Ivo A. van der Lans

Consumer perceptions of nutrition and health claims

The number of food products containing extra or reduced levels of specific ingredients (e.g. extra calcium) that bring particular health benefits (e.g. stronger bones) is still increasing. Nutrition- and health-related (NH) claims promoting these ingredient levels and their health benefit differ in terms of the (legal) strength with which the claim is brought forward and the specific wording of the claim, both of which may differ between countries. Using a large-scale cross-national internet-based survey in Italy (n=1566), Germany (n=1620), UK (n=1560) and US (n=1621), the purpose of the study described here is to investigate consumer perceptions of NH food product claims, across different countries. NH claims are systematically varied as a function of six health benefits (cardiovascular disease, stress, infections, fatigue, overweight and concentration) and five claim types (content, structure-function, product, disease-risk reduction and marketing claim). The general results indicate that consumer perceptions differ substantially by country and benefit being claimed but much less by the claim type. Implications of these findings are being discussed.

Understanding consumer acceptance of intervention strategies for healthy food choices: a qualitative study

BackgroundThe increasing prevalence of overweight and obesity poses a major threat to public health. Intervention strategies for healthy food choices potentially reduce obesity rates. Reviews of the effectiveness of interventions, however, show mixed results. To maximise effectiveness, interventions need to be accepted by consumers. The aim of the present study is to explore consumer acceptance of intervention strategies for low-calorie food choices. Beliefs that are associated with consumer acceptance are identified.MethodsData was collected in the Netherlands in 8 semi-structured interviews and 4 focus group discussions (N = 39). Nine archetypical strategies representing educational, marketing and legal interventions served as reference points. Verbatim transcriptions were coded both inductively and deductively with the framework approach.ResultsWe found that three beliefs are related to consumer acceptance: 1) general beliefs regarding obesity, such as who is responsible for food choice; 2) the perceived effectiveness of interventions; and 3) the perceived fairness of interventions. Furthermore, the different aspects underlying these general and intervention-specific beliefs were identified.ConclusionsGeneral and intervention-specific beliefs are associated with consumer acceptance of interventions for low-calorie food choices. Policymakers in the food domain can use the findings to negotiate the development of interventions and to assess the feasibility of interventions. With respect to future research, we recommend that segments of consumers based on perceptions of intervention strategies are identified.

Psychological determinants of consumer acceptance of personalised nutrition in 9 European countries

Objective To develop a model of the psychological factors which predict people’s intention to adopt personalised nutrition. Potential determinants of adoption included perceived risk and benefit, perceived self-efficacy, internal locus of control and health commitment. Methods A questionnaire, developed from exploratory study data and the existing theoretical literature, and including validated psychological scales was administered to N = 9381 participants from 9 European countries (Germany, Greece, Ireland, Poland, Portugal, Spain, the Netherlands, the UK, and Norway). Results Structural equation modelling indicated that the greater participants’ perceived benefits to be associated with personalised nutrition, the more positive their attitudes were towards personalised nutrition, and the greater their intention to adopt it. Higher levels of nutrition self-efficacy were related to more positive attitudes towards, and a greater expressed intention to adopt, personalised nutrition. Other constructs positively impacting attitudes towards personalised nutrition included more positive perceptions of the efficacy of regulatory control to protect consumers (e.g. in relation to personal data protection), higher self-reported internal health locus of control, and health commitment. Although higher perceived risk had a negative relationship with attitude and an inverse relationship with perceived benefit, its effects on attitude and intention to adopt personalised nutrition was less influential than perceived benefit. The model was stable across the different European countries, suggesting that psychological factors determining adoption of personalised nutrition have generic applicability across different European countries. Conclusion The results suggest that transparent provision of information about potential benefits, and protection of consumers’ personal data is important for adoption, delivery of public health benefits, and commercialisation of personalised nutrition.

Consumer Acceptance of Population-Level Intervention Strategies for Healthy Food Choices: The Role of Perceived Effectiveness and Perceived Fairness.

The present study investigates acceptance of intervention strategies for low-calorie snack choices that vary regarding the effect they have on consumers’ freedom of choice (providing information, guiding choice through (dis)incentives, and restricting choice). We examine the mediating effects of perceived effectiveness and perceived fairness, and the moderating effects of barriers to choose low-calorie snacks and perceived responsibility for food choice. Data was collected through an online survey, involving three waves that were completed over a seven week timespan. Information was collected on barriers and perceived responsibility, and evaluations of a total of 128 intervention strategies with varying levels of intrusiveness that were further systematically varied in terms of source, location, approach/avoidance, type, and severity. A total of 1173 respondents completed all three waves. We found that the effect of intervention intrusiveness on acceptance was mediated by the perceived personal- and societal effectiveness, and the perceived fairness of interventions. For barriers and perceived responsibility, only main effects on intervention-specific beliefs were found. Government interventions were accepted less than interventions by food manufacturers. In conclusion, the present study shows that acceptance of interventions depends on perceptions of personal- and societal effectiveness and fairness, thereby providing novel starting points for increasing acceptance of both existing and new food choice interventions.

Consumer adoption of personalised nutrition services from the perspective of a risk–benefit trade-off

Through a Privacy Calculus (i.e. risk–benefit trade-off) lens, this study identifies factors that contribute to consumers’ adoption of personalised nutrition services. We argue that consumers’ intention to adopt personalised nutrition services is determined by perceptions of Privacy Risk, Personalisation Benefit, Information Control, Information Intrusiveness, Service Effectiveness, and the Benevolence, Integrity, and Ability of a service provider. Data were collected in eight European countries using an online survey. Results confirmed a robust and Europe-wide applicable cognitive model, showing that consumers’ intention to adopt personalised nutrition services depends more on Perceived Personalisation Benefit than on Perceived Privacy Risk. Perceived Privacy Risk was mainly determined by perceptions of Information Control, whereas Perceived Personalisation Benefit primarily depended on Perceived Service Effectiveness. Services that required increasingly intimate personal information, and in particular DNA, raised consumers’ Privacy Risk perceptions, but failed to increase perceptions of Personalisation Benefit. Accordingly, to successfully exploit personalised nutrition, service providers should convey a clear message regarding the benefits and effectiveness of personalised nutrition services. Furthermore, service providers may reduce Privacy Risk by increasing consumer perceptions of Information Control. To enhance perceptions of both Information Control and Service Effectiveness, service providers should make sure that consumers perceive them as competent and reliable.

Willingness to pay for personalised nutrition across Europe

BACKGROUND Personalised nutrition (PN) may promote public health. PN involves dietary advice based on individual characteristics of end users and can for example be based on lifestyle, blood and/or DNA profiling. Currently, PN is not refunded by most health insurance or health care plans. Improved public health is contingent on individual consumers being willing to pay for the service. METHODS A survey with a representative sample from the general population was conducted in eight European countries (N = 8233). Participants reported their willingness to pay (WTP) for PN based on lifestyle information, lifestyle and blood information, and lifestyle and DNA information. WTP was elicited by contingent valuation with the price of a standard, non-PN advice used as reference. RESULTS About 30% of participants reported being willing to pay more for PN than for non-PN advice. They were on average prepared to pay about 150% of the reference price of a standard, non-personalised advice, with some differences related to socio-demographic factors. CONCLUSION There is a potential market for PN compared to non-PN advice, particularly among men on higher incomes. These findings raise questions to what extent personalized nutrition can be left to the market or should be incorporated into public health programs.

The Adaptability of Marketing Systems to Interventions in Developing Countries: Evidence from the Pineapple System in Benin

In general marketing theory, marketing systems are assumed to adapt to facilitate further economic development. However, such adaptability may be less obvious in the context of developing countries due to features in the social matrix of these countries. The present study explores adaptation in the Beninese pineapple marketing system in the first ten years after the introduction of the pasteurization process as a development intervention. Qualitative and quantitative insights across a broad spectrum of actors in the pineapple system reveal that adaptability to the intervention has been very slow and virtually absent at an aggregate level. These findings suggest that to make optimal use of the economic development effects of interventions, effects must be considered beyond the primary actor on which they are targeted. This may require complementary marketing interventions at different actors in the system. The marketing systems approach this study adopts seems useful to identify these key actors for complementary interventions.

Identifying successful strategies for honey value chains in Brazil: a conjoint study

Purpose – Development studies rarely measure the impact of value chain strategies on performance. The purpose of this paper is to quantify the perceived contribution of strategies to the performance of three honey value chains in Brazil. Design/methodology/approach – The value chain structure-conduct-performance (SCP) framework was used to select strategies and two performance indicators, honey production growth and local value-added. In a conjoint study, experts were asked to judge the contribution to the two performance indicators of several hypothetical combinations of value chain strategies. Findings – According to the experts, adoption of specialised technical assistance, sharing resources at the production step, increase in exports, and organic certification were the strategies which contributed the most to performance. Simulations suggested that some honey value chains could have greatly increased their performance with these higher pay-off strategies. Research limitations/implications – Quantifyin...

Bringing the voice of consumers into plant breeding with Bayesian modelling

Improving flavour quality traits in fruit breeding calls for innovative consumer-oriented product development. This paper explores the potential of marker-assisted breeding from genomics and consumer-based quality-improvement models from marketing, and exploits the progresses at both sides as technology push and market pull. An integrative and cross-disciplinary quality-improvement model is proposed based on Bayesian modelling. This Bayesian modelling allows for the integration of elicited knowledge of breeders and flavour researchers concerning the degree of causal associations of metabolites and flavour quality traits of fruits in the model. We also present the flavour quality improvement challenge as a multi-criteria optimization process and show the potential and current limitations of the proposed model. Insights gained from the model would help flavour researchers determine the optimum concentration of flavour-affecting metabolites which could be used for further DNA marker development. These ideas and concepts will help translate consumer-desired product features into genomic information, ultimately resulting in successful new cultivars.

Farmers’ Preferences For Bluetongue Vaccination Scheme Attributes: An Integrated Choice and Latent Variable Approach

Re†emergence of the bluetongue disease in Europe poses a continuous threat to European livestock production. Large†scale vaccination is the most effective intervention to control virus spread. Compared to command†and†control approaches, voluntary vaccination approaches can be effective at lower costs, provided that farmers are willing to participate. We use a discrete choice experiment to estimate the preferences for vaccination scheme attributes, accounting for preference heterogeneity via an integrated choice and latent variable approach. In designing livestock disease control schemes, it is often argued that governments should use financial, incentive†based policy instruments to compensate farmers for externalities, assuming they act in rational self†interest. Our results suggest that in addition to economic motives, farmers can have intrinsic or social motives to invest in livestock disease control. Implications for the effectiveness of providing subsidy or information to motivate voluntary participation are discussed.