The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts.
Purpose The purpose of this paper is to investigate consumer’s acceptance toward product innovation in the agri-food sector, uncovering consumers’ characteristics able to encourage food innovation acceptance. Design/methodology/approach The analysis was carried out by administering a web-based structured questionnaire to a convenient sample of 443 Italian consumers. The study relies on consumers’ willingness to pay (WTP) to assess consumers’ acceptance toward the innovative product, while the Food-Related Lifestyle scale was applied to perform a cluster analysis aiming at detecting the attitude of consumers toward innovations in a traditional food. Findings The study findings showed a clear openness of consumers toward product innovation. Indeed, consumers’ WTP for the innovative product was far higher than the traditional one. Further, two out of three consumers’ groups detected (i.e. pro-innovation and rational adopters) exhibit a broad correlation between the innovative product attributes and consumers’ psychographics characteristics, revealing the existence of a large number of potential consumers. Originality/value The contribution of the paper to the current literature is twofold. First, it focused on an emerging topic for the agri-food sector (i.e. product innovation) whereby research works are still scarce. Second, product innovation was addressed toward a traditional food that is mostly reluctant to innovation due to consumers’ resistance and skepticism.
It can be concluded that sensory and non-sensory attributes of sparkling wines affect consumers' preferences. Specifically, the study suggests that production process information strongly impacts liking expectations, while not affecting informed liking. © 2018 Society of Chemical Industry.
This paper contributes to the theoretical debate in agri-food economics focusing on corporate social responsibility. Specifically, it aims to define an interpretative model of the processes of social responsibility and value creation in the food industry. An empirical investigation was conducted using an analysis of case studies—representative of sustainable innovation and social responsibility models—as well as in-depth interviews and focus groups with managers of food industries and the sector’s experts. The paper focuses on a topic that has yet to be analysed in agri-food economics literature: corporate social responsibility as a value-creating strategy. Further, it proposes a life cycle model of social responsibility in business processes. The study findings reveal that corporate social responsibility actions may affect the agri-food process and/or the product. Specifically, the investigated case studies reveal that the production sector in which a company operates strongly influences its orientation towards one or more corporate social responsibility dimensions. This study’s results contribute to the debate on the topic and provide useful insights for practitioners and policy-makers.
Purpose The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among genders and generational cohorts. Design/methodology/approach The sample has been drawn from Wine opinions, a specialized market research company with a large online panel of US wine consumers. Data were collected through a survey mailing model, administering a structured questionnaire. Findings Findings reveal that consumption frequency between genders is not statistically different and women generally prefer sparkling wines priced below $15. Baby Boomers is the generation with the lowest sparkling wine consumption frequency. Furthermore, Generation X and Baby Boomers have the highest consumption frequency in the price range $15–$19.99, while Millennials in the $10–$14.99 one. Originality/value The study sheds light on the changing consumer attitudes to create competitive advantages for wineries. Specifically, it provides valuable marketing insights into the peculiarities of sparkling wine consumption for each generation (e.g. price-point preferences and type of wine).
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