By Wim Verbeke (auth.), Marija Klopčič, Abele Kuipers, Jean-François Hocquette (eds.)
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Additional info for Consumer Attitudes to Food Quality Products: Emphasis on Southern Europe
Second, past behaviour remains a consistent predictor of current behaviour. This is captured by Furst et al. (1996) in their notion of the life course and trajectories. Studies by social psychologists have found ‘past behaviour predicts subsequent behaviour, over and above the effects of TPB variables’ (Conner and Armitage, 2006: 41). Given the strong linkage between past and current behaviour, studies of food choice should incorporate an historical dimension. Finally, ZKLOHVHYHUDOVWXGLHVDSSO\LQJWKH73%WRIRRGFKRLFHLQGLFDWHWKHVLJQL¿FDQFHRIWKHPDLQHOHPHQWV of the model and its overall validity, deep understanding requires also a consideration of how attitudes are generated and also altered.
The different levels of marketing (Becker, 1998: 4; Schaer, 2001: 53). Product differentiation is a classical strategy in the economic value creation process, well-known in marketing theories (Porter, 1985), which main interest is the price setting at a market equilibrium PRYHGIURPWKHLQLWLDOPDUNHWWRDQLFKHPDUNHWEHFDXVHWKHSURGXFWKDVDVSHFL¿FDQGXQLTXHTXDOLW\ which makes it different from the standard product (Chamberlin, 1933). At a theoretical level, the social construction of economic values linked to qualities (physical characteristics and linked to the processes) which can differentiate the product is to be distinguished from the value added itself.
Although the beliefs people hold may be unfounded, inaccurate, or even irrational, the attitudes, subjective norms, and perceptions of behavioural control are thought to follow spontaneously and reasonably from these beliefs, produce a corresponding behavioural intention, and ultimately result in behaviour that is consistent with the overall tenor of the beliefs. So by this theory, as general rule, it is assumed that attitudes toward available options, which can be measured directly, are determinants of consumer decisions (Ajzen, 2008).
Consumer Attitudes to Food Quality Products: Emphasis on Southern Europe by Wim Verbeke (auth.), Marija Klopčič, Abele Kuipers, Jean-François Hocquette (eds.)