Relationships Between Health and Environmental Information on the Willingness to Pay for Functional Foods: The Case of a New Aloe Vera Based Product.

There is an increasing interest in healthy and sustainable product characteristics. Consumers determine their dietary intake and frame production systems with their choices. However, little is known about the relationships between health and environmental information in influencing these choices, especially when considering functional foods. This study assessed the influence of health-related and environmental-friendliness-related product information on the willingness to pay (WTP) for functional foods. To this end, a WTP elicitation experiment was set up using a jam-like fruit compote enriched with Aloe vera gel. Participants were provided with different messages related to the health and environmental benefits of Aloe vera products, and were also asked to taste the product. Results indicated that providing new information significantly increased the WTP for the enriched compote. This increase was significant for both health and environmentally based benefits, with the health message leading to a higher WTP. Combining health and environmental messages produced an additive effect on WTP which was independent of the sequential order in which the two messages were given. Results contrasted the view that health messages are the main drivers of WTP, and open a broader range of communication in terms of marketing strategies and sustainable policy objectives.

Eating edible insects as sustainable food? Exploring the determinants of consumer acceptance in Germany.

The potential use of insects as a novel food source has recently attracted a great deal of attention in Europe, as they have many environmental and nutritional advantages and thus present a promising and sustainable animal protein source. Yet despite insects being a highly appreciated food in many parts of the world, consumer aversion remains as the major barrier to successful implementation in Europe. This study examines prospects of edible whole insect and processed insect-based food in Germany and investigates determining factors for acceptance. It does so to better understand consumers' attitudes toward insects and to derive approaches for insect food to become more appreciated. An online survey was conducted within the German population with a final sample of 393 participants. Several explanatory variables were established, and their influence on the acceptance of whole and processed insect products was analyzed by applying ordinal regressions to compare the market potential and hurdles of either option. The main results show a low willingness to try insects among Germans and the prevalence of psychological and personality barriers to consumption, such as disgust and food neophobia. Focusing on processed insect products is shown to be the most promising strategy to implement entomophagy, as an essential barrier to consumption is the visibility of the insects. However, whether this strategy would diminish the rejection of any insect product requires further investigation.

Convenience food with environmentally-sustainable attributes: A consumer perspective.

The use of chemicals in agriculture poses risks on both human health and the environment. Regulatory measures, both mandatory and voluntary, have been introduced to promote a reduction in the use of pesticides. The proliferation of such standards is related to the gradual shift of consumer preferences towards food with reduced negative health and environmental impacts. Beside consumer demand for sustainable food products, convenience food is also assuming an increasingly important role in developed countries. Among such products, minimally-processed vegetables are showing a growing positive trend, but their production has also negative effects on the environment. The goal of this study is to investigate the interaction between environmentally-friendly and healthy convenience food, and to investigate the determinants behind the purchase of healthy convenience food products with environmentally-sustainable attributes, focusing on minimally-processed vegetables labelled with voluntary standards related to integrated agriculture. To do so, we started from the Theory of Planned Behaviour and tested the efficacy of an extended model by considering also other variables which were found to affect significantly food choices. Data were collected by means of face-to-face interviews with 550 consumers in charge of grocery shopping in the metropolitan area of Milan, in northern Italy. Structural equation modelling was performed to analyse the relative importance of the constructs on consumer behaviour. Results confirm the relations of Ajzen's theory and reveal positive relations with consumer food shopping habits, food-related environmental behaviour, gender, income and knowledge. A negative relation with agricultural practices concern also emerges, highlighting that the most concerned consumers may prefer other more stringent environmental certifications.