Market Orientation in Food and Agriculture

Grunert, Klaus G.; Larsen, Hanne Hartvig; Madsen, Tage Koed; Baadsgaard, Allan

doi:10.1007/978-1-4613-1301-4

Cited by 250 publications

(285 citation statements)

References 78 publications

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“…Attitudes, habit and actual consumption A Saba et al through food preferences (Khan, 1981). Physical characteristics of the product linked up with brand name and price may in¯uence the choice of food (Grunert et al, 1996). Also, it is possible that potential biases in the responses on the consumption or intention to consume each of the nine types of food may have in¯uenced the degree of prediction in this study.…”

Section: Discussionmentioning

confidence: 89%

The role of attitudes, intentions and habit in predicting actual consumption of fat containing foods in Italy

2000

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Objective: To explore which were the most important predictors of the actual consumption of foods containing fat and to test if there were different pro®les of beliefs and attitudes. Design: A total of 1200 households participated in a food consumption survey for 7 days. A questionnaire, containing questions on belief, attitude and intention items based on Ajzen and Fishbein's model, was completed on the ®rst day of the survey. Setting: The study was conducted at the beginning of 1994 in Italy. Subjects: In all, 860 subjects, randomly selected for each household participating in the food consumption survey, were included in this study. Results: A cluster analysis based on average daily intake per capita of nine types of food containing fats was carried out on 860 subjects. The three clusters represented people with different criteria of preference for milk. The relationship between the variables was tested using the forward selection method in multiple regression. The attitude entered sequentially into the model assessing the intention of consuming, after the habit component. Habit was found to be the most the most important predictor of the actual consumption of each type of food. The intention entered into the equation as predictor of the consumption only for butter and olive oil. Habit has been found more important than intention in in¯uencing the consumption of all types of food, whereas the intention did not enter into the model as determinant of the consumption with exception of butter and olive oil in which it remains as a signi®cant predictor. Conclusions:The results of the cluster analysis suggested that subjects of cluster 1 might be more concerned about fat intake. The ®ndings of the regressions showed that the subjective measure of habit entered in the model as the most important predictor of the actual consumption of each type of food. The low prediction of the actual consumption indicated that there could be other important variables in¯uencing the consumption not included in this study.

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Section: Discussionmentioning

confidence: 89%

The role of attitudes, intentions and habit in predicting actual consumption of fat containing foods in Italy

2000

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“…In food markets, Grunert et al (1996) distinguish four attribute dimensions that determine consumers' product quality judgments: (1) sensory attributes, including taste, appearance, and smell, though for food, taste is dominant (Lodorfos and Dennis 2008;Thomson et al 1994);…”

Section: Organic Labels As Signals Of Product Qualitymentioning

confidence: 99%

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

2011

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International audienceAn organic label offers a market signal for producers of organic food products. In Western economies, the label has gained high recognition, but organic food still represents a small part of total food consumption, which raises questions about the label's efficacy. By considering organic labels as a signal of quality for consumers, this article studies how this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information in terms of perceived product quality varies. In particular, when brand equity is high (low), the organic label appears less (more) effective. However, regardless of the brand equity level, an organic label makes the environmentally friendly attribute salient, which has a positive impact on perceived quality. Pertinent implications for marketing and public policy are discussed

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“…The conceptual framework for this study was adapted from Steenkamp (1990) and the Total Food Quality Model developed by Grunert, Larsen, Madsen and Baadsgaard (1996) [cited in Grunert 2002]. Steenkamp (1990) defined the concept of perceived quality through the concept of value.…”

Section: Research Frameworkmentioning

confidence: 99%

“…Steenkamp (1990) defined the concept of perceived quality through the concept of value. In a similar approach, the study of food quality perceptions was introduced by Grunert et al (1996) through the Total Food Quality Model. The Total Food Quality Model is a common framework that deals with how consumers perceive food quality and food safety, and how perceptions influence consumer's decision-making.…”

Section: Research Frameworkmentioning

confidence: 99%

“…In the Total Food Quality Model (Grunert et al 1996), quality cues revolve around the ability of the consumer to evaluate the quality of food before (quality expectation) and after purchase (quality experience). Consumer satisfaction or dissatisfaction with the purchase will subsequently reflect upon the cues that were utilised in the purchasing process.…”

Section: Quality Cue -The Horizontal Dimension Of Perceived Qualitymentioning

confidence: 99%

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Understanding the Relationship Between Perceived Quality Cues and Quality Attributes in the Purchase of Meat in Malaysia

Chamhuri

Batt

2013

Journal of International Food & Agribusiness Marketing

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This study utilises the Total Food Quality Model to gain a better understanding of how Malaysian consumers make their decision to purchase fresh/chilled meat. We examine the association between quality cues and desired values (quality attributes) with regards to food that is guaranteed Halal, safe to eat, healthy and nutritious, has a good taste, represents good value for money, and is produced in a way which protects the environment and worker welfare. The findings reveal that different quality cues assume different levels of importance when pursuing different desired values.

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Market Orientation in Food and Agriculture

Cited by 250 publications

References 78 publications

The role of attitudes, intentions and habit in predicting actual consumption of fat containing foods in Italy

The role of attitudes, intentions and habit in predicting actual consumption of fat containing foods in Italy

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

Understanding the Relationship Between Perceived Quality Cues and Quality Attributes in the Purchase of Meat in Malaysia

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