Jeffrey M. Campbell

Reducing the intention-to-behaviour gap for locally produced foods purchasing

Purpose – The study regarding retail grocery considers the mediating effect of store atmospheric responsiveness (SAR) on the relationship of purchase intentions (PI) and extent of purchase (EP) for locally produced foods as well as potential moderators of trust and price consciousness (PC). The paper aims to discuss these issues. Design/methodology/approach – The study used survey methodology of 755 grocery store shoppers for locally produced foods and structural equations modelling to test proposed relationships. Findings – A significant positive relationship between PI and EP for locally produced foods exists and that SAR mediated the relationship. Trust was found to moderate the relationship of PI and EP, while PC moderated the SAR to EP. Research limitations/implications – The use of a survey methodology which may lack generalizability. Customers may report desired vs actual intentions or behaviours, and the sample included a large majority of female and Caucasian shoppers. The framework can serve as ...

The impact of local food marketing on purchase decision and willingness to pay in a foodservice setting

ABSTRACT Using survey methodology and experimental design, the current study examines the effects of consumer perception of marketing through the use of signage, product involvement, and willingness to pay on purchase outcomes for locally grown products within a university foodservice setting. Results from the logistical regression models suggest that perception of signage has a larger impact on choosing local food products than product involvement or willingness to pay. Experimental testing showed that when given a choice between local and non-local foods, the average sales for local products were higher than the non-local options, and consumers were willing to pay upward of 10% more for locally grown produce. Implications and future research opportunities are discussed.

Internal and external resources of competitive advantage for small business success: validation across family ownership

The current study reviews both internally-driven strategic factors such as entrepreneurial orientation and firm capital and externally-driven factors such as social capital and community social responsibility and their effects on business performance across family-owned small businesses. Under a resource-based view of the firm framework, the sample was analysed using structural equation modelling. Results suggested that entrepreneurial orientation, firm capital, and corporate social responsibility reflect a significant positive relationship with business performance. Testing of relationship effects based upon ownership type (family versus non-family owned) showed no significant differences. Implications and future research directions for practitioners and academics were provided.

Antecedents to purchase intentions for Hispanic consumers: a ‘local’ perspective

The current study explores consumer attributes such as attitudes, subjective norms, connectedness, and price consciousness and their relationship with purchase intentions of Hispanic shoppers within the locally produced food category. Four hypothesized direct-path relationships and one moderation effect across the four proposed paths were tested via a two-step process in structural equations modeling. Results of measurement model testing suggested that a five-factor model fits well for the Hispanic group. Within the structural model process, a significant positive relationship was found between two proposed paths: consumer attitudes with intention to purchase and price consciousness with intention to purchase. A moderation effect of perceived product availability was found only for the path of price consciousness with intention to purchase. These results suggest that factors such as subject norms and connectedness, often associated with the local food category, may not be important drivers for purchase intentions for the Hispanic food shopper in retail grocery channels. However, other factors relating to attitudes, price consciousness, and product availability may be more salient. From this exploration, implications for marketers are provided and future research directions suggested.

Cooperate or compete: the relationship of strategic orientation and firm performance for farmers' market vendors

While sustainable retailing continues to be a focal point in the United States for many businesses as a response to consumer demand, little research has considered the importance of strategic orientation within this domain and how it may affect performance. This study reviews the impact of strategic orientation on performance within one specific sustainable retailing domain – the farmers’ market. Using farmers’ market vendors for the study and employing a survey methodology that highlighted constructs of social capital and entrepreneurial orientation, a structural equations model was developed and tested that also included potential moderating effects of longevity of market vendors at their respective markets. Results indicated that a significant positive relationship existed between social capital and firm performance, while no significant relationship was found for entrepreneurial orientation and firm performance. No moderating effects of the construct longevity on the proposed relationships were found. Implications and future research directions are provided.

Billion Dollar Baby: Local Foods and U.S. Grocery

This study reviews consumer purchasing of locally produced foods in retail grocery stores. A U.S. sample of 590 consumers was drawn via an online survey, with structural equation modeling used to assess hypothesized relationships of attitude, subjective norms, perceived behavioral control, intention to purchase, extent of purchase, and the moderating effects of shopping channel type. Results from structural model testing suggested that all hypothesized relationships except that of purchase intention and extent of purchase were found to be significant, with group differences existing between supercenters/warehouses and farmers’ market shopping channels. Implications and future research directions are provided.

U.S. SMEs’ corporate citizenship: collectivism, market orientation, and reciprocity

Corporate citizenship has been advocated as a valuable marketing tool that benefits both society and business. This study delineates factors conducive to small and medium-sized enterprises’ (SMEs) corporate citizenship towards local community and a benefit thereof by contemplating the unique nature of the SME-local community relationship. SME owners’/managers’ collectivism and the SMEs’ market-oriented organizational culture are examined as antecedents of corporate citizenship and reciprocity from their local community is identified as a unique, relational benefit of their corporate citizenship. Results from 393 SME owners/managers in the U.S. show the positive impacts of collectivism and market orientation on SMEs’ corporate citizenship. Findings also indicate SMEs’ market orientation and corporate citizenship enhance their perception of reciprocity from their local community.

Italian and U.S. Consumers of Local Foods: An Exploratory Assessment of Invariance

ABSTRACT The exploratory study reviews locally produced foods and sustainable retailing via grocery outlets across two distinct consumer groups, Italian and U.S. consumers. Survey methodology and structural equation modeling were used to test for measurement and structural invariance across the groups. Results suggested that groups varied across measures of perceived consumer effectiveness and purchase intentions; and constructs of subjective norms, perceived consumer effectiveness, connectedness, and purchase intentions reflected factor mean differences across groups. Tests of structural paths were found to be partially invariant. Implications to retail grocers who source sustainable products are provided, as well as future research directions for academics.

Virtual and Hybrid Meetings: A Mixed Research Synthesis of 2002-2012 Research:

This research presents an examination of literature written within hospitality and tourism studies and within other disciplines pertaining to virtual and hybrid meeting genres over a 10-year period (2002-2012). While 15 articles were found within hospitality and tourism journals, 67 articles were included within this review, with the majority published within refereed journals outside of hospitality and tourism. Articles were categorized by journal, year, methodology, and theme. Using the diffusion of innovation theory, five themes emerged: comparison of virtual and/or hybrid meetings with face-to-face meetings, perceptions and attitudes toward virtual and hybrid meetings, management and design of virtual and/or hybrid meetings, specific audiences for virtual and hybrid meetings, and uses of technology within virtual and hybrid meetings. These articles have been accumulated to identify gaps in the literature and provide future research recommendations within hospitality and tourism to be addressed.

Virtual and Hybrid Meetings: Gaining Generational Insight From Industry Experts

ABSTRACT The focus of this study is to identify best practices, opportunities and barriers for planning and managing virtual and hybrid meetings for baby boomers, generation X, and generation Y. Through application of the generational cohort theory, a modified Delphi method was employed to identify best practices, opportunities and barriers for virtual and hybrid meetings for these three generations. The Delphi method engaged an expert panel of meeting professionals who made planning recommendations for each generational cohort. Results indicate generational perceptions of meeting attendees are considered by meeting professionals, based on their meeting planning experience, as they plan and execute their meetings, thus supporting the generational cohort theory.