Consumer concerns about food and health : examination of general and specific relationships with personal values and demographics

Purpose – Aims to investigate the relationships between consumers' food concerns and their personal values and demographic characteristics.

Design/methodology/approach – A questionnaire was administered in a cross sectional random population survey conducted among a sample of 1,000 adults in South Australia. The questionnaire elicited information about respondents' concerns about 20 food and health issues, the perceived importance of 23 values items derived from the Schwartz values inventory, and their demographic characteristics.

Findings – Principal components analyses derived four food concerns factors and six personal values factors. Respondents' safety concerns scores were positively associated with devout-tradition, order-discipline, and moderate-independent values. Their disease concerns score was positively linked to beauty-nature, devout-tradition, and order-discipline. Multiple regression and chi-square automatic interaction detection (CHAID) analyses showed that individual values items were strong predictors of consumers; specific concerns such as food and heart disease, and, genetic modification of foods.

Research limitations/implications – The research was based on a cross sectional study. More refined indices of food concerns and personal values should be used in replications of this preliminary study.

Practical implications – The findings support the use of psychographic market segmentation approaches in communication programs about food and health issues.

Originality/value – The findings suggest that personal values, may be stronger predictors of consumers' concerns about food and health issues than demographics. They also show that measurement level of values and concerns influence the observed strength of their relationships.

Baby boomers' food shopping habits. Relationships with demographics and personal values

The purpose of this study was to examine baby boomers’ food shopping behaviours and to investigate their relationships with demographics and personal values. A questionnaire concerning food shopping behaviours, personal values and demographics was mailed to a random sample of 2975 people aged 40–70 years in Victoria, Australia. Usable questionnaires of 1031 were obtained. Structural equation modelling was employed for data analyses. The analyses revealed that demographics and personal values influenced shopping behaviours via different pathways among male and female baby boomers. For example, self-direction positively impacted on shopping planning for men but negatively influenced price minimization for women. Among women only, age was positively related to shopping planning and negatively to price minimization. Thus, both personal values and demographics influenced baby boomers’ shopping behaviours. Since values are more likely to be amenable to change than demographics, segmentation of the population via value orientations would facilitate targeted interventions to promote healthy food shopping.

Personal values, vanity, physical health, and perceived body image influences in food-purchasing and consumption decisions

While weight, health, diet, and exercise receive constant media and governmental attention, relatively little is known about the influence of body image in the food consumption process. Moreover, there is general consensus within the literature that the factors that influence consumption behavior can have a different impact on different consumer groups. Body image, for example, is perceived to be a modulating force in the consumption behavior of young women. As a result, there is a need for an empirically based understanding of the factors that influence food-purchasing and consumption behavior among this group. Studies have investigated the links between perceived body image and food-purchasing behavior. In 18- to 30-year-old women, it has been shown that personal values, vanity, physical health, and perceived body image were major factors of influence in the purchasing and consumption decisions of this group. It was also identified that respondents across these studies engaged in healthy and unhealthy consumption practices in order to achieve their perceived body image ideals.

The interactional effects of the internal and external university environment, and the influence of personal values, on satisfaction among international postgraduate students

The article investigates the interactional effects of internal and external university learning environments, and the influence of personal values, in the satisfaction formation process of international postgraduate students from Asia. Past research on student satisfaction has been narrowly focused on certain aspects of the university internal environment such as teaching, learning and support services. While acknowledging the impact of the internal learning environment on student satisfaction, the article argues that the external community environment, where students spend most of their academic life, has a much stronger influence on their satisfaction. It is also argued that students’ personal values have a mediating influence on the impact on student satisfaction of the internal and external learning environments. A sample of 411 international postgraduate business students from five Australian universities is used in the study. Structural equation modelling is used to analyse the data. Practical implications for universities are provided.

The role of personal values in enhancing student experience and satisfaction among international postgraduate students : an exploratory study

Problem Statement: Universities are faced with the challenging task of educating an increasingly diverse and mobile student community. An understanding of the backgrounds of students and their expectations is central to ensure effective delivery of educational and support services to enhance student experience and satisfaction. The study of student personal values is able to provide better understanding of student demands and aspirations and to assist universities to target educational and support services to meet the differential needs of students.

Purpose of Study: To examine the differences in personal values among Asian international postgraduate students studying in Australian universities and to discuss the strategic implications of these differences in relation to enhancing student experience and satisfaction.

Research Methods: Data collected from a sample of 371 postgraduate students from China, India, Indonesia and Thailand studying in five universities in Victoria, Australia. Personal values were measured using Kahle’s (1983) List Of Values (LOV). Factor analysis was undertaken to determine the underlying personal value domains and Structural Equation Modelling (SEM) to analyse the relationship of the value constructs to student satisfaction. ANOVA and MANOVA tests employed to examine the differences of personal values between the nationalities, gender and age.

Findings: Factor Analysis resulted in a two factor solution and labelled as Self-efficacy and Hedonism which explained 73.5 percent of the variance. MANOVA and ANOVA results indicated significant differences (.001) across the values constructs of Self-efficacy and Hedonism and the individual variables between nationalities, gender and age.

SEM results indicated a link between student satisfaction and the value domains of Self-efficacy and Hedonism.

Conclusions: The study highlighed the opportunities for universities to recognise that Asia is a differentiated market place and the development of segmented approach in designing educational programs as part of the strategy to enhance student experience and satisfaction. The inclusion of cultural aspects in educational programs, promotional material that fits in with different cultural backgrounds of students, self-paced learning approaches, promotion of cross cultural understanding among university staff are among the recommended strategies.

Managers' personal values as drivers of corporate social responsibility

In this theoretical paper, motives for CSR are considered. An underlying assumption is that the commercial imperative is not the sole driver of CSR decision-making in private sector companies, but that the formal adoption and implementation of CSR by corporations could be associated with the changing personal values of individual managers. These values may find expression through the opportunity to exercise discretion, which may arise in various ways. It is suggested that in so far as CSR initiatives represent individuals' values, so the “responsibility” in evidence is less obviously “corporate.” Our emphasis on personal initiative is intended to counter a tendency to view the corporation as the agent, and may serve to remind us that individuals can, indeed, make a difference.

The role of personal values in corporate social entrepreneurship

The literature acknowledges a distinction between immoral, amoral and moral management (Carroll, 1987; Crane 2000). This paper makes a case for the manager as a moral agent, even though the paper begins by highlighting a body of evidence which suggests that individual moral agency is sacrificed at work and is compromised in deference to other pressures. This leads to a discussion of the notion of managerial discretion and an examination of a separate, contrary body of literature which indicates that some managers in corporations may use their discretion to behave in a socially entrepreneurial manner. The underlying assumption of the study is that CSR isn’t solely driven by economics and that it may also be championed as a result of a personal morality, inspired by an individual’s own socially oriented personal values. A conceptual framework is put forward and it is suggested that individuals may be categorized as Active or Frustrated Corporate Social Entrepreneurs; Conformists or Apathetics: distinguished by individualistic or collectivist personal values. In a discussion of the nature of values, this paper highlights how values may act as drivers of our behavior and pays particular attention to the values of the entrepreneur, thereby linking the existing debate on moral agency with the field of corporate social responsibility.

Personal values as a catalyst for corporate social entrepreneurship

The literature acknowledges a distinction between immoral, amoral and moral management. This paper makes a case for the employee (at any level) as a moral agent, even though the paper begins by highlighting a body of evidence which suggests that individual moral agency is sacrificed at work and is compromised in deference to other pressures. This leads to a discussion about the notion of discretion and an examination of a separate, contrary body of literature which indicates that some individuals in corporations may use their discretion to behave in a socially entrepreneurial manner. My underlying assumption is that CSR isn’t solely driven by economics and that it may also be championed as a result of a personal morality, inspired by employees’ own socially oriented personal values. A conceptual framework is put forward and it is suggested that individuals may be categorized as Active or Frustrated Corporate Social Entrepreneurs; Conformists or Apathetics, distinguished by their individualistic or collectivist personal values. In a discussion of the nature of values, this paper highlights how values may act as drivers of our behavior and pays particular attention to the values of the entrepreneur, thereby linking the existing debate on moral agency with the field of corporate social responsibility.

The associations of vegetable consumption with food mavenism, personal values, food knowledge and demographic factors

Background: Poor dietary choices, in particular low consumption of fruits and vegetables are associated with the prevalence of diet related diseases. Ways to increase consumption are urgently required. This paper examines the associations of demographic, psychographic and food knowledge variables with reported vegetable consumption. Methods: An online questionnaire was administered in late 2012 to a national sample 2146 Australians who were selected to represent the Australian population in terms of age, sex, education and location of residence. It was divided into sections which assessed food knowledge, food involvement, food mavenism, personal values and personality factors, demographic characteristics and reported consumption of 13 vegetables and the total number of servings of vegetables per day. Principal components analyses of the individual vegetable consumption ratings derived three forms of vegetable consumption scores. These and total serving per day were used as dependent variables in a structural equation model to identify pathways between them and their likely antecedents. Major findings: Three types of vegetable consumption were formed:. Salad vegetables (onion, tomato and lettuce);. Dinner vegetables (carrot, peas and beans); and 'Green' vegetables (cabbage, spinach broccoli and cauliflower). Food mavenism, food knowledge, food involvement and equality-universalist values mediated the relationships between demographics and conscientiousness and the vegetable consumption variables. Conclusions: The three types of vegetable consumption and total servings per day were associated with different antecedent pathways. The mediating roles of food mavenism, food knowledge, food involvement and equality-universalist values may present opportunities for health promotion and the horticultural industry to increase population vegetable intake. Further research is required to test these associations via experimental and longitudinal studies and qualitative investigation of the meaning and place of the three forms of vegetable consumption in people's daily lives is recommended.

Personal-organizational values fit and organizational commitment in Australian domestic and international students

This study examines the relationship between affective organizational commitment and the personal and perceived organizational values of international and domestic students in an Australian university. Results provide support for the values factors found by Abbott, White & Charles, 2005), and consistency with Schwartz's (1992) pan-cultural values hierarchy. Both groups of students rated their personal values as consistent with the rankings of the major pan-cultural values and perceived organizational values were drivers of affective commitment. This study highlights the need for higher education institutions as well as global organizations to address profit for values such as benevolence, self-direction, and universalism to encourage higher levels of student and employee commitment to their organizations and increase effectiveness.

Small business owners’ success criteria, a values approach to personal differences

This study of 150 Dutch small business owners, identified through business/ network directories, investigated relationships between owners’ understanding of success and their personal values. Business owners ranked 10 success criteria. Per- sonal satisfaction, profitability, and satisfied stakeholders ranked highest. Multidi- mensional scaling techniques revealed two dimensions underlying the rank order of success criteria: person-oriented (personal satisfaction versus business growth) and business-oriented (profitability versus contributing back to society). Furthermore, business growth, profitability, and innovativeness were guided by self-enhancing value orientations (power and achievement). Softer success criteria, such as having satisfied stakeholders and a good work–life balance, were guided by self-transcendent value orientations (benevolence and universalism).