Open Access
Consumers' willingness to pay for health claims during the COVID-19 pandemic: a moderated mediation analysis
(Elsevier, 2023) Bou Fakhreddine, Lara; García Martínez, Marian; Sánchez García, Mercedes; Schnettler, Berta; Gestión de Empresas; Enpresen Kudeaketa
The COVID-19 pandemic has posed a substantial threat to people's lives and raised health concerns. This research explores the mediating role of consumers' attitudes towards health claims in the relationship between consumers' interest in health claims and their willingness to pay (WTP) for health claims in extra virgin olive oil (EVOO). Additionally, we examine the moderation effect of COVID-19 risk perception in the relationship between consumers' interest in and attitudes towards health claims. Data were collected through an online survey in three countries: Spain, the UK and Chile. Findings confirm the mediating role of consumers' attitudes towards health claims. Furthermore, the relationship between consumers' interest and their attitudes towards health claims was stronger when COVID-19 risk perception was higher.
Open Access
The reformulation of a beef patty enriched with n-3 fatty acids and vitamin D3 influences consumers' response under different information scenarios
(MDPI, 2020) Beriain Apesteguía, María José; Gómez Bastida, Inmaculada; Sánchez García, Mercedes; Insausti Barrenetxea, Kizkitza; Sarriés Martínez, María Victoria; Ibáñez Moya, Francisco C.; Institute on Innovation and Sustainable Development in Food Chain - ISFOOD
The objective of this study was to investigate the sensory acceptability and willingness to pay (WTP) for a beef patty elaborated with beef from a local breed that was enriched with nutritional ingredients (vegetable oil mixture and vitamin D3). The experiment was conducted under two information scenarios (blind; full: ingredients used to enrich the patties in n-3 PUFA and vitamin D3). An in-home use test was carried out by 180 consumers to study consumer liking of two low-fat beef patties (C: conventional, M: modified). There were no differences in color and odor for the raw patties (p> 0.05). The sensory parameters of the cooked patties were assessed as being similar (p > 0.05) regardless of the information scenario. The sensory parameters remained crucial criteria for product acceptance and repeat purchase. Consumers positively evaluated the M patty. The information provided to consumers on the composition of the product influenced the response of consumers. It was also observed that the higher the education level of the consumer, the higher their scores for M beef patties in the blind scenario. It is thus necessary to implement appropriate marketing strategies in order to highlight the nutritional properties of the modified patties, making them competitive ahead of conventional patties.
Open Access
Knowledge drivers, business collaboration and competitiveness in rural and urban regions
(Springer, 2020) García-Álvarez Coque, José María; Roig Tierno, Norat; Sánchez García, Mercedes; Mas Verdu, Francisco; Gestión de Empresas; Enpresen Kudeaketa; Gobierno de Navarra / Nafarroako Gobernua, PI035 BINACS
Many rural regions are characterised by low technology-intensive activities. Their predominant focus is often on primary, agri-food, and natural resources and services sectors, and there is a competitive gap with respect to urban regions. The objective of this article is to determine the contribution of the innovation system to regional development, distinguishing between rural and urban regions. Qualitative comparative analysis was used to study 256 EU NUTS 2 regions. The analysis helped identify 'recipes' of drivers of regional competitiveness in rural and urban regions. These innovation recipes consist of varying combinations of private and public R&D expenditure, the presence or absence of top-ranked universities and the percentage of SMEs that collaborate in innovation activities. In rural regions, excellence in higher education combined with strong public and private R&D offers an important recipe for regional competitiveness. Alternative pathways include the presence of business collaboration as a driver of competitiveness.
Open Access
Agri-food 4.0: drivers and links to innovation and eco-innovation
(Elsevier, 2023) Calafat-Marzal, Consuelo; Sánchez García, Mercedes; Marti, L.; Puertas, R.; Gestión de Empresas; Enpresen Kudeaketa
Digital transformation affects all stages of the agri-food value chain. Digitalisation is being combined with innovations and eco-innovations to gain a competitive advantage and ensure greater sustained competitiveness. However, not all technologies have been implemented in the same way and at the same pace by the different companies in the agri-food sector. The aim of this research is to identify the internal and external drivers of digitalisation in agri-food companies and to develop a synthetic index to rank companies based on those drivers, before examining the relationship between the position in the ranking and innovation. The results reveal that the decisive drivers are management support and competitive pressure rather than external support from government policies or suppliers. Higher ranking companies in terms of the digitalisation process are more proactive in introducing product and radical innovations and are the most eco-innovative and thus sustainability-oriented. Finally, results show that the digitalisation of the sector is marked by the depth of technology implementation, specifically IoT, big data and artificial intelligence. Blockchain technology does not currently make a difference as it is not widely used.
Open Access
What dimensions of risk perception are associated with avoidance of buying processed foods with warning labels?
(MDPI, 2020) Adasme Berríos, Cristian; Aliaga Ortega, Luis; Schnettler, Berta; Sánchez García, Mercedes; Pinochet, Consuelo; Enpresen Kudeaketa; Institute on Innovation and Sustainable Development in Food Chain - ISFOOD; Gestión de Empresas
Nutritional Warning Labels (NWLs) inform consumers about processed foods that exceed critical nutrient levels activating the risk perception in consumers. However, this information is limited. The objective was to identify the dimensions of risk perception and to study their associations with avoidance of buying processed foods with warning labels. A survey was applied to 807 decision-makers who choose what to eat at home. The four dimensions of risk perception (performance, financial, physical, and psychological) were identified through exploratory factor analysis. Through a multiple regression model, we determined the dimensions of risk perception and sociodemographic variables that affect the intention to avoid buying processed foods with NWLs. The results show that the performance risk, physical risk, and psychological risk positively affect the intention of avoiding processed foods with NWLs. In addition, the female gender considers NWLs to purchase foods. Nevertheless, the high frequency of consumption and belonging to a lower-income socioeconomic group are barriers to the use of NWLs. In conclusion, NWLs help people to choose processed food that does not impact negatively their food expectations, as well as their mental and physical health. However, health authorities must invest in nutrition education. Specifically, in groups who pay less attention to NWLs. Such groups include people with high daily consumption of processed foods, males, and low-income socioeconomic groups.
Open Access
Gestión de la innovación en la cadena alimentaria: relevancia de la colaboración
(Fondo para la Investigación Económica y Social de la Confederación Española de Cajas de Ahorros, 2024) Alarcón Lorenzo, Silverio; Barrena Figueroa, Ramo; García López de Meneses, Teresa; Pindado Tapia, Emilio; Sánchez García, Mercedes; Simón Elorz, Katrin; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Institute on Innovation and Sustainable Development in Food Chain - ISFOOD
La innovación se ha convertido en decisiva para las empresas agroalimentarias en sus desafíos de sostenibilidad, demanda cambiante e incremento de la competencia. Los procesos productivos con superior riesgo, su carácter estratégico, la estructura empresarial y los condicionantes rurales inciden en dichos procesos de innovación. Así, las opciones de colaboración en la innovación, el esfuerzo público-privado, y la creación de instrumentos de financiación y apoyo, favorecen el éxito innovador. Los retos en digitalización, ecoinnovación y el emprendimiento innovador también necesitan del ecosistema colaborativo. a aceptación final del consumidor de dichas innovaciones será más compleja, especialmente en contextos de incertidumbre económica
Open Access
New trends in the global digital transformation process of the agri-food sector: an exploratory study based on Twitter
(Elsevier, 2022) Ancín Rípodas, María; Pindado Tapia, Emilio; Sánchez García, Mercedes; Enpresen Kudeaketa; Institute on Innovation and Sustainable Development in Food Chain - ISFOOD; Gestión de Empresas
CONTEXT: The agri-food system is undergoing pervasive changes in business models, facilitated by the use of digital technologies. Although today it is almost inevitable for any business to adopt some level of digital transformation to strengthen their competitiveness, this transition in the agri-food sector could be more complex, given its characteristics. OBJECTIVE: The aim of the study is to analyse worldwide the perceptions of new digital technologies in the agri-food sector expressed within social media platforms, identifying the differences that may exist between them regarding its objectives and social acceptance. METHODS: This paper examines the information regarding digital transformation process in the agri-food sector disseminated worldwide on Twitter. For that purpose, Twitter API is used to gather tweets and descriptive and content analyses, including a sentiment analysis, are performed using R and MAXQDA software. RESULTS AND CONCLUSIONS: We found that the digitalization of the agri-food sector is broadly discussed within Twitter. Different actors participate in these information flows, being companies and digital solution providers the most active users and academics and governmental institutions the most visible. Artificial Intelligence was the most mentioned technology, that together with the Internet of Things, Big Data, Machine Learning, and Cloud Computing, was related to improving production efficiencies, crop yield, or cost reduction. In the case of Blockchain Technology, it was closer to food supply chain actors, such as distribution companies and marketers. However, all these technologies are connected to the concept of sustainability. The sentiment analysis showed a generally positive tone, indicating social acceptance regarding the starting phase of the adoption of these technologies. The study also identified differences among countries, pointing to a stronger level of engagement with these technologies in developed regions. Moreover, the COVID-19 pandemic was seen as a chance to boost the digital transformation in the sector all over the world. SIGNIFICANCE: Our results demonstrate that data harvested from Twitter provide useful insight into perceptions of digital transformation and different digital technologies in the agri-food value chain across different countries. Information that could be useful for researchers, but also for agricultural firms and policymakers.
Open Access
Drivers of winegrowers' decision on land use abandonment based on exploratory spatial data analysis and multilevel models
(Elsevier, 2023) Calafat-Marzal, Consuelo; Sánchez García, Mercedes; Gallego-Salguero, Aurea; Piñeiro, Verónica; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa, PRO-UPNA 11504
The frequency of producers opting to abandon agricultural land has become increasingly, highlighting the significance of this phenomenon due to its environmental, landscape, and socio-economic impacts. The decisions of producers to abandon or maintain/improve their farms depend on individual and contextual factors. The aims of this research are twofold. Firstly, to evaluate the influence of the neighbours on the winegrowers' decisions, using spatial analysis. Secondly, to clarify the specific importance of each of the individual and contextual drivers in farmers' decisions to improve their farms, to keep them unchanged or to abandon them, using multilevel models. The results obtained for the case study of vineyards in Spain, reveal a strong agglomeration phenomenon in farmers' decisions indicating that producers make land use decisions influenced by what their neighbours do. A multilevel analysis identifies that individual factors are determinant and that the influence of contextual factors is conditioned by the innovation process at farm level. Individual drivers, such as size, innovation, Protected Designations of Origin and irrigation influence vineyard area, with irrigation having the greatest overall influence, and is expected to be decisive in climate change projections. The Protected Designations of Origin are driving forces that dynamize the territory and achieve productive concentrations, encouraging winegrowers to replant, but they are not enough to halt abandonment. The elements that slow down the abandonment of plots are irrigation and the combination of innovation and context variables, mainly the combination of modernised plots in the municipalities with trading options.
Open Access
Entrepreneurial innovativeness: when too little or too much agglomeration hurts
(Elsevier, 2023) Pindado Tapia, Emilio; Sánchez García, Mercedes; García Martínez, Marian; Enpresen Kudeaketa; Institute on Innovation and Sustainable Development in Food Chain - ISFOOD; Gestión de Empresas
This study sheds light on the relationship between agglomeration, entrepreneurs' internal resources and capabilities, and new ventures' innovativeness using a multilevel framework. We argue that the urban agglomeration of economic agents within a country has an inverted U-shaped relationship with new ventures' innovativeness, suggesting that both insufficient and excessive agglomeration might be detrimental to entrepreneurial innovativeness. Additionally, we perform interactions between individual level factors and urban agglomeration to examine the differential effects of entrepreneurs' internal resources and capabilities. Results confirm our hypothesising that the geographical concentration of economic agents within a country exerts an inverted Ushaped influence on new ventures' innovativeness. Furthermore, we find that entrepreneurs with higher levels of education or prior entrepreneurial experience are better equipped to benefit from agglomeration and to mitigate its negative effects; in contrast, at low levels of agglomeration, entrepreneurs with lower resources exhibit increasing marginal returns. Entrepreneurs in contact with other entrepreneurs are better positioned to deal with agglomeration externalities although their benefits and drawbacks are intensified. Our research contributes to the understanding of agglomeration externalities and entrepreneurial innovativeness, its non-linear dynamics and differential effects.
Embargo
Health crises, community health habits, and pandemic-driven food sentiments: a twitter-based study in the United States
(Wiley, 2025-01-26) Fakhreddine, Lara Bou; Sánchez García, Mercedes; Pindado Tapia, Emilio; Gestión de Empresas; Enpresen Kudeaketa
This study analyzes how Twitter users' characteristics (the number of followers and followings) and their context (crisis conditions, community healthy eating, and exercise habits) determine food attitudes during health crises. We analyzed 72,067 US tweets discussing food and COVID-19 from January 20, 2020 to March 20, 2021. The analysis examines tweets mentioning together the topics food and COVID-19 to grasp the sentiments of users regarding food amidst this health crisis. Using sentiment analysis and multilevel modeling, our results show that users with a high number of followings tend to express fewer positive sentiments, whereas the opposite is the case for users with a high number of followers. We found that a worsening of the epidemic conditions increased the propensity to express fewer positive sentiments and that the relationship of community healthy habits with pandemic-driven food sentiments is contingent on these conditions. At low levels of COVID-19 cases, users in healthy-eating communities tend to express positive sentiments, but at high levels, they express more negative sentiments. Regarding community exercise habits, people in these contexts often express fewer positive sentiments. However, as the pandemic worsened, individuals in these communities tended to express more positive sentiments. This study advises policymakers to counter misinformation and develop targeted communication strategies for different communities.