Belgian Consumers Research Articles

Reproducing or Contesting the Global? Belgian Organized Consumerism and its International Entanglements (1957–1995)

AbstractBetween 1957 and 1984, Belgian consumers were represented by two comparative testing organizations: Test-Achats and the Union Féminine pour l’Information et la Défense du Consommateur. These two consumer organizations were fundamentally dissimilar in terms of their staff, their audience, and their ideological framing of consumer interests. Only the “politically independent” Test-Achats joined the International Organization of Consumer Unions (IOCU), even though it was initially smaller and weaker than the Union Féminine, the social-democratic alternative for consumers. A comparative analysis of Belgian organized consumerism reveals how, after 1957, the consumer interest was gradually reframed to fit a hegemonic definition. A private and commercial model of consumer representation was actively promoted over and against a public model through a complex transatlantic dialogue. Moreover, I argue that the international connections – or lack thereof – of the two organizations are essential to explain their success (or failure). The diffusion of organized consumerism during the 1950s and 1960s was financially and ideologically connected with the Keynesian-Fordist regulatory framework. The attack on embedded liberalism in the late 1970s thus posed serious challenges. Mapping the choices and trajectories of Belgian consumer activists in an international context helps us to understand these challenges better.

Belgian and Spanish Consumption Data and Consumer Handling Practices for Fresh Fruits and Vegetables Useful for Further Microbiological and Chemical Exposure Assessment

A consumer survey was organized in Spain and Belgium to obtain consumption data and to gain insight into consumer handling practices for fresh vegetables consumed raw or minimally processed (i.e., heads of leafy greens, bell peppers, tomatoes, fresh herbs, and precut and packed leafy greens) and fruits to be consumed without peeling (i.e., apples, grapes, strawberries, raspberries, other berries, fresh juices, and precut mixed fruit). This information can be used for microbiological and/or chemical food safety research. After extensive cleanup of rough databases for missing and extreme values and age correction, information from 583 respondents from Spain and 1,605 respondents from Belgium (18 to 65 years of age) was retained. Daily intake (grams per day) was calculated taking into account frequency and seasonality of consumption, and distributions were obtained that can be used in quantitative risk assessment for chemical hazards with chronic effects on human health. Data also were recalculated to obtain discrete distributions of consumption per portion and the corresponding frequency of consumption, which can be used in acute microbiological risk assessment or outbreak investigations. The ranked median daily consumption of fruits and vegetables was similar in Spain and Belgium: apple > strawberry > grapes > strawberries and raspberries; and tomatoes > leafy greens > bell peppers > fresh herbs. However, vegetable consumption was higher (in terms of both portion and frequency of consumption) in Spain than in Belgium, whereas the opposite was found for fruit consumption. Regarding consumer handling practices related to storage time and method, Belgian consumers less frequently stored their fresh produce in a refrigerator and did so for shorter times compared with Spanish consumers. Washing practices for lettuce heads and packed leafy greens also were different. The survey revealed differences between these two countries in consumption and consumer handling practices, which can have an impact on outcomes of future microbiological or chemical risk assessment studies.

Consumers’ valuation of sustainability labels on meat

There are various sustainability certifications and claims for food products that focus on environmental or ethical benefits. These claims empower consumers to make informed purchasing decisions that take environmental and ethical considerations into account. This paper compares consumers’ preferences for four types of sustainability claims related to organic meat, free range, animal welfare and carbon footprint. Using a choice experiment on a chicken breast product, our results show that nine in every ten Belgian consumers favor free range claims, which are also valued the most highly, attracting premiums ranging from 43% to 93%. Our study also shows that a vast majority of consumers (87%) would welcome the introduction of an EU level animal welfare label. The carbon footprint labels and the organic labels are less appealing to consumers, who have lower willingness to pay for these labels. Belgian consumers prefer the national Belgian organic food logo, certified by a private organization, to the newly-introduced EU organic food logo.

Matthew Runs Amok: The Belgian Service Voucher Scheme

In response to structurally poor job prospects for the least skilled, a number of European countries have introduced measures to boost domestic services employment. No country has done so with more fervor than Belgium. Belgian consumers can use the so-called Service Vouchers to pay for a limited but high volume range of domestic services like cleaning, washing and ironing. It is probably the most heavily subsidized scheme of its kind in Europe – more than 70 per cent of the cost of services rendered to individual consumers is borne by the state. Not surprisingly, the scheme has proved tremendously popular. This contribution argues that the scheme is facing a number of particular problems and challenges. While initially many of the people employed under the scheme had experienced past unemployment spells, new recruitment has increasingly drawn on the ranks of those already in work. Furthermore, entrapment in service voucher jobs is rife, going against the purported objective of the scheme in offering a stepping stone to the regular market. Another worrying aspect is that there is some evidence of partial displacement of regular skilled workers. The principal winners are the generally highly educated, relatively well-earning service voucher users who can now outsource domestic chores at a bargain price in the regular market, gaining leisure and care time as well as getting in return more trustworthy, reliable and better quality services than would otherwise be obtainable.

The influence of advertising on compulsive buying - The role of persuasion knowledge.

Background and aims: The growing concern over compulsive buying (CB) among consumers has led to vast amount of research examining the antecedents of this maladaptive behaviour. The focus of previous research was, however, mainly on examining the internal, psychological factors contributing to CB. The current research, on the other hand, sheds light on one of the external triggers which can possibly stimulate CB, namely advertising. Methods: An online survey has been conducted to identify the attitudes and scepticism towards advertising as well as ad avoidance and persuasion knowledge among a sample of 582 Belgian consumers. Furthermore, all participants were screened with regard to compulsive buying tendencies. Results: This research provides evidence that positive attitudes towards advertising can lead to CB. An important factor in this relation is persuasion knowledge. Conclusions: The study results lead to the conclusion that people higher in persuasion knowledge dispose less positive attitudes towards advertising which can subsequently prevent them from engaging in CB. Moreover high scores on scepticism towards advertising and ad avoidance among Belgian consumers in our sample point to a need for advertisers to modify their practices in order to gain more trust from consumers. This study also shows that advertising in particular attracts and seems to affect an already disadvantaged group of people – namely compulsive buyers.

Understanding and attitude regarding the shelf life labels and dates on pre-packed food products by Belgian consumers

Based on an on-line survey using questionnaires, information on Belgian consumers (n = 907) regarding their understanding and attitude towards shelf life labels and dates was collected. 80.1% of the respondents were familiar with the terminology of the label use by and best before while 69.6% indicated to know the difference between the meaning of the two labels. Judging edibility of food products at home occurs mainly by a combination of checking visually and smelling (82.5%), followed by looking at the shelf life date (67.5%) or tasting (50.4%). About half of the consumers is aware of and appreciates the difference between the two labels during this judgment. Most of the consumers interpret shelf life labels and dates with some flexibility, with variation depending upon the type of food product under consideration. Overall, the share of consumers willing to eat expired refrigerated products was lower than for expired products stored at ambient temperature: 19.1% for refrigerated raw products (e.g. meat and fish); 34.7% for refrigerated ready-to-eat products (e.g. deli-meat, cheese products, smoked fish); 61.0% for canned products (e.g. conserves) and drinks (e.g. beer) and lastly 69.3% for other products generally stored at ambient temperature (e.g. bread, unopened UHT milk, chocolate, cereals). Differences linked to age and gender are discussed. The suboptimal understanding and application of the EU date label framework by consumers may lead on the one hand to increased food disease burden by consuming certain expired use by products allowing growth of pathogens. On the other hand discarding food at the shelf life data in case of a best before date contributes to food waste by consumers. A better understanding of the shelf life labels use by (referring to food safety) and best before dates (referring to food quality) by consumers should be promoted.

Behaviour of Belgian consumers, related to the consumption, storage and preparation of cooked chilled foods

Cooked chilled foods or Refrigerated and Processed Foods of Extended Durability (REPFEDs) are a heterogeneous group of food products designed for consumer convenience. The consumer exposure to pathogenic microorganisms due to the consumption of REPFEDs is influenced by the industrial production process and by consumer behaviour. A consumer survey was organised and conducted to assess the consumption frequency, storage time, reheating practices and perception of and respect for the product's ‘use by’ date. The survey was conducted at a local food fair in Belgium with 874 respondents correctly completing the questionnaire. Over three quarters (77.5%, n = 677) had consumed at least one REPFED over the last year. Consumption frequency was the highest between the ages of 18 and 30. Nine out of ten consumers were able to give an acceptable estimate of the shelf life of REPFEDs (e.g. less than four weeks). By contrast, only half of the consumers (53.3%) fully respected the ‘use by’ date as indicated on the packaging. The majority of the remaining consumers (39.6%) would consume the product until three days past the ‘use by’ date; 2.5% of the consumers would still consume the product after more than three days past the ‘use by’ date and 4.6% did not consider the ‘use by’ date. In addition, only half of the consumers fully complied with the reheating instructions on the label, 36.5% only partially followed these instructions and 13.4% did not follow them at all. Data analysis showed that consumers, who did not respect the ‘use by’ date, were also less likely to follow the reheating instructions. To determine the distribution of the time a REPFED spends in a consumer fridge, the consumers were asked how frequently they bought REPFEDs and how they stored them. Using this information an attempt was made to construct a time-to-consumption (TTC) distribution. This TTC demonstrated that approx. 20% of REPFEDs was consumed on the day of purchase; about half (52.9%) were consumed within two days of purchase, 75.5% within four days and over 90% during the first week. These short storage times are likely to reduce the exposure to psychrotrophic microorganisms present in REPFEDs.

Belgian Consumers’ Opinion on Pork Consumption Concerning Alternatives for Unanesthetized Piglet Castration

Male piglets in Belgium are still castrated unanesthetized in the first week of life, but animal rights organizations, supermarkets, and some consumers no longer accept this method in terms of animal welfare, and are pushing the pig industry to apply available alternative methods. This major change in pig husbandry will increase production costs without a guarantee for return of investment by consumers. Therefore, it is important to know the opinion of consumers on this matter. A questionnaire was used to collect data from 1,018 people through face to face interviewing in Flanders. A Chi-square test and Fisher’s exact test were used to analyze the data. Results show that in spite of several media campaigns of animal welfare organizations over the past few years, still half of the Flemish respondents were not aware of the problem of unanesthetized piglet castration. However, after being informed, the majority wanted unanesthetized castration to be banned. Although the concern about animal welfare implications was very high, the willingness to pay extra for alternatives was low.

Association of health involvement and attitudes towards eating fish on farmed and wild fish consumption in Belgium, Norway and Spain

Consumers in many European countries do not equally meet the recommended daily intake levels for fish consumption. Various factors that can influence fish consumption behaviour have been identified but limited research has been performed on fish consumption behaviour, discriminating between farmed and wild fish. The present survey study confirmed differences in total fish consumption, farmed fish and wild fish consumption behaviour in Belgium, Norway and Spain. Spanish consumers consumed more frequently fish of each category than Norwegian consumers. Belgian consumers reported the lowest consumption frequency of fish. Accordingly, health involvement and attitudes towards fish consumption decreased from Spain over Norway to Belgium, suggesting a positive association of health involvement and attitudes towards fish consumption with total fish consumption. Similar effects were found for farmed and wild fish consumption. In general, consumers in all countries were poorly aware of the origin of the fish they consume, despite the mandatory indication of origin on fish labels. Across countries, an increased awareness about fish origin was found with increased fish consumption. The findings of the study indicate that farmed and wild fish consumption should be further stimulated among Belgian, Norwegian and Spanish consumers in association with a healthy and positive meal. Additionally, given the limited awareness of the origin of fish, transparency on the issue of farmed origin will be important in order to anticipate potential adverse communication.

Belgian consumers’ attitude towards surgical castration and immunocastration of piglets

AbstractIn the vast majority of European countries, piglets are surgically castrated in order to eliminate the risk of boar taint, an odour or flavour that can be present when pork from entire males is cooked. However, surgical castration is the subject of much debate and criticism as a result of its negative implications for piglets’ welfare, integrity and health. At present, there is much ongoing research into potential alternatives, among them immunocastration. This practice involves the injection of a vaccine that inhibits the production of the hormones responsible for boar taint. Although satisfactory results are associated with immunocastration in terms of meat quality and production parameters, uncertainty concerning consumer acceptance is often put forward as a key element in the quest for a successful market introduction. This study focuses on consumer awareness of piglet castration and attitudes towards immunocastration by means of a web-based questionnaire among 225 Flemish consumers. We noted approximately 40% awareness of the routine practice of castrating piglets and this limited awareness is accompanied by a moderate level of concern regarding castration, especially in comparison to food safety and other pork production system-related animal welfare issues. Sixty percent of the sample had a general appreciation for the concept of immunocastration, as opposed to surgical castration. Informing consumers about the potential benefits and/or risks from immunocastration did not tend to have much effect in terms of altering their attitudes. Immunocastration did not emerge as a problem in terms of consumer acceptance: special attention should be paid to consumers’ perception of pricing, food safety and the taste of the meat from immunocastrated pigs.

Perceived importance of fuel characteristics and its match with consumer beliefs about biofuels in Belgium

Consumer consciousness concerning the environment has increased and become a major factor in purchasing behaviour. Consumer research to understand and influence the adoption of green technologies and products is therefore important. This paper investigates the beliefs of Belgian consumers concerning the use of biofuels and identifies four consumer segments based on the perceived importance of different fuel characteristics. To convince the performance-oriented consumers to use biofuels, information about these fuels has to stress their quality and performance standards. The society-oriented cluster attaches great importance to environmental friendliness, odour, production origin, the opportunity to decrease energy dependency and job creation. To persuade the environment-oriented consumers low odour, beneficial environmental influence and quality assurance of biofuels have to be emphasized. The convenience-oriented consumers will be the most difficult to persuade to use biofuels. They need to be convinced that every vehicle can drive with biofuel blends without the need for engine modifications. Concerns relating to the price and perceived low availability of biofuels at fuel stations are major obstacles for all consumers involved in this study.

Familiarity and purchasing intention of Belgian consumers for fresh and processed tropical fruit products

PurposeThe purpose of this paper is to focus on tropical fruits, both in fresh and processed form, and on the influence of socio‐demographic, psychosocial and socio‐environmental factors on their consumption and purchasing intention.Design/methodology/approachA questionnaire‐based survey (n=290) was used to gain insight in the perceived importance of different food choice determinants (i.e. familiarity with tropical fruits, attitude and beliefs towards this food category, influence of social norm and socio‐demographic characteristics), and their role on the intention to purchase tropical fruits. Data analysis consisted of descriptive analyses and statistical validation.FindingsFamiliarity with tropical fruits differs and depends on consumers' product‐related experiences. Tropical fruits are perceived as nutritious, healthy, good in taste, attractive and special. Socio‐demographic characteristics, such as gender, place of living and travel experience outside Europe, associate with product familiarity, consumers' general attitude and beliefs, and the purchasing intention of tropical fruits.Originality/valueThis paper covers a previously rather unexplored, even neglected research topic, namely consumers' attitude and behavioural intention towards fresh and processed tropical fruits.

Communicating Risks and Benefits from Fish Consumption: Impact on Belgian Consumers' Perception and Intention to Eat Fish

Communicating about the health effects of fish and seafood may potentially result in a conflict situation: increasing intake is desirable because of health and nutritional benefits, but higher consumption may also lead to an increased intake of potentially harmful environmental contaminants. In order to anticipate the communication challenge this conflict may pose, the research presented here aimed to assess the impact of risk/benefit communication on Belgian consumers' fish consumption behavior and fish attribute perception. Data were collected in June 2005 from a sample of 381 women, aged between 20 and 50 years. An experimental design consisting of four message conditions (benefit-only; risk-only; benefit-risk; and risk-benefit) combined with three information sources (fish and food industry; consumer organization; government) was used. Exposure to the benefit-only message resulted in an increase from a self-reported fish consumption frequency of 4.2 times per month to an intended fish consumption frequency of 5.1 times per month (+21%), while fish attribute perceptions only marginally improved. The risk-only message resulted in a strong negative perceptual change in the range of two points on a seven-point scale. This translated into an 8% decrease of behavioral intention (from eating fish 4.5 times per month to an intention of eating fish 4.1 times per month). Balanced messages referring to both risks and benefits yielded no significant change in behavioral intention, despite a significant worsening of fish attribute perception. The presentation order of benefits and risks in the balanced message showed a tendency to affect both behavioral intention and attribute perception, with the first message component being most influential. Information source did not yield any significant impact either on behavioral intention or on attribute perceptions, independent of the message content. The results from this study provide valuable insights for future risk/benefit and balanced communication about seafood.

Consumer perception versus scientific evidence of farmed and wild fish: exploratory insights from Belgium

The increasing number of marketable fish being supplied from aquaculture is a response to the increasing demand for healthy food and is filling the gap left by depleting natural fish stocks. Little is known about the awareness and perception of the consumer in terms of farmed fish versus fish from capture fisheries. The consumer's subjective point of view is of overriding importance for the production system and product acceptance as well as for future market success. In this paper consumer per- ception in Belgium is explored and compared against scientific evidence of farmed versus wild fish. Primary data were collected through a consumer survey (April 2003) and focus group discussions (May 2004) with Belgian consumers. The majority of the consumer sample reported no perceived differences between farmed versus wild fish. However, mean perception scores were slightly in favour of wild fish on the attributes

Offering financial services over the Internet: What is possible and how to protect consumers?

Modern means of communication are increasingly being used for the provision of financial services. This paper shows that although in Belgium it is legally possible to conclude an agreement relating to financial services completely online, in practice it often remains impossible to perform all legal acts to conclude the contract electronically. However, this does not mean that Belgian consumers actually have to go to their financial institution to sign the contract, since many institutions enable consumers to enter into a distance contract. In view of this, this paper also aims at examining whether the techniques which are being used by the legislator to protect consumers – i.e. the obligation to provide certain information and the right to withdraw from the contract – are effective.

Fair‐trade beliefs, attitudes and buying behaviour of Belgian consumers

Abstract A survey of 858 Belgians (615 people drawn from the general public and 243 visitors to Oxfam World Shops), examined the knowledge, beliefs, attitudes and behaviour of consumers with respect to fair‐trade issues. The results showed that the respondents' knowledge and attitudes generally supported the fair‐trade concept. However, many of the people questioned believed that fair‐trade organizations should provide more and better information on fair‐trade products, especially in shops and on the items themselves. In addition, fair‐trade products should be more readily available in regular supermarkets, and their price should be lowered. The most interesting socio‐demographic target group for non‐profit fair‐trade organizations appears to be older people with higher education and income. Consumers from the south (French‐speaking) part of Belgium in general have a more positive attitude towards fair trade. Copyright © 2006 John Wiley & Sons, Ltd.

Consumer versus Producer Expectations and Motivations Related to “Superior” Quality Meat

This paper reports findings from an exploratory study on consumer and producer expectations of “superior” quality fresh meat in Belgium. The aim of the study is to investigate how Belgian consumers perceive “superior” quality and to confront consumer expectations with the producer's motivation to supply “superior” quality meat. In the first phase consumer and producer beliefs, as well as attitude and behaviour towards the quality of fresh meat were established. In the second phase consumer motivation to buy “superior” meat, and the motivation of producers to engage in the production of “superior” quality meat, were investigated. The insights from this exploratory research yield hypotheses about differences and potential conflicts in consumer's and producer's view on “superior” quality meat. The main potential source of conflicts pertains to price expectations. Ultimately, the findings of consumers and producers are to be confronted in order to obtain an integrated vision on “superior” quality meat.

Consumer preferences for the marketing of ethically labelled coffee

PurposeThis study aims to assesses the relative importance that Belgian consumers attach to different characteristics and marketing practices of ethically labelled coffee, i.e. type of ethical issue, label issuer, amount of information provided, distribution and promotion strategy and branding.Design/methodology/approachBuying behaviour is studied by means of a web‐based survey in a sample of 750 Belgian consumers, using conjoint analysis.FindingsConsumers attach greatest importance to the distribution strategy of ethically labelled coffee, followed by the type of ethical label, and the issuer of the label. Ethically labelled coffee should be available in ordinary supermarkets and be presented along with non‐ethical coffee brands. Fair trade labelled coffee is by far the most preferred over eco‐ and bio‐labels. European government labels, or labels issued by non‐governmental organizations, are preferred over national (Belgian) government endorsed labels. Consumers prefer extra information on the package, in addition to a label. Out‐of‐shop promotion of the label and the type of brand are of minor importance. The results are similar across different socio‐demographic groups.Practical implicationsImplications for governments, NGOs, and manufacturers and distributors of ethically labelled coffee (and possibly other ethical products) are offered.Originality/valueThe contribution of the study is that it measures the relative importance of factors that have previously been identified as relevant in a realistic multi‐attribute preference‐formation framework.

Consumer sentiment and macroeconomic forecasts

Business cycle analysts traditionally interpret consumer sentiment data as containing information about current and future consumer behaviour. One important attraction of these survey data is that they are readily available on a monthly basis. The evidence is mixed as to whether the information content of consumer sentiment can be captured by economic and financial variables such as interest rates, unemployment, stock market indices, etc. It is striking that often reference is made to variables capturing expectations and to the uncertainty surrounding these expectations, but that this is based on ad hoc interpretations of significant coefficients of variables as unemployment or inflation. We propose a more direct measure of expected economic conditions and uncertainty. More precisely, the average or consensus growth rate and the dispersion of forecasts (standard deviation or difference between maximum and minimum forecast) are tested in regressions for the sentiment of Belgian consumers. Both variables improve the quality of the regression dramatically.

Application of the Theory of Planned Behavior to Consumption of Chocolate: Cultural Differences Across Belgium and Poland

ABSTRACT The aim of this study is to analyse potential differences between Belgian and Polish consumers in intention to consume chocolate. The research procedure is based on the Theory of Planned Behaviour (TPB), which is a method applied in investigation of performance where a problem of incomplete volitional control exists. With regard to chocolate consumption, there are many studies showing craving or addiction. In this context, the chosen method seems adequate especially after two modifications. First is the inclusion of an affective component, which is analysed through the preference score and the taste index. A second modification lays in the addition of self-stated habit. The results are presented in cross-country and cross-segment designs due to the personality-related segments, which were found in previous research (Januszewska et al., 2000). In current research, the TPB model is only a part of the framework in which the affective, conative, and cognitive dimensions are jointly analysed. The prop...