Int. Journal of Business Science and Applied Management, Volume 15, Issue 2, 2020
A Conceptual Framework of Differentiated Food
Consumption: The Case of northern Greece
Evangelia Karamani
Department of Agricultural Economics, School of Agriculture Aristotle University of Thessaloniki,
54124Thessaloniki,Greece
Tel:+3(0)2324084095
Email:ekaramani@agro.auth.gr
Eleftherios Alamanos
Newcastle University Business School, Newcastle University
Newcastle Upon Tyne, UK NE1 4SE, United Kingdom
Tel: +44 (0) 191 208 1555
Email: eleftherios.alamanos@ncl.ac.uk
Eirini Tzimitra Kalogianni
Department of Agricultural Economics, School of Agriculture Aristotle University of Thessaloniki,
541 24 Thessaloniki, Greece
Tel: +3(0)2310 998818
Email:tzim@agro.auth.gr
Karamani,Alamanos,Kalogianni
Abstract
The study introduces a conceptual framework explaining consumer behaviour towards differentiated
food (natural/traditional, organic, functional, and luxury foods). A sample of 400 participant drawn
from Thessaloniki, northern Greece, was used in the study. The result of a regression analysis showed
that health consciousness, environmental consciousness, consumer attitudes to exploring new tastes,
quality, and consumers’ eating habits influence consumer behaviour. The antecedents of consumer
behaviour can inform food related policies developed by stakeholders involved in the supply chains of
differentiated products.
Keywords: consumer behaviour, differentiated foods, multiple regression, Greece
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1. INTRODUCTION
The evolution of technological innovation in the food industry to produce and launch new
products onto the market is driven by consumers’ preferences for quality foods, new flavours, and
healthy eating (Ronteltap et al., 2007). Such consumer preferences are the motivating factors
recognized by food manufacturers to meet the needs of consumers and the success of the product in the
market (Keisidou et al., 2011; Jongen and Meulenberg, 2005; Kock, 2011). In recent years, consumers
have played an important role in setting parameters for the production of innovative food products. The
modern way of life as influenced by technological developments and social media has greatly shifted
the food market and led consumers to adopt differentiated food products (Chountalas et al., 2009).
The aim of this research is to create a conceptual framework that clarifies the reasons why
consumers are turning to the market for differentiated food products. The conceptual framework is
tested on four types of differentiated products, namely, i) organic food ii) functional food, iii)
traditional and finally, iv) luxury food. These food categories are treated (considered) as
"differentiated" food categories because they contain the concept of innovation (CEC, 1997).
Innovative processes in the food sector range from manufacturing new products, new composition of
products (new types of preservation, additives and flavours), improved/new forms of packaging (with
consumer information), marketing and administrative processes to facilitate production (Nielsen, 2008).
Innovative marketing is of particular interest in the food and beverage industry (Pacheco, 2017) as it
provides improvement in product packaging and facilitates communication with businesses and
consumers of the product. They can also play a key role in product development processes, which are
driven by customer demand. Previous studies have suggested that consumers' preferences (consumers'
attitude) for different types of food vary, and are mostly influenced by factors such as economic, health,
environmental and social factors (e.g. air pollution, biodiversity reduction), as well as food safety
management systems (Capitanio et al., 2009). The following sections discuss the four food categories
included in this study and explain the innovative characteristics that characterize them as differentiated
foods, the main factors influencing their consumption, the methodology and the results of the study, as
well as the main theoretical and practical implications.
2. LITERATURE REVIEW
There is increasing interest in food safety and health training among young adults, with a focus on
food quality and sustainability (Byrd-Bredbenner et al., 2007). This shift in the quality of the food and
sustainability is not due to a successful marketing strategy but based on a healthy lifestyle (Deshpande
et al., 2009). This has led to the production of new products which represent a new fashion – a trend
that emphasizes the lifestyle of consumers daily, thus meeting these new consumer needs (Donskova et
al., 2019). Due to the new possibilities of facilitating the management of food security, the provision of
healthier food, improving efficiency and greater environmental sustainability, technological
advancement in the food industry has now attracted the attention of stakeholders in the food supply
chain, traders, the media, and policy makers (Baourakis et al., 2011). The sections below present a
review of the relevant literature, which informs the analysis of the factors influencing the consumption
of natural / traditional, organic, functional, and luxury foods.
2.1 Natural - Traditional Foods
While today’s society is faced with industrialization and globalization in agriculture, food safety is
now a global issue. This is because food processing and consumption standards differ, and this has the
potential of causing significant nutritional diseases that may lead to serious illnesses due to inadequate
processed foods reaching the final consumers (Bamgboje-Ayodele et al., 2019). With growing
consumer demand for natural/traditional foods, these foods have been modernized with innovative
features to withstand fierce competition within the food industry and to meet the current consumer
trends (Fagerberg & Mowery, 2005). Traditional foods are associated with a specific geographical
origin (region, local area), specifically prepared and consumed seasonally or on special occasions, with
strong beliefs about their nutritional characteristics passed from generation to generation (Boncinelli et
al., 2019). Also known for their high quality, hygiene standards, and consumption over the years, these
foods are part of the culture, tradition, and identity of a local area (Ferguson et al., 2017; Silvestri et al.,
2019).
Innovations involving traditional food products are accepted by consumers providing that they add
tangible benefits, improve safety and health, and do not affect the traditional character of the products
even from different backgrounds and cultures (Guerrero et al., 2009). In addition, cost can be a
determining factor for the acceptance of innovation (Ronteltap et al., 2007). Traditional Italian Cheese
Evangelia Karamani, Eleftherios Alamanos and Eirini Tzimitra Kalogianni
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such as Gorgonzola, Parmigiano-Reggiano and Mozzarella di Bufala have undergone modernization
over time but still retain their traditional identity and culture (Di Monaco et al., 2005). In order to
support the production of quality traditional foods, special attention is paid to the promotion and
protection of traditional products within the European Union (European Regulation 1151/2012) by
attributing labels such as Protected Designation of Origin (PDO) and Protected Geographical
Indications (PGI). Protected Geographical Indications (PGI) is a means of certifying a product derived
from a specific region or locality, where the quality, reputation or other essential characteristics of the
product are attributable to its geographical origin (Chinedu et al., 2017). In other words, it is an
instrument used to identify products associated with their origin. Typical examples are Mediterranean
products (Lepellere et al., 2019), which are produced from the Mediterranean countries and are
associated with the Mediterranean diet. Although these products have no specific geographical origin,
they have, however, shaped the way of life (culture) of the people in the Mediterranean over time.
According to the European Union's database (DOOR, 2018), countries of Southern Europe (Italy,
France, Spain, Portugal and Greece) have the most registered PDO and/or PGI products; with fruits,
vegetables, cereals and cheese the most frequently entered foods in terms of quality systems.
2.2 Organic Foods
Food produced without the use of fertilizers, pesticides, synthetic hormones, and artificial colours
are referred to as organic foods (Fotopoulos, 1996). Organic foods may be considered as differentiated
products as they have special characteristics in terms of reputation and image, design features,
reliability, and quality compared to their conventional counterparts (Sashi & Stern, 1995; Mtimet et al.,
2020). Organic farming emphasizes cultivation practices requiring locally applied systems, thus
promoting the wellbeing of the agricultural ecosystem, including biodiversity, biological cycles, and
soil biological activity.
According to Guerrero et al. (2009), food innovation refers to a new product resulting from the
modification of its ingredients, preparation, and packaging. The IFOAM-Organics International (TIPI)
Technology Innovation Platform is aimed at promoting innovation in organic farming and the
production of organic food through research and development (Arbenz et al., 2015). As a global
platform for research and innovation, TIPI has identified three strategies for developing innovation: (1)
developing research methods suitable for organic food and farming systems; (2) Renewal of
partnerships between farmers, farm consultants, scientists, and consumers; and (3) integration of the
technological, social, and ecological dimensions of innovation. Organic products are labelled ‘Organic’
in line with EU Regulation 2092/91. When an organic farm has been operating for less than two years,
labelling on the product is indicated as "Organic Agriculture Products in a Transitional Stage ". Also,
labelling must indicate the organization from which the control has come at any stage of the production
process.
Studies suggest that consumers of organic food are young women with young children, with a
high educational and income level (Schifferstein & Oude Ophuist, 1998; Cicia et al., 2002). Although
younger consumers tend to have a more positive attitude towards organic food, older consumers can
afford the cost of organic products and are more likely to buy these organic products, which are
expensive for the younger consumers (Magnusson et al., 2001). Studies have shown that when it comes
to having children, pregnant women frequently consume organic food as a desirable choice for their
babies and families, which ultimately impacts on family eating habits as they start consuming organic
products (Samolińska et al., 2017; Przybyłowicz & Kalinowska, 2011). In the present study, the
pregnant women were ready to accept the higher expenses related to the purchase of organic food.
Organic foods are generally welcomed as they are considered to be more nutritious, healthier,
safer, and environmentally friendly. Previous studies have shown that consumers are more likely to pay
more for the superior quality and taste of organic food, as well as for their certified "safety" by
regulatory bodies, such as the National Medical Product Administration (NMPA) in China and the U.S
Food and Drug Administration (FDA) (Chen & Lobo, 2012). Several studies have investigated the
motivations for buying organic foods, with the main motivating factors being health, the environment,
food safety and animal welfare, desire to support the local economy and a healthy lifestyle, nostalgia
for the past, and the pursuit of fashion (Mondelaers et al., 2009; Teng & Wang, 2015). Health and the
environment have been the leading factors impacting food choices in recent years (Rana & Paul, 2017).
This has also increased farmers' interest in producing and supplying organic food to the market in
response to the increasing consumer demand due to the positive impact on health (de Boer et al, 2009).
2.3 Functional Foods
Although no universally accepted definition of functional foods exists in the literature, functional
foods include a variety of ingredients that are natural or enriched and are believed to improve the
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overall health and well-being, reduce the risk of certain diseases or minimize the effects of other health
concerns (Keservani et al., 2010). In addition to their natural elements, these foods are usually
supplemented with nutrients such as vitamins, minerals, probiotics, omega 3, sterols, etc, and hence are
referred to as "Nutritional Therapies" by health and nutrition scientists (Lobo et al., 2010). For the
food to be able to undergo further additions, there has to be an innovation process. An innovation
process refers to a new process during production that will improve product quality and speed the
production process while reducing production costs for better financial capabilities for the business
(Dobni, 2010; Feigl & Menrad, 2008).
The reasons for people buying and consuming functional foods are numerous and complex,
thus it is becoming one of the most interesting areas of research and innovation in the food industry
(Pappalardo & Lusk, 2016). Although the findings are mixed and contradictory, the acceptance of
functional foods is closely related to consumer confidence in the overall health benefit or perceived
reward of consumption; hence, understanding consumer perceptions, attitudes, and purchasing
behaviour in relation to functional foods is very important (Keller & Siegrist, 2015; Grunert et al., 2010;
Annunziata et al., 2015).
Due to the huge variations of functional foods across Central and Northern European countries,
accepting and consuming functional foods is lower in these countries compared to Mediterranean
countries, where consumption is not widespread; this has a huge impact on the European market for
functional foods (van Trijp & van der Lans, 2007). The global food market of functional food, which
has been stagnant in recent years due to economic recession, has now experienced rapid growth over
the last decade. Addressing the shift of consumers to foods that offer wellness and health can bring
financial benefits to food companies if they are able to convince consumers that consuming functional
foods will contribute in the long run to reducing their health care costs and will improve their overall
health (Karelakis et al., 2019).
2.4 Luxury Foods
Consumption of luxury foods is associated with the purchase motives. Some individuals tend to
purchase luxury foods to impress others, a perception that is strongly influenced by a favourable social
image (Tsai, 2005). For this reason, luxury product marketing programs do not put much emphasis on
the nutritional benefits of these products, but on their importance as symbols of status.
Innovation is also promoted by the fierce competition in the food industry, both on the part of
producers and on the part of retailers (Hartmann et al., 2017). In this case, innovation is more on
research and development costs and the ability to create new products in the lab. Even so, those costs
remain additional to the innovative and commercial success in the marketing of the product.
It is worth noting that only approximately 3% of all newly introduced food products can be
considered truly innovative, as innovation can also be found in companies constituting product
ingredients, packaging etc. (European Commission, 2014).
3. HYPOTHESIS DEVELOPMENT
Taking into account the discussion presented in the previous sections, the present study aims to:
identify the most important factors affecting the shift in consumer choice in the adoption of
differentiated foods (natural / traditional foods, organic foods, functional foods and finally -sugars)
versus conventional food; investigate the effect of health awareness on consumer attitudes toward
differentiated foods; explore the impact of environmental concerns on consumer attitudes toward
differentiated foods; study the attitude of consumers to exploring new flavours; investigate the impact
of quality, and consumer eating habits. The following sections introduce the hypotheses of the study
presented in Figure 1.
3.1 Health Consciousness
Health consciousness is the tendency of a person to focus on health, which is reflected in his
responsible choices based on health. In other words, it is the willingness of an individual to
demonstrate appropriate compliance behaviour for their personal health (Frash et al., 2015; Yan-Hwa et
al., 2000). Health Consciousness has been recognized as one of the primary motivators in the
consumption of healthy foods, such as local traditional foods and organic foods (Frash et al., 2015;
Kim et al., 2009). Health consciousness serves as a tool for assessing willingness to take health
actions (Becker et al., 1977). Health‐conscious consumers are both aware of and concerned about their
state of well‐being and are motivated to improve and/or maintain their health and quality of life, while
also preventing ill health by adopting healthy behaviours and being conscious of their health (Gould,
1988; Plank & Gould, 2008; Rupert & Katie, 2012). Such individuals tend to be strongly aware of and
Evangelia Karamani, Eleftherios Alamanos and Eirini Tzimitra Kalogianni
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occupied with nutrition and physical fitness (Rupert & Katie, 2012). This discussion leads to the
following hypothesis:
H1. Health consciousness will positively affect the frequency of purchase of differentiated foods.
3.2 Environmental Consciousness
Environmental consciousness is the awareness that the environment is in a deplorable state, with
depleted natural resources and pollution attributable to human activity and the willingness to protect the
environment from harmful human activities (Ali & Kumar, 2011). In this era of global warming, green
products are considered eco-friendly, non-toxic, recyclable, made up of organic constituents and
substances having a positive effect on human beings, and thus can reduce the environmental
deterioration. As consumers prefer green products from popular and recognized firms, green products
are becoming global market leaders day by day with increasing demand (Suki, 2013; Wahid & Rahbor,
2011). Consumers also tend to have the right attitude and are responsive to the environmental
movement. Due to the changes in consumer behaviour resulting from environmental awareness and
intentions to do better in terms of ecology, all the eco-friendlier products are being launched to the
market (Shruti, 2014). A study conducted by Law et al. (2017) indicated that environmental
consciousness and environmental knowledge could cause positive changes in environmental attitudes
and further affect green consumption and purchasing behaviour. Similarly, an international green
survey revealed that individual environmental consciousness, green attitude, and green consumption
were positively correlated. This study also pointed out that environmental consciousness could nurture
the real green consumers. As a result, consumers with a deeper environmental knowledge and
consciousness could more easily demonstrate positive green attitudes, which would then bring about
market competition arising from green consumption behaviour (Chen, Chan, & Wei, 2015; Law et al.,
2017) Hence, we hypothesize that:
H2. Environmental consciousness will positively affect the frequency of purchase of differentiated
foods.
3.3 New flavours
The stronger the competition between food production industries, the greater the demand for food
differentiation by consumers (Guiltinan, 1993). The flavour of foods at times of intense competition
plays a decisive role (Philip, 1994). Therefore, the higher the standards of consumers searching for new
flavours, the more likely it is for a product to be a commercial success on the market (Nijssen, 1999).
The demand for processed foods that are modified to reduce their calorie content (sugar, salt, etc.)
has been increasing in recent years (Stieger & Van de Velde, 2013). A higher nutrient density is found
in unprocessed or moderately processed foods than in highly processed foods (van Dongen, 2012). This
function is performed by taste, an important regulator of nutrient intake and determinant of consumers’
choice of the product they intend to purchase, irrespective of the nutritional contribution of the product
(van Langeveld et al., 2017). Hence, we suggest that:
H3. Consumers' attitudes to exploring new flavours will have a positive effect on the purchase of
differentiated foods.
3.4 Quality
The term quality, both in food and elsewhere, has had many different definitions assigned to it
(see the 1995 special issue of Food Quality and Preference for a broad range of proposals). It is
generally agreed that there is both an objective and subjective dimension to quality. Objective quality
refers to the physical characteristics built into the product and is typically the dimension that is dealt
with by engineers and food technologists. Subjective quality is quality as perceived by consumers. The
relationship between the two is at the core of the economic importance of quality: only when producers
will be able to translate consumer desires into physical product characteristics, and when consumers
will be able to draw desired qualities from the way the product has been built, will quality be a
competitive parameter for food producers.
Food quality is one of the most important factors influencing consumer behaviour (Grunert, 2005;
Miglietta & Morrone, 2018). The goal in the food industry is to create loyal customers that will make
repeated food purchases; this is at the expense of quality (Sulek & Hensley, 2004). Due to the lack of
consumer satisfaction resulting from the food industry not being able to provide quality food to
consumers with a perceived quality of food and services, there is a shift that negatively impacts on the
repurchase intentions of consumers (Joseph & Taylor, 1992). Today, consumers set different
parameters in food demand with increasing demand for differentiated foods (natural, traditional,
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organic, functional and luxury food) (Grunert & Wills, 2007). The discussion leads to the following
hypothesis:
H4. The quality of differentiated foods will have a positive effect on the frequency of purchase.
3.5 Eating Habits
Eating habits are a key factor in global public health interventions. This helps reduce obesity
and encourage consumers to incorporate more healthy foods in their diet such as fruits and vegetables.
Although limited success has been recorded, healthy eating habit can be achieved through educational
campaigns and advertising healthy foods and eating habits (National Health Service, 2018, 2019).
Through campaigns and health information, people are informed about what is seen as unsuitable or
wholesome to eat. Living in a society with these norms, Lupton (1996) suggests that some people
choose their food from a health perspective and not primarily in accordance with what they like. The
results suggest that ‘heavy’ or ‘stodgy’ food was considered unhealthy and ‘light’ food healthy. Foods
rich in fat were considered unhealthy, especially if the fat was visible. Consumers also play a
significant role in improving eating habits and ultimately improving overall health (Vladas et al., 2012;
WHO, 2004; Walsh, 2014). Hence, we hypothesize that:
H5. Consumers' eating habits will positively influence the frequency of purchase of differentiated
foods.
Figure 1: Conceptual Framework
4. METHODOLOGY
The study is based on primary data and adopted a mixed methods approach (both qualitative and
quantitative). The first stage (qualitative) involved a series of focus groups to investigate the opinions
of consumers about differentiated foods (Kitzinger, 1995). This was achieved using 50 Open Type
Questions and 4 demographic questions. Five people participated in each of the three focus groups. The
aim of the interviews was to inform the design of the questionnaire for the quantitative stage of the
study. The questionnaire consisted of four parts, accessing: a) Knowledge (subjective) of differentiated
food. b) Consumption of differentiated food c) Reasons for consumption /non- consumption of
differentiated food d) socio-demographic questions.
The quantitative data were analysed using the IBM SPSS statistics, version 22. Multiple
regression was performed for each food category to identify the antecedents influencing purchase
intention for each category (natural/traditional, organic, functional, and luxury food).
4.1 Measurement development
The quantitative research questionnaire consisted of a set of questions for each category: natural-
traditional foods, organic foods, functional foods and finally luxury foods. Snail consumption has been
Evangelia Karamani, Eleftherios Alamanos and Eirini Tzimitra Kalogianni
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known since antiquity and snails have been consumed by millions of people worldwide (S. JESS, 1995).
Snails, which are a delicacy for connoisseurs, are in high demand in many countries in Europe and
America, and have been shown to have several advantages over other meats due to their high economic
value, they are considered luxury food, they have low caloric content and are suitabile for people who
pay attention to their diet (Milinsk et al., 2003). In the category of luxury food, we focused on snails
because, snails are a food of high nutritional and economic value that do not have enough research data.
With the data, we include snails as a representative food of the luxury food category. Dependent
variables included the frequency of purchase of natural traditional foods, organic foods, functional
foods, and luxury foods. The independent variables in this study (health consciousness, environmental
consciousness, new flavours, quality of product and eating habits) were measured with a Likert Scale
of five categories (I totally agree, I agree, neutral, I disagree, I strongly disagree). The mean scores of
the responses were calculated and used to determine the attitude of the respondents using the scale.
4.2 Sample selection and data collection
Data collection for the quantitative part of study was carried out via a consumer survey. A non-
probability quota sampling approach was followed to recruit the respondents, leading to 400 responses.
The selection of respondents was carried out in two stages. In the first stage, non-probability quota
sampling (Daoutopoulos, 2005) was applied, with proportional distribution of the sample among the
Municipalities of the urban complex of Thessaloniki. Each Municipality was considered as one layer.
In the second stage, non-probability quota sampling was applied in each Municipality to reflect the
demographic characteristics of the residents within it. Respondents were selected by stopping
consumers at sale points (mall interception technique) (Gelperowic & Beharrell, 1994).
5. RESULTS
Most respondents were male (65.4%), 36-45 years old (27.8%), held a postgraduate degree
(41.5%), and were married (47.3%) without children (60.5%). In addition, most participants were
working in the public sector (47.3%) and earned between 1001-1500 euros / month (26.3%).
Table 1: Knowledge of differentiated foods
Mean
Std. Deviation
Natural / traditional products
2.75
0.468
Organic food
2.89
0.332
Functional food
2.08
0.867
Luxury food
2.09
0.993
Answers given by participants are ranked from 1 to 3 (1-No, 2-Not sure, 3-Yes). Increase in the average rate
implies an increase in the knowledge of the respective category of innovative foods.
The result from Table 1 above shows variation in the knowledge of differentiated food. A greater
quantity of participants know what organic food is (2.89), followed by natural / traditional products
(2.75). The result also shows that snails as a luxury food is known by few (2.09) as well as functional
foods (2.08).
Table 2: Intentions of purchase of differentiated foods
Mean
Std. Deviation
Natural / traditional products
3.38
0.963
Organic food
2.81
1.068
Functional food
2.13
1.090
Luxury food
1.44
0.747
Answers given by participants are ranked from 1 to 5 (1-Never, 2-Rarely, 3-Sometimes, 4-Often, 5-Very often).
Increase in the mean rate is reflective of an increase in the purchase frequency of each product.
The result from Table 2 shows that, among the differentiated foods, the intention of purchase of
natural/traditional products ranked the highest (3.38), followed by organic food (2.81), and rarely
functional food (2.13) and luxury food (snails) (1.4).
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Table 3: Regression analysis of independent and dependent variables purchase frequency of:
natural/ traditional foods, organic foods, functional foods, and luxury foods
R
R Square
Adjusted R Square
Std. Error of the Estimate
0.656
a
0.430
0.412
0.738
0.687
a
0.471
0.454
0.789
0.593
a
0.352
0.324
0.875
0.472
a
0.222
0.198
0.889
Multiple regression analysis to identify the most important factors that affect the consumption of differentiated
foods.
The result from Table 3 shows organic food has the highest coefficient of multiple correlation (R
= 0.687) compared to the other food categories. Hence, organic food has the most representative
sample between the predictions and the result. This is followed by natural traditional foods, functional
foods, and luxury foods.
Table 4. Natural /traditional products
Coefficients
a
Model
Unstandardized Coefficients
Standardized Coefficients
T
Sig.
B
Std. Error
Beta
1
(Constant)
-0.388
0.352
-1.103
0.271
Are healthier
0.239
0.079
0.166
3.029
0.003
Are made with pure
ingredients without
chemical additives
-0.155
0.069
-0.119
-2.232
0.026
I really enjoy buying
various products
0.132
0.056
0.114
2.359
0.019
They taste and smell
good
0.054
0.061
0.040
0.881
0.379
They are part of my
eating habit
0.481
0.056
0.430
8.614
0.000
I prefer to choose the
best
0.140
0.069
0.116
2.024
0.044
They are products with
great nutritional value
0.096
0.071
0.078
1.354
0.176
I enjoy buying new
products
-0.117
0.052
-0.111
-2.275
0.023
I spend enough on
quality for my diet
0.082
0.052
0.078
1.570
0.117
I take the price into
consideration when
buying food products
0.029
0.048
0.026
0.606
0.545
Packaging maintains
freshness in the product
-0.007
0.052
-0.006
-0.135
0.892
I believe that different
types of food offer
different tasting
experiences
0.071
0.056
0.058
1.265
0.207
a. Dependent Variable: Natural/traditional products
The result from the regression analysis (Table 4) for natural traditional foods shows that consumer
eating habits and health consciousness (they are healthier) are the factors that mostly influence
consumer preferences when purchasing natural / traditional foods.
Evangelia Karamani, Eleftherios Alamanos and Eirini Tzimitra Kalogianni
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Table. 5 Organic food
Coefficients
a
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
-0.388
0.352
-1.103
0.271
Are healthier
0.239
0.079
0.166
3.029
0.003
Are made with pure
ingredients without
chemical additives
-0.155
0.069
-0.119
-2.232
0.026
I really enjoy buying
various products
0.132
0.056
0.114
2.359
0.019
They taste and smell
good
0.054
0.061
0.040
0.881
0.379
They are part of my
eating habits
0.481
0.056
0.430
8.614
0.000
I prefer to choose the
best
0.140
0.069
0.116
2.024
0.044
They are products with
great nutritional value
0.096
0.071
0.078
1.354
0.176
I enjoy buying new
products
-0.117
0.052
-0.111
-2.275
0.023
I spend enough on
quality for my diet
0.082
0.052
0.078
1.570
0.117
I take the price into
consideration when
buying food products
0.029
0.048
0.026
0.606
0.545
Packaging maintains
freshness in the product
-0.007
0.052
-0.006
-0.135
0.892
I believe that different
types of food offer
different tasting
experiences
0.071
0.056
0.058
1.265
0.207
I believe that different
types of food offer
different tasting
experiences
0.031
0.066
0.025
0.479
0.632
Dependent Variable: Organic food
Result from the regression analysis (Table 5) for organic food shows that consumer eating habits
and health consciousness (they are healthier) are the factors that most influence consumer preferences
when purchasing organic food, just like natural/traditional foods.
Table 6. Functional Food
Coefficients
a
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
-0.388
0.352
-1.117
0.265
Are healthier
0.239
0.079
0.166
3.900
0.000
Are made with pure
ingredients without
chemical additives
-0.155
0.069
-0.119
-4.548
0.000
I really enjoy buying
various products
0.132
0.056
0.114
2.101
0.036
They taste and smell
good
0.054
0.061
0.040
-1.182
0.238
They are part of my
eating habits
0.481
0.056
0.430
3.883
0.000
I prefer to choose the
best
0.140
0.069
0.116
1.089
0.277
They are products with
great nutritional value
0.096
0.071
0.078
2.218
0.027
I enjoy buying new
-0.117
0.052
-0.111
0.744
0.458
Int. Journal of Business Science and Applied Management / Business-and-Management.org
10
products
I spend enough on
quality for my diet
0.082
0.052
0.078
-2.338
0.020
I take the price into
consideration when
buying food products
0.029
0.048
0.026
1.601
0.110
Packaging maintains
freshness in the product
-0.007
0.052
-0.006
3.163
0.002
I believe that different
types of food offer
different tasting
experiences
0.071
0.056
0.058
1.307
0.192
I believe that different
types of food offer
different tasting
experiences
0.031
0.066
0.025
-0.633
0.527
a. Dependent Variable: Functional Food
The result from regression analysis (Table 6) for functional foods shows that health consciousness
(they are healthier), followed by dietary habits of consumers are the major factors that mostly influence
consumer preferences when purchasing functional foods.
Table 7. Luxury foods
Coefficients
a
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
1.376
0.251
5.474
0.000
Are healthier
0.063
0.094
0.050
0.671
0.503
Are made with pure
ingredients without
chemical additives
0.238
0.122
0.187
1.949
0.052
I really enjoy buying
various products
0.348
0.101
0.297
3.449
0.001
They taste and smell
good
-0.260
0.077
-0.217
-3.384
0.001
They are part of my
eating habits
-0.386
0.083
-0.267
-4.623
0.000
I prefer to choose the
best
-0.106
0.111
-0.084
-0.958
0.338
They are products with
great nutritional value
0.289
0.111
0.239
2.605
0.010
I enjoy buying new
products
-0.225
0.127
-0.161
-1.772
0.077
I spend enough on
quality for my diet
-0.025
0.094
-0.019
-0.266
0.790
Evangelia Karamani, Eleftherios Alamanos and Eirini Tzimitra Kalogianni
11
I take the price into
consideration when
buying food products
0.066
0.090
0.053
0.731
0.465
Packaging maintains
freshness in the product
0.053
0.103
0.038
0.516
0.606
0.110
0.112
0.089
0.984
0.326
I believe that different
types o
f food offer
different tasting
experiences
a. Dependent Variable: Luxury foods
The result of regression analysis (Table 7) for luxury foods shows that new flavours (they have a
nice taste and aroma) followed by health consciousness (they are healthier) are the major factors that
mostly influence consumer preferences when purchasing luxury foods.
In summary, the initial hypotheses about differentiated foods have been confirmed by the results
above, and this shows that health awareness, environmental awareness, consumer attitudes to exploring
new flavours, the effect of quality and eating habits of consumers significantly influenced consumer
behaviour.
6. DISCUSSION
The results of this study show that consumers have developed a healthy consumption pattern that
emphasizes food quality, environmental awareness, and good eating habits with the intention of
exploring new flavours. We therefore find that the hypotheses that were initially made are in line with
the results of the present research. They are influenced by common factors.
The present study shows that the demand for organic food has been increasing in recent years
(Table. 5). This study reports that health consciousness is the highest contributor to consumer purchase
choice of organic food (Table.5). Knowledge of organic food (Table.1) is also high in this study. The
findings from this study are consistent with the result of Anisimova. (2016), who reports that personal
attitude and health awareness (consciousness) are the most important factors that influence consumer
organic food purchase intention (Dimitri et al., 2017). This shows that when there is a positive
consumer attitude toward organic brands, the level of organic product purchase of consumers will
increase likewise (Mohd, 2016).
The rapid growth of the luxury market has created reasonable academic research interest in the
consumption of luxury products. Previous studies which have tried to answer this question have
reported multiple motivators for being involved in luxury-seeking behaviours. Although there is a
dearth in the literature for the chosen luxury food in this study, findings from this study nevertheless
corroborate previous studies which observed that material needs, dietary requirements, personal
reasons, and social identity significantly influenced consumers’ luxury seeking behaviour (Lee &
Hwang, 2010; Truong, 2010; Amaldoss & Jain, 2005).
7. CONCLUSION
The main theoretical contribution of this study is the development of a conceptual framework that
explains the consumption of differentiated food. Results demonstrated that the four multiple
regressions were all significant in the context of differentiated food. Specifically, the consumption of
differentiated food is influenced by health consciousness, new flavours, environmental consciousness,
quality and eating habits. This study shows the reasons why consumers buy differentiated food, so the
food industry can direct its efforts. Consumers are health conscious, which is the main reason for
choosing differentiated food aiming for future health benefits. Furthermore, the findings of this survey
show that consumers are now aware of the environment and have developed both an environmental and
ecological consciousness, which is indicated by their choice of environmentally friendly products.
Furthermore, it was found that the increase in the frequency of purchase of differentiated food is
Int. Journal of Business Science and Applied Management / Business-and-Management.org
12
directly linked to the desire of consumers to explore new flavours, as well as the tendency to consume
quality food. Lastly, it is concluded that the eating habits of consumers are one of the most important
factors influencing the frequency with which they purchase differentiated food.
This study also contributes to the creation of the consumer profile of this new category of foods
and reveals the reasons why consumers buy differentiated food or hesitate to do so. This study also
reports that different factors influence consumers' behaviour when it comes to purchasing a
differentiated food, a piece of information that is valuable to food producing companies.
The study has practical implications for the professionals involved in the production of
differentiated foods. Companies producing differentiated foods should seriously take into account the
five aforementioned factors affecting the purchasing frequency of this type of food. Specifically,
quality-foods should be created to provide long-term health benefits to consumers who choose
differentiated foods. It would also be good for food companies to emphasize the new tasting
experiences that differentiated food could potentially offer as consumers might be willing to explore
new flavours. Finally, differentiated food manufacturers can enhance the environmental awareness of
their potential customers by focusing on environmental sustainability in their messages when they
communicate with them.
In addition, the results of the present research should be taken equally seriously into account by
the competent policymakers, in order to formulate a corresponding information campaign for the
benefits of differentiated foods. Specifically, they can organize training seminars delivered by food
experts or by relevant government agencies to enhance the health consciousness of consumers, which
could subsequently lead to frequent purchases of differentiated foods. Also, initiatives can be designed
by relevant policy stakeholders to enhance the environmental awareness of consumers and highlight the
contribution that differentiated foods have in this area. Finally, food regulators should develop a
rigorous process of testing the quality and sustainability of differentiated food to reassure consumers
about the quality of such products. Hence, food quality assurance systems must be created to ensure the
quality of foods and the safety of products reaching consumers. Furthermore, thorough standardization
and packaging systems must be created to keep the nutrients contained in differentiated foods intact,
thus ensuring that they provide consumers with future health benefits, while also maintaining their
authentic original flavour. These standardization and packaging systems can lead to the creation of
environmentally friendly packages with recyclable materials to further enhance the environmental
consciousness of consumers. By placing the necessary emphasis on the aforementioned systems
(quality assurance systems and standardization and packaging systems), it will be possible – with the
help of the supply chain (Papagiannidis et al., 2019) – to get differentiated foods to supermarket
shelves more easily, thus making it easier for consumers to integrate differentiated foods into their
daily diet and eventually to make them part of their daily eating habits.
However, the study has some limitations. Specifically, it has focused on specific parameters
affecting the frequency of purchase of differentiated food. Similar surveys may be conducted
subsequently on a larger sample and on different types of foods with a new, more extensive conceptual
framework that will include more parameters. This could facilitate the exploitation of the true needs of
consumers for new foods, while also helping the food production industry gain a better understanding
of the new needs of contemporary consumers.
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