From how consumers categorize natural food to their buying methods: a comparative study between France and Israel

Abstract

Based on a qualitative investigation comparing the ways in which French and Israeli Bordinary^consumers view naturalness in food, this paper questions the choices they make in terms of food supply and their relations to the food production processes and the retail channels. The results of the study highlight that these representations, with the categorizations in which they are embodied, are strongly influenced by the context of life and the socio-cultural affiliations of these consumers. The comparison between the two countries allows to underline that the logics of categorization of the natural, and the related practices, are characterized by significant differences due to food cultures and relations of trust or mistrust regarding the food chains and industries. More broadly, the article demonstrates that investigating the conceptions that consumers have of naturalness is a relevant analyzer of their dietary decisions and their perceptions of food production and distribution systems.

Believing and acting on fake news related to natural food: the influential role of brand trust and system trust

“…Studies by Carocho et al. (2015) and Mathiot (2018) revealed that consumers experience “link loss” with natural foods. In other words, they are inherently suspicious of such foods' origins and production systems, and these suspicions leave natural food brands more susceptible to fake news risk.…”

“…Natural food products include organic foods and products that are perceived as less processed and free from harmful chemicals, such as pesticides, antibiotics, genetically modified foods and additives (Kumar et al, 2021a, b). We argue that natural food products are more prone and sensitive to being targeted by fake news because they suffer from "link loss", which means that their origins are not clearly defined, and as a result, consumers are even more sceptical (Mathiot, 2018;Bobo and Chakraborty, 2016). Similarly, consumers tend not to accept the effectiveness of natural food and its associated high prices (Carocho et al, 2015), which makes these products susceptible to fake news.…”

“…Highlighting some of these aspects, Carocho et al (2015) noted that factors such as the actual effectiveness of the natural food, its price, ambiguity over the product's origin and legislative issues might impact consumers' intentions. Similarly, Mathiot (2018) argued that in the case of natural foods suffering from "link loss", i.e. a lack of clarity about their origins or production, consumers may develop strong mistrust in their production process.…”

“…The present study, which was conducted in one of the fastest-growing emerging markets -India, associated the fake news risk that natural food brands encounter with the resultant consumer conative actions. Studies by Carocho et al (2015) and Mathiot (2018) revealed that consumers experience "link loss" with natural foods. In other words, they are inherently suspicious of such foods' origins and production systems, and these suspicions leave natural food brands more susceptible to fake news risk.…”

“…, 2021a, b). We argue that natural food products are more prone and sensitive to being targeted by fake news because they suffer from “link loss”, which means that their origins are not clearly defined, and as a result, consumers are even more sceptical (Mathiot, 2018; Bobo and Chakraborty, 2016). Similarly, consumers tend not to accept the effectiveness of natural food and its associated high prices (Carocho et al.…”