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.
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.
This study examined public attitudes to genetic modification (GM) and conventional plant breeding and explored general differences in attitudes to these two types of breeding concepts, including the effect of individual personal characteristics such as gender and age. It also sought to identify the influence of personal values linked to attitudes to GM crops and conventional plant breeding, following Schwartz value theory. Relations between specific values and attitudes to GM organisms (GMOs) have been studied previously, but not gender-and age-specific relations between specific values and attitudes to conventional plant breeding. Data were collected in this study using a questionnaire completed on-line by 1500 Swedish consumers in 2019. The questionnaire covered three different aspects: 1) sociodemographic data, including gender and age; 2) attitudes to GMO/ conventional plant breeding; and 3) values, measured using the human values scale. It was found that consumers expressed more positive attitudes to conventional plant breeding than to GMO, men expressed more positive attitudes to both conventional plant breeding and GMO than women did, and younger consumers expressed more positive attitudes to GMO than older consumers did. A negative correlation between attitudes to conventional plant breeding and the value 'tradition', but no correlation to 'universalism', 'benevolence', 'power' or 'achievement', was identified for men. For women, correlations between attitudes to conventional plant breeding and 'benevolence' (neg.) and 'achievement' (pos.) were found. For both men and women, attitudes to GMO were negatively influenced by 'universalism' and 'benevolence', and positively influenced by 'power' and 'achievement'. The implications of these results are discussed.
This study explores how participants suffering from stress-related mental disorders describe their perception, interaction, and lived experience of garden smellscape during their nature-based rehabilitation. Natural elements, and especially nature smells, have been found to have a profound effect on stress reduction, suggesting an interesting link between odor in nature and stress reduction. The study was conducted as a longitudinal case-study, running over a period of 5 years, investigating participants’ perceptions of a garden smellscape, after completing a 12-weeks nature-based rehabilitation in Alnarp Rehabilitation Garden, Sweden. All participants were treated for stress-related mental disorders. Data were collected through retrospective semi-structured individual interviews and analyzed according to interpretative phenomenological analysis. The results revealed in what way nature odor (odor in nature) evoked associations, emotions, and physical reactions and provide examples of how nature scents function as a catalyst for sensory awareness and memories. Findings supported the understanding that experiencing the smell of plants, especially pelargonium, may facilitate stress reduction and support mental recovery in a real-life context. The results of the study can be used for several purposes; thus, they are relevant for actors within the development of nature-based therapy, as well as stakeholders within the horticultural industry.
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