Purpose The purpose of this paper is to evaluate the market potential of food obtained from olive by-products. The marketing of such by-products (e.g. olive leaves and pulp) is a challenging opportunity for the sustainable development of the sector. Yet, consumer demand is still poorly understood. The paper contributes to filling the knowledge gap with an empirical survey of a sample of Italian consumers. Design/methodology/approach The authors provide an assessment of consumers’ willingness to accept (WTA) food from olive by-products. The authors collected structured questionnaire from a sample of 289 Italian consumers. The authors asked to consumers their willingness to try a variety of food products containing olive by-products, as a proxy for their WTA the products. In order to investigate the drivers of the average WTA, the authors used the information in the questionnaire to build four constructs of interest: technophobia, neophobia, perception of benefits and awareness about sustainable consumption. The choice of the constructs and the variables was driven by the existing literature. Findings The paper shows how the WTA food with olive by-products is a general attitude of the consumer, rather than product-specific choice. The results suggest that consumers perceive the use of olive by-products as a new technology for preparing well-known food products. The authors did not find statistical evidence of the wariness of olive by-products as new food products. Technophobia is the most important factor hampering the marketing of olive by-products. Originality/value The paper is a first attempt of exploring the topic of WTA food with olive by-products.
PurposeThis research paper aims to understand which factors influence the purchase of private label food products, by measuring the importance of 14 variables for purchasing frequency.Design/methodology/approachData were collected through questionnaires to a sample of consumers. They have been analysed according to the extra tree classifier methodology, which allows providing a more reliable classification – compared to previous studies – of factors affecting consumers' choices of private label products.FindingsResults show that consumers' choices related to private label food products are influenced by groups of heterogeneous variables related to their perception on products, satisfaction of post-consumption, store's role and trust built over time by retailers.Research limitations/implicationsData have been collected through an online survey, which could generate the bias of self-selection; the sampling method is non-probabilistic.Practical implicationsThe study provides useful indications on the role of private labels in retailer management policies and on marketing competences and skills that are necessary for managing retailers' assortments.Originality/valueThe existing literature lacks clarity on the factors that influence the frequency of purchasing private label food products. By considering a higher number of variables than previous studies, it has been possible to classify and measure the importance of each variable included in the analysis framework adopted, also in case of correlation between variables.
PurposeDriven by the disruptive effects of the Covid-19 pandemic, the ongoing debate about the international location of firms' manufacturing activities has increasingly highlighted the specific benefits and costs of near-shoring versus far-shoring. However, the effects of near-shoring versus far-shoring on customer perceived quality and purchase intention have not been examined. Thus, this study aims to develop a conceptual model and provide new evidence to fill this gap. In particular, the study explores the roles of brand familiarity and corporate social responsibility (CSR) to explain the different levels of perceived quality and purchase intention in relation to near-shoring versus far-shoring.Design/methodology/approachThis study includes two analyses of data collected from a sample of Italian customers. The first analysis consists of a 2 (high/low brand familiarity) × 3 (domestic insourcing, near-shoring, far-shoring) factorial design, and data are assessed via analyses of variance (ANOVA). The second analysis evaluates the suggested model in the two scenarios (near-shoring and far-shoring) via partial least squares–structural equation modelling (PLS-SEM) multigroup analysis.FindingsResults showed that customer perceived quality and purchase intention were significantly higher for near-shoring than for far-shoring, but only when brand familiarity was low. No significant difference was found for participants with a high level of brand familiarity. In addition, the level of a brand's pre-offshoring perceived CSR was negatively related to perceived quality, and this was conceptually justified by the CSR-washing effect. Again, this effect was found only when brand familiarity was low.Research limitations/implicationsThe findings contribute to advancing the current understanding of the multiple effects of the offshoring decision and clarify that near-shoring and far-shoring have different effects for customers with low brand familiarity. The findings also emphasise that the far-shoring decision can elicit the perception of decoupling between the firm's CSR claims and CSR actions, thus decreasing perceived quality.Practical implicationsThis study provides managers with additional inputs to make more informed decisions regarding offshoring. While the post-pandemic scenario seems to favour near-reshoring over far-shoring due to agility considerations, this study also provides additional evidence of the superiority of near-reshoring from the customer's perspective.Originality/valueThis is the first study to examine and prove the differential effects of near-shoring versus far-shoring on the customer's perceptions and behaviours.
Dynamic capabilities are relevant in management and internationalisation strategies of companies and retailers. This paper aims to analyse retailers' dynamic capabilities to understand whether divergences emerge in the cases of international companies versus retailers operating in their own domestic market. Through the application of an analysis model, which adapts the Teece framework to the specific features of retail companies, the study investigates three clusters of dynamic capabilities and measures 22 indicators for two different types of retailers. Results highlight significant differences in the capability of sensing the external and internal environment of the enterprise and in the capability of transforming the value proposition of the company.
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