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This cross-country study investigates the relative role of organic labelling in consumers' purchase decisions for apples and the extent to which behavioral constructs, derived from an extension of the Theory of Planned Behavior, influence consumers' choices. We apply an Integrated Choice and Latent Variable Model, combining a discrete choice experiment with structural equation modelling. Empirical validation draws on data from an online survey conducted in three European countries (NGermany = 404; NNorway = 407; NUK = 401). In all countries, price is by far the most important attribute in consumers' purchase decision of apples, followed by country-of-origin and production method. The results show considerable consistency across the investigated countries regarding the importance of behavioral constructs - attitudes, subjective norms, perceived behavioral control, trust, and personal moral norms - in explaining consumers' intentions to buy, and purchase choices for, organic apples, confirming the derived theoretical framework. ; This study received funding from the European Union's Horizon 2020 research and innovation programme as part of the STRENGTH2FOOD project under grant agreement No 678024. ; publishedVersion

PurposeThe purpose of this paper is to investigate the problem faced by many Taiwanese restaurant owners who trying to set up their shops in Thailand.Design/methodology/approachTwo surveys were conducted in this study. The first interview questionnaire was designed using the factors proposed by Parasuramanet al.(1988, 1991) and given to restaurant owners/managers who successfully set up shops in Thailand. The second questionnaire was constructed specifically for Thai consumers.FindingsGray relational analysis (GRA), theory of inventive problem-solving (teoriya resheniya izobreatatelskikh zadatch, TRIZ) and interpretive structural model (ISM) were used to identify potential difficulties and to determine the key factors impacting the shop establishment and development in Thailand. The results provide a set of strategic sequence when launching restaurant in Thailand.Originality/valueA result of GRA determined 14 important factors that influence customer perception of quality service. A TRIZ analytic process provided 17 strategies when setting up overseas shop and the ISM class diagram shown the three phases needed to be considered before restaurant owners can set up shops abroad. The three phases are construction, operation and competition phases. These set of strategies sequence when launching a restaurant in Thailand.

ZusammenfassungIm Jahr 2019 wurde in Deutschland eine einheitliche, freiwillige Kennzeichnung von Haltungsbedingungen für tierische Produkte eingeführt, um diesbezüglich mehr Transparenz zu schaffen. Allerdings werden diese Labels auf Verpackungen oft übersehen. In diesem Zusammenhang untersuchte die vorliegende experimentelle Studie in einem virtuellen Supermarkt, ob eine stärkere Betonung der Haltungsform-Kennzeichnung zu einem Anstieg des Verkaufs von Fleischprodukten mit höheren Tierhaltungsstandards führt. Es wurden verschiedene Interventionen zur Steigerung der Aufmerksamkeit getestet. Die Teilnehmenden wurden zufällig einer von drei Gruppen zugeteilt, die sich in der Gestaltung des virtuellen Supermarkts wie folgt unterschieden: (Gruppe 1) Die Platzierung zusätzlicher Banner über den Regalen mit Hinweisen zur Haltungsform-Kennzeichnung; (Gruppe 2) Die Platzierung der Banner wie in Gruppe 1 plus zusätzliche Anbringung der Haltungsform-Labels neben dem Preisschild; (Gruppe 3) Keine speziellen Maßnahmen. Der eigens dafür entwickelte virtuelle Supermarkt ermöglicht eine realitätsnahe Forschungsinfrastruktur zur Datenerhebung, um die Wirksamkeit der Maßnahmen zu testen, ohne diese direkt in den laufenden Betrieb eines realen Supermarktes integrieren zu müssen. Die Teilnehmenden zeigten eine sehr hohe Akzeptanz für beide Interventionen, jedoch führten sie nur zu einem leichten, aber nicht signifikanten Anstieg des Kaufs von Fleischprodukten mit höheren Haltungsstandards. Die meisten Teilnehmenden fanden den virtuellen Supermarkt äußerst realistisch und benutzerfreundlich. Zukünftige Studien können auf diesen Ergebnissen aufbauen und die Benutzerfreundlichkeit der virtuellen Supermarkt-Infrastruktur weiter verbessern sowie die Art der durchgeführten Interventionen in virtuellen Supermärkten weiterentwickeln.

Food Quality Scheme labels are an essential means of communicating food product and process characteristics thereby aiming at reducing information asymmetry on the side of consumers and supporting an informed choice. Such labels, however, can only serve its purpose if they are recognized, understood and trusted by consumers. This implies that the competitiveness and growth of firms supplying food promoted by Food Quality Scheme (FQS) labels will depend on a thorough understanding of consumer demand. Based on such insights possible tools for more effective policy measures or marketing of products with FQS can be identified. Thus, the objective of WP 8.1 is to understand consumers' knowledge and valuation of FQS labels and the determinants of consumer confidence and willingness to pay for such labels. This report consists of two parts. In Part I of this report we first investigate the importance of different product and process attributes across seven countries (France, Germany, Hungary, Italy, Norway, Serbia and UK) and for different products (cheese, fresh meat, processed meat, fresh fish, fresh vegetables, and processed vegetables). Each product was evaluated by at least two countries. In addition, consumers' perceptions and valuation of FQS promoting selected product and process attributes are investigated across the same seven European countries. The analysis is based on online surveys. In each country about 800 consumers took part in the survey.In Part II of the report a more in-depth understanding of the role of selected FQS in consumers' purchase decision is provided. Thereby we consider the extent to which cognitive and affective attitudes, trust, and social norms influence product choice. In addition, we show the effectiveness of a modification of the EU organic label in improving consumers' evaluation of this label. Finally, we provide some insights into the relevance of different marketing channels in consumers' purchase decision in general and investigate how much farmers' markets and farmers' shops ...

Food Quality Scheme labels are an essential means of communicating food product and process characteristics thereby aiming at reducing information asymmetry on the side of consumers and supporting an informed choice. Such labels, however, can only serve its purpose if they are recognized, understood and trusted by consumers. This implies that the competitiveness and growth of firms supplying food promoted by Food Quality Scheme (FQS) labels will depend on a thorough understanding of consumer demand. Based on such insights possible tools for more effective policy measures or marketing of products with FQS can be identified. Thus, the objective of WP 8.1 is to understand consumers' knowledge and valuation of FQS labels and the determinants of consumer confidence and willingness to pay for such labels. This report consists of two parts. In Part I of this report we first investigate the importance of different product and process attributes across seven countries (France, Germany, Hungary, Italy, Norway, Serbia and UK) and for different products (cheese, fresh meat, processed meat, fresh fish, fresh vegetables, and processed vegetables). Each product was evaluated by at least two countries. In addition, consumers' perceptions and valuation of FQS promoting selected product and process attributes are investigated across the same seven European countries. The analysis is based on online surveys. In each country about 800 consumers took part in the survey.In Part II of the report a more in-depth understanding of the role of selected FQS in consumers' purchase decision is provided. Thereby we consider the extent to which cognitive and affective attitudes, trust, and social norms influence product choice. In addition, we show the effectiveness of a modification of the EU organic label in improving consumers' evaluation of this label. Finally, we provide some insights into the relevance of different marketing channels in consumers' purchase decision in general and investigate how much farmers' markets and farmers' shops play a role for specific products. The analysis of this second part of the report is again based on an online survey.