Credence characteristics play an important role in the modern food marketing system. Consumers' food choices are increasingly influenced by credence cues, as other links of trust and direct relations with the producers have vanished within the globalised food system. Labels and information signalling credence are thus important search attributes. While credence cues cannot be accurately evaluated by consumers, the expectations they generate have an effect on consumers' perceived quality and sensory experiences. This paper reviews relevant literature from the period 2003-2012 and summarises research concerning the effect of credence cues on consumers' hedonic liking of food. A conceptual model based on a framework of consumers' quality perception process is presented and applied. Seven main categories of credence characteristics can be identified in the literature: a) health; b) organic food; c) origin; d) brand; e) production methods; f) ethics; and g) descriptive food names and ingredients. Theoretical and practical limitations and possible trajectories to future research are discussed.

Purpose – The purpose of this paper is to explore consumer views on different aspects of packaging, exemplified by a common product in the fruit and vegetable category and to identify advantages and disadvantages perceived by consumers purchasing packaged or unpackaged products. Design/methodology/approach – Three focus group interviews were conducted. Thematic analysis based on theory was performed. The findings were categorised into nine themes. Findings – Consumer views on packaging aspects were revealed, covering: packaging material; pack size; protection and preservation; convenience; price; communication and information; ethical perspectives; novelty and innovation; and advantages and disadvantages of packaged and unpackaged products. Research limitations/implications – The study adds to present knowledge on the role of packaging in consumers’ food choices. The qualitative analysis identified areas for further research through quantitative methods. Practical implications – Challenges in communicating the consumer benefits of packaging and ways to improve the attractiveness of items in the fresh produce category were identified. The results can potentially assist in improving food packaging design practice to the mutual benefit of consumers and suppliers. Originality/value – Fruit and vegetables is generally a category with weak branding and low levels of packaging. This study examined the role of packaging in a category with substantial opportunities for differentiation and increasing consumer value. The results can be applied in immediate practice and/or serve as a basis for further research.

Food systems are both contributing to and affected by environmental degradation and climate change. The transition towards resilient and sustainable food systems is essential to ensure food security and minimise negative environmental impacts. Innovative technologies can accelerate this transition. Blockchain technology (BCT) is attracting attention as it can deliver transparency to complex global food supply chains and has the potential to guide current food production towards better sustainability and efficiency. This case study investigated the opportunities that BCT can offer to food supply chains. Qualitative interviews with eight main BCT providers were conducted to evaluate the current state of BCT and put it into perspective by mapping out advantages, disadvantages, incentives, motives, and expectations connected to its implementation in global food systems. A thematic analysis showed that, while BCT was considered beneficial by all interviewees, uptake is slow due to high implementation costs and the lack of incentives for companies throughout the food chain from farms to food industry and retail. Results further revealed that the advantages of BCT go beyond communication of trustworthy information and development of closer producer–consumer relationships. In fact, it can provide the opportunity to decrease food waste, enhance working conditions throughout the supply chain, and promote sustainable consumption habits. As BCT may be increasingly used in the food supply chain, the results give a basis for future research that may leverage both qualitative and quantitative methods to examine actors’ behaviours. Also, the importance of improving user experiences through functional applications and software to facilitate the adoption of the technology is stressed.

Purpose – While potato consumption in Europe and North America declines, other carbohydrate sources increase. The purpose of this paper is to explore factors affecting consumers’ changing consumption behaviour as regards fresh potato. Design/methodology/approach – Six semi-structured focus group interviews were conducted. Thematic analysis was made by means of a theory-driven approach. Findings – Seven categories of factors affecting consumer choice of fresh potato were found and discussed: first, convenience and preparation-related factors; second, health; third, information and packaging; fourth, sensory appeal; fifth, monetary considerations; sixth, familiarity and habit; and seventh, sustainability and ethics. Convenience appears to be the strongest explanation to changing food behaviour. Research limitations/implications – The research contributes to present knowledge regarding food choice and consumers’ carbohydrate intake. Findings of previous research is both validated and questioned. Methodological limitations are discussed, suggesting complementary quantitative approaches to the findings based on qualitative research. Practical implications – The findings add to knowledge of consumer behaviour and food choice. The findings may suggest focus areas in strategic marketing research, facilitating strategic decisions in response to falling consumption of fresh potatoes due to changing consumer attitudes and behaviour. Originality/value – By using a theory-driven approach in a thematic analysis, a broad set of interview data from six focus group interviews has been summarised and categorised. The methodology shows an effective way to treat a large amount of qualitative data and condense it to straightforward themes.

The aim of our research is to examine Swedish consumers' perception and preferences of domestic vegetables compared to on the one hand imported and on the other hand organically grown vegetables. The paper draws from two consumer studies. The first study is a text analysis of consumers' associations to the four concepts Swedish, imported, organic and conventional vegetables as well as a conjoint analysis of the relative importance of the same four characteristics in the case of carrots. The second study is a taste experiment on tomatoes from the same Swedish grower labelled in three different ways, as Swedish, Dutch or organic. The conjoint analysis indicates that Swedish origin is considered more important than organic production methods. The text analysis shows that Swedish is associated with positive values, for instance, high quality, while imports have a more negative image. Organic is associated with characteristics such as being non-toxic, good quality and expensive while conventional is associated with poison, being good enough and traditional. The preference for Swedish vegetables is supported by the taste study. Tomatoes that were labelled as Swedish or organic were perceived as tastier than tomatoes labelled as Dutch. Thus, the experience of taste seems to be affected by the labelling. The conclusion is that to many Swedish consumers ''Swedish is good enough'' as a quality criterion. However, the research situation differs from a real shopping environment, where consumers make choices between bundles of different attributes, not only provenance and production method. Moreover, in a real shopping situation supermarkets promote their own private brands, regardless of origin, thus make origin less accentuated.