Tag Archives: consumer behaviour

xxx O. Aleksandrova, A. Põder, M. Kukk, A.-H. Viira and H. Tamm
The role of ICT and animal welfare concerns in Estonian food purchasing channel preferences
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The role of ICT and animal welfare concerns in Estonian food purchasing channel preferences

O. Aleksandrova¹, A. Põder¹²*, M. Kukk¹, A.-H. Viira¹³ and H. Tamm²

¹Estonian University of Life Sciences, Institute of Agricultural and Environmental Sciences, Chair of Rural Economics, Kreutzwaldi 1a, EE51006 Tartu, Estonia
²Estonian Dairy Cluster, Aretuse 2, EE61406 Märja, Tartu, Estonia
³The Centre of Estonian Rural Research and Knowledge, Agricultural Research Department, J. Aamisepa 1, EE48309 Jõgeva, Estonia
*Correspondence: anne.poder@emu.ee

Abstract:

The modern consumer is now more attentive to animal welfare practices, and this is an important factor when making food purchasing decisions. Different levels of concern for animal welfare as well as the use of information and communication technology (ICT) affect consumer food consumption and purchasing decisions and information access. This study explored both consumer preferences for food purchasing channels by using principal component analysis and regression analysis as well as the interaction between ICT use and animal welfare concerns. To analyse consumer preferences for food purchasing channels, we utilised data from a survey on the use of various retail outlets, such as buying online, retail stores, local markets, directly from producers, and organic or specialised shops. We used the varimax rotation method in principal component analysis to find the main factors in consumer choices related to animal health and welfare. Results from five generalised linear models indicated that Estonian consumers are more willing to purchase products of animal origin directly from producers or in organic or specialised shops when they pay attention to animal health and welfare. Animal health and general welfare practices aimed at ensuring the safety of food in large-scale production and distribution are significant for retail shop users. More frequent ICT use does not translate to a preference for online food shopping over more traditional retail purchasing. Compared with other age-gender groups, younger women prefer to buy food directly from producers. Older individuals in particular favour purchasing food from traditional retail stores rather than online. Consumers who prefer to buy food online are more concerned about animal health and welfare.

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1771–1781 I. Riivits-Arkonsuo, M. Ojasoo, A. Leppiman and K. Mänd
Fair Trade and social responsibility – whose duty? Estonian consumers’ attitudes and beliefs
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Fair Trade and social responsibility – whose duty? Estonian consumers’ attitudes and beliefs

I. Riivits-Arkonsuo¹*, M. Ojasoo¹, A. Leppiman¹ and K. Mänd²

¹Tallinn University of Technology, Faculty of Economics, Institute of Business Administration, Ehitajate 5, EE19086 Tallinn, Estonia
²MTÜ Mondo, Telliskivi 60A, EE10412 Tallinn, Estonia
*Correspondence: iivi.riivits@ttu.ee

Abstract:

This article investigates how the Estonian consumers endorse the idea of Fair Trade (FT) and understand the principles of social responsibility. The article is based on a study on Fair Trade and social responsibility conducted in 2014. The study examined the consumers’ attitudes and beliefs associated with FT and local Estonian agricultural production. The article aims to compare if there are any difference in the beliefs and attitudes among the Estonian consumers towards supporting local farmers and producers versus supporting the FT ideas which benefit the farmers and producers from the Global South. The authors fully recognize that there is no competition among these two groups per se, but the perception exists in the minds of the consumers. The respondents of the nation-wide representative sample (n = 1,007) evaluated the responsibility of different economic agents such as public sector, retailers, suppliers, producers, and consumers. Most of the respondents regarded the principle of social responsibility as giving the priority to local Estonian agricultural production. The Estonian consumers tend to be skeptical about the benefits of FT or the workers and farmers from the developing countries. The awareness and knowledge about FT ideas is not high.

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896–906 I. Riivits-Arkonsuo, A. Leppiman and J. Hartšenko
Quality labels in Estonian food market. Do the labels matter?
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Quality labels in Estonian food market. Do the labels matter?

I. Riivits-Arkonsuo*, A. Leppiman and J. Hartšenko

Tallinn University of Technology, Faculty of Economics, Institute of Business Administration, Ehitajate tee5, EE 19086 Tallinn, Estonia
*Correspondence: Iivi.riivits@ttu.ee

Abstract:

 The current study investigates the consumers’ perception of quality labels for Estonian food. Based on empirical findings from a representative population survey, this paper analyzes and discusses consumers’ attitudes and the behavioural consequences towards two quality labels and related campaigns: the best Estonian foodstuff and the sign of national flag. The representative survey was fielded annually, at first in 2009 following in the years 2011–2015. Every wave comprises the answers of 1,000 Estonian inhabitants. Employing the same methodology over the time the current study achieves an understanding of development in consumer awareness the quality labels and the impact of those labels on the purchasing behaviour. The paper enables to estimate the effectiveness of launching quality labels for foodstuffs and concludes that the labels serve their purposes.

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