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Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the...
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Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace

A special issue of Foods (ISSN 2304-8158). This special issue belongs to the section "Sensory and Consumer Sciences".

Deadline for manuscript submissions: 10 January 2025 | Viewed by 4714

Special Issue Editors

Prof. Dr. Ágoston Temesi

E-Mail Website
Guest Editor
Department of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, Budapest, Hungary
Interests: consumer behavior; trust; food consumer behavior; marketing; food marketing; green marketing; sustainable production
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Zoltán Lakner

E-Mail Website
Guest Editor
Department of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118 Budapest, Hungary
Interests: econometrics; economic statistics; Artificial Interest; decision support systems; development policy in Africa; policy analysis
Special Issues, Collections and Topics in MDPI journals
Dr. Brigitta Plasek

E-Mail Website
Guest Editor
Department of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, Budapest, Hungary
Interests: consumer behavior; credibility; food marketing; sustainability; healthiness
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

In the research areas of food consumer behavior and food marketing, there is an increasing need for data and results collected using methodologies that seek to understand consumer behavior in its complexity. The aim of this special issue is to contribute to the understanding of food consumer behavior by laying down theoretical foundations, and in this way investigate different aspects of consumer decision-making about food. Modern research methods in this area are numerous: experimental economics (including experimental auction), discrete choice models, structural equation modelling, and the many possibilities offered by artificial intelligence. These methods can provide more reliable and comprehensive answers to better understand the actual food consumer choices in the modern marketplace, characterized by an unprecedented dynamics and complexity. All research results that use modern methodologies (experimental economics, artificial intelligence, system dynamics), also those that aim at or contribute to a complex understanding of food consumption behavior (models or scale validations) are welcome in this special issue.

Prof. Dr. Ágoston Temesi
Prof. Dr. Zoltán Lakner
Dr. Brigitta Plasek
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Foods is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2900 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • consumer behavior
  • experimental economics
  • modelling
  • discrete choice modelling
  • artificial intelligence
  • structural equation modelling
  • system dynamics

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Published Papers (4 papers)

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Research

13 pages, 1685 KiB  
Article
Motivators of the Intention of Wine Tourism in Baja California, Mexico
by Sandra Nelly Leyva-Hernández and Arcelia Toledo-López
Foods 2024, 13(22), 3651; https://doi.org/10.3390/foods13223651 - 16 Nov 2024
Viewed by 377
Abstract
The present study aimed to analyze which variables have the most significant effect and importance in analyzing wine tourism intention in Baja California, Mexico, using the stimulus–organism–response model. An exploratory and cross-sectional study collected a sample of 728 adult wine consumers from Baja [...] Read more.
The present study aimed to analyze which variables have the most significant effect and importance in analyzing wine tourism intention in Baja California, Mexico, using the stimulus–organism–response model. An exploratory and cross-sectional study collected a sample of 728 adult wine consumers from Baja California. Data analysis was carried out using structural equation modeling by partial least squares and analysis of the importance–-performance map. Traditional gastronomy was the main predictor of wine tourism intention in Baja California, Mexico, and according to the importance–performance map, it is the most essential variable in the analysis. In addition, the study results showed that identity mediates the relationship between electronic word of mouth and wine tourism intention and between traditional gastronomy and wine tourism intention. The study employs an importance–performance mapping analysis that has yet to be used in wine tourism analysis and proposes a stimulus (electronic word of mouth, traditional gastronomy)–organism (identity)–response (wine tourism intention) model to broaden understanding of the phenomenon. Its findings and methodology can serve as a valuable template for future research, offering a blueprint that can be replicated in regions like Baja California. This research has significant consequences for creating marketing plans in the wine tourism sector. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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20 pages, 1436 KiB  
Article
Assessing the Likelihood of Buying Thai Local Snacks
by Wuthiya Saraithong, Kanokwan Chancharoenchai and Nattanicha Chairassamee
Foods 2024, 13(21), 3419; https://doi.org/10.3390/foods13213419 - 27 Oct 2024
Viewed by 519
Abstract
The snack market in Thailand is growing fast, and yet it faces challenges from the growth in health-conscious consumption. Under these circumstances, it can be quite complicated for people involved in the snack-value chain to respond adequately to more sophisticated demands for snacks. [...] Read more.
The snack market in Thailand is growing fast, and yet it faces challenges from the growth in health-conscious consumption. Under these circumstances, it can be quite complicated for people involved in the snack-value chain to respond adequately to more sophisticated demands for snacks. Therefore, this study investigates Thai consumers’ behavior with regard to snacks and its determinants. For the data used in this study, we surveyed 1077 respondents using a questionnaire. Based on a five-point scale, the questions covered respondents’ snack consumption behavior and revealed their preference for additional payment regarding three aspects of snacks: safety and standards, quality, and carcinogen-free snacks. According to an ordered logistic regression, the results show that people’s awareness of food safety and nutrition, and their health consciousness, increase their willingness to pay extra for better-quality snacks. Advertisements and people’s recognition of input sources could also play an essential role in influencing consumers’ preferences. These findings should provide insights for policymakers and producers to catch up with the new demand trend in the Thai snack market. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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12 pages, 1226 KiB  
Article
Color Matters: A Study Exploring the Influence of Packaging Colors on University Students’ Perceptions and Willingness to Pay for Organic Pasta
by László Bendegúz Nagy and Ágoston Temesi
Foods 2024, 13(19), 3112; https://doi.org/10.3390/foods13193112 - 29 Sep 2024
Viewed by 1925
Abstract
The organic food market’s rapid expansion necessitates an understanding of factors influencing consumer behavior. This paper investigates the impact of packaging colors on perceptions and willingness to pay (WTP) for organic foods, utilizing an experimental auction among university students. Drawing on previous research, [...] Read more.
The organic food market’s rapid expansion necessitates an understanding of factors influencing consumer behavior. This paper investigates the impact of packaging colors on perceptions and willingness to pay (WTP) for organic foods, utilizing an experimental auction among university students. Drawing on previous research, we explore how colors influence perceived healthiness, premiumness, trust, and sustainability. The results indicate nuanced responses to different colors, emphasizing the need for businesses to adopt tailored packaging strategies. White and green dominate organic food packaging, aligning with associations of freshness and health. However, the study uncovers varied consumer responses, suggesting a more intricate relationship between color, trust, premiumness, and healthiness perceptions. Demographic factors such as age, gender, income, and residence areas influence WTP for organic foods with different colors, emphasizing the importance of diverse consumer segments in marketing strategies. Trust and perceived premiumness significantly influence WTP, highlighting their pivotal role in consumer valuation. The results highlight that green packaging builds trust among non-organic buyers, while organic buyers are influenced by a broader range of colors that emphasize premiumness and healthiness. The study concludes that businesses in the organic food market should carefully consider color choices in branding and packaging to effectively communicate product qualities and align with consumer values. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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19 pages, 760 KiB  
Article
Is AI Food a Gimmick or the Future Direction of Food Production?—Predicting Consumers’ Willingness to Buy AI Food Based on Cognitive Trust and Affective Trust
by Tiansheng Xia, Xiaoqi Shen and Linli Li
Foods 2024, 13(18), 2983; https://doi.org/10.3390/foods13182983 - 20 Sep 2024
Viewed by 1383
Abstract
In recent years, artificial intelligence (AI) has been developing rapidly and has had a broad impact on the food industry, with food produced from AI-generated recipes already appearing to actually go on sale. However, people’s trust and willingness to purchase AI food are [...] Read more.
In recent years, artificial intelligence (AI) has been developing rapidly and has had a broad impact on the food industry, with food produced from AI-generated recipes already appearing to actually go on sale. However, people’s trust and willingness to purchase AI food are still unclear. This study builds an integrated theoretical model based on cognitive trust and affective trust, taking into account consumers’ quality value orientations, social norms, and perceived risks of AI food, with the aim of predicting and exploring consumers’ trust and acceptance of AI food. This study utilized the questionnaire method and 315 questionnaires were collected. The results of structural equation modeling (PLS-SEM) indicated that food quality orientation, subjective norms, perceived trust, and affective trust all had a significant positive effect on consumers’ purchase intentions. Perceived risk had a negative effect on affective trust and consequently on consumers’ purchase intention, but the effect on cognitive trust was not significant. The results also suggest that cognitive trust is the basis of affective trust and that consumer trust and acceptance of AI food can be enhanced by augmenting two antecedents of cognitive trust (food quality orientation and subjective norms). Possible practical implications and insights from the current findings are discussed. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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