Analysis of personal and cultural values as key determinants of novel food acceptance. Application to an ethnic product.

This paper sets out to analyse whether the complexity and the type of benefits and values pursued in the consumer choice process for a novel food product (couscous) varies with the consumer's ethnic origin (Spanish and Arab). A qualitative study was used to explore these issues in an application of the "means-end chain" theory. The hierarchical value maps obtained point to the presence of an important emotional dimension in the consumption of the selected product, particularly Arab consumers, suggesting that greater familiarity with the product results in a more complex choice process. Some cross-cultural variation can also be observed. Arab consumers attach more importance to issues such as the geographic origin of the product, cultural identification, and fulfilment of family duty. Spanish couscous consumers, meanwhile, claim that it is a way to follow the latest trends, and be more cosmopolitan and more successful within their environment.

An extension of the Theory of Planned Behavior to predict willingness to pay for the conservation of an urban park.

This paper relates the concept of moral obligation and the components of the Theory of Planned Behavior to determine their influence on the willingness to pay of visitors for park conservation. The sample consists of 190 visitors to an urban Spanish park. The mean willingness to pay estimated was 12.67€ per year. The results also indicated that moral norm was the major factor in predicting behavioral intention, followed by attitudes. The new relations established between the components of the Theory of Planned Behavior show that social norms significantly determine the attitudes, moral norms and perceived behavioral control of individuals. The proportion of explained variance shows that the inclusion of moral norms improves the explanatory power of the original model of the Theory of Planned Behavior (32-40%). Community-based social marketing and local campaigns are the main strategies that should be followed by land managers with the objective of promoting responsible, pro-environmental attitudes as well as a greater willingness to pay for this type of goods.