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Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the...
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Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace

A special issue of Foods (ISSN 2304-8158). This special issue belongs to the section "Sensory and Consumer Sciences".

Deadline for manuscript submissions: closed (10 January 2025) | Viewed by 14914

Special Issue Editors

Prof. Dr. Ágoston Temesi

E-Mail Website
Guest Editor
Department of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, Budapest, Hungary
Interests: consumer behavior; trust; food consumer behavior; marketing; food marketing; green marketing; sustainable production
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Zoltán Lakner

E-Mail Website
Guest Editor
Department of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, 1118 Budapest, Hungary
Interests: econometrics; economic statistics; Artificial Interest; decision support systems; development policy in Africa; policy analysis
Special Issues, Collections and Topics in MDPI journals
Dr. Brigitta Plasek

E-Mail Website
Guest Editor
Department of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, Budapest, Hungary
Interests: consumer behavior; credibility; food marketing; sustainability; healthiness
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

In the research areas of food consumer behavior and food marketing, there is an increasing need for data and results collected using methodologies that seek to understand consumer behavior in its complexity. The aim of this special issue is to contribute to the understanding of food consumer behavior by laying down theoretical foundations, and in this way investigate different aspects of consumer decision-making about food. Modern research methods in this area are numerous: experimental economics (including experimental auction), discrete choice models, structural equation modelling, and the many possibilities offered by artificial intelligence. These methods can provide more reliable and comprehensive answers to better understand the actual food consumer choices in the modern marketplace, characterized by an unprecedented dynamics and complexity. All research results that use modern methodologies (experimental economics, artificial intelligence, system dynamics), also those that aim at or contribute to a complex understanding of food consumption behavior (models or scale validations) are welcome in this special issue.

Prof. Dr. Ágoston Temesi
Prof. Dr. Zoltán Lakner
Dr. Brigitta Plasek
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Foods is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2900 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • consumer behavior
  • experimental economics
  • modelling
  • discrete choice modelling
  • artificial intelligence
  • structural equation modelling
  • system dynamics

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Published Papers (6 papers)

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Research

18 pages, 1027 KiB  
Article
Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry
by Min-Yen Chang, Chiao-Xuan Huang, I-Kai Lin and Han-Shen Chen
Foods 2025, 14(2), 209; https://doi.org/10.3390/foods14020209 - 10 Jan 2025
Viewed by 2074
Abstract
The increasing popularity of social media and the growth of gourmet food culture have elevated molecular gastronomy as a unique dining experience that enhances consumers’ perceptions of value through innovative food presentation and sensory marketing strategies. This study investigates consumer acceptance of molecular [...] Read more.
The increasing popularity of social media and the growth of gourmet food culture have elevated molecular gastronomy as a unique dining experience that enhances consumers’ perceptions of value through innovative food presentation and sensory marketing strategies. This study investigates consumer acceptance of molecular gastronomy by utilizing the value–attitude–behavior (VAB) model and the Theory of Planned Behavior (TPB). We examine the interplay between utilitarian and hedonic values, product innovation, and sensory stimulation to understand consumer reactions and attitudes toward molecular gastronomy. Through convenience sampling, we surveyed individuals who had experienced molecular gastronomy, collecting 407 valid responses, with a response rate of 95.3%. Our findings reveal that both utilitarian and hedonic values significantly influence consumers’ attitudes (β = 0.635, p < 0.01; β = 0.750, p < 0.01). Attitudes, perceived behavioral control, and sensory stimulation play crucial roles in shaping behavioral intentions (β = 0.770, p < 0.01; β = 0.719, p < 0.01; β = 0.791, p < 0.01). Although subjective norms and product novelty also have positive effects on intentions, their impact is less significant (β = 0.511, p < 0.01; β = 0.416, p < 0.01). These insights suggest that practitioners in the dining industry should prioritize utilitarian value, hedonic appeal, consumer attitudes, perceived behavioral control, and sensory experiences when creating and marketing molecular gastronomy dishes. This research not only enhances our understanding of consumer behavior within this innovative culinary domain but also offers practical strategies for boosting market acceptance and engagement with such avant-garde dining experiences. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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17 pages, 1080 KiB  
Article
Beyond the Myths: Brazilian Consumer Perceptions of Functional Food
by Luis Gustavo Saboia Ponte, Suliene França Ribeiro, Adriane Elisabete Costa Antunes, Rosangela Maria Neves Bezerra and Diogo Thimoteo da Cunha
Foods 2024, 13(24), 4161; https://doi.org/10.3390/foods13244161 - 22 Dec 2024
Viewed by 1588
Abstract
The growing consumer interest in functional foods and healthy eating can unfortunately lead to the spread of misinformation and the belief in food-related myths. This study analyzed Brazilian consumers’ perceptions and beliefs about facts and myths regarding functional foods, focusing on attitudes, reference [...] Read more.
The growing consumer interest in functional foods and healthy eating can unfortunately lead to the spread of misinformation and the belief in food-related myths. This study analyzed Brazilian consumers’ perceptions and beliefs about facts and myths regarding functional foods, focusing on attitudes, reference groups, and sociocultural factors affecting their perception. A theoretical model was developed, incorporating constructs such as attitudes (reward, trust, necessity, safety), beliefs, and reference groups. Data from 600 participants in the Southeast (n = 300) and Northeast (n = 300) of Brazil were collected through online questionnaires, with responses measured on a five-point Likert scale. Myths (widely held ideas lacking scientific basis) and ‘facts’ (evidence-based information) regarding functional food were selected via literature review and validated by nutrition experts. Structural equation modeling revealed that perceived necessity and reward were positively associated with myths, while safety perception was negatively associated with myths. Reference groups and beliefs were positively associated with facts. Cluster analysis identified two consumer profiles: (1) safety-conscious individuals, who prioritize food safety, and (2) engaged critics, influenced by reference groups and actively seeking information. These findings highlight the importance of culturally tailored communication strategies for countering myths and promoting functional foods in Brazil. Regulatory bodies in Brazil must enhance oversight of health claims to build consumer trust and encourage informed choices, fostering mindful consumption habits. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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13 pages, 1685 KiB  
Article
Motivators of the Intention of Wine Tourism in Baja California, Mexico
by Sandra Nelly Leyva-Hernández and Arcelia Toledo-López
Foods 2024, 13(22), 3651; https://doi.org/10.3390/foods13223651 - 16 Nov 2024
Viewed by 994
Abstract
The present study aimed to analyze which variables have the most significant effect and importance in analyzing wine tourism intention in Baja California, Mexico, using the stimulus–organism–response model. An exploratory and cross-sectional study collected a sample of 728 adult wine consumers from Baja [...] Read more.
The present study aimed to analyze which variables have the most significant effect and importance in analyzing wine tourism intention in Baja California, Mexico, using the stimulus–organism–response model. An exploratory and cross-sectional study collected a sample of 728 adult wine consumers from Baja California. Data analysis was carried out using structural equation modeling by partial least squares and analysis of the importance–-performance map. Traditional gastronomy was the main predictor of wine tourism intention in Baja California, Mexico, and according to the importance–performance map, it is the most essential variable in the analysis. In addition, the study results showed that identity mediates the relationship between electronic word of mouth and wine tourism intention and between traditional gastronomy and wine tourism intention. The study employs an importance–performance mapping analysis that has yet to be used in wine tourism analysis and proposes a stimulus (electronic word of mouth, traditional gastronomy)–organism (identity)–response (wine tourism intention) model to broaden understanding of the phenomenon. Its findings and methodology can serve as a valuable template for future research, offering a blueprint that can be replicated in regions like Baja California. This research has significant consequences for creating marketing plans in the wine tourism sector. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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20 pages, 1436 KiB  
Article
Assessing the Likelihood of Buying Thai Local Snacks
by Wuthiya Saraithong, Kanokwan Chancharoenchai and Nattanicha Chairassamee
Foods 2024, 13(21), 3419; https://doi.org/10.3390/foods13213419 - 27 Oct 2024
Cited by 1 | Viewed by 1865
Abstract
The snack market in Thailand is growing fast, and yet it faces challenges from the growth in health-conscious consumption. Under these circumstances, it can be quite complicated for people involved in the snack-value chain to respond adequately to more sophisticated demands for snacks. [...] Read more.
The snack market in Thailand is growing fast, and yet it faces challenges from the growth in health-conscious consumption. Under these circumstances, it can be quite complicated for people involved in the snack-value chain to respond adequately to more sophisticated demands for snacks. Therefore, this study investigates Thai consumers’ behavior with regard to snacks and its determinants. For the data used in this study, we surveyed 1077 respondents using a questionnaire. Based on a five-point scale, the questions covered respondents’ snack consumption behavior and revealed their preference for additional payment regarding three aspects of snacks: safety and standards, quality, and carcinogen-free snacks. According to an ordered logistic regression, the results show that people’s awareness of food safety and nutrition, and their health consciousness, increase their willingness to pay extra for better-quality snacks. Advertisements and people’s recognition of input sources could also play an essential role in influencing consumers’ preferences. These findings should provide insights for policymakers and producers to catch up with the new demand trend in the Thai snack market. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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12 pages, 1226 KiB  
Article
Color Matters: A Study Exploring the Influence of Packaging Colors on University Students’ Perceptions and Willingness to Pay for Organic Pasta
by László Bendegúz Nagy and Ágoston Temesi
Foods 2024, 13(19), 3112; https://doi.org/10.3390/foods13193112 - 29 Sep 2024
Viewed by 4639
Abstract
The organic food market’s rapid expansion necessitates an understanding of factors influencing consumer behavior. This paper investigates the impact of packaging colors on perceptions and willingness to pay (WTP) for organic foods, utilizing an experimental auction among university students. Drawing on previous research, [...] Read more.
The organic food market’s rapid expansion necessitates an understanding of factors influencing consumer behavior. This paper investigates the impact of packaging colors on perceptions and willingness to pay (WTP) for organic foods, utilizing an experimental auction among university students. Drawing on previous research, we explore how colors influence perceived healthiness, premiumness, trust, and sustainability. The results indicate nuanced responses to different colors, emphasizing the need for businesses to adopt tailored packaging strategies. White and green dominate organic food packaging, aligning with associations of freshness and health. However, the study uncovers varied consumer responses, suggesting a more intricate relationship between color, trust, premiumness, and healthiness perceptions. Demographic factors such as age, gender, income, and residence areas influence WTP for organic foods with different colors, emphasizing the importance of diverse consumer segments in marketing strategies. Trust and perceived premiumness significantly influence WTP, highlighting their pivotal role in consumer valuation. The results highlight that green packaging builds trust among non-organic buyers, while organic buyers are influenced by a broader range of colors that emphasize premiumness and healthiness. The study concludes that businesses in the organic food market should carefully consider color choices in branding and packaging to effectively communicate product qualities and align with consumer values. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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19 pages, 760 KiB  
Article
Is AI Food a Gimmick or the Future Direction of Food Production?—Predicting Consumers’ Willingness to Buy AI Food Based on Cognitive Trust and Affective Trust
by Tiansheng Xia, Xiaoqi Shen and Linli Li
Foods 2024, 13(18), 2983; https://doi.org/10.3390/foods13182983 - 20 Sep 2024
Cited by 3 | Viewed by 2788
Abstract
In recent years, artificial intelligence (AI) has been developing rapidly and has had a broad impact on the food industry, with food produced from AI-generated recipes already appearing to actually go on sale. However, people’s trust and willingness to purchase AI food are [...] Read more.
In recent years, artificial intelligence (AI) has been developing rapidly and has had a broad impact on the food industry, with food produced from AI-generated recipes already appearing to actually go on sale. However, people’s trust and willingness to purchase AI food are still unclear. This study builds an integrated theoretical model based on cognitive trust and affective trust, taking into account consumers’ quality value orientations, social norms, and perceived risks of AI food, with the aim of predicting and exploring consumers’ trust and acceptance of AI food. This study utilized the questionnaire method and 315 questionnaires were collected. The results of structural equation modeling (PLS-SEM) indicated that food quality orientation, subjective norms, perceived trust, and affective trust all had a significant positive effect on consumers’ purchase intentions. Perceived risk had a negative effect on affective trust and consequently on consumers’ purchase intention, but the effect on cognitive trust was not significant. The results also suggest that cognitive trust is the basis of affective trust and that consumer trust and acceptance of AI food can be enhanced by augmenting two antecedents of cognitive trust (food quality orientation and subjective norms). Possible practical implications and insights from the current findings are discussed. Full article
(This article belongs to the Special Issue Decoding Consumer Choices: Exploring the Complexities of Decision-Making in the Modern Marketplace)
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