Impact of consumer global-local identity on attitude towards and intention to buy local foods.

The outbreak of the coronavirus pandemic (Covid-19) has profoundly affected the food systems, leading to consumer concerns about the lack of reliability and safety of global foods and a growing trend towards consuming local foods. Consumers have formed multicultural identities, such as global identity and local identity, under the influences of global and local consumer culture. This study develops a conceptual model to examine the impact of consumer global-local identity, locavorism, and consumer xenocentrism on consumer attitudes towards and intentions to buy local foods during Covid-19 crisis. We conducted an online survey in China that measured the constructs using established scales. Using structural equation modelling to test the proposed hypotheses, we find that: a higher degree of global identity will lead to a higher degree of consumer xenocentrism, whereas a higher degree of local identity will lead to a lower degree of consumer xenocentrism; local identity significantly and positively predicts locavorism; contrary to the prediction, the impact of global identity on locavorism is not significant; a higher degree of consumer xenocentrism will lead to a lower degree of attitude towards buying local foods. Theoretically, our findings contribute to the understanding of literature on local food consumption, consumer global-local identity, and consumer xenocentrism. Local food marketers can obtain practical insights based on our findings.

"Corona Cooking": The interrelation between emotional response to the first lockdown during the COVID-19 pandemic and cooking attitudes and behaviour in Denmark.

For this study, the authors measured attitudes toward shopping for food and cooking, before and during the first lockdown due to the COVID-19 pandemic, among a sample of 526 Danish consumers, using an online survey. To analyse changes due to the lockdown, they applied a latent class Markov model, which revealed four states: middle of the road, love cooking (and like shopping), like shopping and cooking, and do not like shopping or cooking. In estimating transition probabilities, the findings reveal that most respondents remained in the same state before and during the lockdown, but those that changed were more likely to exhibit relatively higher liking of shopping and cooking. These states also reflect variations in people's food literacy and self-reported food consumption. Finally, respondents with stronger negative emotional reactions to the lockdown were more likely to change their states.

Determinants of intention to reduce salt intake and willingness to purchase salt-reduced food products: Evidence from a web survey.

To study consumers' intention to reduce their dietary salt intake and willingness to purchase salt-reduced food products, as well as the determinants of these, this research relies on data collected through a web survey of 1030 participants in Denmark. The majority of respondents (66.8%) express no intentions to change their dietary salt intake, but 12.6% indicate such intentions, and 20.6% claim to have already implemented a change. Willingness to purchase salt-reduced food products is high but varies across product categories, ranging from 52% for olives to 72% for meat spreads. Personal and social norms reveal the strongest influences on intention to change dietary habits, whereas personal norms, knowledge, and awareness of health consequences exert the strongest influences on willingness to purchase salt-reduced food products. These results suggest that most consumers are willing to purchase salt-reduced food products, even without having a salt reduction goal. These results are relevant for stakeholders and policy makers, as evidence of how consumers respond to salt-reduced food products and their intention to lower their dietary salt intake.

Foods with increased protein content: A qualitative study on European consumer preferences and perceptions.

Foods with increased protein content have rapidly become one of the fastest-growing product categories targeting image- and health-focused consumers. However, it is not clear whether consumers really understand the difference between 'inherently rich in protein' and 'artificially increased protein'. This study used a qualitative focus group approach to investigate the consumer preferences and perceptions of foods with increased protein content among mixed-age and older population in four European countries. In total fifty-two participants were involved in the study. Understanding of the concept of foods with 'increased protein' content was limited. Both older and mixed-age participants could not differentiate between natural sources of protein and foods with increased protein content, no matter whether foods with animal or plant proteins were mentioned. Older participants expressed more scepticism towards foods with increased protein content than mixed-age participants. The combination of protein type and food carrier closer to conventional foods received more acceptance among both older and mixed-age participants. Future use and acceptance of foods with increased protein content will depend on the extent to which consumer concerns about incorporating additional protein into a diet can be responded.

A latent class analysis of family eating habits in families with adolescents.

The objectives of the present study were to identify adolescent classes based on perceptions of their family's eating habits and to determine whether these classes differ in terms of family meal frequency and source, parents and adolescent diet quality, nutritional status, satisfaction with life, family life and food-related life. Questionnaires were administered to a sample of 300 two-parent families with one child between 10 and 17 years in Chile. Questionnaires included the Satisfaction with Life Scale (SWLS), the Satisfaction with Food-related Life scale (SWFoL), the Satisfaction with Family Life scale (SWFaL) and the Adapted Healthy Eating Index (AHEI). Adolescents also answered the Family Eating Habits Questionnaire (FEHQ). Latent class (LC) analysis was used to estimate the number of classes associated with the adolescent's perceptions about their family's eating habits, based on the three factors detected in the FEHQ. The LC analysis yielded three classes: "medium cohesion around family meals/healthy food-related parenting practices" (Class 1, 50.4%), "high cohesion around family meals/healthy food-related parenting practices" (Class 2, 25.9%) and "high cohesion around family meals/unhealthy food-related parenting practices" (Class 3, 23.7%). Classes also differed in the adolescents AHEI score, frequency and source of family meals; body mass index, SWLS and SWFaL scores in mothers, fathers and adolescents, adolescent sex and household financial situation. These findings suggest that frequent and cohesive family meals improve the well-being in both parents and adolescents, but are not enough to achieve healthier diets and weight statuses in adolescents.

Cross-cultural measurement invariance in the satisfaction with food-related life scale in older adults from two developing countries.

BACKGROUND: Nutrition is one of the major determinants of successful aging. The Satisfaction with Food-related Life (SWFL) scale measures a person's overall assessment regarding their food and eating habits. The SWFL scale has been used in older adult samples across different countries in Europe, Asia and America, however, there are no studies that have evaluated the cross-cultural measurement invariance of the scale in older adult samples. Therefore, we evaluated the measurement invariance of the SWFL scale across older adults from Chile and Ecuador. METHODS: Stratified random sampling was used to recruit a sample of older adults of both genders from Chile (mean age = 71.38, SD = 6.48, range = 60-92) and from Ecuador (mean age = 73.70, SD = 7.45, range = 60-101). Participants reported their levels of satisfaction with food-related life by completing the SWFL scale, which consists of five items grouped into a single dimension. Confirmatory factor analysis (CFA) was used to examine cross-cultural measurement invariance of the SWFL scale. RESULTS: Results showed that the SWFL scale exhibited partial measurement invariance, with invariance of all factor loadings, invariance in all but one item's threshold (item 1) and invariance in all items' uniqueness (residuals), which leads us to conclude that there is a reasonable level of partial measurement invariance for the CFA model of the SWFL scale, when comparing the Chilean and Ecuadorian older adult samples. The lack of invariance in item 1 confirms previous studies with adults and emerging adults in Chile that suggest this item is culture-sensitive. We recommend revising the wording of the first item of the SWFL in order to relate the statement with the person's life. CONCLUSIONS: The SWFL scale shows partial measurement invariance across older adults from Chile and Ecuador. A 4-item version of the scale (excluding item 1) provides the basis for international comparisons of satisfaction with food-related life in older adults from developing countries in South America.

An analysis of the effects of a campaign supporting use of a health symbol on food sales and shopping behaviour of consumers.

BACKGROUND: Since 2009, the green Keyhole symbol has been a joint Nordic initiative for signalling healthfulness of specific food products. In 2014, the Danish Ministry of Food, Agriculture and Fisheries carried out a campaign aimed mainly at men over 35 with a low level of education, encouraging them to use the Keyhole in their shopping process. The objective of the study is to evaluate the campaign by measuring its effect on consumer behaviour in the store. METHODS: The impact of the Keyhole campaign was measured in selected retail stores. Sales data were analysed to ascertain whether sales of Keyhole labelled products changed during and after the campaign. Observations and interviews were conducted in the same stores. RESULTS: The campaign had a positive effect on sales of Keyhole-labelled products in two out of three retail chains investigated. In these two retail chains, sales of Keyhole labelled products rose by about 20%. In the third chain, there was a slight decrease of sales of Keyhole labelled products. The effect differed considerably between product categories. Analysis of the interview data indicated that by the end of the campaign, shoppers with a short education had a higher likelihood of mentioning health as a purchase motive, and there was a higher general tendency to look for nutrition information. CONCLUSIONS: Results suggest that the campaign did have effects on shopper behaviour and that it is possible to address shoppers with a short education by a tailored campaign. However, long-term effect of the campaign was not ascertained.

Attribute importance segmentation of Norwegian seafood consumers: The inclusion of salient packaging attributes.

The main purpose of this study is to identify consumer segments based on the importance of product attributes when buying seafood for homemade meals on weekdays. There is a particular focus on the relative importance of the packaging attributes of fresh seafood. The results are based on a representative survey of 840 Norwegian consumers between 18 and 80 years of age. This study found that taste, freshness, nutritional value and naturalness are the most important attributes for the home consumption of seafood. Except for the high importance of information about expiration date, most other packaging attributes have only medium importance. Three consumer segments are identified based on the importance of 33 attributes associated with seafood: Perfectionists, Quality Conscious and Careless Consumers. The Quality Conscious consumers feel more self-confident in their evaluation of quality, and are less concerned with packaging, branding, convenience and emotional benefits compared to the Perfectionists. Careless Consumers are important as regular consumers of convenient and pre-packed seafood products and value recipe information on the packaging. The seafood industry may use the results provided in this study to strengthen their positioning of seafood across three different consumer segments.

Longitudinal multigroup invariance analysis of the satisfaction with food-related life scale in university students.

This study examined longitudinal measurement invariance in the Satisfaction with Food-related Life (SWFL) scale using follow-up data from university students. We examined this measure of the SWFL in different groups of students, separated by various characteristics. Through non-probabilistic longitudinal sampling, 114 university students (65.8% female, mean age: 22.5) completed the SWFL questionnaire three times, over intervals of approximately one year. Confirmatory factor analysis was used to examine longitudinal measurement invariance. Two types of analysis were conducted: first, a longitudinal invariance by time, and second, a multigroup longitudinal invariance by sex, age, socio-economic status and place of residence during the study period. Results showed that the 3-item version of the SWFL exhibited strong longitudinal invariance (equal factor loadings and equal indicator intercepts). Longitudinal multigroup invariance analysis also showed that the 3-item version of the SWFL displays strong invariance by socio-economic status and place of residence during the study period over time. Nevertheless, it was only possible to demonstrate equivalence of the longitudinal factor structure among students of both sexes, and among those older and younger than 22 years. Generally, these findings suggest that the SWFL scale has satisfactory psychometric properties for longitudinal measurement invariance in university students with similar characteristics as the students that participated in this research. It is also possible to suggest that satisfaction with food-related life is associated with sex and age.

Guiding healthier food choice: systematic comparison of four front-of-pack labelling systems and their effect on judgements of product healthiness.

Different front-of-pack (FOP) labelling systems have been developed in Europe by industry and organisations concerned with health promotion. A study (n 2068) was performed to establish the extent to which inclusion of the most prevalent FOP systems--guideline daily amounts (GDA), traffic lights (TL), GDA+TL hybrid (HYB) and health logos (HL)--impact consumer perceptions of healthiness over and above the provision of a FOP basic label (BL) containing numerical nutritional information alone. The design included within- and between-subjects factors. The within-subjects factors were: food (pizzas, yogurts and biscuits), healthiness of the food (high health, medium health and low health) and the repeated measurements under BL and test FOP label conditions. The between-subjects factors were: the system (GDA, TL, GDA+TL hybrid, HL), portion size (typical portion size and a 50% reduction of a typical portion) and country (the UK, Germany, Poland and Turkey). Although the FOP systems tested did result in small improvements for objective understanding under some conditions, there was little difference between the provision of an FOP label containing basic numerical nutritional information alone or between the various systems. Thus, any structured and legible presentation of key nutrient and energy information on the FOP label is sufficient to enable consumers to detect a healthier alternative within a food category when provided with foods that have distinctly different levels of healthiness. Future research should focus on developing greater understanding of the psychological and contextual factors that impact motivation and the opportunity to use the various FOP systems in real-world shopping settings.

Resveratrol food supplements: a survey on the role of individual consumer characteristics in predicting the attitudes and adoption intentions of US American and Danish respondents.

BACKGROUND: Consumers increasingly choose food supplements in addition to their diet. Research on supplement users finds they are likely to be female, older and well-educated; Furthermore, supplement users are often characterised as being especially health-oriented, an observation which is termed the 'inverse supplement hypothesis'. However, results are dependent on the substance in question. Little is known so far about botanicals in general, and more specifically, little is known about resveratrol. The psychographic variables of food supplement users are yet relatively underexplored. By comparing US and Danish respondents, we aimed to identify whether sociodemographic variables, health status, health beliefs and behaviour and interest in food aspects specifically relevant to resveratrol (e.g., naturalness, indulgence, and Mediterranean food) explain favourable attitudes and adoption intentions toward resveratrol supplements. METHODS: A survey sent to a representative online panel in the United States and Denmark was analysed using linear regression. RESULTS: We find that sociodemographic variables contribute little to explaining favourable attitudes toward and adoption intentions of resveratrol supplements, except for the negative association with higher education in the United States. The inverse supplement hypothesis was not confirmed. Belief in the favourable health effects of resveratrol and usage of complementary and alternative medicine positively affect attitudes and adoption intention. An interest in the indulgence dimension of food explains positive attitudes in the United States and adoption intentions in both countries. CONCLUSIONS: The results indicate that potential consumers of resveratrol supplements are identified by their usage of complementary and alternative medicine, rather than by sociodemographic variables. They are not characterised by especially healthy behaviours, which contradicts the inverse supplement hypothesis. Instead, potential consumers of resveratrol supplements may be characterised by their focus on the indulgence dimension of food.

Eating habits and subjective well-being. A typology of students in Chilean state universities.

The purpose of this study was to distinguish and characterize university student typologies according to their life satisfaction and satisfaction with their food-related life. An online survey was applied between June and August 2013 in five state universities in Chile, to 369 university students (mean age = 20.9 years, SD = 2.27). The survey included the Health-related Quality of Life Index-4 (HRQOL), Satisfaction with Life Scale (SWLS), Satisfaction with Food-related Life Scale (SWFL), as well as questions about the place of residence, importance of food for well-being, frequency of meals in the place of residence and the frequency of consumption of eight food groups. A cluster analysis was used to determine student typologies. Three typologies of students were distinguished with significant differences in the average scores of the SWLS and SWFL scales, self-perception of health, days with mental health problems, number of days of health-related incapacity, place of residence, socioeconomic status, importance of food for well-being, frequency of breakfast and dinner in the place of residence, frequency of consumption of meat, milk, fruits and vegetables. It was found that most students with higher levels of life satisfaction and satisfaction with food-related life live with their parents, eat at home more frequently, report fewer health problems, have healthful eating habits and consider food very important for their well-being. Although it is necessary to promote or improve the campaigns that foster healthful eating in the entire university population, these campaigns must be specifically targeted to students who do not receive direct support from their families.

Social and individual determinants of adolescents' acceptance of novel healthy and cool snack products.

Four new, healthy snack products, consisting of fruit, vegetables, bread, dip and topping, were tested with 600 Danish adolescents aged 9-16. Participants could view, handle, and test the products in a school setting. Acceptance was measured by overall buying intention, as well as buying intention contingent on specific substitutes and on the social situation. Price consciousness, health consciousness, snack neophobia, peer influence, social activities and word-of-mouth were measured as potential determinants of acceptance of the novel products. An exploratory analysis in TETRAD suggested that the measured constructs form three layers, with overall buying intention as the terminal causal effect, health consciousness, word of mouth, snack neophobia and peer influence as endogenous determinants, and social activities and the contingent buying intentions as mediators. Estimation of the causal relationships was conducted in LISREL. Findings show a predominance of social factors as determinants of novel snack acceptance, whereas health consciousness had only a weak and indirect effect on buying intentions and the effect of snack neophobia was partly mediated by social factors.

Attention mediates the effect of nutrition label information on consumers' choice. Evidence from a choice experiment involving eye-tracking.

In two eye-tracking studies, we explored whether and how attention to nutrition information mediates consumers' choice. Consumers had to select either the healthiest option or a product of their preference within an assortment. On each product a particular label (Choices logo, monochrome GDA label, or color-coded GDA label) communicated the product's nutrient profile. In study 1, participants had to select from 4 products differentiated, in addition to the nutrition information, by flavor (strawberry, muesli, apple, chocolate; varied within participants) and brand (local vs. global, varied between participants). Study 2 further explored brand effect within-participants, and thus only 2 flavors (strawberry, chocolate) were presented within an assortment. Actual choice made, response time and eye movements were recorded. Respondents fixated longer and more often on products with color-coded GDAs label than on products with monochrome GDAs or Choices logo. A health goal resulted in longer and more frequent fixations in comparison to a preference goal. Products with color-coded and monochrome GDAs had the highest likelihood of being chosen, and this effect was related to the attention-getting property of the label (irrespective of brand and flavor effects). The product fixated most had the highest likelihood of being chosen. These results suggest that attention mediates the effect of nutrition labels on choice.

Beyond sugar: Exploring the influence of health and naturalness framing on attitudes towards products with sweet proteins in Europe.

Amidst rising obesity rates in the EU and the significant public health impact of excessive sugar consumption, the debate on reducing sugar through reformulation with sweet proteins derived from precision fermentation gains prominence, presenting a viable alternative to traditional sugars and conventional sweeteners. We conducted two studies to investigate the effects of health (emphasizing sugar reduction) versus naturalness (highlighting sweet proteins as alternatives to artificial sweeteners) message framing on the acceptance of products reformulated with sweet proteins. Study 1 (N = 296, Denmark) evaluated the impact of health and naturalness message framing on attitudes towards such reformulations. Study 2, in a cross-cultural sample (N = 3,000 Denmark, Germany, and Poland), tested the mediating role of health perceptions and the moderating effects of BMI and guilt (Study 2a), as well as naturalness perceptions, sweetener use, and pleasure (Study 2b) on product attitudes. Results of Study 1 indicated that healthiness perceptions had a more persuasive influence than naturalness perceptions. The cross-cultural findings of Studies 2a and 2b revealed that BMI, sweetener usage frequency, anticipatory guilt, and pleasure can modulate these effects. These insights suggest that while both perceived healthiness and naturalness shape attitudes towards sweet protein-enriched products, the significance of health perceptions prevails, with anticipatory emotions of guilt enhancing this influence, particularly when sweet proteins substitute added sugar. Such evidence holds substantial implications for strategies aimed at reducing sugar consumption and fostering the acceptance of products containing alternative sweeteners.

Food neophobia, nanotechnology and satisfaction with life.

This study investigates the relationship between food neophobia, satisfaction with life and food-related life, and acceptance of the use of nanotechnology in food production. Questionnaire data was collected from a sample of 400 supermarket shoppers in southern Chile. The questionnaire measured knowledge of nanotechnology and willingness to purchase food products involving nanotechnology, and included the SWLS (Satisfaction with Life Scale), SWFL (Satisfaction with Food-related Life) and FNS (Food Neophobia Scale) scales. Using cluster analysis, four consumer types were distinguished with significant differences in their scores on the SWLS, SWFL and FNS. The types differed in their knowledge of nanotechnology, willingness to purchase foods involving nanotechnology, age, socioeconomic level and lifestyle. The least food-neophobic type had the highest levels of satisfaction with life and with food-related life and also had the highest acceptance of packaging and foods produced with nanotechnology. The results suggest that the degree of food neophobia is associated with satisfaction with life and with food-related life, as well as with the acceptance of products with nanotechnological applications.

Effects of nutrition label format and product assortment on the healthfulness of food choice.

This study aims to find out whether front-of-pack nutrition label formats influence the healthfulness of consumers' food choices and important predictors of healthful choices, depending on the size of the choice set that is made available to consumers. The predictors explored were health motivation and perceived capability of making healthful choices. One thousand German and Polish consumers participated in the study that manipulated the format of nutrition labels. All labels referred to the content of calories and four negative nutrients and were presented on savoury and sweet snacks. The different formats included the percentage of guideline daily amount, colour coding schemes, and text describing low, medium and high content of each nutrient. Participants first chose from a set of 10 products and then from a set of 20 products, which was, on average, more healthful than the first choice set. The results showed that food choices were more healthful in the extended 20-product (vs. 10-product) choice set and that this effect is stronger than a random choice would produce. The formats colour coding and texts, particularly colour coding in Germany, increased the healthfulness of product choices when consumers were asked to choose a healthful product, but not when they were asked to choose according to their preferences. The formats did not influence consumers' motivation to choose healthful foods. Colour coding, however, increased consumers' perceived capability of making healthful choices. While the results revealed no consistent differences in the effects between the formats, they indicate that manipulating choice sets by including healthier options is an effective strategy to increase the healthfulness of food choices.

Supporting consumers' informed food choices: Sources, channels, and use of information.

Information about food is available from several sources using a variety of communication channels. Following an overview of the different types on food information, the most important source/channel combinations are discussed. The key steps in processing the information toward making a food choice are discussed: consumer's exposure to such information, the attention the consumer pays to it, the understanding and/or liking of the information, as well as the importance of motivation, knowledge, and trust. To support consumers in making informed food choices, it is recommended to ensure that food information is easy to understand and targeted to consumers with a specific need or interest, align the information on the food label with the communication about the food elsewhere ("off label"), provide (non-expert) influencers with transparent information to enable an increase in the trustworthiness of their communications on the web in on social media. Furthermore, increase cooperation between authorities and food producers to create standards that fulfill the legal requirements and are feasible as label elements. Improving food literacy among consumers by including it in formal education would provide consumers with better nutrition knowledge and skills to interpret food-related information in a manner that supports informed choices.

Food-related consumer behaviours in times of crisis: Changes in the wake of the Ukraine war, rising prices and the aftermath of the COVID-19 pandemic.

When the COVID-19 pandemic subsided, the war in Ukraine led to further disruptions in consumers' daily behaviours, with rising prices for food and energy. We conducted a survey study on self-reported changes in food-related consumer behaviour in ten European countries and compared the results to a similar study conducted two years ago. A latent class cluster analysis distinguished five clusters and showed that different types of consumers can be distinguished based on how they react to the crisis as regards their eating habits. 19% of survey participants reported no major changes, and 32% reported changes mostly in terms of more price sensitivity. Among those that reported changes beyond reacting to higher prices, there are indications of more mindful eating and more deliberate choices. The changes already found earlier in response to the COVID-19 pandemic therefore seem to have been strengthened and supplemented by reactions to price increases. The results present a challenge to the food industry in terms of supplying healthy and sustainable food at affordable prices.

Consumers' Preferences towards Bread Characteristics Based on Food-Related Lifestyles: Insights from Slovenia.

Consumers' recognition and understanding of food characteristics can have an important role when making purchase decisions. The current study analysed consumer preferences for bread, an important food in the diets of Central European countries. The study included a conjoint experiment on a representative sample of 547 adult consumers in Slovenia. The following bread attributes: functional ingredients (chia seeds, linseed, quinoa, and Tartary buckwheat); nutritional claims (low salt, high fibre, and high protein); and other claims (organic, free from additives, flour from Slovenia, and wholegrain) were studied. The results showed the strongest relative importance for functional ingredients (a mean relative importance of 83.9%). In addition, a deeper insight into consumer preference was investigated by a recently developed modular instrument for food-related lifestyles. Latent class cluster analysis (LCA) enabled the identification of four consumer segments (uninvolved, conservative, health-conscious, and moderate) with different preferences toward selected functional ingredients, nutrition, and other claims. The results provide insights that allow for a better understanding of consumer preferences for functional ingredients and claims, and new perspectives for bread marketing to different consumer segments based on food-related lifestyles. Identifying the drivers that affect bread purchasing and consumption can support reformulation activities and product promotion in the direction of reinforcing healthier food choices.