Agriculture

Research

15 pages, 1003 KiB

Open AccessArticle

Consumers’ Attitudes Towards Whole Dried Figs Attributes: A Preliminary Study in Italy

by Federica Monaco, Pietro De Marinis and Guido Sali

Agriculture 2024, 14(12), 2163; https://doi.org/10.3390/agriculture14122163 - 28 Nov 2024

Viewed by 239

Dried fig production and trade are prominent in Mediterranean and Middle east countries, with Turkey as the major player. Concerns about the quality of Turkish supply in the EU market give chances to the Italian production to uphold quality standards and cope with [...] Read more.

Dried fig production and trade are prominent in Mediterranean and Middle east countries, with Turkey as the major player. Concerns about the quality of Turkish supply in the EU market give chances to the Italian production to uphold quality standards and cope with the increasing demand. National consumption of dried figs is showcased in market reports and nutritional surveys, with insufficient insights on consumers’ preferences. This research combines qualitative and quantitative approaches to enrich the current knowledge and uncover consumers’ attitudes towards whole dried figs. A face-to-face survey was conducted to assess the relevance of selected intrinsic, extrinsic and credence attributes upon purchasing. A hierarchical cluster analysis detected four typologies of consumers and validate previous findings on taste being the prime purchasing driver. Price affects more the behaviour of low-income large families; the groups are featured by contrasting opinions on environmental and societal impacts of dried fig production, and its rootedness to the local context. This allowed to draft some considerations on possible marketing strategies tailored to different consumers. Full article

(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)

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28 pages, 1533 KiB

Open AccessArticle

Assessing Consumer Interest in Sustainable and Ethically Certified Tropical Fruits in the Central and Eastern European Region

by Jiri Hejkrlik, Johana Rondevaldova and Petra Chaloupkova

Agriculture 2024, 14(11), 1962; https://doi.org/10.3390/agriculture14111962 - 1 Nov 2024

Viewed by 657

Abstract

Tropical fruit consumption has increased globally, with 95% of production in low- and middle-income countries, often with a questionable social and environmental impact. This study explores the potential of sustainable tropical fruit consumption in Central and Eastern Europe. The researchers surveyed 2266 Czech [...] Read more.

Tropical fruit consumption has increased globally, with 95% of production in low- and middle-income countries, often with a questionable social and environmental impact. This study explores the potential of sustainable tropical fruit consumption in Central and Eastern Europe. The researchers surveyed 2266 Czech respondents on their attitudes toward tropical fruits and the role of ethical certification in their purchasing decisions. Using a structural equation model (SEM), the study identified the factors influencing consumers’ decisions to buy Fairtrade fruit, focusing on awareness of related global issues, including their environmental and economic impacts. The findings indicate that despite the increasing supply and consumer awareness of tropical fruits in the Czech market, most respondents preferred traditional tropical fruits like bananas (99%), pineapples (94%), mangoes (78%), and avocados (65%). The study found that 42% of respondents were familiar with Fairtrade and that 55% intended to buy it, but that consumers often purchased it unintentionally due to retailers’ marketing strategies. The results of the SEM showed that consumers’ ethical shopping preferences and environmental awareness significantly contributed to Fairtrade purchasing behaviour, whereas economic and global challenges did not have a substantial impact. Therefore, for the long-term sustainability of the ethical tropical fruit sector, greater consumer education on the social and economic aspects of ethical products is needed. Full article

(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)

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16 pages, 263 KiB

Open AccessArticle

A Comparative Analysis of Ethnic Networks and Internationalization of Latin American Agri-SMEs: The Case of Argentina, Brazil, and Chile

by Rodrigo Valdés

Agriculture 2024, 14(11), 1918; https://doi.org/10.3390/agriculture14111918 - 29 Oct 2024

Viewed by 513

Abstract

This paper investigates the key drivers influencing the internationalization of agricultural small and medium-sized enterprises (agri-SMEs) in Latin America, with a particular emphasis on the role of social and ethnic networks. Focusing on Argentina, Brazil, and Chile—three of the region’s largest agricultural economies—this [...] Read more.

This paper investigates the key drivers influencing the internationalization of agricultural small and medium-sized enterprises (agri-SMEs) in Latin America, with a particular emphasis on the role of social and ethnic networks. Focusing on Argentina, Brazil, and Chile—three of the region’s largest agricultural economies—this study examines how familial and cultural connections between descendants of European immigrants and European entrepreneurs facilitate the global expansion of agri-SMEs. Using a cross-sectional quantitative analysis, data from agri-SME managers reveal the importance of these networks in reducing market entry barriers by providing insider knowledge of foreign markets, regulatory conditions, and potential business partnerships. The findings demonstrate that ethnic networks significantly reduce market entry barriers, providing Latin American agri-SMEs access to essential insider knowledge on foreign markets and local regulations, thereby facilitating internationalization. Additionally, agri-SMEs that leverage these networks are better positioned to meet growing global demands for sustainable, traceable food products, gaining a competitive advantage in international markets. The strength and frequency of interactions within ethnic networks are positively correlated with the degree of internationalization, highlighting the importance of social capital in overcoming operational challenges. This paper contributes to the literature by highlighting the underexplored role of ethnic networks in shaping the international marketing strategies of agricultural firms and their capacity to adapt to evolving consumer behaviors. The study offers practical insights for supporting the global integration of agri-SMEs in Latin America, addressing both operational challenges and the increasing need for sustainable food production practices. Full article

(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)

19 pages, 1711 KiB

Open AccessArticle

Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions

by Xinqiang Chen, Jiangjie Chen and Zhiwen Cai

Agriculture 2024, 14(11), 1862; https://doi.org/10.3390/agriculture14111862 - 23 Oct 2024

Viewed by 976

Abstract

China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell [...] Read more.

China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in-depth research into how mukbang live streaming affects the purchase intention for green agri-food products and the underlying mechanisms remains scant. We developed a theoretical model based on stimuli–organism–response theory to explore the impact mechanism. Data was collected via a survey of 455 users from agriculture-related live streaming platforms and analyzed using structural equation modeling with partial least squares. The study found that professional recommendation, audiovisual experience, and social interaction enhance consumers’ perceived utilitarian value; green advocacy, audiovisual experience, and social interaction positively affect consumers’ perceived social value. Both perceived utilitarian value and perceived social value positively affect the intention to purchase green agri-food products. Additionally, we used importance-performance map analysis to compare the model’s effects with latent variable averages, revealing each factor’s importance and performance. The findings offer new insights and recommendations for agri-food marketing strategies, particularly in enhancing consumer behaviors towards green agri-food products, aiding suppliers and mukbang live streaming platforms in more effectively promoting these products. Full article

(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)

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13 pages, 276 KiB

Open AccessArticle

Psychological Factors Influencing Willingness to Purchase Wild–Edible Plants and Food Products from Wild–Edible Plants

by Ana Težak Damijanić, Ana Čehić Marić and Milan Oplanić

Agriculture 2024, 14(11), 1856; https://doi.org/10.3390/agriculture14111856 - 22 Oct 2024

Viewed by 733

Abstract

Modern agriculture faces many challenges. At the same time, it is necessary to provide healthy and sustainable food for humanity in growing conditions that are facing numerous problems, including climate change. Different strategies can be applied to deal with climate change, such as [...] Read more.

Modern agriculture faces many challenges. At the same time, it is necessary to provide healthy and sustainable food for humanity in growing conditions that are facing numerous problems, including climate change. Different strategies can be applied to deal with climate change, such as using different crop technologies. In this context, the application of wild–edible plants as a source of biodiversity, vitamins, and minerals for the human diet is interesting. Consumers’ behaviour toward wild–edible plants is a relatively new topic in marketing research, so this paper investigated the impact of certain psychological factors on consumers’ willingness to purchase wild–edible plants and food products. The study was performed on a sample of consumers of produce from farmers’ markets in Istria County, Croatia, and the data were collected via a questionnaire. The univariate and multivariate analyses provided evidence that consumers’ purchase intentions are determined mainly by their positive attitudes regarding trying new and unfamiliar foods. Furthermore, customers’ intentions to purchase food products containing wild–edible plants were determined by their attitudes regarding wild–edible plants and their subjective knowledge. Full article

(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)

35 pages, 374 KiB

Open AccessArticle

Potential Impacts of Diversification of Food Retail Working Hours on Consumer Behaviour and the Benefits for Local Producers in Latvia

by Liga Proskina, Lana Janmere, Sallija Cerina, Irina Pilvere, Aija Pilvere, Aleksejs Nipers and Daniela Proskina

Agriculture 2024, 14(10), 1847; https://doi.org/10.3390/agriculture14101847 - 19 Oct 2024

Viewed by 981

Abstract

The capability of large food retail chains to respond quickly to changes in consumer behaviour and their dominant market position affects all food market players and often conflicts with the interests of national food producers, which can reduce the presence of locally sourced [...] Read more.

The capability of large food retail chains to respond quickly to changes in consumer behaviour and their dominant market position affects all food market players and often conflicts with the interests of national food producers, which can reduce the presence of locally sourced products in the food product mix in the country. Accordingly, the present research aims to identify the impacts of the diversification of opening hours of food supermarkets on consumer shopping habits and the implications for creating an advantage for small and medium agri-food producers in selling their products. The research applied a quantitative approach to identify the main trends in society (n = 2738), with a survey including 31 variables to quantify consumer behaviour, values, and opinions and seven socio-demographic variables. If a decision was made in Latvia to close grocery shops on Sundays or reduce their opening hours on weekends, 85% of consumers indicated that they would be unlikely to change their usual shopping location and would plan to shop at a supermarket on other days. The choice between farmers’ markets and local food shops on Sundays would be made by 45% of consumers, with more than half (53%) of them shopping at local food shops at least a few times a month. The research uniquely investigated the impact of reducing supermarket opening hours on the competitive advantage of small and medium-sized agri-food producers. The findings revealed that reducing supermarket opening hours does not confer a competitive advantage to the producers or significantly shift consumer preferences towards their products. Full article

(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)

19 pages, 1000 KiB

Open AccessArticle

Prices of Organic Food—The Gap between Willingness to Pay and Price Premiums in the Organic Food Market in Poland

by Joanna Smoluk-Sikorska, Magdalena Śmiglak-Krajewska, Stanislav Rojík and Pavlína Rojík Fulnečková

Agriculture 2024, 14(1), 17; https://doi.org/10.3390/agriculture14010017 - 22 Dec 2023

Cited by 2 | Viewed by 5129

Abstract

High prices of organic food are the main obstacle to the growth of the demand for organic food. This study’s main objective was to quantify the size of the gap between consumers’ willingness to pay more for organic food and the actual price [...] Read more.

High prices of organic food are the main obstacle to the growth of the demand for organic food. This study’s main objective was to quantify the size of the gap between consumers’ willingness to pay more for organic food and the actual price premiums for organic food in Poland. Therefore, a two-step research study was undertaken. In order to identify barriers to the growth of organic food consumption and the perception of organic food prices, a survey based on an online questionnaire of 516 respondents was conducted. To determine price premiums of organic food, prices of organic and conventional food were quoted in 45 retail outlets offering organic and conventional food located in the Poznań agglomeration between October 2022 and June 2023. This research demonstrated a low acceptance of the high prices of organic food among consumers (only 14% of the investigated consumers were willing to pay more than 40% for organic food). On the other hand, the price premiums ranged between 35% and over 270%. To reduce the divergence, the measures supporting organic market development should be intensified with the simultaneous further involvement of supermarket chains. Along with these activities, the promotion of organic food ought to be carried out, considering that, as this research shows, men have fewer positive perceptions of organic food and, therefore, they should be targeted in the promotion measures. Full article

(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)

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11 pages, 1647 KiB

Open AccessArticle

Understanding Chile Pepper Consumers’ Preferences: A Discrete Choice Experiment

by Jay Lillywhite and Chadelle Robinson

Agriculture 2023, 13(9), 1792; https://doi.org/10.3390/agriculture13091792 - 11 Sep 2023

Cited by 3 | Viewed by 1772

Abstract

U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences relative to [...] Read more.

U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences relative to chile attributes can provide direction for U.S. chile producers. This paper utilizes a discrete choice experiment within an online survey to gain insights into long-green chile pepper attributes desired by consumers. The results suggest that survey participants prefer fresh long-green chile produced in the United States. Participants also preferred milder long-green chile and value quality inspections. Organic production was preferred to hydroponically produced long-green chile, but a statistical difference between organic and other production practices was not observed. Understanding these preferences may allow producers to better position themselves to remain competitive in the long-green chile market. Full article

(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)

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