The effect of engagement and emotions on food consumption choices: a longitudinal study

Marketing

Speaker:Nicole Koenig-Lewis, Associate Professor of Marketing Strategy, Swansea University
Date: Friday 21 February 2014
Time: 3.00 pm
Location: Streatham Court C

Further details

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.