Influence Consumer Preferences Research Articles

Are two reasons better than one? How natural and ethical appeals influence consumer preferences for clean meat

Clean meat shows great potential as an alternative to conventional meat and may help to mitigate sustainability problems stemming from the meat industry. However, this novel method of producing meat is currently being met by consumer hesitancy due to perceptions of unnaturalness and feelings of disgust. While prior research has shown that appeal positioning based on naturalness and ethicality, for example, may enhance the acceptance of clean meat, these findings are limited because prior research has only examined different appeals in isolation, and no research has explored the psychological mechanism underlying the effect of these appeals. To the best of our knowledge, this is the first study to examine how a joint appeal based on both natural and ethical aspects of clean meat is more effective in enhancing consumer preference. Specifically, two experiments were conducted among participants from the US (n = 302) and the UK (n = 303) to examine whether a joint appeal is more effective than a single appeal focusing on either naturalness or ethicality, and no appeal. Extending the current literature, our findings show that the joint appeal increases the effectiveness of the communication, with participants in this condition showing a significantly higher preference toward the product when compared to those in the single-appeal or no-appeal conditions. The results also demonstrate that disgust and compassion underlie the effect of the joint appeal on consumer preference. Taken together, the current research provides insights to enhance the effectiveness of marketing interventions in promoting consumer preference for and acceptance of clean meat.

Investigating spatially autocorrelated consumer preference for multiple ecolabels: Evidence from a choice experiment

This study investigates spatial autocorrelation in consumer preferences for diverse ecolabels, such as certified ecolabel (type I) and non-certified ecolabel (type II). Ecolabels encourage consumers to purchase environmentally friendly products by informing them of production methods, but their impact is still limited. Further exploration of consumer preferences for ecolabels is vital to understand their influences and improve the efficiency of ecolabel policy. Not only the socioeconomic attributes of consumers but also a spatial spillover effect among consumers may influence consumer preferences for ecolabels, but the extent of its influence remains unclear. This study conducted a choice experiment employing multiple ecolabeled rice and obtained spatially structured data. Spatial analysis revealed a positive spatial autocorrelation in consumers' choices, implying that homogeneous behavior would be observed among consumers who are spatially close to each other. This result suggests that consumers in one region would like to purchase ecolabeled rice frequently, whereas consumers in another region would like to decline to purchase it. Therefore, when evaluating the impact of ecolabel policies, ignoring a positive spatial autocorrelation misunderstands the impact of policies. Furthermore, consumers ' preferences are diverse according to the type of ecolabels. Consumers are willing to pay more to certified ecolabels than non-certified ecolabels. This study proposes practical policy implications for more efficient ecolabel policies based on the results.

Impact of Infrastructure, Marketing, and Pricing Strategies On Customer Satisfaction Of Telecom Users A Sectoral Study

The rapid growth and development of information technology has increased the competitiveness of the Indian telecom industry, leading to the intensification of competition in this industry. To evaluate telecom users customer satisfaction and preference for buying a particular network, researchers developed a model using five constructs: telecom network infrastructure, telecom provider marketing strategy, telecom network pricing policy, preference for buying, and customer satisfaction. The study concluded that pricing and marketing, not telecom infrastructure, influence consumer preferences. Infrastructure, not pricing, affects customer satisfaction in the telecom industry. Customer satisfaction can be affected by SIM preference. Airtel, BSNL, Vodafone Idea, and Jio have similar perceptions when compared.

Purchase Decision Towards Suboptimal Food: An analysis of the influence of Consumer Preference in Selangor

The suboptimal food products define that food may still be consumed but it appears to contrast from the optimal or normal in some aspects in the eyes of the consumer. By assuming consumer do not buy and consume suboptimal food, hence international trade regulation and also retailers have established product requirements that results in goods that do not fulfil such criteria being discarded. Several studies have published statistics on the quantity of food wasted along the food supply chain and in consumer households. Hence, to address the concern of this issue, this study conducted the drivers that influence consumer preferences to consume suboptimal food and also verified the consumer purchase decision. The questionnaire has been conducted with the quantitative method to accomplish the objectives of this research. The target population for this study was the society who live in Selangor, Malaysia. A purposive sample was used in this study and the researcher has targeted 399 respondents as a specific characteristic to do this study. From the data analysis, the hypothesis one and hypothesis two were supported. The result of Pearson correlation presented that it was important whether acceptance of product related with the suboptimal condition (attitude) and perceived quality and safety of food. The results of the study showed that consumer purchase decisions toward the suboptimal foods are significantly related by the acceptance of products associated with suboptimal in appearance condition, date labelling, and its packaging, as well as by the consumer perspective towards the quality and safety of food perceived. Nevertheless, hypothesis three was not supported, whereas this study concluded that the personality measure of consumers towards environmental concern did not directly affect the consumer purchase decision. The future research recommendation were put forward in this research.

Cruising through a pandemic: Or not?

The features of the cruise value offering that once appealed to the cruising market have changed as a result of COVID 19. This paper employs a choice experiment to reveal how COVID-19 has influenced consumer preferences for and trade-offs between specific aspects of the cruise experience across four different COVID-19 scenarios. Such insight is highly valuable for cruise organisations seeking to better understand the evaluative criteria by which their consumer segments are now making decisions. Theoretically, this study employs Protection Motivation Theory to determine how ones self-rated ability to protect themselves against the virus while cruising may in turn influence choice behaviour. Our research is the first to report actual choice behaviours of cruise consumers adopting a choice modelling method.

Does Supplementary Information Add Value to Functional Food? Evidence from a Choice Experiment in China

Establishing an effective choice architecture system enables people to improve their ability to make better food choices and encourage transformation of the food system into one that is more efficient, healthy, and sustainable. However, affecting consumer preferences by improving information supply is still a crucial issue that has not been comprehensively explored in China and many developing countries. This study aimed to identify the most effective information treatment method for increasing the likelihood of purchase and willingness to pay (WTP) for nutritionally enhanced eggs. A survey with five information treatments and a choice experiment was completed by a random sample of 2379 Chinese consumers, and the mixed logit model was subsequently applied to interpret the results. It was found that when nutritional information (NI), health benefit information (HBI), and/or market status quo information (MSQ) was presented to consumers, their utility increased. Different schemes had different effects on participants’ WTP. The HBI from scientific research institution, provided in the form of leaflets, has the most significant effect on improving WTP, increasing the WTP of consumers by 31.65%. WTP for functional eggs increased similarly in response to NI and MSQ information. However, adding NI to HBI did not significantly increase the value of functional eggs, especially when the information was presented to the interviewees in the form of short videos. This research broadens the present knowledge and application of an information communication strategy by suggesting that the combination of information content, carriers, source influence consumer preference and WTP for nutritionally enhanced eggs. The results have implications for the communication practices of food enterprises to optimize their marketing strategies and improve product innovation to add more value to the functional food.

Key Factors that Influence Consumer Preferences for Natural‐Hyped Products

AbstractNatural‐hyped products are receiving greater attention from and acceptance by consumers worldwide. Environmental factors that foster the demand for natural‐hyped products, specifically hemp‐based products include the deregulation of the cannabis industry and greater consumer desire for natural foods. Adding to this, the strategic use of stimulant type of cues (e.g., a cannabis leaf) included in product logos, ads, and packaging, seems to create hype associations when evaluating hemp‐based products. In this context, this study presents empirical evidence (three experiments and two qualitative studies) that illustrates consumer preference for hemp‐based products over ones that do not include hemp as an ingredient (hemp‐free). The research focuses on identifying the psychological determinant that orients consumers towards hemp‐based products. Findings suggest that the perceived naturalness is the psychological mechanism behind consumers positive evaluation of hemp‐based products. Moreover, this study presents evidence that this evaluation is enhanced by the consumer's need for stimulation. Implications of the findings for the role of perceived naturalness and the need for stimulation in marketing strategies are discussed.

The effects of fear of missing out on social media posting preferences

Purpose Fear of missing out (FOMO) has become a common phenomenon on social media. This study aims to examine how FOMO influences consumer preferences for posting about identity-relevant products on social media. Design/methodology/approach In this research, three studies were conducted to explore the effects of FOMO in different real-life situations. Study 1 was conducted in a laboratory setting in China. Study 2 includes two experiments, one that was conducted in China and one in the USA. Study 3 was conducted in a workplace setting in China. Findings The results of Study 1 indicate that when consumers experience FOMO, they prefer to post about identity-relevant (vs functional) products to a greater extent than usual. Study 2 examines the role of self-esteem and identifies self-presentation and the avoidance of social attention as underlying mechanisms. Thus, consumers with high (or low) self-esteem tend to be more motivated to present themselves positively (or to avoid social attention) when experiencing FOMO. Furthermore, Study 3 reveals the moderating role of supportive interactions; that is, the interaction between FOMO and consumer self-esteem is most likely to exert an effect when consumers receive many supportive interactions. Research limitations/implications This research demonstrates that posting identity-relevant content on social media is a coping strategy that individuals may adopt when experiencing FOMO. Moreover, self-esteem can predict how individuals cope with FOMO by identifying self-presentation and avoidance of social attention as the mechanisms underlying effects. Although this research attempts to avoid interference from other factors between in the relationship FOMO and the control conditions, it seems possible that more socially relevant information may be presented in the FOMO condition. Practical implications Because FOMO can be manipulated and posting types can be predicted, this research provides important implications for brands on how to create or post content to better engage consumers. Originality/value This research supports the role of FOMO as a driver of on consumer posting preferences on social media.

Color is to flavor as shape is to texture: A choice‐based conjoint study of visual cues on chocolate packaging

AbstractThe effect(s) of visual cues and their crossmodal correspondences in the context of food packaging have been increasingly researched over the last two decades. This study contributes to the subject by integrating four visual variables into a choice‐based conjoint analysis test. The contributions of color (pink/black), typeface (rounded/angular), ingredient image (milk/chocolate), and chocolate shape (curved/flat) on milk chocolate packaging are evaluated. All 16 possible combinations were evaluated online by a total of 480 Brazilian chocolate consumers for preference, expected sweetness, and expected creaminess. The participants also listed the first three words that came to mind for a subset of four of the samples. The results were statistically analyzed by mixed logit model and correspondence analysis. It was found significant effects of color, typeface, and ingredient on preference, of color and shape on sweetness, and of shape on creaminess. Except for ratings of expected creaminess, color was the most relevant attribute of all independent variables.Practical applicationsThese results further our understanding on how multiple visual cues may combine to influence consumer preference and crossmodal correlations with taste and texture. It also indicates that companies and researchers may use choice‐based conjoint analysis to evaluate crossmodal effects of visual aspects, making the test faster, more spontaneous, and intuitive. Although this research was conducted on the packaging of bars of chocolate, the consistency of the results with studies that have used other products should encourage designers and manufacturers to take these findings into account when creating packaging for food and beverage in general.

Exploring the factors influencing consumer preference toward dairy products: an empirical research

Purpose This study aims to identify the major factors influencing the consumers to prefer milk products and also to analyze the awareness level of the Indian consumers. Design/methodology/approach In this study, the data is obtained through a structured questionnaire from Indian consumers considering convenience sampling under the nonprobability sampling technique. The consumer preference is explained using a multiple-regression model followed by analysis of variance (ANOVA), which shed insight on the significant differences between the variables that influence consumer preference for dairy products. Findings Investigation is done to analyze the factors influencing the consumers' buying behavior toward milk and its products. The results showed that quality, health consciousness, price and availability are the most influencing factors to buy milk products. Quantity of milk showed a significant relationship between age, monthly income and family size. Research limitations/implications This study helps marketing managers to frame the marketing strategies based on consumer preference, quality, health consciousness, price and availability. The research outcome will not only be advantageous for the entrepreneurial perspective but also takes care of consumer likeliness. Though the research reveals the opinion of Indian consumers, it limits the likeliness of the western world. Because of the scarcity of resources, several dairy products are unexplored, which could pave the future scope of research. Originality/value The novelty of this study is to identify the quality, health consciousness, price and availability are the most influencing factors to buy milk products considering ANOVA and the multiple regression model.

Using Conjoint-based Experimental Design to Assess Willingness to Purchase Florida Peaches

Although consumers are not very familiar with peach production in Florida, Florida peaches are the first domestic peaches produced in the United States, being available from mid-March through early May. Moreover, Florida peach acreage has increased 8.5-fold in the past 10 years. Using a conjoint-based experimental design and analysis, we measured U.S. consumer reactions to diverse groups of ideas describing peaches, including production regions, and identified attributes that positively and negatively influence consumer preference. The main objective of this research was to identify external and internal attributes that make the “ideal peach.” Are consumers willing to pay more for a locally grown peach? Will consumers prefer a Florida peach instead of a Georgia or California peach? The top three peach attributes identified were “juicy and fully ripe,” “strong peach aroma and sweet peach taste,” and “grown in Georgia.” Cluster analysis revealed two segments of consumers: consumers in the first segment focused on physical aspects of the peach, and consumers in the second segment were concerned with peach production regions and health benefits. The findings from this research will be helpful in developing marketing programs for Florida peaches as an item that is perfect for snacking because of their small size and desirable texture and flavor.

Minty Fresh! Absolving Dieters of their Consumption Sins

This research contributes to the emerging interest in food morality by exploring the preference for and the effects of a particular food flavor (mint) on consumption behavior. More specifically, we examine how the refreshing oronasal properties of a specific food flavor (i.e., mint) systematically influence consumer preferences and food choice behavior. Across a pilot and two studies, we show that the refreshing properties of mint that can help dieters wash away the guilt associated with the consumption of “taboo” foods. We found that dieters tended to prefer “taboo” foods such as chocolate cookies (study 1) when they were mint-flavored. Further, after having consumed taboo food such as chocolate, dieters were more likely to prefer a mint- (vs. berry- or cinnamon-) flavored oral freshener (study 2). We also provide food marketers and public policy makers with new insights into how certain consumers (i.e., dieters) evaluate mint-flavored food products.

Metataxonomic Mapping of the Microbial Diversity of Irish and Eastern Mediterranean Cheeses.

The distinct sensorial characteristics of local cheeses influence consumer preferences, and make an essential contribution to the local economy. Microbial diversity in cheese is among the fundamental contributors to sensorial and qualitative characteristics. However, knowledge regarding the existence of microbial patterns associated with regional production practices in ripened cheeses remains limited. The present research was conducted to test the hypothesis that the background metagenome of cheeses could be used as a marker of their origin. We compared Irish versus Eastern Mediterranean cheeses—namely Greek and Cypriot—using High Throughput Sequencing (HTS). The study identified a significantly distinct separation among cheeses originating from the three different countries, in terms of the total microbial community composition. The use of machine learning and biomarkers discovery algorithms defined key microbes that differentiate each geographic region. Finally, the development of interaction networks revealed that the key species developed mostly negative interactions with the other members of the communities, highlighting their dominance in the community. The findings of the present research demonstrate that metagenome could indeed be used as a biological marker of the origin of mature cheeses, and could provide further insight into the dynamics of microbial community composition in ripened cheeses.

제품유형과 조절초점이 다양성 묶음상품과 동일제품 묶음상품 선호에 미치는 영향

This research examines the influence of consumer regulatory focus on preference for product bundles. Product bundling is a type of consumer promotion in which multiple products are combined as a single comprehensive package, commonly accompanying with price discounts. This research focuses on the non-variety bundle that includes multiple units of the same item and the variety bundle that is composed of different products that vary in terms of ingredients, taste, or flavor, and examines the influence of consumer regulatory focus on preference for non-variety and variety bundles. It is hypothesized that between the two types of bundles, variety (vs. non-variety) bundle is preferred for consumers with higher promotion (vs. prevention) focus. This prediction is based on the theory of regulatory focus that people with promotion-focus tend to seek diversification, whereas people with prevention-focus tend to prefer safety in their purchase. The results of two empirical studies show that regulatory focus has a significant influence on preference for product bundles. Study 1 tested the influence of consumers’ chronic regulatory focus on choice between variety bundle and non-variety bundle options. The results showed that the regulatory focus of the participants was significantly related to the choice of variety (vs. non-variety) bundle. Consumers with higher promotion (vs. prevention) focused were more likely to select the variety (vs. non-variety) bundle. Study 2 re-examined the influence of regulatory focus on preference for bundle by examining its influence on the attitude toward the variety and non-variety bundle products. The results of Study 2 showed that the attitude toward the variety bundle was positively related to the participants’ chronic promotion-focus, whereas the attitude toward the non-variety bundle was positively related to the participants’ chronic prevention-focus. Consequently, the results of two empirical studies present strong evidence that evaluation of the variety bundle is positively related to consumers’ promotion focus, whereas evaluation of the non-variety bundle was positively related to prevention focus. The result was significant in bundle choice (Study 1) and attitude toward bundles (Study 2). The paper also present theoretical contributions, managerial implications, limitations, and directions for future research. This research contribute to the related research domains by presenting that consumer regulatory focus is one of consumer characteristics has a strong influence on preference for bundle types. This research also contribute to the sales promotion research by testing the factors that influence consumer preference for variety and non-variety bundles. In addition, this research presents important practical implications. For instance, this research highlights the importance of identifying the right target consumers when promoting bundled products. A firm should target its marketing effort toward the consumers with promotion focus when promoting variety bundle and toward the consumers with prevention focus when promoting non-variety bundles. This paper also presents directions for future research.

Preferensi Konsumen terhadap Minuman Fungsional Berbasis Ekstrak Kumis Kucing (Orthosiphon aristatus) sebagai Jamu

The development of Java tea extract-based functional drink as a new concept of “Jamu” drink has been carried out since 2006. However, there was no consumer preference survey, hence this study was conducted. This research aimed to identify the factors that influence consumer preferences on buying “Jamu” specify the intensity of sensory attributes of ideal “Jamu” accordingly in the Bogor area. This would allow pursuing the final target to determine the consumer acceptance towards concentrate Java tea extract-based functional drink as a Jamu. A chi-square analysis was performed to determine the relationship between the respondent’s demographic factors and consumer preferences for Jamu. The demographic factors showed a significant association with consumer preferences for Jamu at a significance level of 5 %. Each demographic factor had a different influence on consumer preferences. The intensity of the sensory attributes of concentrated Java tea extract-based functional drinks was significantly incompatible with an ideal Jamu, according to Wilcoxon test results. This result showed that consumers did not consider the developed concentrate having Jamu criteria sensorically. The intensity of sweetness and astringency that met the consumer preference, orange aroma, and freshness attribute at high intensity, plus the unpleasant sensory characteristics of Jamu which could not be detected in the product might provide the product’s strengths that make the developed product potentially acceptable by market.

Removal of C9-aldehydes and -alcohols from melon juice via cysteine addition.

The aroma of a melon fruit is among the most crucial qualities that influence consumer preferences. However, strong grassy and cucumber-like aromas can prevent consumer acceptance. These grassy and cucumber-like aromas are produced by aldehydes containing nine-carbon chains. Several studies have revealed that aldehydes exhibit a high affinity toward cysteine. Thus, the effect of adding cysteine to volatile compounds to melon juice was investigated. The volatile compounds released from the melon juice were analyzed via solid-phase microextraction coupled with gas chromatography-mass spectrometry (SPME-GC-MS) after 0.5, 5, and 24 h of adding cysteine. The results indicated that the concentrations of aldehydes, such as (E,Z)-2,6-nonadienal and (E)-2-nonenal, in the melon juice decreased after the addition of cysteine at all the analyzed times. Additionally, (E)-2-nonenol and (E,Z)-2,6-nonadien-1-ol, which were formed by the enzymatic reduction of the aldehydes, also decreased by cysteine addition. To confirm the binding of cysteine with the aldehydes, two cysteine adducts were analyzed via liquid chromatography-mass spectrometry (LC-MS) employing (E)-2-nonenal in the melon juice after the addition of cysteine. This study demonstrates that cysteine addition could be potentially used to reduce the grassy and cucumber-like aromas of melon juice. © 2022 Society of Chemical Industry.

Application of Elicitors in Grapevine Defense: Impact on Volatile Compounds

Elicitors as alternatives to agrochemicals are widely used as a sustainable farming practice. The use of elicitors in viticulture to control disease and improve phenolic compounds is widely recognized in this field. Concurrently, they also affect other secondary metabolites, such as aroma compounds. Grape and wine aroma compounds are an important quality factor that reflects nutritional information and influences consumer preference. However, the effects of elicitors on aroma compounds are diverse, as different grape varieties respond differently to treatments. Among the numerous commercialized elicitors, some have proven very effective in improving the quality of grapes and the resulting wines. This review summarizes some of the elicitors commonly used in grapevines for protection against biotic and abiotic stresses and their impact on the quality of volatile compounds. The work is intended to serve as a reference for growers for the sustainable development of high-quality grapes.

Analysis of physiological and non-contact signals to evaluate the emotional component in consumer preferences.

Emotions are an essential drive in decision making and may influence consumer preference. In this study we assessed the influence of brands in product preference after tasting 2 soft-drinks (Coca Cola vs. Cola beverage), by using physiological measurements, namely the skin conductance, the respiratory rate and heart rate variability (HRV) extracted using contactless sensors. The experimental protocol enrolled twenty-five young subjects which were asked to taste 2 soft drinks in random order, without knowing the brand (blind condition) and then knowing the brand (not blind condition). After each phase the subject was asked to choose the preferred beverage. Our main hypothesis is that if the subject knows the brand there is an arousal effect, independently from the absolute appreciation of the product. In order to evaluate the emotional components, the skin conductance, respiratory and Video-Photoplethysmographic (PPG) signals were continuously recorded throughout the experiment. The Video-PPG was then processed to extract HRV parameters. We observed that the arousal levels changed among beverages and conditions, going from higher arousal for Coca-Cola in the blind condition, to higher arousal for Cola in the not blind condition. Moreover, 44% of the subjects changed their preference when the brand was uncovered: from blind to not blind conditions, 6 subjects went from Cola to Coca-Cola as preferred drink and 5 went from Coca-Cola to Cola. Opposite results were found for the two beverages when comparing the physiological response when the beverage was/was not preferred. Finally, differences were found also between consumers and not consumers of Coca-Cola and the blind/not blind comparison. We conclude that the brand is a fundamental element in a request for choice and it can affect the first emotional response of a subject.

Is the volatile compounds profile a suitable tool for authentication of virgin olive oils (Olea europaea L.) according to cultivars? A study by using HS-SPME-GC-MS and chemometrics

Sensory characteristics of Virgin Olive Oil (VOO) strongly influence consumer preferences. These characteristics are also affected by the varietal origin of the olives used for producing the oils, and consequently a reliable approach is strongly required to authenticate the varietal origin of VOO. However, an approach is still missing to differentiate VOOs of the most worldwide spread cultivars, thus protecting consumers and producers from frauds. The aim of this research was to propose chemometric models for discriminating monocultivar virgin olive oils of nine widespread cultivars. 72 volatile compounds of 320 monocultivar samples from 4 crop seasons and several geographic areas were quantitated by a validated HS-SPME-GC-MS method. The VOCs able to discriminate among cultivars were selected through ANOVA: most of them belonged to the lipoxygenase pathway. A PLS-DA model was successfully validated, with percentages of correct classification up to 95.9% after external validation. Three clusters of cultivars were then defined using Agglomerative Hierarchical Clustering and Correlation Analysis. LDA and PLS-DA models correctly classified 94% of samples in the three clusters. The results indicated that the volatile profile of samples of diverse cultivars are not completely independent from each other, and that specific groups of cultivars showed strong similarities not given by the geographic origin. Overall, this study will contribute to protect from frauds and to valorize monocultivar extra virgin olive oils.

How the country of origin cue affects consumer preference in the case of ecological products: an empirical study in two developing countries

ABSTRACT This paper investigates consumer preference for local ecological products rather than foreign equivalents in developing countries. A quantitative approach using conjoint analysis method was used. Face-to-face questionnaires were conducted with 300 consumers in Algeria and Tunisia. The results indicate that the ecological characteristic, origin and price of a product significantly influence consumer preference in both countries. Consumers prefer imported ecological products to locally manufactured equivalents. Contrary to the findings observed in the case of consumers from developed countries, emotional variables such as pride, national identity and ethnocentrism do not impact the preferences of consumers from developing countries. However, this result is influenced by certain individual characteristics, namely income, gender and familiarity with ecological products.