Selected research results of the Institute of Marketing and Innovation

On this page you will find selected articles and studies published by our staff.

What to gain, what to lose?

Riefler, P., Baar, C., Büttner, O. B., & Flachs, S. (2024). What to gain, what to lose? A taxonomy of individual-level gains and losses associated with consumption reduction. Ecological Economics, 224, https://doi.org/10.1016/j.ecolecon.2024.108301

What to gain, what to lose? A taxonomy of individual-level gains and losses associated with consumption reduction

The paper explores the individual-level gains and losses that people experience as a result of reducing their consumption. The authors present a comprehensive taxonomy that categorizes these gains and losses into various dimensions, including economic, social, and psychological factors. Through qualitative analysis and empirical data, the study highlights that while consumption reduction can lead to significant environmental benefits, individuals may face challenges such as perceived economic sacrifices or social pressures. The findings suggest that understanding these individual experiences is crucial for promoting sustainable consumption practices. By addressing potential losses and emphasizing the associated gains, policymakers and advocates can better facilitate the transition towards reduced consumption for environmental sustainability.

 

Generation Z and Plant-Based Meat Alternatives

Meixner, O., Malleier, M., Haas, R. (2024). Towards Sustainable Eating Habits of Generation Z: Perception of and Willingness to Pay for Plant-Based Meat Alternatives. Sustainability, 16, 3414. https://doi.org/10.3390/su16083414

Within the food sector, there is a growing embrace of meat substitutes as a more sustainable alternative to meat, driven by ethical, environmental, and health considerations. This study aims to explore consumer behavior and willingness to pay (WTP) for plant-based meat alternatives (PBMAs), illustrated by the example of vegan burger patties. The sample of the study (n = 433) consists of young consumers roughly below 30 years of age, known as Generation Z (Gen Z). The study aims to (1) assess of the importance of PBMA attributes to Gen Z, and (2) approximate Gen Z’s willingness to pay for specific PBMA attribute levels. A choice-based conjoint analysis was used to assess Gen Z’s preferences for meat substitutes. The findings indicate that the most crucial PBMA attribute is origin, followed by price and the primary vegan ingredient. Notably, Gen Z values domestic and EU-sourced products positively, contrasting with the negative perception of third-country imports. Organic production is associated with a positive part-worth utility, whereas the attribute fat content has almost no impact. Consequently, WTP is approximated to be the highest for products of domestic origin compared to the significant discount required for non-EU origin. All other attribute levels have a much lower impact. Despite sociodemographic variables, the respondents’ eating habits (vegan, vegetarian, etc.) most significantly influence the approximation of the importance of some of the PBMA attributes, in particular price and primary ingredient.

Getting users involved in idea crowdsourcing initiatives

Garaus, C., Garaus, M., & Wagner, U. (2024). Getting Users Involved in Idea Crowdsourcing Initiatives: An Experimental Approach to Stimulate Intrinsic Motivation and Intention to Submit. in IEEE Transactions on Engineering Management, vol. 71, pp. 3700-3711. https://doi.org/10.1109/TEM.2024.3352430

Existing crowdsourcing research largely agrees that intrinsic motivation is essential for users' intention to submit ideas to company-hosted crowdsourcing initiatives. However, enhancing intrinsic motivation is particularly difficult in crowdsourcing settings, given the limited potential for personal exchange with others. Therefore, identifying effective interventions to stimulate intrinsic motivation is an important gap. We draw on research in analogous contexts characterized by the absence of significant others (e.g., creative artwork, sports, and self-directed learning). Using the self-determination theory as a theoretical foundation, we theorize that organizers can use monetary incentives (offering small rewards) and non-monetary rewards (increasing task complexity and using autonomy-supportive linguistic cues) to stimulate intrinsic motivation. In three lab-in-the-field experiments, we test our predictions. Quite counterintuitively, we find that small rewards (rather than no or large rewards) are an effective mechanism to intrinsically motivate users and increase their intention to submit their ideas to company-hosted idea crowdsourcing contests. Also, our findings reveal that increasing rather than lowering task complexity and using non-controlling rather than controlling linguistic cues can stimulate intrinsic motivation and submission intention. Our paper sheds first light on interventions stimulating intrinsic motivation in idea crowdsourcing. More generally, it also adds to the discussion of the small rewards effect.

Link to article: https://ieeexplore.ieee.org/document/10387737

Consumption Patterns Following Pandemic Lockdowns

Riefler, P., Büttner, O. B., & Davvetas, V. (2023). EXPRESS: Indulge or Reduce? A cross-country investigation of consumption patterns following pandemic lockdowns. Journal of International Marketing, No. ahead-of-print. https://doi.org/10.1177/1069031X231201077

Pandemic lockdowns in early 2020 disrupted daily life worldwide and created an opportunity for self-reflection and consumption paradigm shifts. However, consumption patterns might take different directions, and opposing views exist about whether consumers (1) prolong reduced consumption after lockdown or (2) compensate for lockdown consumption restrictions through self-indulgence. Drawing from self-determination theory and individual–cultural values frameworks, this article develops a conceptual model of postlockdown consumption patterns related to three factors: consumers’ fulfillment of basic psychological needs during lockdowns, individual consumer values, and country-level cultural orientations. Consumer surveys conducted after the first lockdowns in three culturally different European countries (the United Kingdom, Germany, and Romania) show that both satisfaction and dissatisfaction of psychological needs during lockdown impact consumption patterns, at least in the short term. The direction of consumption patterns is driven by hedonism and universalism values at an individual level and differences in postmaterialism and indulgence at a country level. The results provide implications for international marketers and policy makers in postpandemic marketplaces.

Link zum Artikel: https://journals.sagepub.com/doi/10.1177/1069031X231201077

Consumers' (mis)perception and use of "regionality" claims

Herz, M., Diamantopoulos, A., & Riefler, P. (2023). Consumers' use of ambiguous product cues: The case of “regionality” claims. Journal of Consumer Affairs, 1– 28. https://doi.org/10.1111/joca.12548

Ambiguous product cues, like labeling a product as "regional" without specifying its origin, can affect consumer decision making. Consumers often associate "regional" with spatial proximity, but this may not be legally accurate. This mismatch between consumer interpretation and company communication can deceive consumers and harm their welfare. Two studies show that when companies communicate regionality, consumers evaluate the product more positively based on perceived proximity. However, if consumers learn the true distant origin, they give negative evaluations. This calls for regulation of regional product labels and communication standards in consumer markets.

Link to the article: https://onlinelibrary.wiley.com/doi/10.1111/joca.12548

Will Austrian consumers eat cultured meat in the future?

Lewisch, L. & Riefler, P. (2022). Behavioural intentions towards cultured meat: the role of personal values, domain-specific innovativeness and distrust in scientists. British Food Journal, Vol. ahead-of-print No. ahead-of-print.

Cultured meat describes meat that is physically grown from animal cells in a laboratory. To explore how Austrian consumers feel about this innovation, the authors conducted a representative online survey in Austria. Findings show that a universalistic value disposition and a high degree of innovativeness in the domain of novel foods increase the willingness to try cultured meat, whereas distrust in scientists provokes the opposite effect. Based on the results of our study, various implications for practitioners in the field of novel food technologies arise. Moreover, the findings emphasize the central importance of trust in science - not only on a higher societal level, but also specifically for consumer acceptance of technology-based innovations in the food sector.

Link to article: https://doi.org/10.1108/BFJ-03-2022-0270

Towards reduced meat consumption

Kwasny, T., Dobernig, K., & Riefler, P. (2022). Towards Reduced Meat Consumption: A Systematic Literature Review of Intervention Effectiveness, 2001-2019. Appetite, 168. 

A reduction of meat consumption and shift to plant-based diets,  is acknowledged as crucial for reaching climate targets, addressing public health problems, and protecting animal welfare. In order to achieve a reduction and thus a more plant-based diet on the part of consumers, effective interventions are necessary. This systematic literature review aims to identify effective interventions taking into account different consumer characteristics. In addition, the results will support policy makers in making evidence-based decisions to increase the effectiveness of policy interventions.

Link to article: https://doi.org/10.1016/j.appet.2021.105739

 

Concepts of individuals' sustainability

Wallnoefer, L., Riefler, P. (2021). Concepts describing and assessing individuals' environmental sustainability: An integrative review and taxonomy. Frontiers in Psychology, 12, 770470.

Individuals play an essential role in sustainable development. New research concepts are continuously being developed to assess the contribution and impact of values, attitudes, or behaviors on the environment and climate. In an integrative literature study, more than 70 concepts on the interdisciplinary research topic were analyzed with the aim of combining fragmented knowledge of individual disciplines.

The result is a two-dimensional taxonomy that breaks down what kind of concepts are used to capture which kind of environmental issues. On the one hand, the focus is on individual values, self-image, knowledge, views, and attitudes towards climate change, biodiversity loss, and closeness to nature. On the other hand the emphasis is on environmentally friendly or harmful consumer behavior and lifestyles in the areas of nutrition, mobility, and housing. Based on a critical analysis of the concept and scale development, four aspects were identified that are critical for the further development of an integrative and collective knowledge base on individual ecological sustainability.

Link to article: https://www.frontiersin.org/articles/10.3389/fpsyg.2021.770470/full

Motives for a local and seasonal food choice

Wallnoefer, L., Riefler, P., Meixner, O. (2021). What Drives the Choice of Local Seasonal Food? Analysis of the Importance of Different Key Motives. Foods, 10,2715.

Consuming local and seasonal foods can protect environment and climate. To promote this approach of sustainable consumption, this study examines the relevance of different motives that may influence a choice of local seasonal foods.

The results show that safeguarding the local economy is the most important motive for local, seasonal and non-seasonal food consumption. However, price as a barrier is even more decisive for consumers. Consumers also reach for local foods, seasonal or not, because they are perceived as healthier, more nutritious, and more environmentally friendly. While the authenticity of local agriculture is an important driver of seasonal food choices, the selection of local, non-seasonal foods is more influenced by a strong perceived local affiliation. Environmental protection has no influence on selection compared to location security, even though the study shows a high level of environmental awareness among respondents.

Different recommendations for a target group-oriented design of incentives, as well as for future research, can be derived from the study.

Link to article: https://doi.org/10.3390/foods10112715

Is it All about the Price?

An Analysis of the Purchase Intention for Organic Food in a Discount Setting by Means of Structural Equation Modeling

Katt, F., Meixner, O. (2020). Is It All about the Price? An Analysis of the Purchase Intention for Organic Food in a Discount Setting by Means of Structural Equation Modeling. Foods, 9, 458.

The paper investigates the purchase intention for organic food in discount supermarkets by means of a structural equation model. In this context, the question arises whether price remains of primary importance in discount supermarkets even for premium products such as organic. The analysis shows that both health and environmental awareness have a positive effect on the purchase intention for organic products, whereas price awareness, which is traditionally strong in the discount sector, exerts a negative influence. Price alone is therefore not a sufficient argument for buying organic products in the discount sector. Customers' health and environmental awareness must also be addressed in this sales channel.

Link to article: https://www.mdpi.com/2304-8158/9/4/458#cite

Consumption-oriented policy instruments for fostering greenhouse gas mitigation

Grubb, M., Crawford-Brown, D., Neuhoff, K., Schanes, K., Hawkins, S., & Poncia, A. (2020). Consumption-oriented policy instruments for fostering greenhouse gas mitigation, Climate Policy, DOI: 10.1080/14693062.2020.1730151

DI Dr. Karin Schanes from the Institute for Marketing and Innovation, together with colleagues from University College London (UCL), the University of Cambridge, the German Institute for Economic Research (DIW) and the International Centre for Trade and Sustainable Development (ICTSD), has published a new article in the journal "Climate Policy".

The article deals with consumption-oriented policy instruments, i.e. policy instruments that aim to act on the side of consumers to reduce greenhouse gases and thus contribute to climate change mitigation. The authors look at a total of 33 different policy instruments and evaluate their potential impact and feasibility.

Link to article: https://www.tandfonline.com/doi/full/10.1080/14693062.2020.1730151

Is regional food more authentic than global?

Riefler, P. (2020). Local versus global food consumption: the role of brand authenticity. Journal of Consumer Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCM-02-2019-3086

In the age of global food production, local foods are experiencing a new appreciation as authentic and "real". But can regional companies generate a competitive advantage over global suppliers on the domestic market? These and other questions are addressed in a new study by Prof. Riefler. For further information see detailed view.

The study by Prof. Riefler in the Journal of Consumer Marketing examines the trend towards regionality from the perspective of authenticity and shows that although regional manufacturers are the prototypes of authenticity, authenticity alone is not enough against global competition.

Link to article: https://www.emerald.com/insight/content/doi/10.1108/JCM-02-2019-3086/full/html