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Resumen de la sesión
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SES05-16h-5a: ALIMENTACIÓN, CONSUMO Y MARKETING-A
Hora:
Jueves, 05/09/2019:
16:00 - 17:30

Presidente de la sesión: Prof. Dr. José María García Álvarez-Coque, Universitat Politècnica de València
Lugar: Aula 9
Aulario 3, 70 plazas

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Ponencias

Review of the Fundamental Drivers of Obesity in Catalonia: A Path Analysis

Wisdom Dogbe, Jose Maria Gil

CREDA-UPC-IRTA, España

Evidence from developed countries suggest that the prevalence of obesity is increasing at exponential rates. The causes of obesity are multifactorial demanding a holistic review for targeted intervention. As a result of this study, multiple factors such as obesity, body perception, and body image of obesity in the adult population in Spain. The econometric approach used is path modeling due to our use of observed variables instead of latent variables. Results suggest significant direct and indirect relationships between obesity and some factors. First, obesity is directly influence by that obesity is under the control of people with obesity, correct body image and body image dissatisfaction. Second, significant relationship was found between obesity and attitudes towards persons with obesity.



Consumers’ perceptions, emotional values and the Willingness to Pay towards Luxury Wine in Catalonia

Anna Sagrera, Zein Kallas, Cristina Escobar

Centre for Agro-food Economy & Development (CREDA-UPC-IRTA), Castelldefels, Spain, España

To face the increasingly saturated wine market in Spain, the Small and medium-sized enterprises are taking advantage of the continuous increasing of the consumption of the high quality wines as a market diversification strategy. In Catalonia, an interesting segment that can generate more added–value product is the premium and luxury wines is highlighted as a differentiation marketing strategy. In this context, the aim of this study is to analyse consumers’ emotional values, perceptions, motivations and the willingness to pay for luxury wines in Catalonia. For the data collection, 482 wine consumers were surveyed in Barcelona province. However, only 157 were identified as consumers who purchase luxury wines. Results showed that the decision to purchase luxury wine was more related to consumer psychology and emotional values rather than its attributes. Furthermore, the acceptance and willingness to pay of these type of wine is higher if the wine are organic or produced in a sustainable production system. The luxury wines were found as a valuable opportunity for the SMEs and enforce this new marketing perspective to increase the wine consumption in Catalonia



Participatory Multi-criteria Evaluation of Urban Dietary Patterns

Ola Abdullateef2, José Miguel Soriano3, Loreto Fenollosa1, Javier RIbal1, Neus Sanjuan1, José María García Álvarez-Coque1

1Universitat Politècnica de València, España; 2Instituto Agronómico Mediterráneo de Zaragoza, España; 3Universitat de València, España

The main objective of this research is to develop a governance procedure to help policy makers to promote suitable dietary patterns. The method, based on the Analytical Hierarchy Process, was performed in two steps. First, stakeholders, members of organizations represented in the Valencia City Food Council, evaluated criteria relevant to the sustainability of diets. Second, four dietary alternatives were evaluated: Mediterranean, Flexitarian, Pescatarian, and Vegan diets.



Health innovation in patty products. The role of food neophobia in consumers’ non-hypothetical willingness to pay, purchase intention and hedonic evaluation

Zein Kallas1, Maruo Vitale2, José Maria Gil1

1Centre for Agro-food Economy & Development (CREDA-UPC-IRTA), Castelldefels, Spain, España; 2Institute of Agrifood Research and Technology (IRTA), Product Quality Program, Monells, Spain

Consumers’ personality traits are key factors in understanding consumers’ choice and acceptance for health innovations in food products, in particular, the Food Neophobia (FN). The patty product as a traditional pork product (TPP) with two innovative traditional pork products (ITPP) from the untapped pig breed (Porc Negre Mallorquí) in Spain were analysed. Patties were enriched with Porcini (Boletus edulis) using the claim “enriched with a natural source of dietary fibber Beta Glucans that may contribute to improve our defence system” (ITPP1) and enriched with Blueberries (Vaccinium corymbosum) using the claim “enriched with a natural source of antioxidant that may help to prevent cardiovascular diseases” (ITPP2). Two Non-Hypothetical Discrete Choice Experiments were applied to investigate the importance of FN in consumers’ purchase intention (PI) and Willingness to pay (WTP) before and after tasting the products. Results showed that the TPP and the ITPP2 received higher expected PI and WTP. However, after tasting the products, consumers exhibited lower WTP for all ITPP showing the prevalence of the sensory experience on health innovation. The FN was highly related to WTP before the hedonic evaluation. However, it turned to be non-significant, showing a homogenising role of the sensory experience in reducing the FN impact.



Do taste and attention affect consumer preferences for multiple nutritional and health claims on a healthy food product? An empirical investigation on Spanish consumers

Petjon Ballco1,2, Tiziana de-Magistris1,2, Vincenzina Caputo3

1Centro de Investigación y Tecnología Agroalimentaria de Aragón (CITA) - Unidad de Economía Agroalimentaria y de los Recursos Naturales; 2Instituto Agroalimentario de Aragón-IA2 (CITA-Universidad de Zaragoza); 3Michigan State University - Department of Agricultural, Food, and Resource Economics

The purpose of the current research is to assess consumer evaluation for multiple nutritional claims (NCs) versus health claims (HCs) on a healthy food product (yogurt), examine whether and how taste influences consumer preferences for these labels through a discrete choice experiment, and explore the visual attention that consumers give to NCs and HCs on yogurt package through the eye tracking technique. Results from logistic regression models suggest that there is a relationship between the most highly valued NCs and/or HCs from the stated preferences and the most viewed claims in terms of visual attention (fixation count). This relationship affirms that final product selection is not only based on the type of labeling on the package but also the visual attention that consumers pay to it. Tasting a healthy food product resulted in higher values and higher visual attention attached to NCs and HCs, however, preferences between the two treatments (taste and no-taste) were homogeneous.



 
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