Acceptance of Unpackaged Food Products

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2021-03-24 DOI:10.1080/10454446.2021.1912680

Silvia Boßow-Thies, Marion Preuss, J. Schwarz

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引用次数: 3

Abstract

ABSTRACT This article examines the willingness of consumers in Germany to purchase unpackaged food products. A two-step approach was used to determine and analyze factors potentially influencing the purchase intention: a focus group was asked about aspects and motives for purchasing intentions as a qualitative method. Starting with this research, hypotheses were derived based on the gained insights as well as the theory of planned behavior (TPB). Thus, an explanatory model was set up. To test our hypotheses, a data set of 1,894 persons was generated using an online survey. The study integrates various perspectives on unpackaged food from the consumers’ point of view, such as ethical and egoistic motives for buying in relation to attitude, subjective norm as well as limitations of personal and external resources and explains their effects on the intention to buy. Since consumer decisions play a key role in product success in the food industry, the results of the study support existing marketing strategies and allow new approaches to address potential customers within this special market.

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未包装食品的验收

摘要本文考察了德国消费者购买无包装食品的意愿。采用两步方法来确定和分析可能影响购买意图的因素：将购买意图的方面和动机作为一种定性方法询问焦点小组。从这项研究开始，假设是基于所获得的见解以及计划行为理论得出的。因此，建立了一个解释模型。为了验证我们的假设，使用在线调查生成了一组1894人的数据集。该研究从消费者的角度综合了对无包装食品的各种观点，如购买的道德和利己主义动机与态度、主观规范以及个人和外部资源的限制有关，并解释了它们对购买意愿的影响。由于消费者的决策在食品行业的产品成功中起着关键作用，研究结果支持了现有的营销策略，并允许采用新的方法来解决这个特殊市场中的潜在客户。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.