• Energy Research

The main aim of this study was to determine how chains of modern international retailers can achieve a competitive advantage (CA) by introducing private labels (PLs) in the organic category and can, in turn, stimulate the consumption of food produced with respect to sustainability principles. The research was conducted with the use of a qualitative approach and involved two steps. First, in order to select retailers with organic private labels (OPLs) and producers delivering products under OPLs, in-depth semistructured interviews were conducted with the representatives of management boards of 17 enterprises. Second, in order to analyze the assortment-based competitive advantage of the OPLs in depth, 8 enterprises were analyzed. In order to explore the price-related competitive advantage, three products offered under PLs, organic PLs, producer brands, and imported brands were selected for subsequent analysis. For retail chains, it was found that the introduction of OPLs is the source of CA via six contributors, namely, price, range of assortment, type of PLs, image of the retailer, sustainability and specific process, and product-related attributes of organic food. Extension of offers with organic private labels makes it easier for consumers to buy organic food at more affordable prices and follow the principles of proper nutrition and a sustainable diet with low environmental impact. At the same time, the international retailers can position themselves as chains contributing to more sustainable consumption.

This study aimed to examine the drivers and types of sustainable product innovations undertaken in bakeries with a particular focus on fibre-enriched bread. This type of bread contributes to a healthy diet due to its increased content of dietary fibre, which is an essential but deficient component of the diet, especially in modern consumption patterns in affluent countries. The study was carried out using the Computer Assisted Telephone Interview (CATI) method on a sample of 402 companies operating in the Polish baking industry. Multiple correspondence analysis (MCA) using Burt tables was used to analyse the results. Four groups of companies were identified according to the number of new products introduced to the market: non-innovative, poorly innovative, moderately innovative, and sustainable innovative companies. The results show that the development of a “new formula” was the most frequently mentioned type of innovation in all groups of companies. Other types of product innovation were also identified among the highly innovative companies: a new product for the company, a new product for the consumer, and new packaging. The basic motivation for launching innovative products on the market was to follow new trends and meet consumer expectations. Therefore, the results indicate that a consumer approach to innovation prevailed. The surveyed bakeries perceived fibre-enriched bread as a product with high nutritional value and environmental benefits. Our results contribute to a better understanding of the drivers of sustainable innovation in the food industry and have some practical implications for bakery companies seeking competitive drivers based on sustainable innovation. The study showed that capturing the voice of the customer is important in developing product innovations in bakeries. A consumer-oriented strategy is a win-win strategy, as it will result in an increased range of products suitable for a healthy sustainable diet and environmental benefits using fibre waste from food processing.

Sustainable and healthy food-related behavior is high on the public policy and research agenda due to its potential to cope with negative environmental and health outcomes. There are several measures related to sustainability in food choices but there have not been many attempts to integrate sustainable and healthy eating (SHE) behaviors into one measurement instrument so far. Therefore, the main aim of this study was to identify how young adults interpret the SHE concept and to develop an instrument that measures a self-reported consumer’s SHE behavior. The process of scale development involved an exploratory qualitative study and two quantitative studies. As a result of 20 individual in depth interviews with Polish young adults, 50 items were generated reflecting their perspective on principles of SHE (Study 1). Two samples were used in the scale validation process: n = 217 (Study 2) and n = 220 (Study 3). Via principal component analysis, reliability analysis, and confirmatory factor analysis, the final form of the scale was derived. The proposed 34-item scale offers insights into the most relevant aspects of SHE behaviors, grouped in eight factors: “healthy and balanced diet”, “certification and quality labels”, “meat reduction”, “selection of local food”, “choice of low fat food products”, “avoidance of food waste” and purchase and consumption of food products that are respecting “animal welfare” and finally choice of “seasonal food”. Although the developed scale can benefit from further refinement and validity testing in different cultural and social background, it is clear that the scale, as developed, can be a useful tool for researchers who are interested in the study of SHE behaviors.

The main purpose of this study was to determine the structure of consumer preferences regarding information on farming system and nutritional enhancement of eggs to verify if consumers are willing to accept products combing sustainability and nutrition related claims. The data was collected within a CAPI (Computer Assisted Personal Interviews) survey on a representative sample of 935 consumers responsible for food shopping. A discrete choice-based conjoint method was selected in eliciting consumer preferences among different product profiles with varying levels of attributes. A hierarchical cluster analysis was used to identify four distinct clusters that differed significantly in terms of importance attached to production system attributes and socio-demographic profiles. The results of the experiment showed that price and farming system had the most significant mean relative importance in shaping consumers’ preferences, while other attributes such as nutrition and health claims, egg size, package size and hen breed were far less important. Free range eggs had the highest relative importance for consumers despite the fact that organic egg production systems are governed by much stricter animal welfare standards. Our segmentation revealed that two of our four clusters may be more easily reached by information on animal welfare related attributes in egg production than the others. The results of our study provide the policy makers and marketing practitioners with insights applicable for communication and pricing strategies for eggs with sustainability claims.