The effect of engagement and emotions on food consumption choices: a longitudinal study
|Speaker:||Nicole Koenig-Lewis, Associate Professor of Marketing Strategy, Swansea University|
|Date: ||Friday 21 February 2014|
|Time: ||3.00 pm|
|Location: ||Streatham Court C|
Previous efforts to understand food consumption choices have frequently identified an
intention-behaviour 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 behaviour 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 behavioural
change with respect to local food buying.
Keywords: engagement, emotions, behaviour, local food, food festival, longitudinal.