Juliet Memery

Understanding local food shopping: unpacking the ethical dimension

Abstract Analysing shopping in the local food sector is an area of contemporary consumer research that has received considerable interest in recent times. The significance of the topic relates not only to underlying consumer behaviour theory, but also to the perceived role of local food in environmentally responsible purchasing practices, and consequently sustainable food policies. However, previous empirical investigation of local food buying behaviour is limited, and this research extends current work through adopting a mixed methods approach that comprised qualitative focus groups with an online survey of consumers. Multivariate analysis techniques were utilised to identify a set of drivers of and inhibitors to local food buying. Following this, two types of local food buyers were distinguished based upon the reasons for buying/not buying, and these were further categorised using demographic and location variables. An integrated modelling process was then used to establish the effects of the different influences on behavioural intentions and actual buying behaviour. Results identified a complex range of outcomes which indicate that the ethical sustainability dimension of local food shopping does not positively affect consumer buying in this market. The implications for related areas of theory and the future marketing practices of local food suppliers and retailers are then considered.

Unpicking motives to purchase locally-produced food: analysis of direct and moderation effects

Purpose This study investigates how attributes associated with local food (intrinsic product quality; local support) motivate purchase behaviour. Previous research assumes heterogeneity in consumer motivation, but this has never been formally assessed. As such, the influence of local food attributes in motivating product use is integrated into a model in which consumer values and personal characteristics/situational variables are specified as moderators. Design/methodology/approach Eight hypotheses are tested using data collected from a quota sample of respondents recruited via an online panel of 1223 shoppers. A three-stage analysis is employed using structural equation modelling (SEM). Moderation effects are tested using both latent interactions and multiple-group analysis. Findings Shoppers purchase local food more frequently as a consequence of local support rather than intrinsic product quality. Unpicking these relationships reveal that local support has an amplified effect when local identity is higher, and when the shopper is female or of an older age (55yrs+). Surprisingly, the influence of intrinsic product quality is equivalent by gender, age and location (rural/urban). Practical implications Marketers promoting locally produced foods should focus on both the intrinsic attributes of local food as well as the role it plays within the local community. The latter is more likely to be successful with communications aimed at women and older consumers. Originality/value With previous studies focusing on how local food attributes influence favourable consumer behaviours, the current study unpicks these relationships by examining heterogeneity in responses. This is the first study to concurrently use attributes, values and personal characteristics/situational variables in explaining shopping behaviour for local food.

Stimulating UK Adolescents’ Seafood Consumption

ABSTRACT The health benefits of seafood consumption are well known, however, consumption levels in the UK remain below recommended levels of two servings per week. Seafood consumption is beneficial for adolescents, as it is associated with physical and mental well-being, lower levels of obesity, and improved cognitive performance and academic achievement. This study investigated current consumption, preferences, and attitudes toward seafood among UK adolescents. Seven focus groups were conducted in two schools with diverse socio-economic student profiles. Findings revealed that seafood consumption levels vary considerably among individuals and typically takes a less healthy form (e.g., fish and chips). Key drivers of seafood consumption include health and taste, while barriers were typically associated with the sensory qualities of seafood including dislike of taste, bones, smell, and texture. A range of intervention strategies were identified and new product ideas ranged from fun, fast-food, snack-style products to healthy meal options.

To Eat or Not to Eat: Seafood Consumption Habit Formation

ABSTRACT Healthy development and nutritional sufficiency have long been linked to consumption of a well-balanced diet, especially in primary school age children. Seafood products have been identified as a key component of a healthy diet. The consumption habits of a balanced and sustainable diet in children needs to be examined while taking into account family and environmental factors which influence eating habit formation in young children. The family setting is the first place where children acquire examples and principles of their own eating habits. Therefore, this study explores the effects of family eating habits on seafood consumption habit formation in children. Seafood intake diaries, pictures of consumed meals, as well as in-depth interviews formed a pilot study which included four families. The collected results were thematically analyzed and underpinned by principles of the Theory of Planned Behavior, Stages of Change Model, and Social Cognitive Theory. The pilot study results revealed an array of attitudes and preferences, norms (e.g., religion and parental duty), perceived drivers (e.g., health benefits), and perceived barriers (e.g., affordability and availability) which influence the formation of sustainable eating habits in children. A range of strategies (internal and external) for assisting appropriate eating habit formation including consumption of sustainable seafood by children are discussed.

An (Extended) Abstract: Exploring Food Habit Formation in Young UK Families—The Case of Sustainable Seafood

Regular consumption of a well-balanced diet is an important factor for ensuring healthy nutrition, especially in children of primary school age. In particular, seafood products are key components of a healthy diet and are important culturally and ethically around the world (Affinita et al. 2013). The communication of a balanced and ethical diet and the achieved health benefits needs to be carefully balanced to take into account various family factors which influence eating habit formation in young children (Castano et al. 2015). The family atmosphere is the first and most crucial place where children acquire the examples and principles of own eating habits. Indeed, this paper explores the effects of family eating habits on sustainable seafood consumption habit creation in children.

Exploring Attitudes Toward Aquaculture Development in the United Kingdom: A Consultative Stakeholder Approach

ABSTRACT This study explores attitudes toward aquaculture development as a way of providing a sustainable source of seafood through a consultative stakeholder approach. Given that aquaculture is a less familiar concept within southwest England, gaining insight into the views and perspectives of such a development in the region is required to facilitate stakeholder engagement. In-depth qualitative interviews investigate attitudes across five stakeholder sectors: government, fishing/marine, business/catering, tourism/leisure, and environmental/charity. Findings show a mix of stakeholder attitudes, which differ by industry sector, from very negative to very positive. From this, two segments are proposed (commercially focused and environmentally focused) to enable targeted communication and information dissemination strategies based on key areas of concern.