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
Comportamiento del consumidor navarro frente a los alimentos de nueva generación: alimentos transgénicos y alimentos funcionales
(Gobierno de Navarra, Departamento de Economía y Hacienda, 2003) Sánchez García, Mercedes; Barrena Figueroa, Ramo; Gestión de Empresas; Enpresen Kudeaketa
El mercado alimentario está siendo sometido en los países desarrollados a profundos cambios tanto desde el punto de vista de la oferta como de la demanda. El principal objetivo de este trabajo se centra en el análisis del proceso de aceptación por parte de los consumidores navarros de dos nuevas categorías de alimentos basadas en la aplicación de nuevas tecnologías en la industria agroalimentaria: los alimentos transgénicos (OGM) y los alimentos funcionales. La principal fuente de información será una encuesta personal dirigida a sendas muestras representativas de los adquirentes de alimentos para el hogar residentes en Navarra y en Madrid, lo que permitirá la comparación de los comportamientos observados entre ambas Comunidades Autónomas diferenciadas de forma importante en su estructura tanto de hábitat como de consumo alimentario. Los resultados se iniciarán con la presentación de los principales cambios observados en las actitudes de los consumidores hacia la influencia de la alimentación en su salud. En segundo lugar, se tratará de medir el desarrollo potencial de estos mercados- alimentos transgénicos y funcionales- basados en el riesgo percibido o en la confianza percibida hacia estas categorías de productos. Desde el punto de vista metodológico fundamentalmente se realizan análisis multivariantes de carácter descriptivo tanto para resumir la información (análisis factorial), como para detectar los patrones de los consumidores (análisis cluster), con el fin de analizar las variables de comportamiento más relevantes en el futuro desarrollo de estos mercados. Para finalizar, se propondrán algunas sugerencias de actuaciones comerciales a realizar por los diferentes agentes de la cadena alimentaria para garantizar la seguridad del consumidor y se describirán las principales limitaciones y algunas posibles ampliaciones del estudio.
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
Effects of food-related health concerns and risk perception on the consumption frequency of fresh vegetables
(Universidad Nacional de Cuyo (Argentina), 2019) Adasme Berríos, Cristian; Sánchez García, Mercedes; Mora, Marcos; Díaz Osorio, José; Schnettler, Berta; Lobos, Germán; Gestión de Empresas; Enpresen Kudeaketa
Consumir vegetales frescos sin duda trae beneficios a la salud, sin embargo, este tipo de productos también pueden contener elementos biológicos, químicos y tecnológicos que afecten la salud de las personas por falta de inocuidad de los alimentos. Con base en estudios previos, desarrollamos un modelo conceptual para explicar las principales relaciones entre la preocupación en salud ligada a los alimentos (FHC) y la percepción de riesgo (RP) sobre la frecuencia de consumo de hortalizas frescas (CFFV) desde el punto de vista de la inocuidad alimentaria. Se aplicó un cuestionario estructurado a 1028 consumidores en las zonas Centro y Centro Sur de Chile, donde se concentran los principales sistemas de producción agrícola del país. A través de un modelo de ecua-ciones estructurales se determinó el efecto moderador de RP sobre la relación entre FHC y CFFV, lo que significa que CFFV es menor si RP está presente en las mentes de las personas. Impactando el efecto directo de FHC en CFFV. Por último, los resultados sugieren que la reducción de los riesgos asociados con la producción y comerciali-zación de hortalizas frescas, mejorará la preocupacióndebe mejorar los sistemas de vigilancia de las hortalizas frescas comercializadas en el mercado local.
Open Access
Business strategies, profitability and efficiency of production
(Instituto Nacional de Investigacion y Tecnologia Agraria y Alimentaria (INIA), 2013) Alarcón Lorenzo, Silverio; Sánchez García, Mercedes; Gestión de Empresas; Enpresen Kudeaketa
The strategy choices of market-oriented companies are a topic now under wide investigation in the analysis of business performance antecedents. The purpose of this study is to examine the outcomes of the combination of three different organizational strategies (market orientation, innovativeness and entrepreneurial orientation) on business performance indicators. Models using profitability and efficiency indicators are proposed with the specific aim of obtaining a deeper analysis of the relative roles played by each. The empirical work takes place in the agro-food industry in the Ebro Valley, one of Spain’s most competitive regions. The estimates from profitability quantile and truncated regressions of the efficiency scores reveal that market orientation has a positive effect on economic and productivity performance. The impact of pro-active, innovation-seeking, and risk-averse entrepreneurship is nevertheless more debatable, despite some influence of these entrepreneurial styles on observed performance values. This enables conclusions regarding the possibility of combining a market-oriented business culture with innovation and entrepreneurial activity with a view to obtaining business performance gains.