Conflicting Issues of Sustainable Consumption and Food Safety: Risky Consumer Behaviors in Reducing Food Waste and Plastic Packaging.

Food-related consumer decisions have an impact on the environment. However, trending patterns of sustainable consumption often pose a challenge for food-safety authorities: these initiatives may unintentionally compromise food safety. The objective of this review is to support public agencies in the integration of sustainability issues into food-safety risk communication schemes. Environmentally conscious but risky behaviors aimed at the reduction of food waste and plastic packaging were chosen for discussion and scrutinized based on expert opinions. Those expert opinions clearly indicated that a significant part of environmentally conscious behaviors, such as removing mold, eating expired perishable food, overstoring leftovers, avoiding single-use plastic packaging even when cross-contamination is a threat, and using reusable bags without cleaning for a long time, often contribute to food-safety risks. Short, easy-to-remember messages were collected for each recognized risky behavior; they concentrated on prevention or providing an alternative that was still environmentally sensible but kept food-safety risks low (such as planning ahead to avoid leftovers, freezing leftovers in time, and sanitizing reusable bags). The identified challenges and solutions might encourage authorities to rethink their risk-communication practices and integrate a sustainability aspect in them.

Situated food safety behavior.

Previous studies indicate that many consumers eat rare hamburgers and that information about microbiological hazards related to undercooked meat does not necessarily lead to changed behavior. With this study we aim to investigate whether consumers' willingness to eat hamburgers, both risky and safe, depends on the situation where they are confronted with the food. A representative sample of 1046 Norwegian consumers participated in a web experiment. Participants were randomly divided into four groups. Each group was told to imagine a specific eating situation (at their friend's place, at home, at a restaurant abroad, at a domestic restaurant). Four pictures of hamburgers (rare, medium rare, medium, well-done) were presented in randomized order, and participants rated their intentions to eat each hamburger. Situated risk perception was measured as the stated likelihood of food poisoning from consuming hamburgers in eight different situations. The results show that both risk perception and risk taking vary depending on the situation. In general, participants perceive their own home to be the safest place to consume a hamburger, but they are significantly more likely to consume an undercooked hamburger when at a friend's place. These findings indicate that situations play an important role for consumers' likelihood of eating unsafe food, and that risk taking does not always follow risk perception. That risk taking is elevated in situations that may have social consequences should be taken into consideration when developing food safety strategies.

Situated Food Safety Risk and the Influence of Social Norms.

Previous studies of risk behavior observed weak or inconsistent relationships between risk perception and risk-taking. One aspect that has often been neglected in such studies is the situational context in which risk behavior is embedded: Even though a person may perceive a behavior as risky, the social norms governing the situation may work as a counteracting force, overriding the influence of risk perception. Three food context studies are reported. In Study 1 (N = 200), we assess how norm strength varies across different social situations, relate the variation in norm strength to the social characteristics of the situation, and identify situations with consistently low and high levels of pressure to comply with the social norm. In Study 2 (N = 502), we investigate how willingness to accept 15 different foods that vary in terms of objective risk relates to perceived risk in situations with low and high pressure to comply with a social norm. In Study 3 (N = 1,200), we test how risk-taking is jointly influenced by the perceived risk associated with the products and the social norms governing the situations in which the products are served. The results indicate that the effects of risk perception and social norm are additive, influencing risk-taking simultaneously but as counteracting forces. Social norm had a slightly stronger absolute effect, leading to a net effect of increased risk-taking. The relationships were stable over different social situations and food safety risks and did not disappear when detailed risk information was presented.

Attention to advertising and memory for brands under alcohol intoxication.

In an attempt to discover new possibilities for advertising in uncluttered environments marketers have recently begun using ambient advertising in, for instance, bars and pubs. However, advertising in such licensed premises have to deal with the fact that many consumers are under the influence of alcohol while viewing the ad. This paper examines the effect of alcohol intoxication on attention to and memory for advertisements in two experiments. Study 1 used a forced exposure manipulation and revealed increased attention to logos under alcohol intoxication consistent with the psychopharmacological prediction that alcohol intoxication narrows attention to the more salient features in the visual environment. Study 2 used a voluntary exposure manipulation in which ads were embedded in a magazine. The experiment revealed that alcohol intoxication reduces voluntary attention to ads and leads to a significant reduction in memory for the viewed ads. In popular terms consuming one or two beers reduces brand recall from 40 to 36% while being heavily intoxicated further reduces brand recall to 17%.

Hamburger hazards and emotions.

Previous studies indicate that many consumers eat rare hamburgers and that information about microbiological hazards related to undercooked meat not necessarily leads to more responsible behavior. With this study we aim to investigate whether consumers' willingness to eat hamburgers depends on the emotions they experience when confronted with the food. A representative sample of 1046 Norwegian consumers participated in an online experiment. In the first part, participants were randomly divided into two groups. One group was confronted with a picture of a rare hamburger, whereas the other group was confronted with a picture of a well-done hamburger. The respondents were instructed to imagine that they were served the hamburger on the picture and then to indicate which emotions they experienced: fear, disgust, surprise, interest, pleasure, or none of these. In part two, all respondents were confronted with four pictures of hamburgers cooked to different degrees of doneness (rare, medium rare, medium well-done, well-done), and were asked to state their likelihood of eating. We analyzed the data by means of a multivariate probit model and two linear fixed-effect models. The results show that confrontation with rare hamburgers evokes more fear and disgust than confrontation with well-done hamburgers, that all hamburgers trigger pleasure and interest, and that a consumer's willingness to eat rare hamburgers depends on the particular type of emotion evoked. These findings indicate that emotions play an important role in a consumer's likelihood of eating risky food, and should be considered when developing food safety strategies.

Systems of attitudes towards production in the pork industry. A cross-national study.

Existing research on public attitudes towards agricultural production systems is largely descriptive, abstracting from the processes through which members of the general public generate their evaluations of such systems. The present paper adopts a systems perspective on such evaluations, understanding them as embedded into a wider attitude system that consists of attitudes towards objects of different abstraction levels, ranging from personal value orientations over general socio-political attitudes to evaluations of specific characteristics of agricultural production systems. It is assumed that evaluative affect propagates through the system in such a way that the system becomes evaluatively consistent and operates as a schema for the generation of evaluative judgments. In the empirical part of the paper, the causal structure of an attitude system from which people derive their evaluations of pork production systems was modelled. The analysis was based on data from a cross-national survey involving 1931 participants from Belgium, Denmark, Germany and Poland. The survey questionnaire contained measures of personal value orientations and attitudes towards environment and nature, industrial food production, food and the environment, technological progress, animal welfare, local employment and local economy. In addition, the survey included a conjoint task by which participants' evaluations of the importance of production system attributes were measured. The data were analysed by means of causal search algorithms and structural equation models. The results suggest that evaluative judgments of the importance of pork production system attributes are generated in a schematic manner, driven by personal value orientations. The effect of personal value orientations was strong and largely unmediated by attitudes of an intermediate level of generality, suggesting that the dependent variables in the particular attitude system that was modelled here can be understood as value judgments in a literal sense.

Regulatory focus, self-efficacy and outcome expectations as drivers of motivation to consume healthy food products.

In this paper we apply the principle of Regulatory Focus Theory to investigate the interaction between self-efficacy and outcome expectations on individuals' intentions to adopt health behaviors. The participants, 959 individuals (Survey 1) and 2400 individuals (Survey 2), reported self-efficacy beliefs and outcome expectations with regard to the consumption of omega-3 supplements and omega-3-enriched food products. We found that the relationship prevention outcome expectations-intention was significantly attenuated at low levels of self-efficacy and strengthened at high levels of self-efficacy, respectively; whereas, the relationship promotion outcome expectations-intention was unaffected by the perceived levels of self-efficacy. The implications suggest that consumers' motivation to adopt healthy food products, such as omega-3 supplements and omega-3 enriched products, should be encouraged by stimulating promotion outcome expectations. However, when a prevention frame is used, the individuals' motivation should be significantly enhanced by self-efficacy beliefs.

The effect of technology information on consumer expectations and liking of beef.

European consumers increasingly attach value to process characteristics of food. Although beef technologies are hardly communicated to consumers, providing consumer-oriented information about technology application might increase perceived transparency and consumer acceptance. This study investigates how information about beef technologies influences consumer expectations and liking of beef. Beef consumers in Belgium (n = 108) and Norway (n = 110) participated in an information experiment combined with sensory testing in which each consumer tasted three beef muscles treated with different technologies: unprocessed tenderloin M. Psoas major, muscle profiled M. Infraspinatus, and marinated (by injection) M. Semitendinosus. The findings indicate that detailed information about beef technologies can enhance consumers' expectations and liking of beef. However, this effect differs between countries and beef technologies. Information becomes either less relevant when the product is actually tasted, as indicated by the findings in Norway, or more relevant when information is confirmed by own experience during tasting, as indicated by the findings in Belgium.

Use of consumer insight in the new product development process in the meat sector.

Successful new product development requires input from the market throughout the product development process, from identification of opportunities via screening of ideas, development of concepts, development of physical prototypes and to launch. Drawing on work done in the EU FP6 projects PROSAFEBEEF and Q-PORKCHAINS and a Danish project, all dealing with new product development in the meat sector, it is shown how the use of consumer insight techniques can a) support the identification of market opportunities, b) make sure that technologies applied are acceptable to consumers, c) aid the selection and optimisation of new product concepts and related communication, and d) be used to test product prototypes before final launch.

Determinants of consumer understanding of health claims.

The new EU regulation on nutrition and health claims states that claims can be permitted only if they can be expected to be understood by consumers. Investigating determinants of consumer understanding of health claims has therefore become an important topic. Understanding of a health claim on a yoghurt product was investigated with a sample of 720 category users in Germany. Health claim understanding was measured using open answers, which were subsequently content analysed and classified by comparison with the scientific dossier of the health claim. Based on this respondents were classified as safe, risky or other. In addition to the open questions on claim understanding, respondents rated a number of statements on claim interpretation for agreement and completed scales on interest in healthy eating, attitude to functional foods, and subjective knowledge on food and health. Results showed that respondents with a positive attitude to functional foods are more likely to be classified as risky with regard to their claim understanding, whereas respondents with negative or neutral attitudes are more likely to be classified into the other category. Implications for testing claim understanding are discussed.

Consumer perceptions of beef healthiness: results from a qualitative study in four European countries.

BACKGROUND: Consumer perception of the healthiness of beef is an important determinant of beef consumption. However, little is known about how consumers perceive the healthiness of beef. The aim of this study is to shed light on the associations between beef and health. METHODS: Eight focus group discussions were conducted in four European countries (France, UK, Germany, Spain), each consisting of seven to nine participants. A content analysis was performed on the transcripts of these discussions. RESULTS: Although beef was generally perceived as healthful, focus group participants expected positive as well as negative effects of beef consumption on their health. Labelled, branded, fresh and lean beef were perceived as signalling healthful beef, in contrast with further processed and packaged beef. Consumers felt that their individual choices could make a difference with respect to the healthiness of beef consumed. Focus group participants were not in favour of improving beef healthiness during processing, but rather focussed on appropriate consumption behaviour and preparation methods. CONCLUSIONS: The individual responsibility for health implies that consumers should be able to make correct judgements about how healthful their food is. However, the results of this study indicate that an accurate assessment of beef healthiness is not always straightforward. The presented results on consumer perceptions of beef healthiness provide insights into consumer decision making processes, which are important for the innovation and product differentiation in the European beef sector, as well as for public health policy decisions related to meat consumption in general and beef consumption in particular.

Food-related lifestyles and their association to obesity in five European countries.

This paper's objective is to investigate the associations between obesity and Food-Related Lifestyles (FRL) in five European countries. A cross-sectional web-based survey was carried out in Belgium, Denmark, Germany, Greece and Poland, January 2008, with quota samples on gender (male, female), age categories (20-44 and 45-70 years), and locality of residence (urban, rural). A total of 2437 respondents (51% women, 49% men; mean age 41.4 years, SD 13.1) participated. Obtained data included socio-demographic information, measure of the food-related lifestyle scale and self-reported weights and heights. Body Mass Index (in kg/m(2)) was calculated as weight (in kg) divided by the squared height (in m(2)). Individuals were classified as obese if BMI > or = 30. Logistic regressions were fitted for the aggregated sample and then by country with obese as dependent and socio-demographics and FRL were included as independents. The prevalence of obesity in the five countries is 22%. Europeans giving more importance to 'self-fulfilment' (odds = 1.18), 'planning of meals' (odds = 1.15), and preferring 'snacks vs. meals' (odds = 1.24) are more likely to be obese. Respondents were less likely to be obese if they attached lower levels of importance to the use of 'shopping lists' (odds = 0.87). The overall picture is that a stronger interest in health, organic products and freshness, within the FLR domain of quality aspects, is associated with 'not being obese'. This study has identified specific FRL dimensions as potential predictors of obesity. The resulting consumers' profiling can be used for targeted interventions for weight management in Europe.

Consumer appeal of nutrition and health claims in three existing product concepts.

This paper reports on consumers' reactions towards calcium-enriched fruit juice, omega-3 enriched spread and fibre-enriched cereals, each with a nutrition claim, health claim and reduction of disease risk claim. Cross-sectional data were collected in April 2006 from a sample of 341 consumers in Belgium. Consumers' reactions to the carrier product, functional ingredient and claim combinations were assessed as perceived convincingness of the claim, credibility of the product, attractiveness of the product, and intention to buy the product, while accounting for differences in product familiarity, attitudinal and demographic characteristics. Generally, health claims outperformed nutrition claims, and both of these claim types outperformed reduction of disease risk claims. Comparing consumer reactions across product concepts revealed clear preferences for fibre-enriched cereals as compared to the other two concepts. The interaction effects between claim type and product concept indicated that reduction of disease risk claims are perceived very well in omega-3 enriched spreads, particularly in terms of perceived convincingness of the claim, while not appealing to consumers in the other product concepts. Positive attitudes towards functional foods and familiarity with the concrete functional product category boosted the claim type and product ratings, whereas perceived control over own health and perceiving functional foods as a marketing scam decreased all product concept's appeal.

Hot potato: expert-consumer differences in the perception of a second-generation novel food.

Novel foods have been the object of intense public debate in recent years. Despite widespread efforts to communicate the outcomes of risk assessments to consumers, public confidence in risk management has been low. Social scientists have identified various reasons for this, including a disagreement between technical experts and consumers over the nature of the hazards on which risk assessments should focus. The aim of this study was to identify and compare the ways in which experts and consumers understand the benefits and risks associated with a genetically modified example crop. Two qualitative studies were conducted. In Study 1, mental models were elicited from 24 experts by means of a three-wave Delphi procedure. In Study 2, mental models were elicited from 25 consumers by means of in-depth interviews. As expected, the expert mental models were focused on the types of hazards that can realistically be addressed under current regulatory frameworks, whereas the consumers were often more concerned about issues outside the scope of current legislation. Moreover, the experts tended to define risk and benefit in terms of detailed chains of cause-effect relationships between variables for which clear definitions and measurement rules exist. The concepts the consumers used when reasoning about biological processes were very abstract, suggesting that the participants had, at most, a holistic understanding. In line with this, issues of uncertainty played a prominent role for the consumers.

The dynamics of consumer behaviour. On habit, discontent, and other fish to fry.

Recent research has drawn attention to the role of past behaviour and habit in the overall structure of consumer behaviour. We argue that in cross-sectional data past behaviour and habit must be confounded with present beliefs and attitudes when the behaviour in question has been enacted numerous times before. To disentangle the effects, longitudinal data were collected from a large panel of Norwegian consumers (effective N=4184) in 1996, 2000, and 2004. Cross-lagged panel analysis indicated that higher consumption of traditional seafood led to increasingly negative evaluations of the product supply. These negative evaluations, in turn, prompted substitution of traditional seafood with newly available, processed seafood products and an increasing dominance of aqua-cultured species. The theoretical discussion focuses on the inability of static models of consumer behaviour (in particular, the theory of planned behaviour) to capture such dynamic effects. Marketing and policy implications related to the changing structure of the seafood market are outlined.

Motivational factors for consuming omega-3 PUFAs: an exploratory study with Danish consumers.

Growing consumer awareness of functional foods and understanding of their positive nutritional effects have led to the need of specific studies and have captured more attention than ever before. In Europe, Danish consumers have been found to be relatively negative towards the concept of functional foods. This paper presents the results of a qualitative pilot study that aimed to explore Danish consumers' motives for choosing omega-3/fish oil enriched products. The Health Action Process Approach (HAPA) was applied as a theoretical framework to understand the process by which people choose healthy foods. By conducting qualitative in-depth interviews the study mostly focused on the role of behavioural intention predictors such as risk perception, outcome expectations and self-efficacy. The results of the study suggest that consumers' understanding of healthy eating as such does not relate to the choice of omega-3/fish oil, whereas perception of omega-3 as an ingredient in selected foods does indeed influence consumers' choice of carrier-ingredient combinations.

Why consumers behave as they do with respect to food safety and risk information.

In recent years, it seems that consumers are generally uncertain about the safety and quality of their food and their risk perception differs substantially from that of experts. Hormone and veterinary drug residues in meat persist to occupy a high position in European consumers' food concern rankings. The aim of this contribution is to provide a better understanding to food risk analysts of why consumers behave as they do with respect to food safety and risk information. This paper presents some cases of seemingly irrational and inconsistent consumer behaviour with respect to food safety and risk information and provides explanations for these behaviours based on the nature of the risk and individual psychological processes. Potential solutions for rebuilding consumer confidence in food safety and bridging between lay and expert opinions towards food risks are reviewed. These include traceability and labelling, segmented communication approaches and public involvement in risk management decision-making.

Exploring the relationship between convenience and fish consumption: a cross-cultural study.

The purpose of the present study is to explore cultural differences in the meaning of convenience and the relationships between convenience, attitudes and fish consumption in five European countries. The results suggest that the meaning of meal convenience is not culture specific, whilst the absolute levels of convenience orientation and the perceived inconvenience of fish differ between cultures. Convenience orientation was highest in Poland, followed by Spain, and was lowest in the Netherlands. The relationships between convenience orientation and attitudes towards fish, and convenience orientation and fish consumption, were insignificant in most countries. However, convenience orientation was positively related to the perceived inconvenience of fish. Perceived inconvenience of fish was negatively related to both attitudes towards fish and to fish consumption. Together, these results confirm some earlier findings that fish is generally perceived as a relatively inconvenient type of food. This study suggests that convenience orientation can be crucial to understanding food choice or behaviour only when critical mediating constructs are explored.

Consumer-perceived quality in 'traditional' food chains: the case of the Greek meat supply chain.

Recent food scares have increased consumer concern about meat safety. However, the Greek 'traditional' meat supply chain from producers to local butchers does not seem to realise the pressing consumer demand for certified meat quality. Or is it that, in such food chains, this demand is not so pressing yet? The present paper seeks to answer this question based on a survey conducted in the Athens area, involving a sample of 268 participants responsible for food purchasing decisions. The survey mainly aims to develop an integrated model of factors that affect consumer-perceived meat quality and to develop the profile of different consumer segments in relation to these perceptions. The substantial findings of the survey include the fact that, despite their enormous per capita consumption, the majority of consumers are not particularly involved in the meat-purchasing process. Rather they attach importance to visual intrinsic quality cues evaluated in a pre-purchasing context. In this respect, intrinsic quality cues are assigned a role similar to that of quality certification; coupled with the choice of traditional channels and the resulting personal relation with the butcher, they can be understood as efforts to decrease risk of the purchasing decision. Moreover, consumers with such behaviour seem to relate domestic country of origin of meat mostly with perceptions of general safety. Finally, a small, but promising trend with substantial marketing implications of frequent purchases of chicken and pork at supermarkets should not be ignored.

Testing relationships between values and food-related lifestyle: results from two European countries.

The value survey developed by Shalom Schwartz (1992) has been applied in many countries with different purposes. In this study we present a new way of analysing the theoretically assumed circumplex structure of Schwartz value survey and its relationships to other constructs, here the instrument food-related lifestyle. In two countries; Germany and Spain, data were collected. In each country 1000 interviews were carried out where consumers were asked about their value priorities and about their food-related lifestyle. The study provides new insights into the way values influence peoples' food-related lifestyle in Germany and Spain, and the results validate both the Schwartz value survey and the food-related lifestyle instrument in a nomological sense, since significant and meaningful relationships were found between the two constructs.