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Caracciolo F.,University of Naples Federico II | Cicia G.,University of Naples Federico II | Del Giudice T.,University of Naples Federico II | Cembalo L.,University of Naples Federico II | And 4 more authors.
Journal of Cleaner Production | Year: 2015

This article analyzes the relationship between the preferences of European consumers for process attributes of pig farming, broadly related to sustainable oriented practices, and the individual human values as identified by Schwartz. A sample of 2437 nationally representative individuals from five European countries was analyzed using a generalized logit model. Our contribution suggests that European consumers are aware of the environmental impact of pig production. Swine production attributes that emerged, as most significant, in our survey are those related to the possibilities of pigs being raised outdoors. Less important, bust still significant, are the positive consumers preference for low fat content, standard meat quality and small farm size. Finally, our results suggest that consumers preferences are massively linked to individual values. In particular, consumers showing enhanced "self-transcendency" and high "openness to change" values are likely to call for cleaner pork production systems. On the contrary, consumers with more pronounced "self-enhancement", "conservation" and "hedonism" values are more likely to pay little attention to sustainability in the swine sector. Results allow to assess the social acceptance of the implementation of cleaner production processes in livestock production. © 2015 Elsevier Ltd.

Aschemann-Witzel J.,Center for Research on Customer Relations in The Food Sector | Hamm U.,University of Kassel
Journal of Marketing Communications | Year: 2010

This contribution reports findings of a close-to-realistic purchase simulation for foods labelled with nutrition and health claims. The results show that products with a claim are clearly preferred, but that the determining factors of choice differ between the food categories. Choice was positively influenced by perception of healthiness of the product and negatively influenced by selection of the habitually chosen brand, while age, gender and credibility of the claim were of no importance. Both low price-level of the product with a claim and scepticism towards texts on food products had contrariwise effects for different food categories. Further determinants which exercised a positive influence were product involvement, health-related food involvement, extent of information search and the presumption that the claim is scientifically proven. © 2010 Taylor & Francis.

Chrysochou P.,Center for Research on Customer Relations in The Food Sector
Journal of Marketing Communications | Year: 2010

The soaring rates of dietary-related diseases have increased the need for interventions in consumers' healthy eating behaviour. The two main avenues followed so far have focused on either making consumers change their food choices or improving the nutrition content of food products. Both avenues are said to have limitations since consumers often base their choices on heuristics that simplify their choices, such as brands. Therefore, branding is considered an important tool in communicating the value of health and contributing towards healthier food choices. However, branding a food product based on the value of health is not an easy practice as strategies employed may often fail to convey the value of health. Based on a case study approach drawn from the Danish food industry, this paper has two objectives: (1) to provide a line of insight on how marketing mix elements are used to convey a healthy brand image; and (2) to explore how brands that are positioned as healthy are dealt with in the public discourse. © 2010 Taylor & Francis.

Krystallis A.,Center for Research on Customer Relations in The Food Sector | Chrysochou P.,Center for Research on Customer Relations in The Food Sector
Journal of Marketing Communications | Year: 2011

During the last decade a strong consumer interest has emerged for food products with health protecting or enhancing properties. In this connection, health claims are used as communication tools conveying the health message of a product and further constituting the means of a brand's differentiation strategy. Brands carrying a health claim are thus expected to have an advantage over their counterparts. In this study, we aim to investigate whether health claims, with emphasis on the low-fat claims, can act as a means to improve the performance of brands and further enhance their loyalty levels. Based on stated preference data using a purchase intention scale (i.e. Juster Scale), a set of Brand Performance Measures (BPMs) are empirically estimated to describe the market structure of two dairy product categories and their respective sub-categories that were defined according to health-related attributes: (a) fat content; (b) enrichment; and (c) way of processing. Then, the Dirichlet model's fit to the empirical data is examined, leading to the theoretical estimation of loyalty measures. Findings suggest that, on average, brands with a low-fat claim perform better in the market compared with their high-fat counterparts. Moreover, in comparison with other health-related attributes the fat content attribute exhibits slightly higher loyalty, signifying the importance of the 'low-fat' claim as a means of communication. © 2011 Taylor & Francis.

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