Thanks to their environmentally friendly properties, bio-based insulation materials can positively contribute to reducing CO2 emissions. Despite this, private homeowners often opt for conventional alternatives, which is reflected in the low market share of bio-based insulation materials, e.g., in Germany. To analyze the factors influencing the installation of bio-based insulation materials by private homeowners, this paper uses an expanded version of the Theory of Planned Behavior (TPB). A total of 1194 private homeowners in Germany who have already realized or planned insulation activities were surveyed via an online panel. The findings indicate that Perceived Environmental Knowledge and Environmental Concern are significant predictors for Subjective Norm, Attitude, and Perceived Behavioral Control, which in turn have a significant positive influence on Intention. In addition, the Perceived Effectiveness of Support Programs is identified as having a significant but negative influence on Intention. The behavior of installing bio-based insulation materials is positively influenced by both Intention and Perceived Behavioral Control. The results support policymakers and marketers in developing marketing and education campaigns and feed into approaches for promotion measures for bio-based insulation materials.
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Katrin Brückner,
Agnes Emberger-Klein,
Dominik Grimm,
Klaus Menrad
Berechtigungen: Open Access
Berechtigungen: Peer Reviewed
Forecasting sales and identifying purchase-driving attributes of perishable products with explainable artificial intelligence based on the example of yogurt (2025) British Food Journal , S. 1-21.
DOI: 10.1108/BFJ-03-2025-0291
Understanding the product attributes that drive consumer purchases is crucial for retailers and marketers to remain competitive. However, extrinsic and intrinsic attributes are often analysed in isolation, overlooking their complex interplay in real-life sales scenarios. This study aims to investigate how intrinsic and extrinsic yogurt attributes influence sales forecasts and consumer purchasing decisions.This study addresses this limitation by evaluating the positive or negative impact of yogurt attributes on sales forecasts, representing properties that support high sales figures of these attributes. Forecasts were generated using the machine learning (ML) method eXtreme Gradient Boosting (XGB), a decision tree-based ensemble learner. This model was trained on four years of data that included diverse yogurt attributes available to consumers at the point of sale, such as price and nutrient facts. A subsequent SHapley Additive exPlanations analysis provided a detailed overview of extrinsic and intrinsic attributes supporting high sales figures. The corresponding code is publicly available at https://github.com/grimmlab/Forecasting-Perishables-with-XAI.XGB achieved strong forecasting performance with an R2 score of 0.89. Calorie content emerged as the most important intrinsic attribute, while price was identified as the most influential extrinsic feature.These findings offer valuable insights for marketers, retailers, and product developers, highlighting the complex interplay of product attributes in shaping yogurt purchase behaviour and showcasing the practical application of ML and explainable artificial intelligence in consumer analytics.This study offers practical insights into the interpretation of ML forecasting models in retail environments. Furthermore, it offers a holistic approach to extrinsic and intrinsic attributes affecting perishable food product purchases.
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.
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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.
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.
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.
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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).
Bücher
Christoph Scherer,
Florian Stahl,
Agnes Emberger-Klein,
Klaus Menrad
Isabella Limbrunner,
Klaus Menrad,
Agnes Emberger-Klein
An Analysis of factors influencing the application for bio-based insulation support programs in Germany (2025) Poster at the Behave conference 2025, 11.12. – 12.12.2025 in Paris, France 2025 .
Isabella Limbrunner,
Klaus Menrad,
Agnes Emberger-Klein
Katrin Brückner,
Agnes Emberger-Klein,
Klaus Menrad
Psychological influences on fruit and vegetable purchases in a supermarket – a field experiment. (2025) In: Book of Abstracts 39th Annual Conference of the European Health Psychology Society, 26.08 -29.08.2025, S. 95 .
Katrin Brückner,
Agnes Emberger-Klein,
Klaus Menrad
Katrin Brückner,
Agnes Emberger-Klein,
Klaus Menrad
The influence of emotions and health information on healthier food shopping behaviour in a supermarket. (2024) In: Book of Abstracts 38th Annual Conference of the European Health Psychology Society, 03-06.09.2024, S. 84 .
Katrin Brückner,
Agnes Emberger-Klein,
Klaus Menrad
The connection between physical activity and healthy food choices (2024) Poster auf der Active Living Conference 2024, 25.03. – 28.03.2024 in Chattanooga, Tennessee, USA 2024 .
Katrin Brückner,
Agnes Emberger-Klein,
Klaus Menrad
Tura Kaso Hamo,
Agnes Emberger-Klein,
Beril Baltaci,
Neslihan Atay,
Andrea Tauber,
Maria João Monteiro,
Maria Pinho Moreira,
Klaus Menrad
Report on consumers’ general interest in alternative protein food products in Mediterranean countries (2025)
DOI: 10.13140/RG.2.2.20616.89608
The ProxIMed project aims to introduce proteins from sustainable sources into the Mediterranean food and feed systems to promote and establish the use of alternative proteins. To ensure that consumers accept the developed products and meet their expectations, this study analysed Mediterranean consum- ers’ general interest in alternative protein food products using a focus group study conducted in Türkiye, Tunisia, and Portugal. In the focus group study, two focused group workshops each were conducted for various food products, including pickles infused with proteins from tomato pomace and leaves, insect proteins, sesame cake and date by-products, and mycoproteins. The focus group workshops were audio recorded and subsequently analysed using qualitative data analysis methods. The results of this study show that the general interest and awareness of alternative proteins varies be- tween Mediterranean consumers and countries and also depends on the specific food products. Various factors influence the interest of Mediterranean consumers in new alternative protein food products, in- cluding cultural aspects or aspects related to the product. Alternative protein sources derived from fa- miliar or traditional agricultural products such as dates can enhance the openness to innovative alterna- tive protein products. Also, integrating the alternative proteins into popular staple food, can be a prom- ising strategy to introduce alternative proteins into Mediterranean diets. Interest in more uncommon alternative protein sources like mycoproteins and insect-proteins differed. In the case of mycoproteins, unfamiliarity with this protein source and lack of information about such products was detected. Insect- based products evoke a range of consumers’ reactions, from openness to disgust, and the appearance and presentation of the food products seem to have an essential impact on Mediterranean consumers’ acceptance. Critical factors for developing marketing strategies for alternative protein food products include, for example, a carefully designed pricing strategy, considering the specific economic situation of the target market, or a mix of different communication activities. Overall, the study identified various starting points to increase the interest in alternative protein food products in Mediterranean countries and thus enhance the success of integrating alternative proteins in Mediterranean diets.
Agnes Emberger-Klein,
Johannes Buchner,
Klaus Menrad,
Herbert Riepl,
Corinna Urmann
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.
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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.
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.
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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.
Klaus Menrad,
Florian Stahl,
Agnes Emberger-Klein
Kommunikative Botschaft und Kommunikationsmittel für Biokunststoffe – Eine Analyse aus Experten- und Verbrauchersicht (2016) einseitig .
Agnes Emberger-Klein,
Rumyana Ergül,
Heike Susanne Mempel,
Klaus Menrad
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
Katrin Brückner,
Agnes Emberger-Klein,
Klaus Menrad
The influence of emotions and health information on healthier food shopping behaviour in a supermarket (2024) Vortrag auf der European Health Psychology Society (EHPS) conference in Cascais (Portugal) 2024 .
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) .
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