Food consumption value

Abstract

Purpose – This paper seeks to argue that a new and broader definition of food value should be introduced that includes other factors than the traditional mantra of nutritional value, appearance, and the like. This paper introduces the concept of food consumption value (FCV). Design/methodology/approach – The development of FCV is based upon various research traditions and corresponding bodies of literature. The four constituting parts of FCV origins in different lines of scholarly theorising. These lines of thought are discussed separately. Collectively, they form the breeding ground of the concept of food consumption value. Findings – The consumer-centred framework of FCV consists of four elements. Product value refers to food's features and functionalities like taste or texture. Process value refers to consumers' interest in the practices and processes of food production. Ethical considerations (consumer concerns) are thus taken into account. Furthermore, FCV encompasses location value and emotional value. Location value refers to the setting in which food is purchased or consumed. Emotional value is the most elusive element of FCV, because it refers to “feel goods” such as experience, entertainment, (self) indulgence or identity values with respect to the consumption of food products or brands. Practical implications – The message of FCV for (marketing) practitioners in the field of food is that value creation should depart from assessing consumer value in narrow senses such as value for money. The feelings that foods can arouse are anything but valueless intangibilities, but crucial assets of value creation and competitiveness. Another practical implication of FCV is that for value creation in the food supply chain it is a sine qua non that downstream (location value) and upstream (process value) are fine-tuned consistently and constructively. Originality/value – This paper is the first exploratory study on the development of the new concept of FCV that examines consumer value beyond tangible product attributes and price. This broader concept of FCV aims to interpret value in terms that adjust to today's consumer-oriented food market. Though inspired by other interpretations of value in marketing and food studies, FCV differs from these.

Co-creation Benefits by Re-configuring the Value Network in Creative Agri-food Transformation through the SMEs e-commerce channel: A Business Market Perspective

“…The agri-food transformation through ICT development has also led to the changes in business orientation from being product-centric and firm-centric to customer-centric. Value co-creation that first popularized by reference Prahalad and Ramaswamy (2000; proposes as a potential tool in the agri-food industry in which marketing strategy can be driven by innovation and introducing the meaning of food beyond the utilitarian function instead to a cost-based approach (Dagevos & Ophem, 2013). The conception aligned with value co-creation through e-commerce channels in agri-food markets by providing both product and services endeavour to complete the demand of modern consumers, such as logistic services for B2B e-commerce (Ferreira & Menezes, 2015) and home delivery services for B2C e-commerce (Vyt, Jara, & Cliquet, 2017).…”

Food Safety Gaps between Consumers’ Expectations and Perceptions: Development and Verification of a Gap-Assessment Tool

“…CDT explains how discrepancies between one's cognition and reality change the individual's later cognition and behavior. In the context of food safety, cognition refers to one's food risk opinions [56], food consumption values [57], affective attitudes of food [58], and food safety knowledge [59], while behavior refers to actions started in response to this cognition or individual's evaluation of such behavior [55].…”

The Relation between Hedonic and Utilitarian Values on Satisfaction and Behavior Intention among Casual-Dining Restaurants Customers

“…Utilitarian value obtained by a customer based on task-related and reasonable, such as eating out is affordable than cooking at home (Brown, 2018;Dagevos & Ophem, 2013). Traditionally, utilitarian is functional, instrumental, and in natural cognitive mainly includes fulfilling the instrumental expectations that customers may have for the product or service and meaning to an end often equated with time, location and ownership requires rational intentions (Ryu et al, 2010).…”