British Food Journal

Wang, Hong; Ma, Baolong; Cudjoe, Dan; Bai, Rubing; Farrukh, Muhammad

2022 British Food Journal

doi: 10.1108/bfj-06-2021-0701

The COVID-19 outbreak has been rapidly spreading around the world for more than a year. However, few studies have explored the connection between the perceived severity of COVID-19 and purchase intention of the health-related products, for example, organic food. Based on the stimulus–organism–response (S-O-R) framework, this study examines the influencing mechanism of perceived severity of COVID-19 on purchase intention of organic food.Design/methodology/approachTo evaluate the proposed model, an online survey was utilized to collect 1,104 valid questionnaires from China.FindingsThe findings suggest that (1) the perceived severity of COVID-19 has a significant positive impact on purchasing intention; (2) health consciousness acts as a mediating role between perceived severity of COVID-19 and purchasing intention and (3) perceived inconvenience negatively moderates the connection between perceived severity and purchase intention.Originality/valueThe findings of this paper provide new insights into the positive effects of COVID-19 and pave the way for governments and enterprises to promote the purchase behaviour of organic food.

Shah, Adnan Muhammad; Yan, Xiangbin; Qayyum, Abdul

2022 British Food Journal

doi: 10.1108/bfj-09-2020-0781

The purpose of this paper is to develop a model to examine how different technological and cognitive cues related to mobile food ordering applications (MFOAs) impact diners' intentions to use MFOAs continuously. The moderating role of national household demographics was also assessed in the online-to-offline (O2O) food delivery services (FDS) context.Design/methodology/approachDrawing insights from the uses and gratification (U&G) theory, an online sample survey of 968 valid respondents who had ordered or purchased food through delivery apps during the COVID-19 outbreak in China was used for the analysis. The proposed model was empirically tested using structural equation modeling.FindingsThe results revealed that cues in MFOAs (i.e. ease of use, convenience, price saving orientation, the listing of various food choices, exploring restaurant patterns, and compatibility) directly influenced diners' e-satisfaction and that intention to use continuously is triggered by e-satisfaction during the COVID-19 crisis. Moreover, this study found that collectivist household diners emphasized ease of use, convenience, and compatibility. Comparatively, individualistic household diners placed more importance upon price saving orientation and listing of various food choices during the pandemic.Originality/valueThe authors offer a new insight into customers' dining choices by extending the scope of O2O services in the food industry. The findings contribute to understanding diners' purchase decision-making processes regarding MFOAs' O2O-FDS during the COVID-19 crisis. The multi-group comparison via national household demographics also provides a new perspective regarding different dining preferences toward O2O-FDS.

Rahi, Berna; Kawtharani, Fatima Bilal; Hassan, Ali M.; Hassan, Hussein F.

2022 British Food Journal

doi: 10.1108/bfj-08-2021-0887

The aim is to evaluate the nutritive value of vended machine items at university campuses in Lebanon and to explore the factors associated with the use of vending machines among students.Design/methodology/approachCampuses (n = 32) were screened for the presence of vending machines, and items sold in those machines (n = 21) were observed and assessed for their nutritive value. Also, a convenient sample of 603 students completed a web-based questionnaire investigating the association between the use of vending machines with the eating habits and body composition. Independent t-tests or chi-square, in addition to non-parametric test (Mann–Whitney) were conducted. Significance level of 0.05 was used.FindingsVending machine snacks sold in 20 out of 21 universities were high in sugar (32.1 g/100 g), fat (29 g/100 g) and saturated fat (10.5 g/100 g), while for beverages, 20% of the universities had them high in sugar (9.5 g/100 ml), fat (2.9 g/100 g) and saturated fat (1.7 g/100 g). The use of vending machines around campus was associated with significantly higher weekly consumption of crisps, savory snacks and milk. The majority of the participants were vending machine users (77.1%). Vending machine users had a higher weekly consumption of crisps and savory snacks (3.6 ± 4.3 vs 2.3 ± 3.3; p = 0.008) and a higher weekly consumption of milk (4.0 ± 4.2 vs 3.0 ± 3.6; p = 0.036).Originality/valueNo study has determined the nutritive value of vending machines in universities in Lebanon, nor investigated the associated factors with their use.

Gilman, Abigail; Henley, Shauna C.; Quinlan, Jennifer

2022 British Food Journal

doi: 10.1108/bfj-07-2021-0837

Foodborne illness from poultry may be associated with improper handling that results in cross contamination. Washing of raw poultry is one practice that can lead to cross contamination. Some consumers continue to wash raw poultry after learning that not washing raw poultry is the safe behavior. There is a need to better understand why some consumers continue this practice and identify barriers to them adopting the correct behavior.Design/methodology/approachThis research utilized qualitative, in-depth interviews to understand some consumer's barriers to adopting the behavior of not washing raw poultry. The interview questioning route was iteratively developed and designed to allow both structure and flexibility. Questions were anchored in the Transtheoretical Model of Behavior Change. Interviews (N = 23) were conducted over Zoom. Thematic analysis identified themes around consumers' resistance to adopting the correct behavior for handling raw poultry.FindingsResults from the thematic analysis indicate that chicken preparation methods were primarily influenced by family. A desire to control the process of preparing food, lack of trust in chicken processing, and the habitual nature of the behavior all contributed to the continuation of washing raw poultry. Over half of the participants (61%) expressed interest in changing behaviors in the future. Needing supporting scientific evidence, and an alternative behavior to replace washing were two key factors to support the development of future public health messaging.Originality/valueThis study investigates the barriers to safe raw poultry handling utilizing in-depth interviews and contributes to the development of more effective public health messaging.

Vijaykumar, Santosh; McCready, Jemma; Graham, Pamela Louise; Morris, Daniel

2022 British Food Journal

doi: 10.1108/bfj-02-2021-0143

The authors sought to unpack the paradox between increasing demand for probiotics products against inconclusive scientific evidence about the effectiveness. This paper investigated public understanding of the composition and benefits of probiotic products, measured trust in news media and scientists as sources of information about probiotic products and informational and attitudinal predictors of consumer trust in the news media and scientists.Design/methodology/approachA cross-sectional survey was conducted amongst a representative sample of 2000 UK consumers. Participants responded to multiple-choice questions and psychometric scales capturing probiotics knowledge, consumption, information seeking behaviour, attitudes to and confidence in the news media and probiotics scientists. Descriptive statistics, one-way ANOVA and hierarchical regression modelling were performed.FindingsInformation exposure to probiotics content was highest from traditional media followed by online channels. Levels of confidence in probiotics scientists were higher than in the news media, even though these levels were highest amongst current consumers and lowest amongst non-consumers. Conflicting information, health consciousness and trust in nutrition stakeholders were identified as important predictors of trust in news media and scientists.Originality/valueThis study provides a large-scale nationally representative overview of public attitudes and sentiments related to probiotic products with a focus on attitudes towards the news media and the scientific establishment. The findings suggest a need for better consumer awareness about the state of science around probiotic products, interventions that could enable consumers to discern conflicting evidence or news reports, and critical skills that can render them more resilient to online misinformation.

Erdem, Seda

2022 British Food Journal

doi: 10.1108/bfj-04-2021-0432

The aim is to explore the impact of new menu labels on consumers' actual meal purchases with a field experiment undertaken in a local restaurant.Design/methodology/approachThe author used a field experiment in a natural eating environment at a restaurant to investigate the effect of restaurant menu labelling on consumers' meal choices and opinions on the use of nutritional labels on menus. The experiment included control and treatment conditions in which we offered customers unlabelled and labelled menus, respectively. After individuals' dining experience, the data on meal choices and attitudes to menu labelling was collected via a brief questionnaire. The author then performed inferential statistical analysis to test differences between the control and treatment conditions and logistic regression analysis to explore further what predicts the probability of labels being influential on meal choice.FindingsThe study finds that the information provided to the consumers on restaurant menus matters. The more useful the information is perceived by consumers, the more likely the labels will influence their choices. Calorie content and the walking minutes to burn those calories on labels were considered the most useful aspect of the menu labels.Originality/valueThe study contributes to a better understanding of the impact of menu labelling on actual meal purchases, as well as the best way to communicate calorie and nutrient information to consumers. The author also shares her experience designing a field experiment with a restaurateur for future research.

Mogil, Samantha; Hill, Evanah; Quinlan, Jennifer

2022 British Food Journal

doi: 10.1108/bfj-04-2021-0423

Lack of access to supermarkets and fresh produce continues to be a problem for low income consumers in many countries. The purpose of this research was to identify the shopping preferences and needs of such consumers in the Eastern U.S. Additionally, the research sought to determine the interest and preferences of low income consumers in a mobile grocery intervention which would provide neighborhoods with a consistent, convenient shopping experience.Design/methodology/approachA mixed methods approach included conducting focus groups in low-income neighborhoods in Philadelphia, Pennsylvania, U.S.A. and a quantitative survey (n = 202) administered via Survey Monkey to low-income consumers. Thematic analysis was conducted on focus group data and surveys were administered and analyzed to assess applicability of themes identified to consumers over a larger geographic area.FindingsResults indicated that consumers in food desert neighborhoods reported an interest in purchasing a wide range of food staples, household goods, and personal items from any shopping intervention. Participants indicated a need for a more convenient overall shopping experience for a range of foods and goods in addition to fresh food choices. Findings indicate that mobile interventions to increase food access may benefit from expanding products available through the intervention beyond fresh produce and perishable goods.Originality/valueThis research explored purchasing preferences with low income consumers living in food deserts. It identifies products and goods they would prefer to see in an intervention to increase food access and is unique in that it explores the wants and preferences of consumers living in food deserts.

Ozgen, Leyla; Güllü, Mehmet; Ozturk, Elif Esra

2022 British Food Journal

doi: 10.1108/bfj-05-2021-0475

The aim of this study is to develop a knowledge scale for nutrients of tropical and traditional fruits for university students and conduct its validity and reliability. Another purpose of the study is to determine whether or not the students' knowledge mean scores about nutrients of tropical and traditional fruits vary based on their demographic information.Design/methodology/approachThe design of the study was the survey model. While the population consisted of 1,551 students studying in the faculty of health sciences, Gazi University, the sample consisted of 668 students who were determined based on criterion sampling.FindingsWhen examining in terms of gender of the students, it was determined that even though mean score of the knowledge scale for nutritional values of tropical and traditional fruits was slightly higher in female students (X¯ = 8.12) than male students (X¯ = 7.71), there was an insignificant difference between them (t(666) = 1.25, p > 0.05). A significant difference was determined between the students' knowledge mean scores of the knowledge scale for nutritional values of tropical and traditional fruits in terms of residence place (t(666) = 2.86, p < 0.5). While the nutritional value mean score of the students residing in Ankara was low (X¯ = 7.67), the nutritional value mean score of the students residing out of Ankara was high (X¯ = 8.58).Originality/valueWhen the scale developed in this study is analysed according to demographic information, it can be asserted that the students had knowledge about the nutrients of tropical and traditional fruits. Although tropical fruits are expensive, they still prefer these fruits. It can be stated that the students had knowledge about the diversity, nutritional compounds and antioxidant content of tropical and traditional fruits.

Guntzburger, Yoann; Peignier, Ingrid; de Marcellis-Warin, Nathalie

2022 British Food Journal

doi: 10.1108/bfj-05-2021-0546

Ecolabels will undoubtedly play a central role in promoting more sustainable production methods and consumption behaviors. Although numerous recent studies have explored consumer awareness, interpretation and preferences toward ecolabels and certifications, little is yet known about how they perceive the regulatory schemes that underpin them.Design/methodology/approachData were collected using a survey answered by a representative random sample of 1,032 Canadian consumers. Unconstrained partial-proportional odds models were used to perform statistical analyses.FindingsThe results suggest that consumers generally do not differentiate between regulatory schemes for organic, local and non-GMO products. The level of perceived control and strictness appears to be influenced by multiple variables involving risk perception, trust and motivations, although this influence varies across labels.Research limitations/implicationsIn addition to geographical specificities, this survey includes self-reported variables that might be subject to desirability biases and intention variables which do not necessarily predict behavior. Finally, this study does not consider interaction effects, since claims and ecolabels have not been studied in relation to specific products.Practical implicationsThese misperceptions about ecolabels' regulatory schemes could be addressed through better communication about schemes and certifications, although the authors agree that information alone would not be enough to deal with the trust issue suggested by the results. Deliberative and behavioral approaches might be more efficient to embed consumers' values, perceptions and concerns related to food labeling and certifications into the policymaking process.Originality/valueThis work explores the role played by risk perceptions, trust, egoistic and altruistic motives, and the importance of third-party certifications in the consumer's understanding of ecolabels' regulatory schemes.

Tian, Dong; Hao, Shuo; Mu, Weisong; Shi, Jia; Feng, Jianying

2022 British Food Journal

doi: 10.1108/bfj-07-2021-0789

The selection of purchasing channels by wine consumers indirectly affects buying experience and satisfaction, therefore, it is of great practical significance to study consumers' preference on channel selection. The purpose of this study is to investigate the current state of consumer selection for purchasing channel and the corresponding influencing factors.Design/methodology/approachA total of 2,976 valid questionnaires were collected by convenience sampling from 34 provinces, municipalities and autonomous regions of China in 2020 via the Internet, yielding a response rate of 82.2%. A categorical statistical approach was used to understand consumer's selection for each channel. Besides, binary logistic regression model was used to analyze the factors affecting consumers' channel selection.FindingsThe results show that Chinese wine consumers' main purchasing channels are as follows: supermarket/mall, wine specialty stores, comprehensive e-business flagship stores, comprehensive e-business individual stores, restaurants and short video and live streaming platforms. Estimation results showed that among the 12 influencing factors in 4 categories, consumers' education and some other factors significantly influenced consumers' decision on wine purchasing channels.Research limitations/implicationsLimited by time and experimental conditions, this study did not analyze the trend of wine consumers' purchasing channel selection. Future work would concentrate on multi-year data and conduct longitudinal comparative analysis.Originality/valueThis study innovatively subdivides the currently popular wine sales channels in Chinese market and conducts research related to consumer channel selection. The results of the study can provide reference for wine producers and distributors to update their strategic layout and also help various channels to understand the characteristics of their customer groups for targeted marketing.