Consumer perceptions and motivations in choice of minimally processed vegetables

Abstract

Purpose -The purpose of this paper is to examine the usefulness of integrating measures of motivations in predicting purchase intentions of fresh cut products. In order to gain this purpose the authors developed a field study that involved about 425 consumers of fresh cut vegetables products. Design/methodology/approach -Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on intentions to purchase fresh cut lamb's lettuce from environmental sustainable farms, simulating a fresh cut product with an Eco-label. Data were analyzed using structural equation modeling (SEM). The SEM technique is used to develop propositions representing a theoretical approach in the context of the process for purchasing fresh cut products. With regard to distinguishing between the motives, the authors referred to the approach that sets out two different types of motive: health and green. Findings -The resulting managerial implications make it possible to assess how much the different types of motive influence the attitude and affect the choices and the behavior of the consumers. Originality/value -This implies important managerial implications for new marketing strategies for minimally processed food products, with the opportunity to take advantage of the potential adoption of an Eco-label.

Consumer behavior in choice of minimally processed vegetables and implications for marketing strategies

“…In addition, health consciousness has been found to predict attitude, intention and purchase of organic foods (Magnusson, Avrola, Hursti Koivisto, Aberg, & Sjoden, 2001. Although the relationship between health consciousness and attitude has not been uniformly supported in all studies (Tobler, Visschers, & Siegrist, 2011), the effects of the construct, as antecedent of attitude towards a minimally processed Eco-labelled vegetable product, in a sample of consumers in Italy revealed that this "new demand" for healthy products can be satisfied by the minimally processed vegetable products (Nassivera & Sillani, 2015). This kind of information depicts a consumer who accepts new technology applied in food production in order to gain peculiarities of healthy food.…”

“…In this way the extent of consumers' environmentally friendly behaviors can be facilitated or inhibited by acts of marketers. For instance, it is difficult to buy environmentally friendly food products when they are not available at the local market (Nassivera & Sillani, 2015). This leads to the question as to how green products may be defined.…”

“…This aspect of insight in consumer decision-making towards this rapidly growing assortment of minimally processed vegetables and fruits forms the rationale of a previous research (Nassivera & Sillani, 2015) and the economic analysis proposed in this work. It is evident that consumers are constantly being subjected to a multiplicity of messages, that often seem contradictory, especially when they relate to the quality of food and to issues linked to its safety.…”

“…The detection of a measurement scale evaluating the green motivation as antecedent of the attitude towards minimally processed product with an Eco-label, to investigate the consumer reactivity with this kind of information, showed that this kind of consciousness affects the attitudes towards a minimally processed product with Eco-label and the willingness to pay more for products with these characteristics. The analysis of the measurement scale indices, allow to underline a particular significant interest for Italian consumers in environmental sustainability issues, which characterize the evolution of consumer needs of minimally processed food products (Nassivera & Sillani, 2015).…”

“…Minimal processing techniques are fitted to meet this challenge of replacing traditional methods of preservation whilst retaining nutritional and sensory quality. This assortment of mainly vegetables and some fruits is becoming more and more popular (Nassivera & Sillani, 2015). In Italy, until the end of 2012, purchases of minimally processed vegetables showed a steady upward trend, with the complicity of the high service content and ease of use that have boosted consumption by 380% in ten years despite prices higher than the traditional fresh products.…”