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Understanding Consumer Behaviour to Develop Competitive Advantage: A Case Study Exploring the Attitudes of German Consumers towards Fruits with Cosmetic Flaws

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  • Federico G. Topolansky Barbe
  • Philip von Dewitz
  • Magdalena M. Gonzalez Triay

Abstract

Worldwide, there is a great contradiction when it comes to food waste. On the one hand, it is estimated that up to 40 % of the globally produced food is lost or wasted every year, on the other hand about 925 million people suffer from malnutrition. In addition, food production has to be increased by 70 % to feed a population of 9 billion people in 2050. Due to these estimations, it becomes increasingly important to start initiatives to reduce food waste and its impact on natural resources. One reason why fruits and vegetables are wasted in developed countries is aesthetic standards set by retailers. Aesthetic standards regulate the shape and appearance of fruits and vegetables. Retailers have set these standards based on the assumption that consumers are only willing to buy fruits and vegetables without any cosmetic flaws. The result is that produce which are misshapen are sorted out in advance and go to waste. Within this context, this paper has two main objectives: first, to explore the attitudes of consumers towards fruits and vegetables with cosmetic flaws; and second, to unveil how these attitudes influence consumers’ purchase intentions.

Suggested Citation

  • Federico G. Topolansky Barbe & Philip von Dewitz & Magdalena M. Gonzalez Triay, 2017. "Understanding Consumer Behaviour to Develop Competitive Advantage: A Case Study Exploring the Attitudes of German Consumers towards Fruits with Cosmetic Flaws," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(6), pages 554-580, June.
    • Handle: RePEc:hur:ijarbs:v:7:y:2017:i:6:p:554-580
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    References listed on IDEAS

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    1. Monika Hartmann, 2011. "Corporate social responsibility in the food sector," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 38(3), pages 297-324, August.
    2. Morvarid Bagherzadeh & Mitsuhiro Inamura & Hyunchul Jeong, 2014. "Food Waste Along the Food Chain," OECD Food, Agriculture and Fisheries Papers 71, OECD Publishing.
    3. Robert Caruana & Andreas Chatzidakis, 2014. "Consumer Social Responsibility (CnSR): Toward a Multi-Level, Multi-Agent Conceptualization of the “Other CSR”," Journal of Business Ethics, Springer, vol. 121(4), pages 577-592, June.
    4. Kantor, Linda Scott & Lipton, Kathryn & Manchester, Alden & Oliveira, Victor, 1997. "Estimating and Addressing America's Food Losses," Food Review/ National Food Review, United States Department of Agriculture, Economic Research Service, vol. 20(1), pages 1-11.
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    Cited by:

    1. Katri Joensuu & Eric Harrison & Hanna Hartikainen, 2022. "What to Do with Food Waste? A Holistic Feasibility Framework to Evaluate Different Solutions," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    2. Lombart, Cindy & Millan, Elena & Normand, Jean-Marie & Verhulst, Adrien & Labbé-Pinlon, Blandine & Moreau, Guillaume, 2019. "Consumer perceptions and purchase behavior toward imperfect fruits and vegetables in an immersive virtual reality grocery store," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 28-40.
    3. Qi, Danyi & Penn, Jerrod & Li, Ran & Roe, Brian E., 2022. "Winning ugly: Profit maximizing marketing strategies for ugly foods," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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