Customer value perception of organic food: cultural differences and cross-national segments

2016 ◽  
Vol 118 (2) ◽  
pp. 396-411 ◽  
Author(s):  
Barbara Seegebarth ◽  
Stefan Henrik Behrens ◽  
Christiane Klarmann ◽  
Nadine Hennigs ◽  
Lisa Luebbehusen Scribner
Keyword(s):  
Customer Value ◽  
Organic Food ◽  
Food Products ◽  
Content Type ◽  
Value Perception ◽  
Value Perceptions ◽  
Segmentation Approach ◽  
Customer Value Perception ◽  
Cross National ◽  
National Borders

Purpose – Due to consumer concerns about food-related diseases and an increase in the use of genetically modified food, more and more “green consumers” integrate environmental considerations into daily purchases, asking for healthier, safer and higher quality food. Marketing managers still face the challenge of broadening the understanding of how and why consumers purchase organic food. Specifically, a deeper understanding of the value dimensions consumers perceive in the context of organic food products is required to develop and implement successful management strategies which might transfer positive consumer perceptions to actual buying behavior and satisfaction. The paper aims to discuss these issues. Design/methodology/approach – Drawing on theoretical and empirical insights on organic food consumption in different markets, this research investigates antecedents of organic food products and differences regarding the relative importance of the value-based drivers across two Western nations. Findings – The results from survey data indicate significant differences in the value perceptions, especially the functional and individual value perceptions, and recommendation behavior related to organic food for consumers from the USA and Germany. In addition, the segmentation approach provides evidence for consumer segments that cross-national borders: the “convinced opponents,” the “silent/private consumers,” the “prestige-seekers” and the “passionate evangelists.” Originality/value – Consequently, instead of a country-based segmentation approach, marketers should emphasize the different types of consumers across national borders in order to address the differences in customer value perception in the organic food market.

CUSTOMER VALUE PERCEPTION: CROSS-NATIONAL PREFERENCES FOR ORGANIC FOOD

2014 ◽  
Author(s):  
Barbara Seegebarth ◽  
◽  
Klaus-Peter Wiedmann ◽  
Stefan Behrens ◽  
Christiane Klarmann ◽  
...  
Keyword(s):  
Customer Value ◽  
Organic Food ◽  
Value Perception ◽  
Customer Value Perception ◽  
Cross National

scholarly journals Exploring perceptions of customer value

2018 ◽  
Vol 30 (3) ◽  
pp. 246-271 ◽  
Author(s):  
Barbara Jensen ◽  
Fatima Annan-Diab ◽  
Nina Seppala
Keyword(s):  
Customer Value ◽  
Telecommunications Industry ◽  
Structured Interviews ◽  
Or Efficiency ◽  
Content Type ◽  
Customer Perception ◽  
Value Perception ◽  
Ethical Consumerism ◽  
Telecommunication Companies ◽  
Customer Value Perception

PurposeThe purpose of this paper is to develop a framework that describes and explains how corporate social responsibility (CSR) initiatives are perceived by customers and links customer perception to the notion of customer value perception. To explore customer value conception firstly, the perception of CSR initiatives is investigated; secondly, indications for the value-enhancing effects of CSR initiatives are studied, and finally, the varying effects which different value categories can have on customer attitudes and behaviour are extracted.Design/methodology/approachThe data consists of 12 semi-structured interviews with customers of European telecommunication companies.FindingsThe results suggest that CSR initiatives, when communicated efficiently and considered as relevant by customers, will enhance two customer value categories: the extrinsic self-oriented value defined as efficiency and excellence and the intrinsic other-oriented value pertaining to ethics or spirituality. Enhancement of extrinsic self-oriented value imbeds the potential of CSR initiatives to affect customers’ purchase behaviour and thus strengthen ethical consumerism within the telecommunications industry.Research limitations/implicationsThe main implication for research is a better understanding of the relationship between customer perception and customer value perception in the field of ethical consumerism. Focussing on one industry for the study can be named as a limitation.Practical implicationsAs indicated by the research, results by customers prioritised CSR initiative can affect the customer value perception, mainly the extrinsic/self-oriented value. If the company is aiming to change customer behaviour and to strengthen ethical consumerism, it is important that the customer experience of CSR initiatives improve excellence (quality) and/or efficiency of the product/service.Originality/valueThis paper fulfils an identified need of research on how CSR initiatives can influence consumer behaviour.

Shaping consumer perception: effects of vertical and horizontal packaging alignment

2020 ◽  
Vol 37 (4) ◽  
pp. 423-431
Author(s):  
Jannick Bettels ◽  
Janina Haase ◽  
Klaus-Peter Wiedmann
Keyword(s):  
Willingness To Pay ◽  
Empirical Studies ◽  
Organic Food ◽  
Food Products ◽  
Consumer Perception ◽  
Content Type ◽  
Point Of Sale ◽  
Packaging Design ◽  
Value Perception ◽  
Utilitarian Value

Purpose Packaging represents an essential issue for marketers in terms of effectively communicating the product’s benefits, especially in the case of organic food products. Because of logistical advantages, rectangular packaging is frequently used for organic food products. However, the question arises whether packaging alignment may significantly influence consumers’ decision-making at the point of sale. Therefore, this paper aims to examine the effects of rectangular packaging alignment (vertical vs horizontal) on consumer perception in the context of organic food products. Design/methodology/approach On the basis of the empirical results of a pilot study, a between-subjects online experiment with a sample size of 699 participants and two conditions (vertical vs horizontal packaging alignment) was performed. Analyses of covariance and PROCESS mediation analysis were used for data analysis. Findings The results of two empirical studies confirm the relevance of differences in consumers’ horizontal and vertical information processing for the research context of organic food and provide evidence for the assumed relevance of packaging alignment by ultimately showing a change in packaging alignment affects consumers’ willingness to pay. Importantly, this effect is mediated by utilitarian value perception. Originality/value This paper importantly contributes to research on packaging design of organic food products. Specifically, the relevance of an efficient utilitarian value perception for the consumer’s willingness to pay is highlighted in this context. Potential implications of these results for companies, consumers and public health are discussed.

A review of value drivers in service settings

2018 ◽  
Vol 32 (7) ◽  
pp. 850-867 ◽  
Author(s):  
Maria-Eugenia Ruiz-Molina ◽  
Martina Gallarza ◽  
Irene Gil-Saura
Keyword(s):  
Product Quality ◽  
Customer Loyalty ◽  
Perceived Value ◽  
Value Drivers ◽  
Content Type ◽  
Value Perceptions ◽  
Segmentation Approach ◽  
Emotional Value ◽  
Home Furnishing ◽  
Loyal Customers

Purpose Perceived value and customer loyalty have been studied jointly in most of services literature but mainly through SEM models. This paper aims to draw on the literature on the multidimensional richness of perceived value, to adopt a segmentation approach and explore segments of loyal consumers towards the service provider based on their value perceptions. Design/methodology/approach A survey was conducted among 460 Spanish consumers interviewed at the store exit of seven retail chains in two sectors (grocery and home furnishing). A CHAID analysis was performed on loyalty responses, through nine value dimensions (efficiency, service quality, product quality, emotional value, value for money, social value, aesthetic value, escapism and ethics). Findings Results show the existence of different groups of loyal customers based on the nine value types. Efficiency is prioritised by the most loyal customers in grocery but not for home furnishing. Emotional value and aesthetics, along with product quality determine the most loyal segments. Practical implications Retailers should focus on enhancing those value dimensions that better explain customer loyalty towards retail stores in their area of specialisation, combining not only tangible and intangible elements but also functional and emotional elements. Originality/value The paper adds to the prolific research on perceived value in services with a diachronic graphical review of value dimensions in retailing; furthermore, the range of value dimensions studied here is wider than most of previous works using dimensions of value in services.

scholarly journals Co-creation of services: an online network perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Reihaneh Bidar ◽  
Alistair Barros ◽  
Jason Watson
Keyword(s):  
Future Research ◽  
Structured Interviews ◽  
Final Model ◽  
Content Type ◽  
Creation Process ◽  
Online Networks ◽  
Environmental Stimuli ◽  
Value Perception ◽  
Value Perceptions ◽  
Different Types

PurposeIn the co-creation process from a network perspective, service is produced, designed, and evaluated entirely by the actors with dynamic roles and with less participation by the firm's employees in the service process. The purpose of this paper is to develop a theoretical model that represents environmental stimuli and value perceptions that contribute to service co-creation behaviour in an online network.Design/methodology/approachA total of 36 semi-structured interviews were conducted with members of two online programming communities – GitHub and Stack Overflow co-creators, with the data analysed using thematic analysis. The stimulus-organism-response model guided the development of the final model.FindingsSocial influence and trust are influential in actor value perceptions, including primary and network value, the interplay of which leads actors to co-production, supportive, and administrative behaviour. Environmental factors do not directly drive actors; rather it is the value that initiates and drives actors, which, by extension, initiates and drives the co-creation of services.Research limitations/implicationsThe service co-creation behaviour model provides a basis for future research in the co-creation and co-destruction context to model behaviours within the online network organisation setting and thereby enable improvement of such systems. This model can be operationalised in a network environment through design features.Originality/valueThis paper provides a rich understanding of environmental stimuli and value perception factors that contribute to the co-creation of services, and identifies different types of behaviours in dynamic online networks. This paper presents a new model of different types of behaviours emerging from actor participation in the co-creation process.

Attitudes and behaviour towards organic products: an exploratory study

2008 ◽  
Vol 36 (2) ◽  
pp. 158-175 ◽  
Author(s):  
Efthimia Tsakiridou ◽  
Christina Boutsouki ◽  
Yorgos Zotos ◽  
Kostantinos Mattas
Keyword(s):  
Organic Food ◽  
Food Products ◽  
Local Economy ◽  
Health Concern ◽  
Future Research ◽  
Consumer Decision Making ◽  
Content Type ◽  
Actual Behaviour ◽  
Trade Offs ◽  
Organic Products

PurposeThe aim of this paper is to identify consumers' attitudes and behaviour towards organic products in Greece.Design/methodology/approachThis paper draws on a non‐probability quota sample of 660 respondents to explore the attitudes and behaviour of Greek consumers towards organic food products.FindingsGreek consumers seem to be informed about environmental and health issues. They seek information about the nutritional value of food and demand more products free from chemical residues. The results show that most consumers associate organic consumption mainly with fruit and vegetables. Although demographics seem to affect attitudes towards organics, their value in explaining actual behaviour is minimal.Research limitations/implicationsIt is recognized that the data gathered in this study focus on the metropolitan area of Thessaloniki, Greece. The specific area though, is considered to be representative of the total Greek population. The results confirm that health, concern for the environment, animal welfare and support of the local economy are drivers of organic consumption. However, there is an indication that the importance of motives and barriers may vary for different product categories and perhaps future research should focus on product segmentation.Practical implicationsAlthough certain similarities in consumers' attitudes towards organic food products have been identified, this paper records the variation in behaviour towards organics among the various consumer groups examined in Greece, and highlights the gap between attitudes and actual behaviour. Given the complexity of consumer decision making, future research should explore the other value trade‐offs that consumers make.Originality/valueThis paper attempts to provide evidence on the relatively under researched area of organics attitudes and behaviour in Greece.

What motivates Indian consumers’ to buy organic food in an emerging market?

2020 ◽  
Vol 12 (2) ◽  
pp. 97-113 ◽  
Author(s):  
Heerah Jose ◽  
Vijay Kuriakose ◽  
Moli P. Koshy
Keyword(s):  
Emerging Market ◽  
Organic Food ◽  
Food Products ◽  
Least Square ◽  
Third Party ◽  
Content Type ◽  
Indian Consumers ◽  
Perceived Price ◽  
Buffering Agent ◽  
Ordinary Least Square Regression

Purpose Indian consumers are showing an increased demand for organic food products; however, little is known about their intention to buy organic foods. The purpose of this paper is to understand how fear towards conventional food products motivates an individual to buy organic food products and whether trust and perceived price as contextual factors are able to enhance the buying intention. Design/methodology/approach A total of 275 valid responses were collected using a self-administrated structured questionnaire, representative of Indian consumers. An ordinary least square regression analysis was used to analyse the effect of trust and perceived price in influencing the relationship between consumers’ fear and intention to buy organic food products. Findings The moderating role of trust and perceived price in enhancing the direct relation between fear and intention was established. In addition, cluster analysis results revealed that married women with children are showing a greater interest in buying organic food products. Practical implications The findings of the study are of high importance to all stakeholders in organic food products, as selecting marketing practices which target consumers’ concern is an indispensable part of finding a niche for organic food products. Originality/value The findings suggest that even though consumers are fearful towards conventional food products, they displayed negative intention to buy organic food products when their trust towards the third party is low, thus confirming the importance of trust as a buffering agent.

How can European museums reach sustainability?

2017 ◽  
Vol 72 (3) ◽  
pp. 303-318 ◽  
Author(s):  
Nuria Recuero Virto ◽  
Maria Francisca Blasco López ◽  
Sonia San-Martín
Keyword(s):  
Market Orientation ◽  
Customer Value ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Value For Money ◽  
Content Type ◽  
Value Perceptions ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications

Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Findings The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation. Practical implications This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes. Originality/value By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

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