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The purpose of this paper is to examine how danish consumers are able to interact within their available food systems, in regards to purchasing sustainable food. Through the lens of design theory we look at the different available platforms, both well established and niche. We will examine how the specific elements or characteristics of the different platforms, affords the ability to make purchasing sustainable food possible. We have found that the available platforms can hardly be said to afford the ability for danish consumers to purchase sustainable food. In order to rectify this, the consumers needs access to information on sustainable parameters while shopping and also higher levels of transparency. Digital solutions bear the potential to make this possible by increased access to information and utilization of feedback and mapping.

Purpose - The purpose of this paper is to develop and apply a framework for understanding consumer responses to ecolabelling. Design/methodology/approach - From a consumer perspective, ecolabels are tools for supporting decision making with regard to environmentally significant products. The paper proposes an adoption of innovation framework for understanding consumer responses. The framework is applied in a mall-intercept survey of the early adoption of a new ecolabel, the MSC label for sustainable fishery, in Denmark.Findings - Early adopters of a new ecolabel mostly employ a high effort adoption process. Starting the adoption process depends on both motivation (intention to buy sustainable fish products) and ability (issue-relevant knowledge). Whether and how quickly the consumer completes the adoption depends on his or her motivation, past experience with using ecolabels, and trust in the endorsing organisation.Research limitations/implications - Environmental and product-related factors did not differ between respondents. Hence, a complete account of the importance of these factors for the adoption and (especially) diffusion of the label is not provided. Practical implications - Consumers scoring highly on both issue-relevant knowledge and motivation are the most likely innovators and early adopters. Their high level of expertise means that they do not need a lot of explanation for understanding the label and its self-relevance and their strong motivation means that they will search for more if they need it (and if it is not too difficult to get). Originality/value - The paper makes both a conceptual and an empirical contribution, which are of value both to practitioners (ecolabel promoters and users) and to research on ecolabel effectiveness. Purpose - The purpose of this paper is to develop and apply a framework for understanding consumer responses to ecolabelling. Design/methodology/approach - From a consumer perspective, ecolabels are tools for supporting decision making with regard to environmentally significant products. The paper proposes an adoption of innovation framework for understanding consumer responses. The framework is applied in a mall-intercept survey of the early adoption of a new ecolabel, the MSC label for sustainable fishery, in Denmark.Findings - Early adopters of a new ecolabel mostly employ a high effort adoption process. Starting the adoption process depends on both motivation (intention to buy sustainable fish products) and ability (issue-relevant knowledge). Whether and how quickly the consumer completes the adoption depends on his or her motivation, past experience with using ecolabels, and trust in the endorsing organisation.Research limitations/implications - Environmental and product-related factors did not differ between respondents. Hence, a complete account of the importance of these factors for the adoption and (especially) diffusion of the label is not provided. Practical implications - Consumers scoring highly on both issue-relevant knowledge and motivation are the most likely innovators and early adopters. Their high level of expertise means that they do not need a lot of explanation for understanding the label and its self-relevance and their strong motivation means that they will search for more if they need it (and if it is not too difficult to get). Originality/value - The paper makes both a conceptual and an empirical contribution, which are of value both to practitioners (ecolabel promoters and users) and to research on ecolabel effectiveness.

Research in the adoption of innovative services in mobile communications markets has not offered a comprehensive explanation of how the individual makes a choice. This article proposes a theoretical framework for the analysis of the adoption decision of innovative mobile services such as mobile TV. The decision to adopt the service can be viewed as a choice based on two cognitive processes of reasoning and referencing, as postulated in behavioural decision making. The framework has both theoretical and practical value. From a theoretical perspective, it illustrates the manner in which referencing and reasoning influence the individual's decision to adopt innovative services in the mobile telecommunications market. From a practical perspective the framework offers a market analysis tool which can generate useful insights for the vendors.

PurposeThe purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows the ways of finding new interesting web sites.Design/methodology/approachIn 2004‐2005 a survey was conducted in Denmark and Hong Kong of 434 fourth, fifth and sixth class students. Questionnaires were distributed in six elementary schools. Hypotheses about new media ownership and usage in the two societies are formulated based on the economic development and individualistic/collective cultural dimensions of the societies.FindingsHousehold ownership of new media, ownership of mobile phone and heavy use of the internet were found to be more prevalent among Danish tweens than among Hong Kong tweens. Danish tweens were more likely to use mobile phones and the internet for interpersonal communication and for enjoyment than Hong Kong tweens. Hong Kong tweens used the internet more for educational purposes than Danish tweens. The results seem to support that adoption and consumption of new media are motivated differently in cultures of individualism and collectivism, and consequently that the tween consumer segment is not as globally homogeneous as it is claimed to be.Research limitations/implicationsThe study was based on a convenience sample, thus it may be problematic to generalize from the findings.Practical implicationsThe study can serve as a guideline for marketing communication targeting tweens. The emphasis on the hedonic use and social function of new media may be suitable for a highly developed, individualistic society. In collective societies, marketers may need to put emphasis on the instrumental values of new media, such as improving academic performance.Originality/valueThis paper offers insights into designing communication strategies for Danish and Hong Kong tweens, particularly when incorporating new media. Findings are compared with existing preconceptions of the tween segment in the marketing literature.

We consider a representative–consumer setting where the ratio (respectively difference) between current consumption and the level of habit yields utility. Money demand is well-defined in the difference-specification but not in the ratio-specification for plausible values of the parameter measuring habit.

Purpose – The purpose of this paper is to examine tweens' (8‐12 year‐olds) satisfaction with and loyalty to their mobile phones and the relationship between these.Design/methodology/approach – Based on literature studies, hypotheses about tweens' satisfaction with and loyalty to their mobile phones are developed. A survey in Denmark forms the empirical basis for the study, and the hypotheses are tested and discussed.Findings – The results indicate that tweens are far more satisfied with their mobile phones than adults are and that the mobile phones fulfill children's expectations to a much higher degree. Still, brands are not able to turn tweens into loyal customers who will recommend their mobile phones to friends. Tweens' loyalty is lower than what is experienced for adults and the relationship between satisfaction and loyalty is very weak.Research limitations/implications – This study is limited to the mobile phone market. The low degree of loyalty in this market may not necessarily be the case in othe...

The paper illustrates a comparative study of alcoholic beverage consumption in the European Union. Per capita consumption data for the countries studied were examined over a 55-year period. Consumer behaviors in developed countries of the European Union appear to be converging in many ways due to increasing interconnectedness and cultural cross-fertilization. Economists and consumer researchers are interested in identifying this convergence and to what extent the consumption patterns are becoming similar. As national borders and traditional cultural boundaries become blurred, consumer preferences for types of alcoholic beverages, particularly wine, appears to be driven less by previous regional traditions, and more by growing acceptance of a cultural change. In particular, this study finds that the dissimilarity of wine consumption has narrowed significantly between the northern and southern European countries.

As a result of the increased competition between self-service chains, retail managers to an increasing degree try to strengthen store identity and customer loyalty. Based on a broad range of consumer choice and environmental psychology theories, this article discusses a number of reasons why the fruit and vegetable department can be one of the keys to differentiating retail chains and creating positive store image. The article describes the results of two empirical studies (a focus group and a survey), which explore customer-perceived quality dimensions of the fruit and vegetable department and the extent to which these dimensions influence customer attitudes towards the fruit and vegetable department and store image in general. As a result of the increased competition between self-service chains, retail managers to an increasing degree try to strengthen store identity and customer loyalty. Based on a broad range of consumer choice and environmental psychology theories, this article discusses a number of reasons why the fruit and vegetable department can be one of the keys to differentiating retail chains and creating positive store image. The article describes the results of two empirical studies (a focus group and a survey), which explore customer-perceived quality dimensions of the fruit and vegetable department and the extent to which these dimensions influence customer attitudes towards the fruit and vegetable department and store image in general.

Despite widespread proliferation of mobile devices providing access to a variety of advanced and data-rich services, adoption of those services remains low in most of the Western world. Thus, research related to the acceptance and use of mobile technology and services continues to develop. Traditional research in this domain has been useful for exploring adoption and use related to individual technologies or novel services. However, our research efforts indicate that users often reflect on former experiences with similar technologies or services when choosing mobile services. This suggests that when exploring mobile service usage decisions, focus cannot be placed on mobile services alone. Through two longitudinal field studies conducted in Denmark during 2004 and 2005, this article further explores the manner in which users' choices of mobile services are influenced by their reference situations and reference prices. The article suggests that users cognitive referencing is an influential factor that must be considered when exploring their usage behaviour in the mobile services market.

Examines the characteristics of young innovators (i.e. those in a group who accept the innovation first, for instance a hula hoop, a mobile phone or a video game) and opinion leaders (i.e. the person in a group who tends to be copied or consulted for advice); the two roles overlap, as child innovators are usually also opinion leaders, but not necessarily the reverse. Explains the Diffusion of Innovations theory, relating it to the adoption by children of new products and behaviours, i.e. their socialisation as consumers; this process involves the stages of awareness, interest, evaluation, test purchase, and adoption. Outlines the characters involved in the generalised theory of Diffusion of Innovations: opinion leaders, innovators, gatekeepers (for instance parents who allow their children to acquire a new product), and change agents (an outsider who gives advice, for instance a teacher). Discusses whether there are generalised innovators and opinion leaders, i.e. whether the same people tend to fulfil these roles in all or most areas. Moves onto a 2003 study of children which surveyed how well the Diffusion of Innovations theory fits them, how much overlap there was among innovators and opinion leaders, and where children got information about new products. Concludes that the Diffusion of Innovations theory does roughly fit child and teenage behaviour; in the adoption process, personal communication plays a dominant role, followed by television and advertising, but mobile phone and SMS messages played almost no role among eight to 12‐year‐olds in communicating information on new products.

Udgivelsesdato: April-September

Sociologists, linguists and market researchers have studied values and lifestyles for decades. In the present paper, the authors look at the motivation behind their approaches and suggest the presence of a general communality for the solutions, which, in turn, made it possible to discern basic evaluation dimensions common for all of these. They further suggest a general two-dimensional solution and demonstrate how it compares with other systems and how it functions.

This research deals with the influence of physical surroundings in usage situations on consumers' perceived quality of food products and on consumers' emotions. A sample of 320 respondents was included in an experimental design in which two food products, shrimp and cheese, and two types of physical surroundings, elegant and less elegant, were manipulated. The results suggest that elegant physical surroundings in food usage situations have positive effects on perceived quality, pleasure-feeling, and arousal-level. Implications, limitations, and extensions of the results are discussed.

In this thesis it is argued that traditional marketing theories and models, such as the marketing mix, the SWOT analysis etc., are all build on a modernist basis. With a functionalistic focus and positivist ontology the aim of modern marketing is to analyse, plan and control the internal and external factors of a business. Consumers are hence considered to be rational, driven by needs and to have a fixed identity which allows segmentation by either sociodemographics or lifestyle. From a postmodernist perspective these traditional marketing theories are considered unfit for a postmodern society characterised by fragmentation, plurality, hyperreality and loss of commitment. Based on the premise, that we have undergone a shift from a modern to a postmodern paradigm, the thesis sets out to answer the following: “In what way is the consumption of food involved in the identity construction of the postmodern consumers, and how does a postmodernist consumer approach affect target group segmentation and marketing in the company Mill & Mortar?” Postmodern consumers have no given identity and they are constructing their identity on a day to day basis through their consumption, searching for authenticity to balance out the real and the ideal self of the consumer. Therefore, goods are not used from their materialistic purpose but for their symbolic value to the individual consumer. Thus, symbolic value is constructed by the consumer and not by the marketers. The postmodern consumers act in an individualistic manner to construct their identity as a personal collage of symbols, which presents the consumers as unique individuals. But at the same time the postmodern consumers are social beings who engage in a number of different communities. These communities are based on consumption and they make up the frames of reference for the individual consumer’s construction of identity and way of ascribing symbolic value to goods of consumption. Hence, postmodern segmentation should focus on the postmodern consumer communities and postmodern marketing should work to involve the consumers in creating authenticity. It is concluded that the consumption of food is only involved in the construction of identity amongst the postmodern consumers who engage in a gourmet community and an eco community, and that Mill & Mortar should focus their marketing on involving the gourmets.

Udgivelsesdato: November

The random nature of situations where an acquired product or service contains a defect or deficiency means that consumers usually have no experience of seeking redress (i.e., complaining), or their experience may be from totally different situations. Because of this, most people have not formed a clear attitude about how to behave in the specific situation and they may also be uncertain about social norms for proper behavior. Hence, their behavior is guided by more general traits and dispositions as well as by situation-specific factors, which are bound to exert a relativelystrong influence on behavior. This study confirms that the likelihood that consumers will complain over defects and deficiencies depends a lot on the situation and specifically on the size of the loss due to the defect and deficiency. However, some individuals refrain from complaining even in serious cases. This study shows that the propensity to complain depends on the person's attitude toward complaining and on personality traits (inclination to become dissatisfied). The two latter variables reinforce one another. The random nature of situations where an acquired product or service contains a defect or deficiency means that consumers usually have no experience of seeking redress (i.e., complaining), or their experience may be from totally different situations. Because of this, most people have not formed a clear attitude about how to behave in the specific situation and they may also be uncertain about social norms for proper behavior. Hence, their behavior is guided by more general traits and dispositions as well as by situation-specific factors, which are bound to exert a relativelystrong influence on behavior. This study confirms that the likelihood that consumers will complain over defects and deficiencies depends a lot on the situation and specifically on the size of the loss due to the defect and deficiency. However, some individuals refrain from complaining even in serious cases. This study shows that the propensity to complain depends on the person's attitude toward complaining and on personality traits (inclination to become dissatisfied). The two latter variables reinforce one another.

Nährwertkennzeichnung soll zu einem gesünderen Ernährungsverhalten der Verbraucher beitragen. Um dieses Ziel erreichen zu können, ist es notwendig, dass solche Informationen von den Verbrauchern wahrgenommen, verstanden und in ihren Kaufentscheidungen auch tatsächlich angewendet werden, und dass die Zusammensetzung ihres Warenkorbes an Lebensmitteln dadurch in eine gesündere Richtung verändert wird. Aufgrund der geringen Verständlichkeit der traditionellen Tabellenform der Nährwertinformation sind zahlreiche Anstrengungen darauf verwendet worden, besser verständliche Modelle zu entwickeln, die an prominenter Stelle auf der Vorderseite der Verpackung angebracht werden. Neuere Forschung zeigt, dass die meisten Verbraucher in der Lage sind, solche Informationen korrekt zu verarbeiten, dass aber nur eine Minderheit der Verbraucher dies im Geschäft auch tut. Die entscheidende Frage der Wirksamkeit der Nährwertkennzeichnung verlagert sich daher von der Frage, ob die Verbraucher in der Lage sind, solche Information zu verarbeiten, auf die Frage, ob die Verbraucher auch dazu motiviert sind. Nährwertkennzeichnung soll zu einem gesünderen Ernährungsverhalten der Verbraucher beitragen. Um dieses Ziel erreichen zu können, ist es notwendig, dass solche Informationen von den Verbrauchern wahrgenommen, verstanden und in ihren Kaufentscheidungen auch tatsächlich angewendet werden, und dass die Zusammensetzung ihres Warenkorbes an Lebensmitteln dadurch in eine gesündere Richtung verändert wird. Aufgrund der geringen Verständlichkeit der traditionellen Tabellenform der Nährwertinformation sind zahlreiche Anstrengungen darauf verwendet worden, besser verständliche Modelle zu entwickeln, die an prominenter Stelle auf der Vorderseite der Verpackung angebracht werden. Neuere Forschung zeigt, dass die meisten Verbraucher in der Lage sind, solche Informationen korrekt zu verarbeiten, dass aber nur eine Minderheit der Verbraucher dies im Geschäft auch tut. Die entscheidende Frage der Wirksamkeit der Nährwertkennzeichnung verlagert sich daher von der Frage, ob die Verbraucher in der Lage sind, solche Information zu verarbeiten, auf die Frage, ob die Verbraucher auch dazu motiviert sind.

Udgivelsesdato: juni