popularity. An online survey was conducted to investigate the factors that determine US consumers’ preferences for plant-based and regular milk-based products before and since the occurrence of food price inflation. The study used descriptive statistics and partial least square structural equation modelling for the analysis. The accessibility of plant-based substitutes, the perceived impact of food price inflation and associated consumer behaviour, engagement with food-related activities, and environmental concerns were important factors in both scenarios. Recommendations to marketers on how to target different consumer groups are offered.

Understanding sustainability requires a system-wide perspective to guide the interpretation of problems and conceptualization of solutions. A lake sustainability Trust provided an opportunity for students to gain this perspective by examining societal, commercial, and environmental policy perspectives associated with a local endangered lake and surrounding wetlands. This was an ideal project to bring sustainability issues to life for students but was too complex for a single class to attack. This article describes a multicourse initiative that sought to heighten students’ awareness of sustainability issues using a design thinking problem-solving approach. Interviews conducted revealed concerns that educators may have in considering similar projects. The authors respond to these perceived obstacles with recommendations and a discussion of mitigation strategies. In addition to the Trust gaining direction, the design and implementation of this cross-course experiential learning initiative allowed Marketing Research and Product Design students to develop an appreciation for macrolevel sustainability issues, and environmental policy students to appreciate the value of marketing research in the development of land use plans.

Milk is an important dairy product in U.S. food retail. Lifestyle changes toward climate-conscious consumption, animal welfare, and food safety concerns have increased the popularity of plant-based milk alternatives. This study is focused on such beverages and provides insights and best practice recommendations for marketing managers in the U.S. food retail sector. An online survey was distributed to explore factors explaining the intentions of U.S. consumers to purchase and pay a premium for plant-based milk alternatives. Food curiosity and food price inflation were identified as relevant for both willingness to buy and willingness to pay a price premium. In addition, animal welfare concerns and the green and clean product image of plant-based alternatives were relevant to the willingness to pay a premium for plant-based milk.

IntroductionThis study is dedicated to urban foraging and explores key factors that determine consumer willingness to try foraged food, willingness to spend time and effort, accept risk as well as make a commitment towards food foraging.MethodsA conceptual model is presented where general perceptions of nature, food foraging, and Covid-19 influence 3 specific attitudes about food foraging which drive 4 behavioural intentions towards food foraging. The model was tested using partial least square structural equation modelling.ResultsResults emphasize that the strongest driver of willingness to try are the approval of responsible food foraging activities and the individual benefits of food foraging. For the willingness to spend extra time and effort, all the predictors have some impact. In terms of willingness to accept risk, approval of responsible food foraging activities and the societal benefits of food foraging are influential. For commitment to food foraging, the individual and societal benefits are the most important key drivers.DiscussionThese findings are of relevance to marketing managers in the food industry and gastronomy, as well as municipalities, landscape designers, and horticultural businesses.

Milk is an important dairy product in U.S. food retail. Lifestyle changes toward climate-conscious consumption, animal welfare, and food safety concerns have increased the popularity of plant-based milk alternatives. This study is focused on such beverages and provides insights and best practice recommendations for marketing managers in the U.S. food retail sector. An online survey was distributed to explore factors explaining the intentions of U.S. consumers to purchase and pay a premium for plant-based milk alternatives. Food curiosity and food price inflation were identified as relevant for both willingness to buy and willingness to pay a price premium. In addition, animal welfare concerns and the green and clean product image of plant-based alternatives were relevant to the willingness to pay a premium for plant-based milk.

Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.

The teaching case discusses a number of organizational challenges faced by a German vegetable producer. Two business consultants were hired to assist and to explore the situation in the new production facility at Peppers & More. While the CEO assumed the employees were not motivated, the consultants uncovered that various employees’ behavior, as well as a structural problem contributed to the tense situation in the production facility. During the period of analysis, it becomes apparent that there is a communication problem between the production manager and the foremen. The setup of the job rotation system and conflicts between two foremen caused further irritation at the facility. At the end of each consulting day, the consultants and the readers have to link the challenges to motivation theory and provide recommendations how Peppers & More can cope with these challenges.

Cultured meat is a relatively new product, enjoying consumer appreciation as a more sustainable meat option. The present study builds on a sample from a diverse set of countries and continents, including China, the US, the UK, France, Spain, Netherlands, New Zealand, Brazil, and the Dominican Republic and uses partial least square structural equation modelling. The proposed conceptual model identified key factors driving and inhibiting consumer willingness to try, buy, and pay a price premium for cultured meat. Results relate to the overall sample of 3091 respondents and two sub-sample comparisons based on gender and meat consumption behaviour. Food neophobia, having food allergies, being a locavore, and having concerns about food technology were found to be inhibiting factors towards willingness to try, buy, and pay a price premium for cultured meat. Food curiosity, meat importance, and a consumer's perception of cultured meat as a realistic alternative to regular meat were found to be important drivers that positively impacted consumers' willingness to try, buy and pay more. Best practice recommendations address issues facing marketing managers in food retail and gastronomy.

Fair trade flowers are an important niche product relevant to ethically conscious consumers. The study proposes a model that investigates key factors affecting the behavior of these cut flower consumers in Germany. The study serves to complement the existing studies dedicated to preferences for flower attributes and products, as well as consumers’ willingness to pay. It builds on an online survey with a representative sample of 772 German cut-flower consumers. Partial least squares structural equation modelling shows that concern for the treatment of workers from countries with poor environmental and labor reputations, the breadth of fair trade cut flower information sources, and familiarity with the fair trade concept and its influence on flower production issues positively impact the relative importance that consumers dedicate to fair trade certification as a cut flower attribute. The same factors also positively impact fair trade cut flower buying behavior. Socio-demographic factors did not show any impact. The study concludes with best practice recommendations for retailers and horticultural marketers on how to address the needs and wants of ethically conscious consumers.

Crisis communication has attained increased importance for communicators, especially in the modern agricultural sector, with each crisis creating a demand for communication that is responsive and problem-specific. This demand is related to the desire for social acceptance, which also constitutes an essential part of an organization’s activity. Our purpose in this study is to identify appropriate response strategies for the hypothetical case of a transport accident involving genetically modified organisms (GMOs). To answer the research question, we conducted 14 semi-structured interviews with experts in communication, crisis communication, and internet communication, or with individuals who had contact with crisis management when an incident with GMOs occurred. We had the interviews audio recorded, transcribed verbatim, and analyzed. We based the analysis on a qualitative content analysis, which we structured in the manner of Kuckartz's (2016) study. Regarding the GMO scenario presented, the findings show that crisis management constitutes an essential precondition for successful crisis communication. Due to the increasing use of online media, especially social media, dissemination and exchange of information happens very fast. In line with this, the interviews indicate that one must put the primary emphasis on crisis preparedness, especially on developing a crisis manual that provides a structure for crisis response, thus enabling a quick response. We also highlight the significance of using online media because of its ability to rapidly disseminate information. Furthermore, we found that responding with emotional messages was important, as it might help stakeholders deal with their uncertainty in a way that would not negatively affect the organization’s reputation.

Purpose The purpose of this paper is to investigate food bank actors’ knowledge of food insecurity in Germany and in Italy, as well as interactions between food bank actors and food bank users. The study builds on a knowledge framework from an educational context and applies it to food banks. Design/methodology/approach The study uses a qualitative research approach. In all, 22 in-depth interviews were recorded, transcribed and analyzed through inductive qualitative content analysis. Findings German and Italian food bank actors interviewed had at least situational knowledge on food insecurity. Some actors of the Italian food bank also showed procedural knowledge. Interactions between food bank personnel and users were affected by feelings of gratitude, shame, anger and disappointment. Originality/value The study explores food bank personnel’s knowledge on food insecurity, which appears to be a knowledge gap, even though many prior studies were dedicated to food banks and food insecurity. The study contributes to knowledge systematization to provide best practice recommendations for volunteer-user interaction, and suggests how food bank managers and volunteers’ knowledge can be improved.

Purpose The purpose of this paper is to provide insights for flower retailers, horticultural practitioners and marketing managers into the prioritisation of cut flower attributes by German residents. Design/methodology/approach Applying a best–worst scaling approach, this analysis identified the relative ranking of importance amongst product attributes relevant to German consumers when buying fresh cut flowers. A latent class analysis determined four flower consumer segments for further study. The study builds on a sample of 978 consumers and is consistent with the most recent German census in terms of age, gender, income and federal state. Findings The best-worst analysis showed that intrinsic flower attributes, in particular appearance, freshness and scent were found to be more important to German consumers than the extrinsic attributes studied, namely, price, country of origin and a certification indicating fair trade. The latent class analysis determined four consumer segments that desire either budget, luxury or ethical flowers or more information about flowers. For all identified consumer segments, appearance was the attribute of greatest importance. The segments that desired luxury or ethical flowers, as well as the segment that desires more information were interested in appearance, but also had relatively large shares of preferences dedicated to flower freshness guarantees. The preference for freshness guarantees in addition to appearance may be interpreted jointly as a desire for not only beautiful and aesthetically pleasing flowers, but for sustained beauty. Originality/value Internationally, the study fills a research gap by exploring consumer’s relative preference for cut flower attributes. In contrast to existing studies on consumer preferences for flowers in Germany, the present study builds on a sample that was targeted in terms of age, gender, net household income and federal state to the most recent German census.

The study investigates the motivation of volunteers to serve at the Federal Association of German Food Banks and volunteers’ interactions with food donors, food pantry managers and users. Social exchange theory is used as a frame to investigate volunteers’ interactions in the context of boundary spanning. Twenty in-depth interviews were recorded, transcribed and analyzed through qualitative content analysis. Volunteers are predominantly socially motivated to work at the German Food Bank, but this is not necessarily reflected all their interactions with food pantry users. Even though the authority in these interactions rests with the volunteers, they still feel uncomfortable in some interactions. Volunteers’ interactions with managers are essential, because managers tell volunteers, which tasks to carry out in which manner. But the volunteers do not necessarily respect the instructions in all cases. The interaction with food donors are negatively affected through a mismatch in the perception of authority within the collaboration. In some interactions, both parties believe they have authority within the interaction, even though they are rather equal partners. The study provides best practice recommendations on how to train volunteers to avoid interaction problems with food pantry users and donors.

The study investigated flower buying behavior and willingness to pay for cut flower attributes by German consumers in physical and online retail settings. A sample of 978 respondents participated in an online survey, including a hypothetical choice experiment. The choice experiment presented rose bouquets produced in Germany, the Netherlands, or in Kenya and considered the attributes “fairly traded” and “freshness guarantee”. In both retail settings German consumers showed the highest willingness to pay for the rose bouquets produced in Germany. Significant statistical differences in estimated mean willingness to pay were found across retail settings and product attributes.

Purpose The purpose of this paper is to investigate food retailers food waste reduction practices in Germany. The focus is on selling and redistributing agricultural produce with visual impairments and other surplus food items. In addition, drivers and barriers regarding the implementation of both waste reduction practices are explored. Design/methodology/approach In total, 12 in-depth interviews with managerial actors in the food retail sector and a food bank spokesperson were recorded, transcribed and analyzed through a qualitative content analysis. Findings In contrast to organic retailers, conventional retailers were reluctant to include agricultural produce with visual impairments in their product assortments, due to fears of negative consumer reactions. Another obstacle was EU marketing standards for specific produce. All retailers interviewed engaged in redistribution of surplus food. Logistics and the regulatory framework were the main barriers to food redistribution. Originality/value The present study adds to the existing body of literature on food waste reduction practices as it explores selling produce with visual impairments and elaborates on the legal background of food redistribution in German retail. The results are the foundation for providing recommendations to policy makers and charitable food organizations.

Initiatives of the European Union in the context of food waste running governmental and nonprofit campaigns strive to reach waste reduction goals. The study investigated entrepreneurial business models in the arena of food waste in Germany with a multiple case study research approach. Business entrepreneurs seek to reduce waste through its monetarization. After the initial identification of close to all current entrepreneurial businesses, ten entrepreneurs in retail, processing, and food service were interviewed to determine barriers and challenges to the models&rsquo, success and analyze their motivation to start these businesses. The most important barriers constituted logistical problems regarding supply as well as marketing, and the need for close collaboration with suppliers constituted another important challenge. Their motivations combine sustainability-oriented goals with a profit goal. To scale up, an increase in collaboration and data exchange is needed across the supply chain.

The study explores expectations and perceptions of German consumers towards the club pear 'Angelys'. Focus group discussions, with 8-10 participants each were conducted and recorded in April/May 2012 in five locations in Germany. The recordings were transcribed verbatim and analysed using qualitative content analysis. Results show that quality perception plays an essential role for consumers. They showed mixed reactions to 'Angelys' and expressed both appreciation and rejection, describing the pear characteristics with a wide range of adjectives such as compact, baroque, misshaped and old. Participants also evaluated the current brand concept and packaging. Consumers' reactions aroused from their sensory mind, which recalls memories and leads to certain association and the perception of the product. Besides reactions to the intrinsic features of the pear cultivar, the study also shows that German consumers have good knowledge in terms of brand and trademarks in food and have therefore considered the brand concept particularly critical. Finally, adjustments concerning the marketing concept with regard to the German market are suggested.

Food waste is widely discussed in the German media and in the public as an environmental and societal issue. Several civil society movements and groups aim to address the issue of food waste in a direct manner. The study examines dumpster diving, which is one of the social movements more widely acknowledged and more broadly adopted in this context. The study explores the process of dumpster diving, the knowledge of dumpster divers regarding food waste, as well as their perception of its potential legal and social consequences. In 2014, fifteen in-depth interviews with regular dumpster divers were conducted. The interviews were audio-recorded, transcribed verbatim, and analyzed through qualitative content analysis. Results show that the knowledge of food waste differs profoundly among the dumpster divers interviewed. Few have comprehensive knowledge; others perpetuate stereotypes. The dumpster diving process itself can take different forms. There are individual, as well as group divers. The organization of the dive also varies with respect to actions at the dumpster, e.g., the use or nonuse of protective equipment and the location of sorting activities. All interviewees acknowledge at least a legal gray area regarding their activities. However, most of the divers interviewed ignore the resulting legal risks. For some dumpster divers, social consequences, such as exclusion and revulsion by family members, are of more concern. Therefore, some of the divers interviewed conceal these activities. Other divers report to experience tolerance or acceptance by their social environment.

The IFAMR is published quarterly by IFAMA. See full library at: www.ifama.org