Consumers’ attitude towards honey consumption for its health benefits: first insights from an econometric approach

PurposeAs is well known, there are several aspects that characterise honey consumption and the reasons for purchasing it. Despite this, little attention has been paid to the drivers that move consumers towards the use of honey for its health benefits and therapeutic properties. The aim of this study is to define which drivers move the consumption of honey for its health benefits.Design/methodology/approachThe study, conducted on 640 Italian honey consumers, applied inferential tests (Chi-square) and an econometric model (logit regression), and showed that about 66% of the respondents stated that they consume honey for its health properties.FindingsThe main drivers of honey consumption are both among the intrinsic (Colour) and extrinsic (Origin and Organic certification) attributes of the product. What also emerges is that the propensity to consume honey for health purposes is influenced by the consumer characteristics and habits, such as Age cohort, Gender, BMI and Large retail buyer. Moreover, we observed that consumption is influenced by BMI but not by lifestyle characteristics such as sport and diet.Originality/valueThis study could be a support tool for policymakers who are interested in promoting good nutrition and improving public health, since there is great interest in the functional properties of foods and the need to enhance the value of products, while at the same time ensuring consumer protection.

Branding advantage of agri-food companies in competitive export markets: a resource-based theory

PurposeThe purpose of the present study is to investigate the antecedents of export performance and branding advantage, as a key type of competitive advantage in export markets among entrepreneurs and managers of agri-food exporters.Design/methodology/approachA sample of entrepreneurs from 182 exporting firms of the agriculture and food industry participated in a cross-sectional survey. The data were collected by a self-reporting questionnaire and partial least squares were used to analyse the data and assess the path model.FindingsResults revealed that experiential resources strongly promote communication capabilities. Also, communication, distribution and product development capabilities contribute to the creation of the branding advantage in export markets. In addition, a positive relationship between the branding advantage and export performance of agri-food products is confirmed.Research limitations/implicationsThe study targets exporters of agri-food products. Hence, the results should be interpreted regarding the context of low-technology firms. Further, this paper delineates branding advantage considerations that managers need to account for to achieve effective exporting. Practitioners can efficaciously exploit resources to achieve a competitive advantage, considering that they focus on building capabilities, and in particular, communication capabilities.Originality/valueThe present study highlights the role of the branding advantage as an important type of competitive advantage in international entrepreneurship and export markets. It attempts to examine the combined relationships of resources and capabilities with branding advantage and export performance.

The role of communication in the restaurant crowdfunding’s success

PurposeIn recent years, crowdfunding is assuming an increasingly central role in the development of business projects as an alternative financing tool to traditional sources. This study analyses the role of communication in the success of crowdfunding campaigns in the restaurant sector in the European context.Design/methodology/approachThis study conducts a regression analysis on a sample of 442 European restaurant crowdfunding projects launched on the Kickstarter platform in a time period spanning from 2014 to 2021. More specifically, this study uses a logistic regression model to test the impact of communication on the success of restaurant crowdfunding projects.FindingsEmpirical results suggest a strong impact of communication, declined in its different forms, on the success of restaurant crowdfunding campaigns. More specifically, they highlight a positive impact of the number of images, number of videos, readability and community orientation of the project description, number of comments and number of updates on the success of restaurant crowdfunding projects.Originality/valueTo the best of the authors’ knowledge, this study represents the first research that examines the effect of the communication on the success of restaurant crowdfunding projects conducted in the European context.

Consumer decision journey for online group buying: psychological and intentional procedure perspectives

PurposeThis study investigates the relationship between buyers’ psychological antecedent and repurchase intentions in online group buying. Considering and evaluating pre-purchase, the authors measure the buyers’ overall experience of online group buying through their perceived value (PV) and risk. This study examines the influence of PV and perceived risk (PR) on positive electronic word-of-mouth (eWoM) communication and repurchase intention in online group buying.Design/methodology/approachThe authors verify the research model using SPSS and the structural equation modeling-partial least square (SEM-PLS) to analyze 839 convincing respondents. This quantitative research provides insights into online group buying, including the food industry.FindingsThe results demonstrate that the buyers’ PV of online group buying enhanced positive eWoM communication and repurchase intention. The willingness of buyers to spread positive eWoM indicates their recognition and satisfaction with a product or brand. Thus, they have the behavioral intention to repurchase in online group buying. The study found that while positive eWoM communication significantly impacts repurchase intention, PR negatively affects PV. The research provides theoretical and practical implications at the end of the study.Research limitations/implicationsThis study has some limitations. First, the study only used PV and PR to measure consumers’ considerations and evaluations of the initial stage in the consumer decision journey. Future studies can include more dimensions that may further affect these considerations and assessments to verify the research model. Second, the study only used positive eWoM communication to measure the “enjoy-advocate-bond” of consumption and usage in the post-purchase stage.Originality/valueThe study proposes the sequential relationship in the psychological decision procedure of participating in online group buying and provides valuable managerial implications for managers operating online group buying on third-party platforms. The findings provide good knowledge for the food industry to stay connected with customers and develop their satisfaction.

Forecasting the next revolution: food technology’s impact on consumers' acceptance and satisfaction

PurposeIn a sector that needs to satisfy a fast-increasing population, advancements like cultivated meat and bio-circular economy are basic to sustain the industry and the society. As innovations are key for economic and social progress, it is crucial to understand consumers' position on this matter.Design/methodology/approachBased on text data mining, 7,030 tweets were collected and organised into 14 different food-related topics. Of the total, 6 of these categories were positive, 5 were negative and 3 were neutral.FindingsIn total, 6 categories related to food technologies were positively perceived by Twitter users, such as innovative solutions and sustainable agriculture, while 5 like the virtual dimensions of the industry or crisis-related scenarios were negatively perceived. It is remarkable that 3 categories had a neutral sentiment, which gives ground to improvement before consumers have a negative opinion and consequently will be more complicated to change their minds.Originality/valueTechnological innovations are becoming predominant in the food industry. The SARS-CoV-2 pandemic has made the sector improve even faster. Traditional methods needed to be substituted and technologies such as robots, artificial intelligence, blockchain and genetics are here to stay.

Sustainability and authenticity: are they food risk relievers during the COVID-19 pandemic?

PurposeThe study jointly investigates sustainability and authenticity concepts in the food context during the COVID-19 outbreak with a fourfold objective: (1) understanding whether sustainability and authenticity are equivalent concepts in consumers' perceptions; (2) advancing knowledge on the role played by them about food frauds' perception; (3) investigating whether these concepts are considered as “risk relievers” by consumers, (4) comparing the concepts to understand which one has a greater weight on the consumer's perception.Design/methodology/approachThe study adopts a Combination of a Uniform and a shifted Binomial distribution (CUB models) on data gathered in Spain between June and August 2020 through an online questionnaire.FindingsThe findings reveal that: (1) consumers perceive sustainability and authenticity as different concepts in the food context and (2) as two important indicators of fraud protection of a product for consumers; (3) besides, authenticity is seen as a “risk reliever” in buying a food product, as well as sustainability, (4) although results underline high uncertainty in the latter case.Originality/valueBy considering that the COVID-19 outbreak seriously threatens food safety, security and nutrition, this research elucidates the relevant role of food sustainability and authenticity concepts as “risk relievers” in terms of food frauds and negative issues related to COVID-19.

Examining the influential factors of consumer purchase intentions for blockchain traceable coffee using the theory of planned behaviour

PurposeGiven the increasing industry interest in blockchain technologies for supply chain management and product traceability, this paper aims to investigate consumer purchasing intentions for blockchain traceable coffee and their psychosocial antecedents, utilising an extended model of the theory of planned behaviour (TPB).Design/methodology/approachAn online questionnaire study of 123 participants was deployed, using two traceability systems (one based on blockchain and one on a more established traceability certification) for organic coffee.FindingsAdding variables such as environmental protections, trust and habits significantly increased the predictive power of TPB. The results suggest that attitude, perceived behavioural control and environmental protections drive intentions to purchase blockchain traceable coffee.Research limitations/implicationsApart from establishing the factors affecting consumer intentions for blockchain traceable coffee, this study validates the TPB as a model of explaining coffee purchasing intentions and provides evidence of new variables that can significantly increase the model's predictive power.Practical implicationsThe proposed format of presenting traceability information along with the significant variables revealed in our study can function as a guide for designing product features and marketing strategies for blockchain traceable organic coffee. Increasing consumer awareness on product traceability will also play a crucial role in the success of these products.Originality/valueThis study is the first to explore consumer purchasing intentions for blockchain traceable coffee and establish the psychosocial variables behind them contributing, in that way, to an understudied area in academic literature as well as providing insights for a more consumer-centric design of such products.

Allergen's labeling of food products: regulatory practices in Morocco

PurposeAllergenic substances cause food allergy, which represents a major health issue in most countries. This underlines the importance of considering the products' labeling as well as applying related regulatory practices. The objective of this study was to assess the labeling practices of allergens in food products in Morocco.Design/methodology/approachThis cross-sectional survey was conducted on 156 food products collected from four supermarkets in a Moroccan megacity. The data related to the allergen substances (allergen declared, emphasis characters, precautionary allergen labeling) were collected from labels of food products.FindingsThe number of foods included in this research was 156, of which 7 (4.5%) did not mention the allergy alert. The analysis of the allergy alert in the others sample (149) showed 266 nonconformities, noticed in 112 (71.8%) products. The labeling emphasis characters were observed in 33.3% of products, and only 13.5% mentioned “contains allergen” as a mandatory statement to declare the presence of allergens. Allergic alerts found in places concealed, removable by the opening of the seal or difficult to see were observed in 28.9%. The use of a precautionary allergen labeling statement was noticed in 40.4% of products.Originality/valueMoroccan regulations on food allergens are demanding like those of the European Union and more demanding than those of most African countries. However, the application of this regulation remains unsatisfactory and 266 non-conformities were found in 112 (71.8%) products. The absence of emphasis characters and the declaration in inappropriate places represent the most observed non-conformities. Therefore, Moroccan manufacturers must strictly adhere to regulations to avoid exposure of predisposed consumers to potentially threatening allergenic substances.

The link between company performance and supply chain orientation from the perspective of halal SMEs

PurposeThis study aims to examine the links between company performance (CP) and supply chain (SC) orientation considering halal small and medium-sized enterprises (SMEs) in Kazakhstan. The SC orientation framework integrates three aspects to determine CP, i.e. credibility, commitment and top management support.Design/methodology/approachHalal SMEs were reviewed; 271 valid responses were obtained and scrutinised, employing the partial least squares structural equation modelling technique.FindingsThe credibility of SC stakeholders performs the main impact on the CP of halal SMEs in Kazakhstan. Meanwhile, commitment and top management support show fewer influences, although they significantly impact CP.Originality/valueThis study confirms the relationships between SC orientation and CP from the perspective of halal SMEs. The social capital theory was applied to explain these relationships. It is the initial attempt to investigate such relationships in a post-Soviet Union country.