Consumers’ Quality Perception of Food Shape Abnormality: Effects on Customer Perceived Value and Consumer Behavior: An Abstract

Research output: Chapter in book/report/conference proceedingContribution to book/anthologyResearchpeer review

Authors

  • Klaus-Peter Wiedmann
  • Levke Albertsen
  • Evmorfia Karampournioti
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Details

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
Place of PublicationCham
PublisherSpringer Nature
Pages505
Number of pages1
ISBN (electronic)978-3-030-39165-2
ISBN (print)978-3-030-39164-5
Publication statusPublished - 16 Jun 2020

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (electronic)2363-6173

Abstract

The issue of food waste has received increasing public and research attention in recent years. Food waste refers to food items ready for human consumption but not consumed. In contrast to food loss, which occurs in early parts of the supply chain, food waste occurs at the end of the food chain and generally relates to retailers’ and consumers’ behavior. Between 30% and 50% of the world’s annual food production never reaches consumers. Thereby, fresh food is often excluded by retailers, as it does not conform a particular aesthetic standard (e.g., shape, color, or size) that is believed to be demanded by consumers. In particular, it is believed that consumers associate food abnormalities with lower product quality and thus avoid purchasing such products. For these reasons, the present study aims to understand consumers’ perceptions and intentions toward food shape abnormality. By gaining a deeper understanding of product-related quality characteristics of abnormally shaped food (e.g., taste, visual appearance, or convenience), insights will be generated on which attributes drive customer-perceived value and purchase intention of abnormally shaped vegetables. Our results show that the dimensions of customer perceived value are mainly driven by the quality characteristics health benefits, environmental friendliness, visual appearance, and taste. Furthermore, the individual value has been identified as the most important customer-perceived value dimension regarding the influence on purchase intention. These findings provide valuable insights for organizations and companies, by identifying dimensions that can help to reduce consumers’ avoidance toward abnormally shaped vegetables.

Keywords

    Consumer behavior, Customer-perceived value, Food shape abnormality, Quality perception

ASJC Scopus subject areas

Sustainable Development Goals

Cite this

Consumers’ Quality Perception of Food Shape Abnormality: Effects on Customer Perceived Value and Consumer Behavior: An Abstract. / Wiedmann, Klaus-Peter; Albertsen, Levke; Karampournioti, Evmorfia.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Cham: Springer Nature, 2020. p. 505 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in book/report/conference proceedingContribution to book/anthologyResearchpeer review

Wiedmann, K-P, Albertsen, L & Karampournioti, E 2020, Consumers’ Quality Perception of Food Shape Abnormality: Effects on Customer Perceived Value and Consumer Behavior: An Abstract. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, Cham, pp. 505. https://doi.org/10.1007/978-3-030-39165-2_206
Wiedmann, K.-P., Albertsen, L., & Karampournioti, E. (2020). Consumers’ Quality Perception of Food Shape Abnormality: Effects on Customer Perceived Value and Consumer Behavior: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 505). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-030-39165-2_206
Wiedmann KP, Albertsen L, Karampournioti E. Consumers’ Quality Perception of Food Shape Abnormality: Effects on Customer Perceived Value and Consumer Behavior: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Cham: Springer Nature. 2020. p. 505. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-030-39165-2_206
Wiedmann, Klaus-Peter ; Albertsen, Levke ; Karampournioti, Evmorfia. / Consumers’ Quality Perception of Food Shape Abnormality : Effects on Customer Perceived Value and Consumer Behavior: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Cham : Springer Nature, 2020. pp. 505 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
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