Predictive models are increasingly crucial in navigating heterogeneous markets. This study develops a predictive model approach to forecast consumer cluster membership in the green fast-moving consumer goods sector, focusing on bio-based products like adhesives and plasters. Through two online surveys in Germany, we identified key factors acting as drivers and barriers, demonstrating their effectiveness in distinguishing similar consumer segments across both product categories. Utilizing multinomial logistic regression, we crafted a prediction model that accurately forecasts cluster membership, providing novel insights into consumer behavior towards non-food bio-based products. This facilitates the development of targeted business and marketing strategies, optimizing resource allocation in market research activities. Our findings offer significant contributions to understanding the dynamics influencing consumer choices in the bio-based product market.
Mehr
Katrin Brückner
,
Agnes Emberger-Klein
,
Klaus Menrad
Purpose – The purpose of this study was to investigate how and through which social-cognitive constructs, emotions influence healthy food shopping behaviors. Direct effects of those constructs, as well as indirecteffects of consumer emotions are considered.Design/methodology/approach – An altered version of the Social Cognitive Theory, including intention, socio-structural factors, outcome expectancies and self-efficacy with the addition of consumer emotions wasanalyzed using structural equation modeling. Data of 1,181 volunteers were collected in Germany in 2021through an online survey.Findings – Intention was the most important positive predictor of food choice, while socio-structural factorshad the biggest impact on intentions. Those were mostly influenced by self-efficacy, which was stronglypredicted by consumer emotions. Outcome expectancies did not influence the current model in any way. Consumer emotions did not directly influence intention, nor actual choice, however showed to be influencingthose variables through indirect effects.Practical implications – Marketers could benefit from these results by incorporating the current findings into existing marketing strategies through targeting a combination of social cognitive constructs, as well asconsumer emotions to facilitate healthier food shopping behavior.Originality/value – Affect has received increasing attention in regards to its impact on healthy eatingbehaviors in recent years. Less attention has been paid to the mechanisms through which emotions influence healthy nutrition behavior, specifically how consumer emotions influence healthy food shopping behavior.
Natural cosmetics offer the opportunity to reduce the environmental burden caused by the consumption of cosmetic products. This qualitative study analyzes the local range of natural cosmetics and related consumer perceptions and assessments in two case cities in Germany by applying a mixed-method approach of store checks and the photovoice method. Results of the study show that there is only a limited match of the actual range and consumer perception for some types of retail businesses and a mismatch for product categories. Additionally, participants showed little awareness of the most common natural cosmetic certifications. Consumer assessments about the range of natural cosmetics were influenced by factors such as the arrangement of products in the shops and consumers' experience and knowledge about natural cosmetic brands. Retailers can use the study results in arranging natural cosmetics accordingly; companies can use it to emphasize branding, and policy-makers can increase consumer knowledge about natural cosmetics.
Mehr
Lyn Lampmann
,
Agnes Emberger-Klein
,
Klaus Menrad
Background Food-related behaviour is a very complex topic. A common way to reduce complex issues to their essential content is to create a typology. In Germany, with regard to food-related behaviour, the creation of a typology has often been carried out by commercial research institutes, but also by (international) scientific institutes. The former have mostly used quantitative methods, the latter usually have a specific content focus. Within this study, we want to investigate how people integrate eating into their everyday lives while engaging with themselves and the environment, thereby living out personality development and related socialisation.Methods 37 qualitative interviews were conducted and evaluated by means of content-structuring qualitative analysis and type-forming qualitative content analysis. Interviewees were recruited via recruitment calls using different channels, such as newspapers or university e-mail lists. Participants over the age of seventeen were eligible to take part in the study. Both the individual action processes and the interpretation processes regarding food-related behaviour were taken into account. The final sample consisted of 20 male and 18 female participants with an age range from 18 to 83. Results The result were seven eating action types, namely: Eating as a way of life, The Relaxed, Eating as selfdetermination, Eating as a necessary Evil, The Adaptive, The Overstrained and The Controlled. Conclusions We contribute to the study of food-related behaviour with the chosen qualitative method of typebuilding and by looking at how people integrate eating into their everyday lives. This contributes to a broader understanding of this phenomenon and complements the findings of existing commercial and academic foodrelated typing-building activities. Specifically, through identifying “The Overstrained” as a novel eating action type, this study adds to the literature in the field and may be a useful baseline for future research. Keywords Food-related behaviour, Eating action, Qualitative type-building content analysis, Typology, Personality development
BackgroundNatural health products (NHP) are an important part of the healthcare system. They are mainly non-prescription and sold over the counter, which requires active decision making by the consumer. Within the framework of the Complementary and Alternative Healthcare Model, this study aims to identify factors that influence NHP usage, in particular related to concentration and cognition (CC), a topic that concerns all ages and social classes within the population.MethodsData were collected by means of a representative online survey (n = 1,707) in Germany in April 2022. Three user groups were defined: NHPCC users, who used NHP for CC (12 month prevalence); nCC-NHP users, who used NHP but not for CC indications (12 month prevalence); and past NHP users, who have used NHP but not within the previous 12 months. Independent influencing variables were categorized into predisposing, enabling, need, and health service use factors. Data were analyzed with descriptive statistics, inferential statistics, and binary logistic regression models to compare NHPCC users to nCC-NHP users (model 1) and to past NHP users (model 2).ResultsA higher share of NHPCC and nCC-NHP users compared to past NHP users were women, self-medicated with NHP, and used information about NHP provided by health professionals or on product. Their openness-to-change value orientation was more pronounced than of past users. Compared to nCC-NHP and past NHP users, the probability of being an NHPCC user increased if an individual had more difficulties in daily attention and memory performance, made use of health professionals and literature to seek information about NHP, and used NHP for health support and illness prevention. Additionally, a female gender, NHP self-medication, and having higher values of self-transcendence were significant indicators for NHPCC usage compared to past NHP usage.ConclusionNHP manufacturers, health professionals, and policymakers should be aware of the factors that lead to NHP consumption decisions and consider them in the development and optimization of healthcare strategies as well as in the marketing and communication strategies of companies producing NHP, in particular for CC. The current study can contribute to characterizing the target groups and to defining the aims and communication channels of such campaigns.
Using bio-based building products for renovation and refurbishment contributes to a bioeconomy. As private consumers mainly buy building products at local hardware stores, it is essential to consider the local supply situation. This qualitative study analyzes the local range of bio-based building products for renovation and refurbishment and related consumer perceptions and assessments in two case cities in Germany. The study results reveal that consumers face high search costs, the range of products is primarily narrow, and their placement and presentation are unfavorable. Manufacturers can use the study results and invest in classical marketing strategies, and initiate pull strategies with consumers for bio-based building products. This could motivate retailers to increase the range and improve the placement and presentation of such products. Finally, policymakers can apply the insights from this study to educational campaigns and the promotion of quality labels in this field.
Purpose This paper aims to determine, which values guide consumers decision-making on natural health products for concentration and cognition (NHPCC) and how they link to choice-relevant product attributes. The purpose is to contribute to a better understanding of NHPCC consumption choices, which can encourage more consumer-centric product development and positioning.
BackgroundRespiratory diseases (RD) can challenge healthcare systems around the globe. Natural health products (NHPs) are popular complementary and alternative medicine options for health issues concerning non-fatal RD. Little is known about the characteristics of the users of RD-NHPs and about their NHP consumption behavior during the Covid-19 pandemic in Germany.MethodsA representative online survey was conducted in Germany in 2022. 1707 participants were classified based on having used NHPs for RD within the previous 12 months, having used NHPs but not for RD within the previous 12 months and not having used NHPs. Data were analyzed using descriptive and inferential statistical methods as well as a multinomial logistic regression model.ResultsUsers of RD-NHPs within the previous 12 months were more likely to be employed and to consult pharmacists more often for non-fatal health issues than individuals who did not take RD-NHPs. RD-NHP users were more likely to suffer from a Covid-19 infection and to have children living in the same household than other NHP users. Compared to non-NHP users, RD-NHP users were more likely to be female, highly educated and have stronger openness-to-change value orientations. Vaccination-related behavior was no indicator of RD-NHP usage. Most RD-NHP users took NHPs in self-medication. Few reported informing their practitioner about their self-medication. Drugstores were the most visited supply source for NHPs during the pandemic, followed by pharmacies. Common information sources regarding NHPs were the products themselves and pharmacists.ConclusionThis study emphasized the important role of NHPs as a popular prevention and treatment option for RD. RD-NHPs were more likely used by individuals who were employed, who suffered from a RD and who consult pharmacists for non-fatal health issues. The importance of product information and pharmacies as information sources should be considered to make communication strategies about safe self-medication options with RD-NHPs more effective, which could help to reduce the burden of health facilities regarding non-fatal RD. To improve and develop future pandemic-control strategies, health professionals and policy makers should consider NHP usage behavior and provide critical information about chances and risks of self-medicated NHP consumption.
Mehr
Katrin Brückner
,
Agnes Emberger-Klein
,
Klaus Menrad
A strong link between emotions and eating behavior has been previously found, however there is a lack of research investigating how emotions influence food product choice in a retail setting. An online questionnaire including a choice-based conjoint analysis and self-reported consumer emotions was used to assess the importance of different product attributes to yogurt consumers in Germany in 2021. The analysis consisted of a Hierarchical Bayes approach and a cluster analysis. The results revealed that yogurt consumers placed most importance on ingredients, followed by price, Nutri-Score, flavour, and finally production method. Based on the self-reported consumer emotions, a positive, a rather positive and an indifferent emotion cluster was found. The positive cluster preferred the highest quality in terms of ecological and health values and was willing to pay more for such a yogurt. The rather positive cluster preferred these options as well, however was not always willing to pay more for them. The indifferent cluster was more driven by lower prices and was more willing to trade other qualities for the cheapest option. These findings are insightful for food marketing and health interventions as shopping experience, as well as product choice could be enhanced through emotion induction.
Mehr
Antonius Amm
,
Alexandra Nicola Egger
,
Klaus Menrad
,
Miriam Wolf
,
Corinna Urmann
,
Agnes Emberger-Klein
Public acceptance of agricultural technologies is an important determinant of their success. In the case of autonomous crop robots, recent research from Germany suggests that societal acceptance of the technology plays an important role for farmer acceptance of crop robots. Yet little research has been conducted so far into how the public perceives autonomous agricultural technologies like crop robots. Investigating the public’s opinion on crop robots will provide answers to one of farmers’ questions in the decision to invest in crop robots. Through consumer segmentation and hypotheses-based characterization, specific consumer groups with differing attitudes towards crop robots are identified. Two discrete choice experiments on digital and autonomous methods of weed management (n = 675) and tractor size and degree of autonomy (n = 645), conducted as part of a larger representative consumer survey in Germany (n = 2,012), are submitted to a Hierarchical Bayes estimation and subsequent latent class analysis. The identified consumer segments are characterized in a hypotheses-based approach with hypotheses centering on consumer attitudes measured as 5-point Likert-type items and as spontaneous image associations. Both subsamples can be segmented into three groups, which are comparable between the experiments in their socio-economic composition. Results suggest that the German public is largely positively inclined towards autonomous agricultural technologies. The method of weed control is considered more important than the vehicle type (i.e., conventional tractor or crop robot) and vehicle size is considered more important than degree of autonomy. Only the respective smallest consumer segments in the two experiments indicate indifference or a more conservative perspective. Participants’ attitude towards environmental preservation appears to have a positive influence on their evaluation of autonomous agricultural technologies. To the authors’ best knowledge, this is the first investigation into the public opinion of crop robots, based on a large sample representative of the German population in four socio-demographic variables. It indicates that the German population is most interested in the reduction of agrochemicals in plant production and will also accept autonomous agricultural technologies to achieve this goal. Policymakers should make use of these insights when communicating about novel technologies in agriculture and extension agents should relay this information to farmers, particularly those already interested in investing in crop robots.
Mehr
Christoph Scherer
,
Agnes Emberger-Klein
,
Klaus Menrad
What consumers know and think… Consumers‘ experience, knowledge, expectations and preferences regarding products made of biobased plastics (2018) Bioplastics Magazine (1).
Klaus Menrad
,
Agnes Emberger-Klein
,
Florian Stahl
,
Andreas Niedermeier
,
Christoph Scherer
Berechtigungen: Peer Reviewed
Verbrauchereinschätzungen zu biobasierten Produkten (2017) DECHEMA Biotechnologie 2017 , S. 27.
Agnes Emberger-Klein
,
Andreas Gabriel
,
Klaus Menrad
A, B oder C-Ware – Welche Bedeutung haben Qualitätsklassen beim Kauf von Frischgemüse bei Wochenmarktkunden? (2015) DGG-Proceedings 5 (8), S. 1-5.
DOI: 10.5288/dgg-pr-05-08-ae-2015
Climate friendly food choices regarding fruit and vegetables: How German consumers perceive their competence and what supporting measures they would prefer (2015) Vortrag auf dem ISHS 18th International Symposium on Horticultural Economics and Management, 31.05.-03.06.2015 in Alnarp (Schweden) .
This report gives details about the medical use and technology of neuroregenerative hop ingredients as well as conumer interest in related new plant-derived medicinal products.
Mehr
Miriam Wolf
,
Agnes Emberger-Klein
,
Kristin Werner
,
Corinna Urmann
,
Herbert Riepl
,
Klaus Menrad
Im Projekt wurde eine Studie an 39 Senioren in 2 Pflegeeinrichtungen durchgeführt. Ziel war es, Anreicherungstechniken für eine komplette Nährstoffanreicherung zu entwickeln, in verschiedenen Pflegeeinrichtungen durchzuführen, sowie die Entwicklung von neuen kostengünstigen Proteinformulierungen. Die Pflegekräfte können damit, dem Probanden die gewünschte Menge Proteinsahne geben und stellen so die Nährstoffaufnahme sicher. Zudem konnten bei der Studie Mahlzeiten für Bewohner mit Kau- und Schluckbeschwerden verbessert werden. Diese Personen bekamen vor der klinischen Studie täglich püriertes Essen. Um den optischen Eindruck zu verbessern, wurde dies in der Studie mit einem Texturierungsmittel versetzt und mit Silikonformen wieder in die originale 3D Form gebracht. Vor dem Servieren wurden die Lebensmittel aus den Formen gelöst, auf den Teller gegeben und erwärmt. Das Pflegepersonal bestätigt, dass die Bewohner ihr Essen wieder besser erkennen konnten und eine deutlich höhere Begeisterung für die Mahlzeiten haben. Ziel des 2. Projektteils war es, die Wirksamkeit personalisierter Preispromotionen für gesunde Lebensmittel in Supermärkte zu testen, um Konsumenten zu einer gesünderen Lebensmittelwahl zu bewegen. Hierzu wurden auf Basis von Verbraucherpaneldaten verhaltensbezogene Verbrauchersegmentierungen für verschiedene Warengruppen durchgeführt. Zur Bestimmung der Einflüsse von maßgeschneiderten Aktionen auf den Kauf von fettarmen Produkten wurden ein Modell und eine simulationsbasierte Methode entwickelt. Der Ansatz basiert auf einem gemeinsamen Modell aus Kaufereignis, Wahlentscheidung und Kaufmenge und wurde für verschiedene Ebenen umgesetzt. Zudem wurden die Absatzahlen verschiedener Filialen eines Lebensmittelhändlers für definierte Warengruppen vor und nach einer Preisreduktion untersucht. Die Ergebnisse einer Online-Studie zeigen, dass bei der Entscheidung für Joghurt die Inhaltsstoffe die wichtigsten Entscheidungskriterien für Probanden darstellen.
Mehr
Julia Ruf
,
Agnes Emberger-Klein
,
Lyn Lampmann
,
Tabea Habermehl
,
Klaus Menrad
This report deals with the regional supply situation of biogenic products in three application areas (natural cosmetics, outdoor equipment, building materials) in Bavaria and the views and estimations of consumers on this situation. Based on the outcome of the analysis, recomendations for policy and other actors are derived.
Mehr
Olivia Spykman
,
Agnes Emberger-Klein
,
Andreas Gabriel
,
Markus Gandorfer
J.-M Blesin
,
Florian Stahl
,
Agnes Emberger-Klein
,
Christoph Scherer
,
Klaus Menrad
,
W. Möhring
Bevölkerungsrepräsentative Online-Umfrage in Deutschland zu Biokunststoffen (2017) Hochschule Hannover, Hochschule Weihenstephan-Triesdorf 2017 , S. 1-144.
Carbon-Footprint-Analysen entlang der Wertschöpfungsketten von Obst und Gemüse an ausgewählten Beispielen sowie Erarbeitung eines entsprechenden Zertifizierungs- und Labellingsystems. Gekürzte Fassung des Schlussberichts an das BMBF (Förderkennzeichen: 17004X11) (2015) Hochschule Weihenstephan-Triesdorf (HSWT), Wissenschaftszentrum Straubing, Fachgebiet für Marketing und Management Nachwachsender Rohstoffe (MNR) .
DOI: 10.2314/GBV:860305716
Stefanie Rumm
,
Agnes Emberger-Klein
,
Klaus Menrad
Untersuchung der Bereitschaft von Landwirten zur Lieferung lognocellulosehalti-ger Rohstoffe – dargestellt am Beispiel Stroh (2015)
The objective of ProxIMed is to introduce proteins from sustainable sources into the Mediterranean food and feed systems to promote and establish the use of alternative proteins.
…
Ziel des Projekts ist es, den Status Quo der Verwendung von biobasierten Dämmstoffen in privaten Wohngebäuden in Bayern zu untersuchen und dabei verschiedene wirtschaftliche und gesellschaftliche …
Wir verwenden Cookies. Einige sind notwendig für die Funktion der Webseite, andere helfen uns, die Webseite zu verbessern. Um unseren eigenen Ansprüchen beim Datenschutz gerecht zu werden, erfassen wir lediglich anonymisierte Nutzerdaten mit „Matomo“. Um unser Internetangebot für Sie ansprechender zu gestalten, binden wir außerdem externe Inhalte unserer Social-Media-Kanäle ein.
