Zealand Consumers Research Articles

Understanding consumer acceptability of verjuice, its potential applications and sensory and chemical drivers of liking

The wine sector is working to add value, enhance sustainability and reduce waste, yet often creating new products with unknown consumer acceptance. Verjuice, juice made from discarded unripe thinned grapes, is an example. Whilst verjuice has various culinary uses, its versatility in beverages continues to expand. However, its sensory drivers of liking when consumed as a drink, and their potential impact on its application remain unclear. Chemical drivers of sensory characteristics are also unknown representing a critical knowledge gap needed to guide product innovation. This study aimed to provide new knowledge regarding consumer acceptability of verjuice by identifying its sensory drivers of liking as a beverage, evaluating its potential use in different applications and identifying chemical drivers of its sensory characteristics. New Zealand consumers (n = 93) evaluated 13 verjuice samples from different countries. Furthermore, verjuice familiarity and its influence on emotional response was investigated to determine likely future consumer engagement. Sweetness was the most positive driver of liking in verjuice overall, followed by fruity and floral notes, smoothness, and to a lesser extent citrus flavour. Consumers expressed varied preferences for verjuice’s sensory profile, with fruity, floral, and honey flavours driving beverage application, whilst winey and green apple notes were more associated with culinary scenarios. Some association between chemical parameters and sensory attributes were evident (e.g. sugars were highly associated with perceived sweetness, fruity, and floral attributes; these attributes also shared proximity with 1-hexanol and cyclohexanol). The general idea of verjuice elicited positive valence emotions, but consumers who were ‘not familiar’ felt more curious, and those ‘familiar’ felt happier and more satisfied. Findings highlight the potential to tailor verjuice for specific applications by understanding desired sensory profiles and related chemical parameters. Recognising the interplay between familiarity level and emotional response is crucial for positioning the product in the marketplace and fostering consumer engagement. Marketing initiatives are needed to increase verjuice familiarity and support product innovation, leading to increased product appeal.

Profiling the novel plant-based meat alternative category: Consumer affective and sensory response in the context of perceived similarity to meat

Plant-based meat alternatives (PBMAs) are increasingly popular and may contribute towards reduction of negative environmental impacts associated with the meat industry. Inferior sensory characteristics of PBMAs, compared to conventional meat products, remain a barrier for uptake of these products. This study aimed to profile a wide range of PBMAs for perceived similarity to meat, consumer liking, emotional response and sensory experience, and to determine consumer drivers of liking for this product category. Twenty-one PBMAs, spanning a broad range of product types (burger patties, sausages, meatball alternatives, chicken/beef pieces, bacon alternative, turkey roast alternative) and main protein ingredients (extruded plant proteins, tofu, or legumes/vegetables) representative of PBMAs available to Aotearoa New Zealand consumers, were tasted and evaluated by 140 Aotearoa New Zealand residents. Samples ranged widely in their perceived similarity to meat (median value range: 1.0–4.0 on a 5-point-scale) and overall liking ratings (mean ± SD, range: 35.1 ± 1.2––77.7 ± 17.4 on a 100-point hedonic scale). Overall liking ratings were driven mostly by liking for flavour, followed by texture, and less so by appearance. Sensorially, sample differentiation was mostly associated with variation in meat-related flavours and textures, or vegetable-related attributes. Notably meat flavour was the main driver of liking, and a very strong relationship (r = 0.92) was observed between perceived similarity to meat and overall sample liking ratings. Meat-like samples were also associated with positive emotional terms, whereas samples made from wholefoods were associated with negative emotional terms. Textural terms (‘gluey/slimy’, ‘pasty/doughy’) associated with wholefood products were also negative drivers for liking, and should be avoided in future PBMA products. In conclusion, the general population maintains a strong preference for PBMAs that are similar to meat, validating ongoing efforts to improve the meat-like properties of new and emerging products. PBMAs made from wholefoods require extensive product development to achieve consumer satisfaction across the category.

Eating Macro-Algae (Seaweed): Understanding Factors Driving New Zealand Consumers' Willingness to Eat and Their Perceived Trust towards Country of Origin.

Macro-algae is an umbrella term for seaweed, which is an important ingredient in many novel food products in New Zealand and other Australasian countries. While attitudes, consumption motivation, knowledge, and socio-demographic consumer profiles have been investigated in specific countries in the region, consumer behavior such as willingness to eat and factors driving this behavior have not yet been explored. Therefore, the present study fills this research gap in a New Zealand context and explores predictors of New Zealand consumers' willingness to eat macro-algae and their perceived trust towards the countries of origin of these products. The symbolic value of food, health importance, food safety concerns, and food fussiness were the factors under investigation. The work builds on an online questionnaire and a sample of 437 consumers mirroring the New Zealand population in terms of gender, age, and annual household income. Data were collected through an opt-in panel provider in November 2023. The data analysis consisted of descriptive statistics and partial least square structural equation modeling. Results show that health importance and food fussiness tendencies are the strongest predictors of willingness to eat and trustworthiness of the two countries of origin. Best practice recommendations for marketing managers in New Zealand food retail are provided.

An overview of labelling and environmental claims on fish and seafood products in New Zealand supermarkets

Fish and other seafood are a major component of New Zealanders’ diet; the 2018/2019 and 2019/2020 New Zealand Health Survey found that nearly three quarters of New Zealanders eat seafood at least once a week(1). Environmental and ethical factors influence New Zealand consumers’ purchase of seafood and consumers prefer to get their information about seafood at the point of purchase(2). However, environmental claims are not regulated under the Australia New Zealand Food Standards Code, unlike health and nutrition claims. Some seafood products are certified by programmes (e.g. Best Aquaculture Practice (BAP)), ensuring the seafood was sourced according to specific criteria related to environmental management, but other products carry self-declared environmental claims that have not been independently verified. This study aimed to describe labelling practices, including environmental claims, on fish and seafood packaged products sold in major New Zealand supermarkets and available in the 2022 Nutritrack database. Nutritrack is an annual survey conducted by trained fieldworkers who take photographs of all packaged food and beverage products displaying a nutrition information panel (NIP) from 4 major supermarkets in New Zealand. Information from the photographs, including the NIP and the ingredients list is entered into the Nutritrack database. For this study, data (including fish species, harvest location, processing country, fishing method, environmental certifications and self-declared environmental claims) were extracted from the archived photographs of all sides of the packaged fish and seafood products in the 2022 Nutritrack database. Self-declared environmental claims were assessed against the ISO 14021 standard for “Environmental labels and declarations — Self-declared environmental claims (Type II environmental labelling)” on specific criteria that were relevant for seafood products, including if the self-declared claim mentioned the word “sustainable” (as this term is difficult to substantiate and should be avoided); was vague and non-specific; or overstated the benefits (to imply multiple benefits from a single environmental change). There were 369 fish and seafood products included in this study. Eighty-eight products (23.8%) displayed a certification; the Marine Stewardship Council’s certification (MSC) for wild fish was the most common and was featured by 72 products (19.5%). One hundred and fifty-two products (41.2%) displayed at least one self-declared claim. Thirty-three distinct self-declared environmental claims were identified, 16 (48.5%) of which breached the ISO 14021 standard for environmental declarations because they used the term “sustainable” and 26 (78.8%) of which breached the ISO 14021 standard because they were vague. This analysis suggests that stricter regulation is needed for self-declared environmental claims on fish and other seafood products available for purchase in New Zealand, to prevent greenwashing and to provide consumers transparent, accurate and substantiated information.

Legal Comparison of Standard Clause Regulations in Indonesian and New Zealand Consumer Protection Laws

Legal Comparison of Standard Clause Regulations in Indonesian and New Zealand Consumer Protection Laws

Sensory drivers of liking, emotions, conceptual and sustainability concepts in plant-based and dairy yoghurts

Replacing animal-based protein food products with plant-based protein products is essential for human health and the environment. For this reason, a number of plant-based (PB) yoghurts have been developed to replace dairy yoghurt. However, many of these products suffer from poor sensory quality. In order to improve the quality of these products, data on the sensory drivers of liking, emotional, and conceptual responses to PB yoghurts, PB alternatives (PB blends, PB/dairy blends) and dairy yoghurts are required. In addition, in order to optimise the design of these products for sustainability-oriented consumers, research is needed on the drivers of consumers’ conceptualisations of sustainability. To provide actionable product development guidance on these issues, multi-attribute research was undertaken in a central location test with New Zealand consumers, using a variety of commercial PB and dairy yoghurts (blind sample presentation) that were expanded in their range of sensory attributes through ingredient modifications, with the goal of quasi-replicating and extending prior research on the sensory drivers of liking, emotions, and conceptualisations of PB yoghurts. Results of the research confirmed previous literature findings on the sensory drivers of liking and non-sensory variables in the PB yoghurt space. Among the salient findings related to sensory drivers are that white and lighter coloured yoghurts with smooth and creamy appearance and mouthfeel, sweet taste, and vanilla or coconut flavours maximise liking and positive emotional responses to yoghurt products. In addition, a number of these and other sensory characteristics elicited specific positive conceptualisations of the yoghurts. Although sustainability conceptualisations were evoked less frequently, the major positive drivers of these conceptualisations were “white colour,” “sweet,” “even/smooth” appearance and texture, “oat-like flavour” and “coconut flavour.” “Dairy flavour” evoked conceptualisations related to “traditional” and “authentic,” but also elicited a number of negative sustainability concepts, such as “resource intensive,” “commercially farmed raw materials” and reduced conceptualisation of “animal friendly.” Other important sensory drivers of liking, emotions and conceptualisations are discussed, providing consumer insights and direction to product developers in their efforts to improve the sensory characteristics, acceptance and consumption of PB and other alternative yoghurt products.

Prioritising sustainable garment choice among high-volume fashion consumers

PurposeThe purpose of this paper is addressing the negative environment and social impacts of the fashion industry that has emerged as a major societal challenge in the last century; however, people continue to over-consume and over-waste textile products in the form of fashion garments. More research is required to understand how fashion consumption connects with perceptions of sustainability and sustainable action by individual consumers.Design/methodology/approachThis paper surveys 501 Australian and New Zealand consumers, on their fashion purchasing habits, and the role of sustainability in their fashion consumption behaviour.FindingsThe study found a relationship between higher levels of garment consumption and increased focus on sustainability in fashion choices. This finding is significant, as it suggests that fashion over-consumers are still mindful of the sustainable impacts of their consumption, and are motivated towards reducing that impact, despite not reducing their volume of consumption.Originality/valueThe study indicates the importance of a continued focus on transparency and traceability of fashion products in Australasia, as some over-consumers use this information to make better choices in the purchase situation, as opposed to acting on a general call to reduce consumption.

Identifying sensory attributes of Korean rice wine (makgeolli) using sensory evaluation and chemical analysis.

Makgeolli is a traditional alcoholic beverage in Korea; however, research on makgeolli is limited in foreign markets such as New Zealand. This study seeks to identify sensory descriptors that best describe makgeolli among New Zealand consumers. Four methods of making makgeolli have been identified based on different processing times and the number of fermentation stages. Chemical analysis and sensory evaluation were carried out to establish the different sensory and flavor properties of the four different makgeolli samples. Chemical analysis using SPME-GC-MS was employed to understand the volatile compounds present in the four makgeolli samples, while two sensory tests were carried out simultaneously using Check-All-That-Apply (CATA) and Just-About-Right (JAR). A total of 45 volatile compounds were identified using SPME-GC-MS, and examples of major volatiles include 2-methyl-1-propanol (alcoholic flavor), limonene (citrus-like flavor), and hexanal (green/grass-like flavor). One hundred and twenty-nine subjects (n=68 females) completed the sensory evaluation and were analyzed for this study. Female subjects tend to rate overall acceptance of makgeolli higher than male subjects; both subjects preferred 1SF-YN with the highest mean hedonic score, and the least preferred makgeolli was 1SF-N. From CATA, attributes such as apple, apricot, peach, sweet taste, and bubbly texture were statistically significant when describing makgeolli. For JAR, a high proportion of subjects indicated that sourness was too much in three of the four makgeolli samples. PRACTICAL APPLICATION: Research on rice wine in Western markets such as New Zealand is limited, and this study gives insight into how New Zealand consumers perceive Korean rice wine (makgeolli). Sensory participants in this study indicated that makgeolli is too sour and lacks sufficient sweetness in the majority of the samples examined. When launching makgeolli to the New Zealand market, practitioners need to optimize sweetness and reduce sourness to increase overall liking. Sensory terms used by subjects describing makgeolli include cider, apple, and sour.

The Scoop on SCOBY (Symbiotic Culture of Bacteria and Yeast): Exploring Consumer Behaviours towards a Novel Ice Cream.

With the growing demand for sustainable practises, the food industry is increasingly adopting circular economy approaches. One example is recycling the symbiotic culture of bacteria and yeast (SCOBY) used in kombucha fermentation to create value-added products. However, consumer acceptance of such novel products remains unclear. To address this, the present study examined consumer attitudes towards ice cream made with SCOBY as an ingredient and how this affected their intention to consume it. Drawing on the theory of planned behaviour (TPB) and additional constructs such as emotions and food neophobia, an online survey was conducted with New Zealand consumers (N = 170). Results showed that the TPB constructs significantly predicted the intention to consume SCOBY ice cream. Moreover, by adding emotions to the constructs, the model's explanatory power was enhanced. Attitudes, subjective norms, and emotions were the main predictors of intention, which in turn was found to be the main predictor of behaviour. Participants' beliefs about the safety and taste of SCOBY ice cream were significantly correlated with their intention and behaviour, as were the opinions of nutritionists/dietitians, friends, and family. The model accounted for 21.7% of the variance in behaviour and 57.4% of the variance in intention. These findings can be used to plan marketing strategies related to waste-to-value-added products such as SCOBY ice cream.

Dimensions of food-related wellbeing and their relative importance among New Zealand consumers: A quasi-replication and extension approach

Research into perceived wellbeing (WB) can improve understanding of consumer food choices and support development of strategies to promote healthier and more sustainable eating habits. In this research, using online studies, food-related WB was explored among New Zealand consumers. In a “quasi-replication” of Jaeger, Vidal, Chheang, and Ares (2022), Study 1 uncovered word associations to different WB-related terms (‘Sense of wellbeing,’ ‘Lack of wellbeing,’ ‘Feeling good,’ ‘Feeling bad/unhappy,’ ‘Satisfied with life,’ and ‘Dissatisfied with life’) with 912 participants in a between-subjects design. The results confirmed the multidimensional nature of WB, and the need to consider positive and negative aspects of food-related WB, as well as differences linked to physical, emotional, and spiritual WB. Drawing on Study 1, 13 characteristics of food-related WB were identified, and in Study 2 their importance for feeling a ‘Sense of wellbeing’ and ‘Satisfied with life’ was determined with 1206 participants using a between-subjects design. In a further extension, Study 2 also adopted a product-specific perspective and explored the associations of, and importance, for 16 different foods and beverages to food-related WB. Based on Best-Worst Scaling and penalty/lift analysis, the four most important characteristics overall were ‘Is good quality,’ ‘Is healthy,’ ‘Is fresh,’ and ‘Is tasty,’ with the nuance that healthiness contributed most to feeling a ‘Sense of wellbeing’ while good quality contributed most to feeling ‘Satisfied with life.’ The associations to individual foods and beverages underscored that food-related WB is a complex construct arising from an overall evaluation of the different effects of foods (including physical health, social and spiritual aspects of food consumption) and their short-term effects on food-related behaviour. Contextual and individual differences in perceptions of WB in relation to food deserve further investigation.

Survey of New Zealand consumer attitudes to consumption of meat and meat alternatives

This study examined consumers' consumption, motivations, and concerns regarding meat and meat alternatives by means of an online survey of 1061 New Zealand consumers and review of literature. Outcomes of the survey indicate New Zealanders are overwhelmingly omnivorous (93%), regard taste as the most important factor in their meat purchasing decision followed by price and freshness and consider environmental impact and social responsibility of less importance. Those surveyed indicated willingness to pay 17–24% more for food safety and sustainability related meat attributes. About half of respondents lowered their meat consumption the previous year, mainly red and processed meats, due to lack of affordability and health concerns. Although those surveyed showed high awareness about meat alternatives, their consumption level of the products was very low and more prevalent for female, younger and more educated individuals. Overall, the outlook for meat consumption and meat industry in New Zealand is positive and is likely to remain so for the foreseeable future.

Information about health and environmental benefits has minimal impact on consumer responses to commercial plant-based yoghurts

To assess the role of factual personal health and environmental benefit information on consumer responses to plant-based (PB) yoghurts, a central location test (CLT) was conducted with 338 New Zealand consumers. Participants tasted a series of commercially available PB yoghurts and provided sample evaluations according to a multi-variable measurement approach where liking, emotional response, sensory characterisation (appearance and taste), holistic and conceptual perceptions, and attitudinal evaluations were obtained for each sample. A between-subjects experimental design was used, with participants allocated to one of three experimental conditions (ECs) in which the PB yoghurt samples were presented blind (B), with factual information about personal health (PH) benefits of PB foods and yoghurts, or with factual information about environmental (ENV) benefits of PB foods and yoghurts. The two key results were low sample acceptability of the commercially available yoghurts and a minimal impact of factual health and environmental information on judged variables. The results were interpreted as showing the limitations of providing health and environmental benefit information for changing consumers’ behaviour toward PB yoghurt when sensory product quality is poor. Against this background, research to improve PB yoghurt quality is paramount. Possible reasons for the limited effect of factual PH and ENV information are discussed, and suggestions are made for future research on possible uses of extrinsic variables to modulate choice and consumption of PB yoghurt and other PB foods.

Characterisation of Korean rice wine (makgeolli) prepared by different processing methods

Four methods of preparing makgeolli, a traditional Korean turbid rice wine, were reported in this study. The four processing routes include single-stage simultaneous saccharification and fermentation of glutinous rice with nuruk – a Korean starter culture (1SF-N), single-stage fermentation with nuruk and yeast (1SF-YN), two-stage fermentation (2SF) and three-stage fermentation (3SF). Chemical analysis was used to determine how the different processing routes could affect the rice wine's properties in terms of alcohol content, pH, colour, mineral content, proximate composition, antioxidant activity, total phenolic content, sugar, free amino acid, and organic acid profile. Sensory analysis using polarised projective mapping (PPM) and 62 participants found that sweetness is the most desirable attribute for makgeolli among New Zealand consumers with sourness and bitterness as less desirable. The 2SF makgeolli sample had the highest concentration of glucose (8.2 mg/mL) and maltose (107 mg/mL) and in the PPM experiment was the most preferred out of the four processing methods. The 1SF-N makgeolli sample had the highest alcohol (13% ABV), crude protein (4.9%), antioxidant activity, total phenolic (621 mg GAE/L) and free amino acids content, however, it was the least overall liked makgeolli sample. Overall, the novelty of this research includes formulating a traditional Korean turbid rice wine in a Western country environment and evaluating consumer perception of makgeolli beyond the normal clientele in South Korea. From these results it is suggested that the properties of makgeolli can be manipulated via processing to suit the brewer's sensory needs that best fits the consumer market.

Food supply chain waste reduction for a circular economy in the COVID-19 pandemic: a longitudinal study of New Zealand consumers

PurposeFood waste (FW) reduction, of which household wastage comprises a large fraction, has an important role in promoting the circular economy (CE). This study investigates how certain consumer traits impact household FW, particularly in the face of external shocks.Design/methodology/approachThe authors conducted a qualitative and longitudinal study, spanning three periods in New Zealand. A preliminary model is constructed from the outcomes of a survey with 178 participants. Then, the authors carried out 29 semi-structured interviews to refine the preliminary model and adapt it to the analysis of household waste behavior.FindingsDifferent segments of consumers have distinct response patterns in successive lockdowns, and these patterns impact household FW reduction and food supply chain (FSC) management. The key findings include (1) for government, quick responses to quash unhelpful rumors help to reduce public concerns around FSC interruption; (2) for retailers, the pandemic has hastened the growth of online shopping; being able to expand the distribution channel in a short time is a critical issue; and (3) for consumers, the experience of lockdown has different impacts on different groups of consumers. This variation of experience may either enhance or exacerbate FW in households.Originality/valueThis paper complements the existing literature on the FSC and contributes to household FW and CE literature by providing a framework that integrates external impacts, consumer segmentation to reflect on waste management, and the possible applications of the proposed framework.

Cross-Cultural Differences in the Perception of Lamb between New Zealand and Chinese Consumers in New Zealand.

This study investigated differences between general New Zealand consumers and ethnic Chinese consumers living in New Zealand regarding the importance of lamb attributes at the point of purchase and opinions of New Zealand lamb. A central location test survey was undertaken with 156 New Zealand consumers living in Dunedin, New Zealand, and 159 Chinese consumers living in Auckland, New Zealand. In terms of importance at the point of purchase, Chinese consumers rated a number of attributes as more important than New Zealand consumers by a difference of >1.0 on a 9-point Likert scale for importance: animal origin, feeding, age, presence of hormones/residues, traceability, food safety, place of purchase, brand/quality label, and label information (p < 0.05). New Zealand consumers rated the price of other meats and animal welfare as more important than Chinese consumers (p < 0.05); however, the differences in scores were <1.0. In terms of opinions, Chinese consumers also considered New Zealand lamb to be better value for money, more additive-free, and more likely to make people feel good (p < 0.05), by scores >1.0 on a 7-point Likert scale for agreement. New Zealand consumers considered New Zealand lamb more traditional and boring (p < 0.05); however, the differences in scores were <1.0.

Association of metabolomic and lipidomic data with Chinese and New Zealand consumer clusters showing preferential likings for lamb meat from three production systems

Relationships between overall liking scores for cooked lamb from Chinese (n = 158) and New Zealand (n = 156) consumers, and metabolite and lipid profiles were evaluated. Consumers assessed meat from 6 to 8-month-old lambs of composite genetics fed chicory (CHIC) or grass (GRASS), and from 12 month–old Merino lambs fed a mixed pasture (PMER). On average, Chinese consumers rated the overall liking of all types of lamb similarly, while New Zealand consumers preferred meat from CHIC over PMER. However, three clusters with similar preferences were obtained for both Chinese and New Zealand consumers based on their overall liking scores. In Cluster-1 with a preference for GRASS, overall liking for Chinese and NZ consumers was positively associated with umami compounds, ortho- and pyrophosphates (related to water holding capacity of meat), triglycerides (TG) with<50 carbons (C50) and phospholipids with polyunsaturated fatty acids (PUFA); but negatively associated with amino acids and TG with > C50 with saturated (SFA) and monounsaturated (MUFA) fatty acids. In Cluster–2 with a preference for CHIC, overall liking for both types of consumers was positively associated with TG with > C50 with PUFA, and phospholipids with PUFA, but negatively associated with umami compounds, ortho- and pyrophosphates and L-anserine. In Cluster–3 with a preference for PMER, overall liking for Chinese and NZ consumers was positively associated with amino acids, ortho- and pyrophosphates, L-anserine, umami compounds, TG with > C50 with SFA and MUFA and phospholipids that contain C16:0, C16:1, C18:0 and C18:1; but negatively associated with phospholipids with PUFA and TG with < C50 that contain PUFA. Overall, the liking of lamb meat between Chinese and New Zealand consumers differed, but similar clusters were generated based on their overall liking scores. The clusters were characterized by different associations of the consumer overall liking scores with cooked meat metabolome and lipidome profiles.

The lesser evil: Consumer acceptance of X-ray irradiation compared with alternative phytosanitary treatments

X-ray irradiation is becoming a mainstream phytosanitary food treatment that is compatible with solving sustainability challenges. However, understanding how consumers respond to X-ray irradiation is still underdeveloped in research. In two studies, the current research sheds light on the acceptance of X-ray irradiation by New Zealand consumers, compared with an existing treatment, methyl bromide. Study 1 used focus groups to provide insights into barriers and opportunities of X-ray irradiation perceived by participants who accept, are passive towards, or reject irradiation. Acceptors of X-ray highlighted familiarity of use, non-residue/lack of chemicals, and environmentally friendly as positive factors, whereas danger of radiation and long-term health concerns were strong themes for rejection. Subsequently, study 2 extended this to provide a snapshot of measures representative of such themes to understand current attitudes towards X-ray irradiation itself, and as a replacement for methyl bromide usage. The results of study 2 indicated that when provided with information on X-ray in isolation, under half the respondents (39%) indicated a willingness to eat foods treated with X-ray. However, when forced to choose between food that had been treated with either X-ray or methyl bromide, the majority of respondents (84%) chose irradiation. Overall, the studies present an overview that whilst consumers may be apprehensive or passive about acceptance of X-ray irradiation (study 1), they overwhelmingly accept X-ray irradiation over the current alternative in New Zealand, methyl bromide (study 2). This was voiced by participants as accepting ‘the lesser of two evils’.

"It's All Just Marketing", a Qualitative Analysis of Consumer Perceptions and Understandings of Nutrition Content and Health Claims in New Zealand.

Nutrition content and health claims are widely used globally on both food labels and in food advertising. This study explored how New Zealand consumers understand, perceive, and use nutrition content and health claims on food labels. A qualitative approach was used with semi-structured in-depth online interviews and in-person focus groups including 49 participants, aged ≥25 years responsible for household food shopping. Transcripts were analysed using reflexive thematic analysis using inductive coding, with development of five themes—(1) aware of claims but did not use, (2) mistrust and scepticism, (3) confusion and misinterpretation, (4) using claims to guide food choice, and (5) not all claims are equal. For theme 1, price and habit were found to be the most influential in driving food choice. Underlying theme 2 was the perception by most of nutrition and health claims as marketing. Scepticism was exacerbated when nutrient claims were displayed on inherently unhealthy products. However participants with specific dietary requirements did find claims helpful. Restricting nutrient claims to foods meeting a healthy nutrient profile aligned to the existing Health Star Rating system, education about regulation and supporting claims with more contextual information may increase trust, the perceived value of claims and therefore their utility.

Who Decides Where to Go for a Coffee? e-WOM and Consumers' Purchase Intention

The main purpose of this study was to examine the impact of eWOM on consumers' selection intention of a café in New Zealand. The factors of eWOM which may affect customers' selection intention have been identified, with a focus on cafes in New Zealand. A quantitative research approach was employed and a survey was conducted to collect data from 234 New Zealand consumers through an online questionnaire. The findings of this study indicate that the quantity, quality, valence and consistency of eWOM have a positive impact on consumers' purchase intentions. The perceived credibility and the perceived usefulness have some indirect effects on eWOM and consumers' purchase intention. Among them, the valence of eWOM is fully intervened by the perceptual credibility, and the quantity, quality and consistency of eWOM are partly influenced by perceptual credibility. The quality and valence of eWOM are partially mediated by the perceived usefulness, while quantity and consistency are not mediated by perceived trust. TAM model was used to study online consumers' purchase intention in the New Zealand café industry. In addition, the modified model of this study explains the mediating effect of customer perceived usefulness and perceived credibility in the sphere of eWOM. Future research may use this theoretical model to investigate other restaurants, and comparison studies can be explored in different types of restaurants. The study also provides some practical implications for café managers, especially in electronic marketing. The results of this study show that the volume, quality, valence and consistency of eWOM have a significant positive impact on consumers' purchase intention. Furthermore, eWOM should be considered by managers as one of the important marketing tools to promote their businesses.

New Zealand Consumer Lifestyles

This article reports on the results of a consumer lifestyles segmentation study of the adult New Zealand population, which is part of an ongoing research programme conducted by consumer behaviour researchers at the University of Otago since 1979. Six lifestyle segments were identified: the ‘Educated Liberals’, ‘Financial Strugglers’, ‘Contemporary New Zealanders’, ‘Uncertain Young’, ‘Traditional Family Values’, and, the ‘Disengaged’. These segments are based on responses to nearly 200 questions about consumer attitudes, opinions and behaviours from 1,640 respondents. The discussion of the segments provides a number of new and useful insights into the contemporary world of the New Zealand consumer.