Consumers’ evaluation and intention to buy traditional seafood: The role of vintage, uniqueness, nostalgia and involvement in luxury

Svein Ottar Olsen,Kåre Skallerud,Morten Heide

doi:10.1016/j.appet.2020.104994

Svein Ottar Olsen, Kåre Skallerud + Show 1 more

Open Access

https://doi.org/10.1016/j.appet.2020.104994

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Journal: Appetite	Publication Date: Oct 17, 2020
Citations: 22	License type: cc-by

Affiliation: UiT The Arctic University of Norway, Nofima

Abstract

This study extends the understanding of the relationship between consumer motivation, involvement and evaluation of traditional food products (TFP). One important research issue was to explore whether consumers' perceived uniqueness could be one important quality or value that theoretically and empirically could differentiate TFP from ordinary, usual and “everyday” traditional food. A central location test of two different vintages (maturation times) of salt-cured clipfish in combination with a survey to assess individual motivational constructs was used to test the conceptual model. Our expectations were confirmed. Perceived uniqueness influences future intention to consume and is motivated by involvement in TFP. The theoretical arguments of the relevance of the perceived uniqueness of traditional food was also supported by the positive relationship between general involvement in luxury (prestige) and involvement in TFP. In addition, this study found a significant positive relationship between product-specific nostalgia and involvement in TFP. To our knowledge, no previous study we are aware has discussed, designed or tested these theoretical relationships. Our findings have promising implications for the seafood industry in order to achieve unique product value and increase consumers’ willingness to pay, by promoting uniqueness, prestige and nostalgic product features of vintage salt-cured clipfish.

Highlights

Research on what traditional food is, how it is evaluated by con sumers and what explains consumers’ preferences, attitudes and con sumption of traditional food products (TFP) is emerging (Kristbergsson & Oliveira, 2016)
The results showed no significant difference in how the uniqueness, quality and sensory attributes were evaluated for the two types of mature clipfish (Table 1)
Research seeking to identify the core feature of traditional food products (TFP) and what motivate consumers to buy and consume TFP is an emerging research issue in food psychology (Almi et al, 2011; Guerrero et al, 2010; Pieniak et al, 2009; Verhonacker et al, 2010)

Summary

Introduction

Research on what traditional food is, how it is evaluated by con sumers and what explains consumers’ preferences, attitudes and con sumption of traditional food products (TFP) is emerging (Kristbergsson & Oliveira, 2016). “nostalgia” – as an individual’s feelings and association with the past in different behavioural contexts (Sedikides, Wildschut, Arndt, & Routledge, 2008) – should be relevant for our understanding of TFP (Renko & Bucar, 2014). Another inter esting finding from Guerrero et al (2010) is that consumers’ associa tions with TFP are related to specific events and specific gastronomic heritage in highly prestige surroundings or contexts (e.g. specific col laborations at an upscale restaurant). Contradictory and non-significant proposed findings encourage research on motivational forces (antecedents) for preferences and attitudes towards, as well as engagement in and consumption of, TFP

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