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The effect of food festival engagement on food consumption choices

Stacey, Kate, Koenig-Lewis, Nicole and Palmer, Adrian 2014. The effect of food festival engagement on food consumption choices. Presented at: Academy of Marketing Conference July 2014, University of Bournemouth, Bournemouth, UK, 7-10 July 2014.

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Previous efforts to understand food consumption choices have frequently identified an intention-behavior gap. It has been proposed that adding affective and involvement variables significantly improve attitude-based models to explain food choices. Furthermore, a number of conceptual frameworks have highlighted the importance of remembered experiences for informing future purchase decisions. The present study makes a contribution to knowledge by undertaking longitudinal research linking attitudes, food engagement, satisfaction and emotions evoked at a food festival with subsequent decisions to buy locally produced food. A two-stage quantitative study was undertaken with 646 initial respondents. The results suggest that engagement, such as tasting food and speaking to local producers at the festival, and positive emotions are stable predictors of satisfaction and food buying behavior over time, while the influence of negative emotions decreases. The results raise important issues about the role of emotions and food engagement in changing habitual food consumption choices. Policy recommendations are made for further use of food festivals to bring about behavioral change with respect to local food buying.

Item Type: Conference or Workshop Item (Paper)
Date Type: Completion
Status: Unpublished
Schools: Business (Including Economics)
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Last Modified: 18 Dec 2017 12:13

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