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Multiple studies employ consumers’ intentions rather than actual purchases when assessing organic food consumption. These studies typically suggest a green bias in organic market share. Employing reactance and construal level theory, this research investigates the impact of one’s social distance to the character depicted in ads (animal vs. human) and the temporal distance (present vs. future) toward organic animal husbandry on consumers’ purchase responses directly; indirectly, as related to the portrayed character; and generally to organic foods. Three 2 (temporal distance: low, high) × 2 (social distance: low, high) between-subjects experiments demonstrate that low social distance depicting humans rather than animals induces psychological reactance, which impedes purchase intentions of organic groceries, whereas ads featuring high social and temporal distance (depicting animals in an ideal future husbandry state) increase consumers’ purchase intentions and actual purchase behavior, even for products with no direct connection to the depicted character in the ads.

When channels of distribution change, consumer competences have to adapt. We define supermarket competence as the set of skills and knowledge that enables consumers to locate, evaluate, and choose among product offerings in a supermarket to fulfill their shopping goals. We develop a scale that measures three components of supermarket competence: finding and locating products, understanding and using packaging information, and interpreting prices. To test the structure and reliability of the scale, it is applied to three consumer samples in China. Supermarket competence is found to be related to shopping trip satisfaction, perceived shopping risk, and use of brand information. In addition, consumers with different levels of supermarket competence are found to differ in their demographic characteristics and in their shopping behavior. Policy implications for strengthening consumers' supermarket competence are discussed.

Poaching rhinos to sell their horns is one of the most pressing threats to wildlife and constitutes an illicit yet extremely profitable business. Employing construal level and reactance theory, two studies examine which marketing campaign is most effective in countries where the crime is actually taking place by distinguishing supply (=poachers in Kenya) and demand (=consumers of Chinese traditional medicine in China). Both studies follow a 2 × 2 between‐subject design with an additional control group whereby temporal distance and social distance are manipulated to outline weaknesses of current antipoaching campaigns and identify alternatives that are more effective. Results suggest that economic and identity‐related factors can explain consumers (China) and poachers (Kenya) intentions to purchase traditional Chinese medicine with rhino horn or sell rhino horn. In both countries, marketing campaigns featuring temporal distance were superior to close counterparts; yet, the mediating variables differ for each country. Close temporal distance elicits reactance. Interestingly, poachers do not seem to discriminate between close and far social distance. The findings have lifesaving implications for wildlife, profound practical implications for non‐governmental organizations, and governmental agencies' additional theoretical contributions.

There is a consensus that for a brand being perceived as authentic is an asset. However, an authentic brand is only half of the equation, as a brand must also appear in advertisement that seems authentic. Drawing on the selective accessibility model (SAM), this paper examines in the context of food brands (a) the joint effect of perceived brand authenticity and advertising images on consumers’ purchase intentions toward the advertised food product; (b) the mechanism that drives consumers’ purchase intentions, in which perceived similarity functions as a mediator; and (c) the moderating function of role overload in these relationships. Two studies employed a 2 (advertising image: ideal vs. authentic) × 2 (perceived food brand authenticity: inauthentic vs. authentic) between subjects design. Study 1 (USA) used a manipulation to determine high versus low authentic food brands (fictitious brands), whereas Study 2 (Germany) used actual food brands that consumers perceive to differ in terms of authenticity. Results confirm that brand authenticity serves as an asset. However, the interacting effect of perceived brand authenticity and advertising image is qualified by overall brand evaluation. In line with SAM, participants perceived similarity of one’s own situation with the adverting image depicting “family dinner” situation serves as mediating variable. The results provide insights into when and why food brand marketers should employ authentic advertising images and how they can target those consumers who are more prone to respond positively to authentic ads.

Purpose The purpose of this paper is to investigate situational factors (i.e. social risk) and negative emotions (e.g. shame and guilt) on consumers’ purchase intentions for premium private labels (PPLs) vs national brands (NBs) at discounter (Lidl) in the UK, and the underlying process of this effect. Design/methodology/approach The authors conduct a 2 (social risk) × 2 (brand type) between-subjects design experiment employing a Qualtrics online panel in the UK. Findings The study shows that NBs still have the edge over PPLs when consumers shop for socially risky situations, which is due to higher product expectations of NBs, and a moderated mediation shows that this effect is more pronounced among consumers that feel negative emotions when shopping at Lidl. Research limitations/implications This study included leading NBs, which differ in terms of price compared to selected PPLs. Researchers should include pricing information as an additional factor and investigate Lidl’s options to deal with negative emotions in the online setting. Practical implications The results help brand managers to understand consumer reactions toward PPLs vs NBs at the discounter in UK. Originality/value NBs have recently joint rather than fight discounters’ product assortment, this study contributes to understand the moderating impact of negative emotions and product expectations as the driving force in consumers’ purchasing decision.

PurposeThis study aims to investigate the impact of social risk and inter-tier brand competition across traditional retailers and discounters on consumers' purchase intentions in the UK.Design/methodology/approachThe authors conduct a 2 (social risk) × 3 (brand type) × 2 (retailer type) between-subjects design (n = 309; UK) experiment employing a Qualtrics online panel in the UK.FindingsThe study shows that while premium private labels (PPLs) are on par with national brands, discounter's PPLs outperform mainstream retailer's PPLs. Furthermore, consumers appear to purchase standard private labels and PPLs for themselves when shopping at a discounter but turn to national brands when shopping for socially risky situations.Research limitations/implicationsWhile Tesco's premium (Tesco Finest*) and standard private label (Tesco Everyday Value) explicitly make reference to the retailer's name, for Lidl's premium (Deluxe) and standard private label (e.g. Milbona), the discounter's name is not visible. This is something this study did not control for.Practical implicationsGiven that Lidl has opened its first US store in 2017 with ambitious expansion plans, our findings provide in particular practical guidelines for how to promote PPLs in countries where the discounter landscape is less saturated than in Germany.Originality/valueThis study provides insights into the understanding of the influence of social risk on purchasing intentions of premium private labels vs standard private labels vs national brands offered by mainstream retailers or discounters in the UK.

Making benefit cues explicitly available to consumers can mitigate the impacts of added product attributes, such as nutrition claims, from which consumers often infer negative meaning. Yet, food products also vary in the benefits that consumers value most; they regard taste as most important for hedonic foods, but performance as pertinent for utilitarian foods. This article presents three studies that examine how making perceived product benefits explicit affects consumers’ purchase intentions toward hedonic and utilitarian food products that feature nutrition claims. Self-health awareness may moderate this effect (Study 1), which also depends on the prime, whether of the product’s underlying goal (hedonic vs. utilitarian) (Study 2) or of consumers’ own health motivations (Study 3). The results show that participants with high primed health motivation purchase hedonic food products with nutrition claims only if the product benefit is explicit. For utilitarian food products, the negative effect of the nutrition claim can be mitigated by making the perceived benefit explicit but only among participants with low self-health awareness. Priming thus can facilitate healthier food choices, though its outcomes depend on the type of food and self-health awareness.

Genetically-modified (GM) food evokes high levels of fear and negative associations among consumers. This study predicts that people may associate naturally occurring vegetable shape-abnormalities with GM food, which increases their risk perception. With an experimental design in two studies, this research investigates the impact of abnormally-shaped vegetables on participants’ risk perceptions related to vegetable items that vary in their degree of association with GM technology. The results reveal that knowledge can moderate the vegetable shape-abnormality–risk relationship, depending on its objectivity or subjectivity.

Copycats or "me-too" brands imitate prominent features of market leaders with the intention to benefit from consumers' positive associations of the imitated brand. However, the imitated market leader can be perceived as being local (=in-group) or global (=out-group). Employing social identity theory, Study 1 examined the interaction between copycat strategy and perceived globalness of the brand, showing that consumers have higher purchase intentions for global copycats versus a local counterpart. Study 2 shows that the interacting effect of copycat strategy and perceived globalness is moderated by consumer ethnocentrism. Further, authors demonstrate that a global copycat elicit greater schadenfreude (vs. local brand), which in turn increases consumers' purchase intentions. Subsequent mediation analysis shows that ethnocentric consumers experience schadenfreude upon encountering copycats of global brands, which in turn increases purchase intention, whereas low ethnocentric consumers show higher purchase intentions for local differentiated brands because they deem a copycat strategy as unacceptable. Finally, Study 3 examines whether the results from Studies 1 and 2 continue to hold for theme copycats.

Consumers in emerging countries such as China play a crucial role for up-scaling improvements in the environmental impact of food production. So far little research has explored Chinese consumer reactions to organic food labels and whether Chinese consumer inferences can be favorably influenced by communication efforts. An online experiment studied the influence of the presence of organic labels as well as the influence of priming of environmental values on fruit and vegetable quality inferences. We find that Chinese consumers expect organic food to be more expensive and of a higher general quality compared to conventional food, but we do not find significantly higher health or taste inferences for organic products. When primed with environmental values, consumers with strong environmental values express higher quality and health inferences for organically labeled food. The results indicate that further efforts are needed to strengthen communication of organic food quality, and that focus should be given to the target group with strong environmental values.

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.

Even without official quality standards, food retailers generally do not offer abnormally shaped food based on the assumption that consumers reject food that deviates physically from some norm. Because this practice contributes significantly to food waste, the current study tests this assumption experimentally. A representative sample of 964 Danish consumers indicated their purchase intentions for two fruits and two vegetables with varying levels of food shape abnormality (normal, moderately abnormal, and extremely abnormal) and organic labels (organic label, no label). Food shape abnormalities influence consumers’ purchase intentions, but only if the food deviates extremely from the norm; no differences in purchase intentions emerge for moderately abnormal food. Awareness of food waste issues and proenvironmental self-identities also drive purchase intentions, such that participants with high levels of these traits express significantly higher purchase intentions for abnormally shaped food. Thus, increasing awareness of food waste issues, particularly among those with strong proenvironmental self-identities, might encourage more consumers to purchase abnormally shaped fruits and vegetables.

Despite the fact that consumers increasingly rely on credence attributes in their food choices, research has identified attitude-behavior discrepancies particularly concerning new food technologies. The aim of this study was to examine consumers' buying intentions for products that differ on three credence attributes (production method, health benefit, sustainability benefit) and one experience attribute (texture) across two product categories that differ in perceived healthiness. In a survey of 498 German consumers, buying intentions of a product perceived as rather unhealthy (marmalade, n = 256) and as rather healthy respectively (olive pesto, n = 242) were assessed in a conjoint design. Results showed that the relative importance of factors varied greatly among product categories and depended on individual factors. A cluster analyses identified different clusters depending on product's perceived healthiness. Further, ANOVA showed significant differences between the clusters concerning attitudin...

This study provides an initial examination of the evaluative conditioning (EC) of consumers’ attitudes toward food technologies in China, including how EC can affect consumer acceptance of new technology when participants possess different levels of social trust. In a study using the EC paradigm and a combination of between-subjects control groups and within-subjects control conditions, participants considered three food technologies (conventional, enzyme, and genetic), paired with affectively positive, neutral, and negative images. Subsequent evaluative measurements revealed that EC can explain attitude formation toward food technologies in China when consumers see affective images, but the strength of the effects varies at different levels of social trust. Participants with a high level of trust in the institutions that promote and regulate the technologies can be conditioned both positively and negatively, independent of food technology. Participants with a low level of trust can be conditioned too, but only when the technology is paired with negative unconditioned stimuli. If social trust is low, positive conditioning offood technologies is not demonstrated in this study.