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What are consumers aiming to get when they buy fresh meat? Is it the emotional pleasure, the nutritional quality and functionality, or the status that goes with it? We examine this question for Chinese consumers buying fresh pork. In order to understand the driving forces for pork purchases, we use the concept of perceived value of a product, and distinguish emotional value, quality/performance and social value, together with price/value for money. We look at how perceived value of pork products in China is related to consumers’ attitude to these products and to their repeated purchase of these products. In addition, we look at how value perception and its role in determining attitude and purchase behavior differ between different consumer segments, distinguished based on their shopping behavior. An online survey was carried out in 5 Chinese 1st and 2nd tier cities. Respondents were segmented based on their usage of different ways of shopping for pork using latent class cluster analysis. Relationships between constructs were estimated using PLS. Quality/functional value was the strongest determinant of attitude, but emotional value was both the strongest direct determinant of purchase behavioral and the strongest determinant overall when taking effects mediated by attitude into account. Customer journey segments differed in their pattern of determinants of attitudinal and behavioral loyalty. We conclude that buying fresh meat is, for Chinese consumers, mostly driven by the expected pleasure and to a lesser degree by quality and functional properties like safety and healthiness. The latter do have an impact on consumers’ attitude to the product, but less so on their buying behavior, suggesting that attitude and purchase are driven by different mental processes. We discuss implications for future demand for fresh pork in China. [ABSTRACT FROM AUTHOR]

Resveratrol is an ingredient widely researched, with growing evidence of health-promoting effects. However, the reactions of supplement or food consumers to resveratrol has not been researched, and the ingredient is yet unknown to most consumers. We used respective literature and our own resveratrol consumer studies with Danish and U.S. consumers to look at current findings and future research directions for three questions. (1) Which factors determine consumer interest in a yet unknown functional ingredient such as resveratrol? (2) How should resveratrol be marketed as a new functional ingredient to be understood and favorably perceived? (3) What could be the effects of adoption of an ingredient such as resveratrol on the healthy lifestyle of a consumer? Literature and first results indicate that personal relevance and familiarity are crucial factors; however, consumers show little interest in resveratrol and lack relevant knowledge, especially in Denmark. Favorable attitudes were explained by health outcome expectations, use of complementary and alternative medicine, and interest in the indulgence dimension of food. Nonscientifically phrased communication led to more favorable attitudes in Danish consumers; scientifically phrased communication, though, made U.S. consumers more likely to retain favorable attitudes in the presence of contradictory evidence. We discuss future research directions in different cultural backgrounds and market contexts and for different foods. [ABSTRACT FROM AUTHOR]

Consumer attitudes play an important role in the acceptance of new technologies. The success of food innovations depends on understanding how consumers form and change attitudes toward food technologies. Earlier post hoc explanations suggest that evaluative conditioning can change consumer attitudes toward food technologies. The present study tests how evaluative conditioning can affect consumer acceptance of new food technologies. Furthermore, authors investigate whether evaluative conditioning is resistant to extinction after a two-month period and whether the evaluative conditioning effect prevails in a product-related context. Within an evaluative conditioning paradigm including between-subjects control groups in addition to standard within-subjects control conditions, participants were presented with three food technologies (conventional, enzyme, and genetic technology) paired with affectively positive, neutral, and negative pictures. Subsequent evaluative measurements revealed that evaluative conditioning can explain attitude change toward food technologies when affective pictures are used. Furthermore, results indicate that evaluative conditioning is resistant to extinction after two months and acquired evaluative conditioning effect spills over in a product-related context. [ABSTRACT FROM AUTHOR]

It is a requirement that health claims be scientifically founded. However, their phrasing is criticised for being unappealing and cumbersome to communicate to consumers. Instead, it has been found that consumers respond favourably to non-scientifically phrased ‘soft’ health information. We aimed to explore to what extent health claims presented in the context of (thus framed) scientific phrasing of health information impacts health inferences and attitudes towards a product when compared to ‘soft’ health-related information framing. Different versions of mock resveratrol food supplement descriptions were presented in a between subjects experimental design conducted in the US and Denmark. Furthermore, respondents were shown mock-up media reports contradicting the earlier information and asked to repeat their assessment of health inferences and their attitude. This was done to assess how robust consumers’ health inferences and attitudes are in an environment of contradictory information. Results show that the soft information positively influences health inferences and attitudes in Denmark, while in the US, scientific information positively influences health inferences but not attitudes. Faced with contradictory information, US consumers reduce their favourable attitude towards the product to a lesser extent in the presence of scientific information. The findings underline the crucial role of the informational context as well as the country background for consumer perception of health claims. Non-scientific information can be potentially more powerful in communication, but a product assessment based on scientific information might be more robust to the detrimental impact of contradictory information. [ABSTRACT FROM AUTHOR]

Qualitative and quantitative studies were conducted to explore the effect of front-of-pack nutrition labels on the perceived healthfulness of food products. Consumers were found to hold beliefs about colours and their fit to product categories that influence the assessment process. Consumers associate certain colours with product healthfulness. Yellow, blue, green and red were found to be evocative of health. Heather, pink and celadon suggested an artificial thus unhealthful product. The impact of labels on healthfulness assessment was observed only in the unhealthful category. The findings show the complexity of psychological processes in the perception of food healthfulness. [ABSTRACT FROM AUTHOR]

Abstract: The new EU regulation on nutrition and health claims states that claims can be permitted only if they can be expected to be understood by consumers. Investigating determinants of consumer understanding of health claims has therefore become an important topic. Understanding of a health claim on a yoghurt product was investigated with a sample of 720 category users in Germany. Health claim understanding was measured using open answers, which were subsequently content analysed and classified by comparison with the scientific dossier of the health claim. Based on this respondents were classified as safe, risky or other. In addition to the open questions on claim understanding, respondents rated a number of statements on claim interpretation for agreement and completed scales on interest in healthy eating, attitude to functional foods, and subjective knowledge on food and health. Results showed that respondents with a positive attitude to functional foods are more likely to be classified as riskywith regard to their claim understanding, whereas respondents with negative or neutral attitudes are more likely to be classified into the other category. Implications for testing claim understanding are discussed. [Copyright &y& Elsevier]

Abstract: This study investigated the differences in the consumers’ quality perception of national branded, national store branded, and imported store branded beef. Partial Least Squares analysis is used for modelling the quality perception process. Results show that consumers perceived national branded Carnalentejana beef, as better on all quality cues and quality aspects than the other two store branded beefs. Preference for Carnalentejana beef stayed highly consistent even after the blind test, where consumers differentiated this beef from the other two beef brands on all sensory dimensions: taste, tenderness, and juiciness, and chose it as the preferred one. Consumers utilized more perceived intrinsic cues to infer expected eating quality of store branded beefs. [Copyright &y& Elsevier]

Abstract: The main objectives of the present study are to understand how Portuguese consumers perceive beef quality in a real-life purchase environment, which intrinsic and extrinsic quality cues consumers use when evaluating and forming beef quality expectations, and how extrinsic quality cues influence the perception of intrinsic quality cues. Furthermore, the study attempts to investigate how quality expectations are related to quality experience and future purchase intention after blind-tasting of beef steaks. Results show that extrinsic quality cues influence perception of intrinsic quality cues. Brand was found to be the predominant extrinsic quality cue. Consumers used brand both for perception of intrinsic quality cues and for inference of quality expectations. Future purchase intention is mainly influenced by experienced eating quality. [Copyright &y& Elsevier]

Abstract: The use of enzymes in food production has potential benefits for both food manufacturers and consumers. A central question is how consumers react to new ways of producing foods with enzymes. This study investigates the formation of consumer attitudes to different enzyme production methods in three European countries. Results show that consumers are most positive towards non-GM enzyme production methods. The enzyme production method is by far the most important factor for the formation of buying intentions compared to price and benefits. Results also show that environmental concern and attitudes to technological progress are the socio-political attitudes that have the highest predictive value regarding attitudes to enzyme production methods. [Copyright &y& Elsevier]

European consumers have a negative attitude towards the use of genetically modified organisms (GMOs) in food production. Previous research also shows that these attitudes are quite resistant to attempts to change them by giving additional information. The aim of the study was to investigate if positive sensory experience with a GMO-based food product would influence consumers' attitude towards the use of GMOs in food production. An experiment was conducted in which subjects in the experimental group tasted cheeses, one of which was labeled as "produced using GMOs."

Four questions on European consumers’ attitudes to the use of genetic modification (GM) in food production are posed and answered: (1) how negative are consumer attitudes to GM applications in food production? (2) How do these attitudes affect perception of and preference for products involving GM applications? (3) How deeply rooted are these attitudes? (4) Will the attitudes change due to more information and/or product experience? Drawing on two major studies researching these questions, it is concluded that consumer attitudes towards GM in food production are negative, that these negative attitudes guide the perception of food products involving the use of GM and lead to a range of sweeping negative associations which overshadow potential benefits perceived, that these negative attitudes are embedded in a system of more general attitudes, especially attitude to nature, to technology, and alienation from the marketplace, implying that they are deeply rooted, and that they will not easily be changed by information. They may change, however, due to own experience with products produced using GM and involving clear consumer benefits. [Copyright &y& Elsevier]

Presents three models to explain consumer attitudes, buying behavior and attitude change with regard to genetically engineered food products. Deviation from Fishbein's model for consumer attitudes; Use of Ajzen's Theory in a behavioral intention model for consumer buying behavior; Integration of the Elaboration Likelihood Model and Social Judgment Theory.

• A relatively large segment of consumers (23%) could be currently willing to eat insects. • All consumers display attitude ambivalence towards edible insects. • The positive component of the attitude influences the intention to eat insects more than the negative component. Current meat consumption habits will need to change, especially those of Western consumers. The level of meat consumption is unsustainable, and a recent study estimates a necessary reduction of 90% of the current intake. Insects are a promising alternative to existing protein sources, but previous literature has emphasised the initial level of disgust displayed towards insects as a food option. The overall aim of this paper is to understand the attitude of consumers towards eating insects, also termed entomophagy, in order to outline the barriers that prevent adoption and provide insights in order to overcome these. Data were collected through an online questionnaire with a representative sample of Danish consumers (n = 975). Several constructs from the literature were measured: food neophobia, disgust, intention to try and intention to eat regularly. In addition, a new attitude scale was used, that specifically measures the attitude towards entomophagy. A discrete choice experiment was a part of the questionnaire. Using LatentGold 5.1 a segmentation analysis based on the choice experiment was conducted. The influences of intention were analysed using hierarchical regression in SPSS 25. Results of the choice experiment indicate that different segments of consumers of entomophagy exist, and that different segments are interested in different types of insects. Younger consumers and males are more positive towards entomophagy in general and the insect options in the choice experiment. Results of the regression analysis indicate that the attitude toward eating insects is multidimensional and that there seem to be indications of attitude ambivalence in all segments. The interest in entomophagy is important, as it will be a key factor in overcoming the barrier of disgust and turning insects into an acceptable food choice in the Western world. [ABSTRACT FROM AUTHOR]

• The role of consumer global–local identities in their preferences for local foods. • The impact of local identity on local food preferences is mediated by locavorism. • Xenocentrism mediates the impact of local identity on local food preferences. • Global identity affects local food preferences via its positive impact on xenocentrism. The outbreak of the coronavirus pandemic (Covid-19) has profoundly affected the food systems, leading to consumer concerns about the lack of reliability and safety of global foods and a growing trend towards consuming local foods. Consumers have formed multicultural identities, such as global identity and local identity, under the influences of global and local consumer culture. This study develops a conceptual model to examine the impact of consumer global–local identity, locavorism, and consumer xenocentrism on consumer attitudes towards and intentions to buy local foods during Covid-19 crisis. We conducted an online survey in China that measured the constructs using established scales. Using structural equation modelling to test the proposed hypotheses, we find that: a higher degree of global identity will lead to a higher degree of consumer xenocentrism, whereas a higher degree of local identity will lead to a lower degree of consumer xenocentrism; local identity significantly and positively predicts locavorism; contrary to the prediction, the impact of global identity on locavorism is not significant; a higher degree of consumer xenocentrism will lead to a lower degree of attitude towards buying local foods. Theoretically, our findings contribute to the understanding of literature on local food consumption, consumer global–local identity, and consumer xenocentrism. Local food marketers can obtain practical insights based on our findings. [ABSTRACT FROM AUTHOR]

Abstract: The success of new food processing technologies is highly dependent on consumers’ acceptance. The purpose of this paper is to study consumers’ perceptions of two new processing technologies and food products produced by means of these novel technologies. To accomplish this, a qualitative study on consumer attitudes towards high-pressure processing (HPP) and pulsed electric field (PEF) processing of food was carried out. In all 97 adults between 20 and 71 years of age participated in 12 focus groups conducted in Slovenia, Hungary, Serbia, Slovakia, Norway and Denmark using a common guideline. Participants were introduced to the HPP and PEF technologies and then to the effect of the two new technologies on two specific product categories: juice and baby food. The transcribed data was content analysed and the coded data was transformed into diagrams using UCINET 5 and NETDRAW. The results show that consumers perceived the main advantages of HPP and PEF products to be the products’ naturalness, improved taste and their high nutritional value, whereas the main disadvantage was the lack of information about the PEF and HPP products. The results of the participants’ evaluation of the PEF and HPP processes showed that environmental friendliness and the more natural products were seen as the main advantages, while they were concerned about body and health, the higher price of the products, the lack of information about the technologies and a general scepticism. The study also shows that North European participants were a bit more sceptical towards PEF and HPP products than the East European participants. [Copyright &y& Elsevier]

In order to compare the acceptance of beef obtained from a conventionally bred, cloned or genetically modified (GM) animal by working adults and university students, and to identify consumer segments in both subsamples, a survey of 400 people in southern Chile was applied, distributed by means of proportional allocation. Using a conjoint analysis in the total sample, it was determined that the production technology was more important than the price, origin, presentation or breed of the animal. The consumers preferred Argentinean beef, cut, from a conventional animal, at the lowest price. In both subsamples one segment was sensitive to the production technology, one to the price and one to the origin of the meat. Nevertheless, the proportion of adults who rejected cloning and GM was greater, whereas a significant proportion of students viewed meat from a cloned or GM animal positively. In both subsamples, the groups sensitive to the origin had a positive view of beef from a GM animal. The groups in the subsample of students were differentiated by the frequency of beef consumption. In both subsamples, the segments did not differ in the level of satisfaction with their food-related life. [ABSTRACT FROM AUTHOR]

Abstract: This study aims to explore consumers' attitude toward a new preservation technique using herbs and berries in organic meat production, which enables to minimize the amount of chemical additives and to reduce the salt content in meat products. Consumer acceptance of the preservation technique using herbs and berries and intention to purchase products preserved with herbs and berries were investigated through a qualitative approach by means of three focus groups. In general, most participants were positive toward the preservation technique using herbs and berries and there were only few concerns related to the technique. Concerns were related not as much to the technique but more to the products. Four factors seem important in this relation: shelf life, taste, appearance and texture. The intention to purchase products preserved with herbs and berries is generally high, but is dependent on taste and appearance of the products, the price and information level. [Copyright &y& Elsevier]

Highlights: [•] Types of consumers are distinguished that differ in their levels of food neophobia. [•] Types also differ in satisfaction with their life and their food-related life. [•] The least neophobic type has the highest levels of satisfaction with life. [•] The least neophobic type has the highest levels of satisfaction with food-related life. [Copyright &y& Elsevier]

Abstract: This paper presents the combined mid-term findings of the consumer research components of two EU Sixth Framework Programme integrated projects concerning meat, ProSafeBeef and Q-PorkChains. The consumer pillar of ProSafeBeef carried out eight focus group discussions in May 2008, in France, Germany, Spain and the UK. Q-PorkChains conducted a large-scale, web-based, consumer survey in January 2008 in Belgium, Denmark, Germany, Greece and Poland. The first project provides a set of qualitative data from a small cohort of focus groups and the second a set of quantitative data from a larger consumer sample. This paper draws together the main findings of both projects and provides a comprehensive overview of European citizens’ and consumers’ attitudes towards and preferences regarding beef and pork. In general, consumers consider meat to be a healthy and important component of the diet. Consumers support the development of technologies that can improve the health attributes of meat products and guarantee eating quality, but they have a negative view of what they see to be excessive manipulation and lack of naturalness in the production and processing of beef products. In the Q-PorkChains study consumer and citizen segments are identified and profiled. Consumer segments were built upon the frequency and variety of pork consumption. The citizen segments were built upon their attitudes towards pig production systems. Overall, the relationship between individuals’ views as citizens and their behaviour as consumers was found to be quite weak and did not appear to greatly or systematically influence meat-buying habits. Future studies in both projects will concentrate on consumers’ acceptance of innovative meat product concepts and products, with the aim of boosting consumer trust and invigorating the European beef and pork industries. [Copyright &y& Elsevier]

• A new measure of attitudes toward entomophagy has been presented. • The new self-report instrument has been validated on a representative Danish sample. • The three-factor structure of the instrument shows an excellent fit to the data. • A cross-validation on an Italian convenience sample fully supports the model. • The new scale predicts intention to eat insects better than existing measures. Research has made steps towards the understanding of the main drivers and barriers related to Western consumers' acceptance of food with ingredients derived from insects. Nevertheless, research has been hampered by the absence of a comprehensive, specific, and validated instrument for measuring consumer attitudes towards entomophagy. The current study presents a new self-report instrument for addressing this issue. The instrument was built upon three conceptual cores, which are reflected in the three factors emerged and tested through factor analyses performed on a representative sample of the Danish population (Study 1: N = 975), and a convenience Italian sample (Study 2: N = 543). The first factor represents the negative evaluation of direct entomophagy and is closely connected to disgust. The second factor represents the positive evaluation of direct entomophagy and is closely linked to individuals' interest to try novel experiences and to eat novel foods. The third factor addresses indirect entomophagy, that is, the attitude towards using insects for feeding other animals that are reared for human consumption. Compared to existing measures of disgust and neophobia, the new instrument performs better in predicting intention in relation to both direct and indirect entomophagy. [ABSTRACT FROM AUTHOR]