Abdalrahman. M. (2019). Consumer Behavior Toward Modern Food Products and Trends
79
Mednarodno inovativno poslovanje = Journal of Innovative Business and Management 11(2), 77-, DOI: 10.32015/JIMB/2019-11-2-9
keywords as consumer attitudes, GMOs, marketing strategy, customer satisfaction, organic food, food technologies,
and customer perception were used.
3. Literature overview
3.1 Sustainable food consumption behaviour
As a result of rapid society changes and the spread of innovative technologies into food farming and processing,
consumers became more required to keep in touch with innovations in their food choices (Verneau et al., 2014). In the
contemporary
Western societies, sustainable food consumption is becoming a significant aspect of sustainable
development. The global food system plays a substantial role in affecting the level of climate changing greenhouse
gas emissions with all of its supply chain that ranging from production processing, distribution, retailing, home food
preparation and waste(Annunziata and Scarpato, 2014;Reisch et al., 2013). This awareness of this effect is increasing
especially in advanced countries where consumers show a greater sensitivity to issues as
public health, quality of life,
protection of natural resources and biodiversity that directly affecting their food choices decisions (Annunziata and
Scarpato, 2014).
Sustainable food can be defined as any food that is “safe, healthy, and nutritious for consumers; can meet the needs
of the less well off at a global scale; provides a viable livelihood for farmers, processors, and retailers whose employees
enjoy a safe and hygienic working environment; respects the biophysical and environmental limits in its production
and processing while reducing energy consumption and improving
the wider environment; respects the highest
standards of animal health and welfare compatible with the production of affordable food for all sectors of society;
and supports rural economies and
the diversity of rural culture, in particular by emphasizing local products that
minimize food miles”(Annunziata and Scarpato, 2014).
Consumers attitudes do not automatically translated into intentions
and behaviour, due to the effect and intervention
of many situational, socio-economic and structural factors that can shift their effect
and producing a confused
behaviour, or even preventing consumers with favourable environmental attitudes from engaging in pro-environmental
behaviours (Cerri et al., 2018). Therefore, it will be useful to focusing on rational
influences on attitudes, mainly
consumers beliefs about the risks and benefits that accompany their behaviours (Sydney E. Scott et al., 2018).
In the case of sustainable food, consumer attitudes influenced by three main factors, the first factor is personal values
which reflects the consumers lifestyle and personal value in food choices, such as their interest in the environmental
and social impact of food or their habits(Annunziata and Scarpato, 2014). The second factor is perceived barriers that
refers to variables such as price, product availability and time pressure which can bound consumers in their sustainable
food choices (Annunziata and Scarpato, 2014;Cerri et al., 2018). The third factor is consumer confidence in information
and its sources, where it is very hard for consumers to evaluate it variables personally especially when it is related to
some credence attributes as ethical, environmental and social attributes of food. Therefore, consumers will face a
problem in translating their attitudes into behavioural intentions when they are not confident about logos, labels or
claimed product availability or when they lack needed information (Annunziata and Scarpato, 2014).
However, as a result
of attitude-behaviour gaps, predicting behavioural intentions regarding environmental
consumerism still different from forecasting actual behaviour (Luchs et al., 2015), but there still an evidence that the
number of consumers who are shifting their consumption patterns toward consuming more sustainable products are
increasing (Cerri et al., 2018).
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