German Consumers Research Articles

Consumer willingness to pay for pesticide-free food products with different processing degrees: Does additional information on cultivation have an influence?

Pesticide-free agriculture is an innovative form of land use, characterized by the abandonment of synthetic chemical pesticides and the use of mineral fertilizers. One significant factor in establishing such a land use system is, that consumers are willing to pay for the products it produces. The objective of this study was to assess the willingness to pay for four pesticide-free products (lettuce, wheat flour, soy drink, wheat roll) with different processing degrees using the contingent valuation method. In addition, the extent to which additional information on cultivation as well as socio-demographic characteristics have an influence on the willingness to pay was examined. By means of an online questionnaire, 597 German consumers were surveyed. The analyses show an additional willingness to pay for pesticide-free versus conventional products ranging from 38.3% to 93.7%. When additional information on synthetic chemical pesticide alternatives was given, there was a positive effect on the willingness to pay for unprocessed products and basic processed products that require cooking/preparation. Information on the regional cultivation on the other hand had no direct effect. For the socio-demographic characteristics, only individual effects on the willingness to pay could be proven. The findings indicate the possibility of positioning pesticide-free products in the middle market segment. Implications regarding the relevance of pesticide-free agriculture and food for the food chain actors can be derived from the results.

Frame by frame, attitude by attitude – The effect of information framing in videos on consumers’ acceptance of sustainable food production innovations

Innovations in the agricultural sector were identified as key drivers for the transition towards more sustainable food production. To achieve consumer acceptance, it is necessary to communicate about innovations and sustainable food production processes effectively. This study investigates the effect of loss- and gain-framing on consumers’ implicit and explicit attitudes towards, and purchase intentions of, agricultural innovations, using the example of beneficial soil-microbes in tomato production. We conducted a pre-registered, online, experimental study with a between-subjects design among German consumers (n = 754). To test the effect of communication, three video clips were created: a control video, a loss-frame video and a gain-frame video. The control video described the innovation on a technical level without specific framing. Through the usage of videos, visual and linguistic framing cues could be applied. Group comparisons of the different types of framing did not result in significant differences. Results of a serial mediation analysis show that explicit attitudes play an important role in the model. The effect of both loss- and gain-framing in relation to the control video resulted in a significant effect on explicit attitudes, and these in turn had a significant effect on purchase intentions. Findings from this study suggest that information videos that describe the consequences of innovation application (loss- or gain-framing) contribute more strongly towards innovation acceptance than more technical and neutral accounts (our control video) of the innovation.

The Boon and Bane of Covert Advertising

When pharmaceutical companies operate disease-awareness websites, they are required to give complete and accurate information to consumers, but at the same time, they are seeking to increase revenue. In most countries, direct-to-consumer advertising for prescription drugs (DTCA) is prohibited; thus, such websites are among the few means by which pharmaceutical companies can communicate directly with consumers. Yet, our understanding of consumers’ perceptions of such websites remains limited, especially in contexts where DTCA is disallowed. This research attempted to elucidate this issue via a qualitative mixed methods study, including an intervention, tasks, think-alouds, and open questions with German consumers (N = 46). Our results indicated that consumers’ evaluations of a stimulus website about premature ejaculation, which were largely positive at first, changed when people became aware that it was operated by a pharmaceutical company. While respondents were cognisant of most or all the treatment options for the medical condition that were presented on the website, they were most aware of the availability of a prescription drug. Most were able to find out the name of that drug, which was not mentioned on the website, within minutes. We concluded that this form of covert advertising is best characterised as a double-edged sword.

Consumer Segmentation for Pesticide-free Food Products in Germany

Global sustainability challenges need to be addressed with innovative measures to comprehensively drive sustainable production and consumption patterns, and, thus sustainability change. A new farming concept, non-organic but characterized by complete renunciation of pesticides, has the potential to facilitate the transformation toward more sustainable agriculture. To examine this market potential of pesticide-free animal food products, we conducted an analysis of consumer attitudes using online survey data from 1010 German consumers. Through latent profile analysis (LPA), four profiles were identified, distinct in their acceptance of pesticide-free products and their attitudes toward pesticide use. One profile, the Prospective Consumers (22.9 %), indicated a willingness to consume pesticide-free products. They are willing to pay 31 % more for pesticide-free milk, 23 % more for pesticide-free cheese, and 24 % more for pesticide-free butter, compared to conventional dairy. However, the largest representation is the Unwilling Consumers (39.3 %), who will probably not be among the potential buyers of pesticide-free food products. Beyond, the Indecisive Consumers (30.9 %), and the smallest profile (6.9 %), the Ambivalent Consumers, are undecided in their purchase intention. Overall, the optimal target group represents the Prospective Consumers, whereas it cannot be ruled out that the Indecisive Consumers and the Ambivalent Consumers will develop into potential buyers, although this will require further research into suitable communication measures. Decision makers in the agri-food industry can make use of our findings and develop a marketing strategy that allows an understandable labelling of products while ensuring credibility in society.

Consumer acceptance of the use of plant and animal by-products of food manufacturing for human nutrition

The food industry is generating considerable quantities of either animal- or plant-based by-products during food-production worldwide. While many of the by-products are suitable for human nutrition or the production of by-product-based foods, an essential prerequisite for their successful market establishment is consumer acceptance. In this light, a consumer survey was conducted in order to assess their general acceptance of both plant and animal by-products used for human nutrition. A total of 614 German consumers were surveyed by means of an online questionnaire. Using the statistical evaluation method of cluster analysis, four consumer segments could be identified that are characterized by specific patterns of acceptance of the use of plant and animal by-products for human nutrition: 1.) consumers with generally low acceptance of by-product use (5.9%), 2.) consumers with generally medium acceptance of by-product use (34.3%), 3.) consumers with acceptance of plant by-product use (15.3%), and 4.) consumers with generally high acceptance of by-product use (44.5%). The findings are relevant for the food industry, as well as consumer research and politics.

Acceptance of animal-free cheese products: Evidence from an information experiment in Germany

Addressing climate change and reducing greenhouse gas emissions are critical global challenges. As a substantial contributor to emissions, animal-based products are under increasing scrutiny. Animal-free dairy products provide a potential. Although understanding consumer acceptance of these products is crucial, the literature on this topic is scant. This study investigates the perception and acceptance of animal-free dairy among German consumers (N = 1,487) using an online survey with five information treatments (general and topic-specific information about animal-free cheese, gene-modified organisms, animal welfare, environmental concerns, and farmer existence). The acceptance of animal-free dairy was measured by the respondents' willingness to try, substitute, buy, and regularly buy animal-free cheese. Acceptance was found to be comparatively lower than in past studies, although still prevalent among 45.65 % of consumers. Notably, there were significant variances in consumers' perspectives toward animal-free cheese, causing an irregular distribution in their willingness statements. Multi-group analysis using partial least squares structural equation modeling showed that consumer acceptance did not significantly differ between treatment groups. However, individual analysis revealed that the willingness to buy animal-free cheese was positively influenced by perceived benefits and perceived sustainability. Conversely, perceived risks decreased this willingness. Positive attitudes toward farming and knowledge about farming increased perceived risks, while high social trust lowered them. Attitudes toward animal welfare and social trust positively influenced perceived benefits. These findings can be applied to inform and facilitate market introduction strategies of animal-free dairy products for producers and policy makers, providing insights into consumer acceptance of these products in Germany.

Development of a Motivation–Trust–Vulnerability (MTV) Framework for Cross-Border Online Shopping: A Cross-National Application to Chinese and German Consumers

Building on the motivation–ability (MA) theoretical framework, we develop a motivation–trust–vulnerability (MTV) framework to explain behavioral decision making in situations of uncertainty and vulnerability. We apply our new framework to cross-border online shopping, which is characterized by uncertain benefits, potential losses, and increased vulnerability of making cross-border online purchases at foreign online vendors. The MTV framework (1) explains the mechanism of cross-border online shopping by considering the effects and interactions of motivation, trust, and vulnerability (2), offers a new conceptualization of perceived vulnerability and (3) is applicable to culturally and economically distinct country markets. The findings from two major e-commerce markets (China and Germany; N = 808) support our framework and suggest that perceived vulnerability acts as an obstacle that prevents consumers from cross-border online shopping. However, in interaction with trust towards foreign online vendors perceived vulnerability positively affects the relationship between motivating factors and cross-border online purchase intentions. Our findings help explaining consumers’ cross-border online purchasing intentions and provide guidance for retail managers and policy makers on recognizing and coping with trust and vulnerability in international relations.

Perfect apples or sustainable production?—Consumer perspectives from Germany

AbstractIn recent years, environmental problems, such as resource depletion and biodiversity loss, have come to the forefront of society's attention. Consumption of fruits and vegetables from extensive production systems could decrease food loss and increase biodiversity and more sustainable resource use. However, fruits and vegetables from extensive production systems are not always of perfect external quality, and hence, rejected by consumers. To increase acceptance of imperfect fruits, this study aims to better understand consumers' perceptions of different levels of imperfections, using apples as an example. An online survey with 842 German consumers investigated associations, important apple‐buying criteria, organic apple consumption, socio‐demographics, and willingness to pay (WTP) for apples with different levels of imperfection. The latter is investigated via contingent valuation. A multiple linear regression was calculated for each level of imperfection. Results show that consumers' WTP for apples differed depending on the level of external imperfections. The majority of consumers accepted slightly imperfect apples; a noticeable share would even buy them at the same price as flawless apples. Apples with heavy imperfections were mainly accepted by consumers who had sustainable buying criteria. To increase acceptance, it is important to tell consumers that their food choice can make an impact on how apples are produced, that imperfect apples come from more sustainable production systems and are of perfect internal quality. And finally, it is important to give specific advice that buying these apples can help to increase sustainable resource use and biodiversity.

Sustainable choices of plant-based ('super') foods: examining the consumption patterns of German consumers on avocados.

This paper aims to better understand consumer awareness of the environmental impact of plant-based ('super'-) foods, using avocados as an example. Since all food production impacts the environment, both meat-based and plant-based, there is scope for more sustainable food choices. Avocados have positive health properties while being considered critically for the potential negative environmental impact of their production. This study examines the avocado consumption behaviour of German consumers and the extent to which knowledge and dietary patterns are related to this. Data from 373 respondents from Germany were collected through an online consumer survey. Bivariate comparisons for avocado consumption and logistic regression analyses were performed to explore avocado consumption behaviour. The frequency of avocado consumption among respondents was moderate, averaging once per month. Avocado consumption was related to a flexitarian diet, older age and higher income, and urban dwellers. Knowledge of the environmental impacts of avocado cultivation had no influence. Respondents' self-assessed knowledge about avocados was low. To help consumers in making conscious, sustainable choices for plant-based foods, it is necessary to provide accessible and comparable information on the environmental impact of food products. However, further life cycle assessments on avocado production are clearly needed in order to produce valid information material. A flexitarian diet with reduced consumption of animal foods is an important prerequisite for environmental sustainability. Drawing attention to environmentally friendly plant-based food choices for flexitarian consumers could further encourage them to become food innovators for a healthy planet by reducing climate impact, land use, and energy and water consumption.

Sustainability trade-offs in animal husbandry: Consumers’ choice when they can't have it all

Abstract This paper investigates consumer choices in the presence of conflicting goals, with and without information making conflicts salient. An experimental online study was conducted with a sample of German consumers, focusing on pig farming. The results show that personal health benefits outweigh animal welfare considerations, while the latter still weigh more than environment-related sustainability attributes. Providing information can have ambiguous effects, depending on the sustainability trade-off being investigated and the type of information provided. The findings reveal that consumers are heterogeneous in their preferences for different protected goods, and these differences can be attributed to psychographic and socio-demographic factors.

Can consumers understand that there is more to palm oil than deforestation?

Environmental factors, such as climate change, with an array of social conflicts from labour conditions to land rights continue to refocus the spotlight on palm oil. Often depicted alongside deforestation, habitat destruction and biodiversity loss, palm oil tends to be viewed critically, especially by societies in palm oil importing countries. Oil palm cultivation, when poorly managed, can have severe ecological effects. However, the fact that it is the highest yielding vegetable oil complicates discussions around palm oil. Even if all palm oil was replaced with the second highest yielding vegetable oil, soybean oil, a six-fold amount of land would be required to make ends meet. Aspects such as these are not often at the forefront of consumers' minds. Using an online survey, this paper explores what German consumers (n = 1220) associate with palm oil and what they know about the geography of its production. Building on this, we investigate how society deals with the concept of indirect land use change and the role that information can play in encouraging a move away from a binary (good/bad) opinion of palm oil, and instead towards one that considers both the indirect effects related to oil palm cultivation and the feasibility of alternatives. Results show that while the effect size for different variables varies, the provision of information can especially influence how individuals understand issues of indirect land use change. However, when comparing the perceived sustainability of certified palm oil to other vegetable oils, it does not fare much better. Hence, while information can be useful to raise awareness about specific aspects, it alone is generally insufficient to encourage deeper thinking related to the complexity of different sustainability dimensions compared to more readily understandable aspects such as biodiversity loss. These findings are salient as they highlight the risk that perceptions of vegetable oil sustainability may not be in keeping with actual environmental sustainability, whereby alternatives are more glorified than their reality. This is especially important when considering which vegetable oil is capable of continuing to supply our increasing demands while doing so in the most environmentally- and socially benign way possible.

Not only a mild winter: German consumers change their behavior to save natural gas

Alexander Roth is a research associate at the Energy, Transportation, Environment Department at the German Institute for Economic Research (DIW Berlin). He is also a PhD student at the DIW’s Graduate Center. His research interests lie in the fields of energy economics focusing on the integration of renewable energies into the energy system using numerical and empirical methods. He holds a Master of Science in economics from the University of Mannheim and a Master of Science in quantitative economics from the Free University of Brussels (ULB) and a Bachelor of Science in economics from the University of Mannheim. Graphical Abstract View Large Image Figure Viewer Download Hi-res image Felix Schmidt is a research associate at the Energy, Transportation, Environment Department at the German Institute for Economic Research (DIW Berlin). He is also a PhD student at the DIW’s Graduate Center. His research interests lie in the fields of energy economics and operations research for power systems. Felix holds a Master of Science in economics and finance from Copenhagen Business School and a Bachelor of Science in economics from University of Cologne. Alexander Roth is a research associate at the Energy, Transportation, Environment Department at the German Institute for Economic Research (DIW Berlin). He is also a PhD student at the DIW’s Graduate Center. His research interests lie in the fields of energy economics focusing on the integration of renewable energies into the energy system using numerical and empirical methods. He holds a Master of Science in economics from the University of Mannheim and a Master of Science in quantitative economics from the Free University of Brussels (ULB) and a Bachelor of Science in economics from the University of Mannheim. Felix Schmidt is a research associate at the Energy, Transportation, Environment Department at the German Institute for Economic Research (DIW Berlin). He is also a PhD student at the DIW’s Graduate Center. His research interests lie in the fields of energy economics and operations research for power systems. Felix holds a Master of Science in economics and finance from Copenhagen Business School and a Bachelor of Science in economics from University of Cologne.

Eco-friendly alternatives to food packed in plastics: German consumers’ purchase intentions for different bio-based packaging strategies

Growing concern about the environmental consequences of plastic packaging has led to the development of strategies that discourage single-use fossil-based plastic packaging and promote sustainable bio-based alternatives. Nevertheless, it is unclear how different bio-based packaging strategies are perceived by consumers. Research suggests an ambivalent relationship regarding bioplastics and a positive perception of paper. In this study, we investigated how consumers’ purchase intentions differ for two bio-based packaging alternatives—bioplastic and paper—in comparison to recyclable fossil-based plastic packaging for three products: fresh soft fruits, margarine/butter, and vegetable oil. Moreover, we explored the mediating roles of perceived eco-friendliness and perceived convenience and tested the moderation effect of green consumption values. In total, 2755 German consumers completed an online survey with a 3x3 between-subjects design in January 2022. The findings show that consumers’ purchase intentions differed between different packaging types and products. The higher consumers perceived the eco-friendliness of the packaging, the higher their purchase intention. This effect was stronger for people with higher green consumption values. While paper-based food packaging was perceived as most eco-friendly, it was not always perceived as convenient, and may therefore lead to rejection. For fresh soft fruits, paper-based packaging appears to be the best solution for consumers. For vegetable oil, the bioplastic option received the highest purchase intention. Nevertheless, there are product categories—such as margarine/butter—where the benefits of bio-based packaging are not obvious to consumers and should therefore be communicated clearly.

Vegetables with Enhanced Iron Bioavailability-German Consumers' Perceptions of a New Approach to Improve Dietary Iron Supply.

Iron deficiency is still widespread as a major health problem even in countries with adequate food supply. It mainly affects women but also vegans, vegetarians, and athletes and can lead to various clinical pictures. Biofortification of vitamin C-rich vegetables with iron may be one new approach to face this nutritional challenge. However, so far, little is known about the consumer acceptance of iron-biofortified vegetables, particularly in developed countries. To address this issue, a quantitative survey of 1000 consumers in Germany was conducted. The results showed that depending on the type of vegetable, between 54% and 79% of the respondents were interested in iron-biofortified vegetables. Regression analysis showed a relationship between product acceptance, gender, and area of residence. In addition, relationships were found between consumer preferences for enjoyment, sustainability, and naturalness. Compared to functional food and dietary supplements, 77% of respondents would prefer fresh iron-rich vegetables to improve their iron intake. For a market launch, those iron-rich vegetables appear especially promising, which can additionally be advertised with claims for being rich in vitamin C and cultivated in an environmentally friendly way. Consumers were willing to pay EUR 0.10 to EUR 0.20 more for the iron-biofortified vegetables.

What motivates German consumers to reduce their meat consumption? Identifying relevant beliefs

High levels of meat consumption cause problems related to public health, the environment, and animal welfare. Therefore, it is crucial to improve our understanding of the drivers and barriers involved in reducing meat consumption. Using the Theory of Planned Behavior (TPB), we examined to what extent attitude, subjective norm, and perceived behavioral control (PBC) affect intention and willingness to reduce meat consumption. In line with the TPB and going beyond existing literature, we also explored which specific beliefs determine these three constructs. In 2021, we conducted an online survey with a sample representative of the German population (N = 1093). Hierarchical regression models revealed that after controlling for sociodemographic characteristics, the TPB constructs explained 55% of the variance in intention and 61% of the variance in willingness. Importantly, each of the three TPB constructs affected intention and willingness to reduce meat consumption, with attitude having the largest impact. Habit strength and past behavior in addition to the TPB constructs did not improve prediction. Multiple linear regression models showed that attitude was determined by the beliefs that reducing meat consumption leads to a healthier diet, a reduced risk of developing certain diseases, a more natural diet, and the feeling of missing meat. In contrast, environmental and animal welfare concerns showed no significant effect on attitude. Both family and friends contributed to the perceived social pressure. The beliefs of being able to prepare meat-free meals, having enough time to spend on one's diet, and being able to easily purchase meat substitutes led to higher PBC. Based on these findings, we provide recommendations for intervention strategies and derive implications for future research.

Perceived lack of masculinity as a barrier to adoption of electric cars? An empirical investigation of gender associations with low-carbon vehicles

Despite their environmental benefits and technological appeal, the adoption of electric vehicles (EVs) differs heavily across the globe. One explanation is that the decision of buying a car is not only based on cost-benefit considerations. Cars are culturally and symbolically loaded products that have been traditionally associated with masculinity. This research analyzes the role of gender associations with EVs in determining their adoption, both at the country and the consumer level. A first study reveals a positive relationship between femininity of European countries and their EV market share. The second study applies an implicit association test to a large, representative sample and demonstrates that German consumers associate EVs with femininity, especially men who do not consider purchasing EVs. The findings suggest cultural and symbolic barriers to EV adoption, especially among certain consumer segments. We discuss implications of these findings for policy and marketing and propose avenues for further research.

Young German consumers’ perspectives of rental fashion platforms

PurposeThis study aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as preferred clothing categories to rent from. This “new” kind of shopping has not yet found great success among young German adults, although there is a substantial margin of growth for this generation.Design/methodology/approachThis qualitative study was conducted through 24 in-depth semi-structured interviews with young female and male German consumers out of Gen Y and Z. The analysis of the data was supported by the software NVivo.FindingsResults indicate that young German consumers value renting clothes for occasions, to frequently change up their wardrobe, out of sustainability aspects and because of efficiency and convenience reasons. However, an entry barrier to the use of rental platforms still persists through a lack of awareness and information, as well as price and high demand issues.Research limitations/implicationsAs the interview’s focus group was set to young German consumers, a generalization of the findings to consumers from other countries or out of other generations might be limited.Practical implicationsManagers first need to lower the currently existing entry barrier that prevents many consumers from renting fashion online by raising their awareness and providing them with sufficient information about the platform’s processes as well as their terms and conditions.Originality/valueThis research intends to better understand young German consumers’ attitude toward rental fashion platforms and why renting fashion has not yet achieved more success among them.The results first give managers helpful insights for implementing successful marketing strategies by focusing on spreading awareness among young German adults to stem current entry barriers. Second, these results serve as a basis for future quantitative research that deepens the understanding of the correlation of current findings with other variables (e.g. age, the importance of material possessions in consumers’ lives).

Consumer preference for altered color of rainbow trout (Oncorhynchus mykiss) fillet induced by Spirulina (Arthrospira platensis)

Growing global demand for fish in combination with stagnating capture fishery production challenges aquaculture. Aquaculture is dependent on fishmeal which is criticized for its overall environmental impact. Sustainable growth of aquaculture requires the integration of alternative protein sources. Spirulina has been found to be a viable fishmeal substitute in various fish species and it is known to elevate yellow pigmentation which results in an unusual yellow color for trout fillets. For this reason, the influence of fillet color and other attributes like, country of origin, price and feed claims have on consumer preferences for trout fillet was tested. A discrete choice experiment was conducted to assess German consumer preferences and willingness to pay for yellow fillet color compared to conventional white fillet. Results indicate that spirulina-fed yellow fillet color will not deter consumers away from the unfamiliar colored product, when informed about the potential benefits of spirulina as a fish feed. In fact, informed consumers prefer the spirulina colored product compared to the more usual white fillet. Furthermore, respondents revealed the strongest preferences for fillets of domestic origin (Germany) ahead of Denmark and Turkey. In contrast, feed claims showed no significant effect, except for the claim “fed with sustainable resources”, which had marginal impact. Marketing activities to successfully integrate sustainable feeds like spirulina for rainbow trout into the German fish market should foremost focus on consumers' interest in domestic or nearby production. It seems valuable to raise consumers' awareness of sustainable value chains and production methods in aquaculture through an effective transfer of information.

Orchard meadows: consumer perception and communication of a traditional agroforestry system in Germany

Europe has a large variety of historic cultural agroforestry systems which provide numerous ecosystem services. Traditional agroforestry landscapes are characterized by a high level of biodiversity, but they lack an economic basis due to considerable time and financial effort required for cultivation, maintenance, and harvesting. Orchard meadows (OM) are a typical example for agroforestry systems. They combine large fruit trees with undercropping or livestock raising. This study investigates consumer knowledge and preferences for OM products and the possibilities of improved communication to increase consumer demand. Focus groups were conducted with German consumers. The results demonstrate that consumers have a very positive perception of OM juice in terms of taste, local production, health, and environmental benefits. In order to increase the demand for OM juice, communication with consumers needs to be improved by highlighting these positive attributes.

Taste of green: Consumer liking of pasture-raised beef hamburgers as affected by information on the production system

This paper aims to understand the link between the appreciation of sustainable food and taste. By taking the example of pasture-raised beef, we analyze the role of relevant information and the perception of taste by consumers. The latter is particularly crucial for its long-term acceptance. The objective of this study was, first, to assess consumers' sensory liking for hamburgers prepared with pasture-raised beef patties in a real-life setting and, second, the effect on the sensory evaluation by adding comprehensive information about the production system. A total of 507 German consumers participated in a home test. Using a between-subjects design, consumers were randomly assigned into four groups. While the same meat was used, three groups tested the burgers under informed condition. The first informed group received truthful information about the pasture-based production system. The second informed group received information flyers about organic husbandry and the third informed group about conventional husbandry. The fourth group received no information (i.e., blind condition), serving as a control group. Overall, consumers evaluated pasture-raised beef burgers in terms of sensory liking positively. Providing additional information about the extrinsic quality of the product affected sensory perception. Labeling beef burger patties as “pasture-raised” and “organic” positively affected hedonic ratings, whereas labeling beef burger patties as “conventional” tended to have a negative effect. Consequently, information on beef production system practices seems to transmit consumers’ perceptions of quality and hence may be an important cue to strengthen more sustainable production systems.