Understanding the consumption of traditional-local foods through the experience perspective

Abstract

Purpose The purpose of this paper is to understand whether an experiential perspective can be usefully adopted in the context of traditional-local foods (TLFs) by assuming a consumer perspective that analyses attitudes and behaviours of young people towards truffles. In particular, it examines which values drive the consumption of truffles and whether they are perceived as an experiential-based food or simply a nutritional-based one. Design/methodology/approach The research was carried out through a survey conducted on a sample of 720 Italian university students from January to May 2016. The data were processed using analysis of variance, principal component analysis and a two-step cluster analysis. Findings The results show that the search for pleasure and gratification can be very important for young consumers and that gratification plays a critical role in the consumption of fresh truffles along with convenience. This confirms that TLFs, like truffles, can be highly appreciated by young consumers for their emotional content, which allows them to have a personal experience when buying and consuming them. Originality/value The study contributes to the literature by enriching the overall understanding of young people’s food behaviour and by deepening the adoption of the experiential perspective within the TLF business. Moreover, it has practical and useful implications for promoting the consumption of TLFs among the young and for managing TLFs as well as the rural areas from where they originate.

How to communicate typical–local foods to improve food tourism attractiveness

“…Consistent with EEC Regulation no. 2081/92 (1992), this definition highlights the twofold nature of typical-local foods-relating to both the place of origin and the use of traditional production techniques-from which the term "typical-local food" is derived (Savelli et al, 2019). Parmesan cheese and Parma ham are good examples of Italian typical-local foods, as they use local ingredients (i.e., animal produce) sourced from a specific area and processing techniques passed down through generations.…”

“…In this research, we focus particularly on typical–local foods from Italy, as they represent a salient expression of authenticity and local culture and have acquired an increasing appeal and popularity during the last decade (Memery et al, 2015; Savelli et al, 2019; Steenkamp & de Jong, 2010). Consumers show interest in typical–local foods because of their freshness, nutritional features and taste attributes (La Trobe, 2001; Zepeda & Deal, 2009), experiential value (Spielmann et al, 2018), sustainability (Rushing & Ruehle, 2013; Sirieix et al, 2011), healthiness (Delind, 2006; La Trobe, 2001) and strong linkage with their location.…”

Food Authentication: Truffle (Tuber spp.) Species Differentiation by FT-NIR and Chemometrics

“…The increasing interest of the consumer in higher quality food [3], and also the willingness to pay more money for it, provides the incentive for criminally motivated actors to stretch high-end products with cheaper ingredients. Since many falsifications cannot be detected immediately by laymen or even by trained personnel in companies, it is becoming increasingly important to have appropriate instrumental detection methods for possible food adulteration at hand [4].…”

Brand addiction: brand characteristics and psychological outcomes

“…Moreover, in Italy, the average age at graduation is 26 (Eurostat, 2016 [2]) . Therefore, university students could be viewed as representative of Italian people under 30 years old, with similar lifestyle features (Savelli et al, 2019). Second, university students have been chosen, as they represent a profitable segment with high-status consumption levels, making them a very remarkable target for marketers and branding professionals (Eastman and Liu, 2012).…”