Agri-Food Marketing Strategies and Consumer Behavior

A special issue of Agriculture (ISSN 2077-0472). This special issue belongs to the section "Agricultural Economics, Policies and Rural Management".

Deadline for manuscript submissions: 10 September 2024 | Viewed by 4133

Special Issue Editors


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Guest Editor
Department of Economic Studies, College of Polytechnics Jihlava, Tolstého 16, 58601 Jihlava, Czech Republic
Interests: agriculture and food consumer behaviour; sustainable agriculture production; organic agricultural and food products; agricultural and foods labels of origin and quality; healthy agricultural and food production; environmental values of agriculture and food; agriculture and food markets and trade; agriculture and food policy and security

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Guest Editor
Department of Mathematics, College of Polytechnics Jihlava, Tolstého 16, 58601 Jihlava, Czech Republic
Interests: organic agriculture and food; local origin agriculture and food products; healthy agriculture and food; agri-food consumer behaviour; consumer attitudes; sustainable agriculture; environmental values of agriculture and food production

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Guest Editor
Department Economics, Czech University of Life Sciences Prague, 16000 Prague, Czech Republic
Interests: agriculture markets and trade; agriculture and food policy and security; consumer behaviours and attitudes to agriculture and food; sustainable agriculture; organic food and agricultural products; sustainable agriculture and food management; agriculture and food supply chains; agriculture and food production and quality

Special Issue Information

Dear Colleagues,

In the past, agriculture and food products were mainly viewed as a means to satisfy basic needs, while nowadays, the current agri-food market is marked by changing consumer behaviour. This is further enhanced by changing global trends, an associated growing consumer awareness of sustainability, a broader range of purchase opportunities, political and economic influences, and an overall change in consumer preferences and behaviour regarding the agri-food market. Agricultural and food products increasingly satisfy more than mere basic needs, and food producers and farmers need to adapt to this approach. This concerns the areas of ecology, sustainability, health, trade, etc. Therefore, consumers are often looking for specific signals or tools facilitating the decision-making process.

This Special Issue seeks submissions focused on agriculture, agri-food, agri-economics, agri-management, and agri-marketing under the perspective of consumer behaviour. Topics can include, but are not strictly limited to, the following keywords and topics:

  • Consumer behaviours and attitudes to agri-food;
  • Agri-food brands of origin and quality;
  • Place of buying agriculture and food products;
  • Factors that shape eating patterns;
  • Consumer behaviour as a leverage point in the agriculture and food system;
  • Consumer behaviour and the future of agriculture and food production;
  • Dynamics in consumer behaviour with respect to agricultural and food products;
  • The role of information and consumer behaviour in the agriculture and food system;
  • The application of the theory of planned behaviour to consumer agri-food choice;
  • The cultural significance of agriculture, food, and eating;
  • The National Agriculture and Food Strategy and influence of public health;
  • Agricultural and food markets and trade;
  • Agricultural and food policy and security;
  • Sustainable agriculture and consumption.

Dr. Stanislav Rojík
Dr. Martina Zámková
Dr. Karel Malec
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. Agriculture is an international peer-reviewed open access monthly 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 2600 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

  • agri-food marketing
  • agri-markets
  • agri- and food trade
  • agri-food products
  • consumer behaviour of agri-food products
  • agri-food consumption
  • agriculture and food systems
  • agriculture and food policy and security
  • sustainable agriculture and food production

Published Papers (2 papers)

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Research

19 pages, 1000 KiB  
Article
Prices of Organic Food—The Gap between Willingness to Pay and Price Premiums in the Organic Food Market in Poland
by Joanna Smoluk-Sikorska, Magdalena Śmiglak-Krajewska, Stanislav Rojík and Pavlína Rojík Fulnečková
Agriculture 2024, 14(1), 17; https://doi.org/10.3390/agriculture14010017 - 22 Dec 2023
Viewed by 2302
Abstract
High prices of organic food are the main obstacle to the growth of the demand for organic food. This study’s main objective was to quantify the size of the gap between consumers’ willingness to pay more for organic food and the actual price [...] Read more.
High prices of organic food are the main obstacle to the growth of the demand for organic food. This study’s main objective was to quantify the size of the gap between consumers’ willingness to pay more for organic food and the actual price premiums for organic food in Poland. Therefore, a two-step research study was undertaken. In order to identify barriers to the growth of organic food consumption and the perception of organic food prices, a survey based on an online questionnaire of 516 respondents was conducted. To determine price premiums of organic food, prices of organic and conventional food were quoted in 45 retail outlets offering organic and conventional food located in the Poznań agglomeration between October 2022 and June 2023. This research demonstrated a low acceptance of the high prices of organic food among consumers (only 14% of the investigated consumers were willing to pay more than 40% for organic food). On the other hand, the price premiums ranged between 35% and over 270%. To reduce the divergence, the measures supporting organic market development should be intensified with the simultaneous further involvement of supermarket chains. Along with these activities, the promotion of organic food ought to be carried out, considering that, as this research shows, men have fewer positive perceptions of organic food and, therefore, they should be targeted in the promotion measures. Full article
(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)
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11 pages, 1647 KiB  
Article
Understanding Chile Pepper Consumers’ Preferences: A Discrete Choice Experiment
by Jay Lillywhite and Chadelle Robinson
Agriculture 2023, 13(9), 1792; https://doi.org/10.3390/agriculture13091792 - 11 Sep 2023
Cited by 1 | Viewed by 1092
Abstract
U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences relative to [...] Read more.
U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences relative to chile attributes can provide direction for U.S. chile producers. This paper utilizes a discrete choice experiment within an online survey to gain insights into long-green chile pepper attributes desired by consumers. The results suggest that survey participants prefer fresh long-green chile produced in the United States. Participants also preferred milder long-green chile and value quality inspections. Organic production was preferred to hydroponically produced long-green chile, but a statistical difference between organic and other production practices was not observed. Understanding these preferences may allow producers to better position themselves to remain competitive in the long-green chile market. Full article
(This article belongs to the Special Issue Agri-Food Marketing Strategies and Consumer Behavior)
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