A model of consumer buying behavior in relation to eco-intelligent products in catering

Legeza, Darya G.; Brunner, Thomas; Kerimova, Yukilay K.; Kulish, Tatyana V.; Konovalenko, Anastasia S. (2019). A model of consumer buying behavior in relation to eco-intelligent products in catering Innovative Marketing, 15(1), pp. 54-65. Business Perspectives 10.21511/im.15(1).2019.05

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Growing negative changes cause a deterioration in food quality, which makes people select organic and eco-intelligent food. The aim of the article is to analyze various types of customer behavior using an example of a local catering company that offers eco-intelligent food. The company’s brand operates two catering stores located in different parts of an urban city. The interview of existing and potential customers was conducted within 1,000-meter radius of store locations at peak hours (7:30–10:00 am and 12:00–2:30 pm). The model of consumer behavior is centered on the main principle of deciding to buy eco-intelligent food. The data suggest that customers are looking for additional necessary services, which are vital for eco-intelligent products and expanded selection according to the store’s format. Both the time of the ordering processing and the ability to order a personalized meal have the main influence on customers’ decision. Large selection of eco culinary products in the stores attracts local residents to visit one of these stores at least once a week. An essential feature of a culinary store offering eco-intelligent food is high-quality prepared food. The study recommends expanding promotional programs to give consumers additional knowledge about the advantages of organic nutrition. The prevalent consumer model describes a woman under 40 years old who visits a store at least once a week for lunch and prefers a comfortable environment and a diverse selection of quality eco-food.

Item Type:	Journal Article (Original Article)
Division/Institute:	School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production
Name:	Legeza, Darya G.; Brunner, Thomas0000-0002-6770-6548; Kerimova, Yukilay K.; Kulish, Tatyana V. and Konovalenko, Anastasia S.
Subjects:	H Social Sciences > H Social Sciences (General)
ISSN:	18142427
Publisher:	Business Perspectives
Language:	English
Submitter:	Nadine Werndli
Date Deposited:	23 Sep 2019 14:16
Last Modified:	18 Dec 2020 13:28
Publisher DOI:	10.21511/im.15(1).2019.05
ARBOR DOI:	10.24451/arbor.7855
URI:	https://arbor.bfh.ch/id/eprint/7855