Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

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

Understanding the consumption of traditional-local foods through the experience perspective PurposeThe 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/approachThe 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.FindingsThe 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/valueThe 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

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

Loading next page...
 
/lp/emerald-publishing/understanding-the-consumption-of-traditional-local-foods-through-the-0Y2UE1tXC6
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/BFJ-05-2018-0290
Publisher site
See Article on Publisher Site

Abstract

PurposeThe 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/approachThe 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.FindingsThe 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/valueThe 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.

Journal

British Food JournalEmerald Publishing

Published: Jun 20, 2019

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$499/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month