Cultivating curiosity: Consumer responses to ethical and product benefits in cultured foods.

Cultured foods have the potential to profoundly transform the food industry. However, most current research focuses on cultured meat, neglecting other cultured products and begging the question of whether different promotional approaches are suited for certain types of cultured food products than others. To bridge this knowledge gap, we carried out two studies to explore how product type (cultured meat vs. cultured fruit) and benefit type (ethical vs. product attributes such as sensory and nutritional advantages) interact in determining consumers' willingness to try the products. Study 1 findings indicate that emphasizing ethical benefits is more effective for promoting cultured meat, whereas highlighting product benefits is more effective for promoting cultured fruit. We found that curiosity, a strong behavioral motivator, mediates the interactive effect of product type and benefit type on willingness to try. This research underscores the need for marketing messages to be tailored to the distinct cultured product types and enriches the literature on curiosity as an important mechanism in the context of cultured food acceptance.

'My voice, my choice': Impact of food technology conditions and message framing on sense of agency and purchase intent.

Evaluations consumers apply towards the way food technologies are framed is an important overlooked domain of food communication and advertising. We explore two distinct conditions of food technologies-technologies that manipulate external environments (i.e., robotics) and technologies that manipulate food internally (i.e., gene editing). The current research demonstrates that food manipulated in an external environment (vs. internal manipulation) has higher purchase intent (Study 1). Further, we explore how food technologies may be framed differently in messages to influence consumers' sense of agency. Study 2 demonstrates that food technologies that manipulate the food environment induce a higher sense of agency, whilst in contrast food technologies that manipulate food internally influence a lower sense of agency, impacting purchase intent. Study 3 explores a unique way in which sense of agency can be increased for food technologies with internal manipulations through framing the technology as agency-supportive. Investigating the impact of food technologies and how they may be framed to influence consumer psychology, and more specifically sense of agency, has rarely been explored. However, as food technologies have important upstream consequences on downstream advertising, their role on consumer psychology warrants investigation.

Positioning Phytosanitary Food Treatments: Exploring the Role of Business-to-Consumer Stakeholder Literacy as an Information Gatekeeper in New Zealand.

Various phytosanitary treatments are used globally to ensure biosecurity for borders, whilst maintaining public health and safety in the consumption of fruits and vegetables. However, public health literacy of phytosanitary treatments is still low. Furthermore, little is known of the literacy on important information gatekeepers, such as business-to-consumer (B2C) stakeholders. This study investigates the health literacy of phytosanitary treatments by B2C stakeholders, and the subsequent positioning marketing narratives as an outcome of such literacy. We use health literacy as a theoretical lens for classifying different strategies that B2C stakeholders may use when positioning phytosanitary food treatments. Data were collected using in-depth interviews with 12 purposefully recruited New Zealand B2C retailers, based on the criteria of making and/or influencing decisions about the supply of fresh fruits and vegetables to consumers. Thematic analysis was used to analyze the qualitative data. The study advances research in food marketing by showing how different literacy levels may influence marketing narratives in the global food system. It makes a valuable contribution to literature by unveiling how appraisals of invasiveness, familiarity, naturalness, and sustainability lead to different applications of positioning narratives: the purist approach, maintaining the romance, and full transparency.

When food governance matters to consumer food choice: Consumer perception of and preference for food quality certifications.

Food quality certifications have been widely promoted for sustainable goals and addressing consumers' increasing concern for food safety. However, these mechanisms have achieved varied success in practice. Prior research notes the importance of certification and certifying agencies in making tangible an invisible process to build consumer trust in certified food. What we have yet to understand is if and how perceived trustworthiness of food actors, such as growers and retailers in that process, influences consumers' trust in food certification and their food choices. To extend the literature on food certification in a complex network environment, we examined consumer trust in three food certification schemes which represent two types (community-based versus third-party), two certification origins (international versus domestic), and two certification standards (organic versus Good Agricultural Practice or GAP). Data were collected via in-depth interviews with 27 participants in Vietnam. These participants have similar awareness of, access to and capability to afford organic food but differ in their food choice. This is the first study exploring consumers' perceptions of community-based certification in comparison with other third-party certifications in the same market. Our study shows that the variation in consumer trust in certifications depends on their perceived trustworthiness of the food system and its actors to deliver certified food. Findings reveal that the higher the level of trust in the certification, the lower the need for trust in food actors. Conversely, the lower the level of trust in the system, the higher the need for trust in food actors. Importantly, food chain governance, the mechanisms linking growers to retailers, increase consumers' trust in certified food. The study proposes two food governance frameworks to improve consumer trust in certification schemes in developing countries.

Fortifying wellbeing: How Chinese consumers and doctors navigate the role of functional foods.

China's rapidly developing economy has seen an increase in medical problems commonly associated with affluent lifestyles such as increases in metabolic diseases and digestive issues. One response to this problem is an increase in the amount of functional foods currently available, which may take a Western food form, or be more closely associated with traditional Chinese medicine (TCM). This research seeks to understand how functional food and wellbeing intersect in order to better understand how consumers perceive the complex construct of wellbeing, and their agency in its creation. Interviews and Focus Group Interviews were undertaken in Shanghai, China; with consumers who self-identified as having health concerns, and with Doctors trained in Western Medicine and in TCM. Using an iterative process, the primary objective was to holistically examine how consumers navigate the role of functional foods in relation to their wellbeing. Our findings reveal three broad intersecting themes: (1) self-managed therapy using functional foods; (2) building trust with knowledge sharing; and (3) the importance of functional food heuristics. Functional food was not simply considered to be food with an added benefit, but also a cultural symbol of agency over one's wellness. These findings are discussed and implications for both policy makers and marketers are deliberated.

Are trust and consumption values important for buyers of organic food? A comparison of regular buyers, occasional buyers, and non-buyers.

Although many countries have promoted organic farming for its benefits, organic food remains a niche market. This study investigates the drivers of purchasing organic food by examining if and how consumers' consumption values influence the food choices of regular buyers, occasional buyers, and non-buyers of organic food. We use consumption values as a theoretical lens for classifying different motives for purchasing organic food. Data were collected using in-depth interviews with 27 Vietnamese participants who were comparable in terms of their awareness of, their ability to afford, and their access to, organic food. Thematic analysis was used to analyse the qualitative data. The study advances research in organic food consumption by showing that trust and distrust in the food system, a much wider concept than trust in food labelling, is a determinant of consumption values of organic food, and therefore a determinant of organic food choice. It also makes a valuable contribution to the organic consumption values literature by showing a clear difference in the importance of perceived consumption values across regular buyers, occasional buyers, and non-buyers of organic food. Furthermore, the study advances Sheth's (1991) theory of consumption values by providing a more nuanced understanding of how consumption values can be interrelated.