Does social proof and herd behaviour drive food choices of consumers?

Begho, Toritseju; Liu, Shuainan

doi:10.1108/bfj-08-2023-0676

Cited by 3 publications

(1 citation statement)

References 53 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The issue of food choices is complex and requires an interdisciplinary approach [42]. Among its determinants, researchers from various disciplines mention product quality [24,43], price [39,[44][45][46], labeling information [39,47], promotions [45,48], habit [42], country of origin [49], the presence of ecological certification for the product [50,51], opinions of family/friends [52,53], product appearance [54,55], and product advertising [46].…”

Section: Generational Differences In Food Buying Motivesmentioning

confidence: 99%

Generational Differences in Food Choices and Consumer Behaviors in the Context of Sustainable Development

Makowska,

Boguszewski,

Hrehorowicz

2024

Foods

View full text Add to dashboard Cite

(1) Background: This study examines diverse food choices and sustainable consumption behavior across four generations of Poles: Baby Boomers, Generation X, Generation Y, and Generation Z. (2) Methods: The research employed an online survey with a quota sample of 1000 individuals, representing the Polish population in terms of gender, residence, and education (categorized into two groups). (3) Results: For Poles, the crucial factors in food selection were product quality (69.0%), price (68.6%), and information about the product’s composition (41.0%). Older cohorts (Baby Boomers and Generation X) prioritized food quality, while younger generations (Generation Y and Generation Z) emphasized price. Statistically significant differences emerged between generations regarding the product’s country of origin, with older generations emphasizing its importance more. The oldest group (Baby Boomers) considered ecological certification most important. As much as 85.9% of Poles checked product expiration dates while buying products, and 82.8% bought only as much as they needed. Baby Boomers most often exhibited these two behaviors and can be considered the most responsible among all generations. (4) Conclusions: This article highlights the importance of comprehensive sustainability efforts in the context of food choices. It takes into account the socio-cultural and historical circumstances of each generation that influence their consumer habits.

show abstract

Section: Generational Differences In Food Buying Motivesmentioning

confidence: 99%

Generational Differences in Food Choices and Consumer Behaviors in the Context of Sustainable Development

Makowska,

Boguszewski,

Hrehorowicz

2024

Foods

View full text Add to dashboard Cite

show abstract

The more followers the better? The impact of food influencers on consumer behaviour in the social media context

Misra,

Dinh,

Ewe

2024

BFJ

View full text Add to dashboard Cite

PurposeThe study explores the impact of food influencers on consumer behaviour in the social media context. It assesses the interplay between the number of followers an influencer has and the type of content this influencer communicates to the audience. Doing so, the research contributes to the strategic refinement of influencer marketing practices, especially in the food industry.Design/methodology/approachThe study employed an experimental between-subject design 2 (influencer type: micro vs macro) x 2 (content type: informational vs entertaining). It recruited 197 Prolific participants (45.7% female, Mage = 45.076), testing their perceptions towards the influencer and the endorsed product in the social media post.FindingsThere was a significant interaction between influencer type and content type on consumers’ attitudes towards and their willingness to buy the advertised product. Specifically, the notion that “the more followers, the better” may only be applicable when consumers peruse the content for entertainment purposes, whereas while they read it for information purposes, a micro influencer (with hundreds to thousands of followers) may have as much impact on consumer behaviour as a macro influencer (with hundreds of thousands to a million followers).Originality/valueOur findings offer a nuanced understanding into the conventional wisdom that people often follow crowd behaviour. Using the Heuristic-Systematic Model (HSM), we explicate when the number of followers matters and when the content type prevails.

show abstract

Determinants of Source Credibility in Terms of Herd Behaviour and the Anchoring Effect: The Case of Instagram Influencers

Ozdemir,

Pirtini

2024

MMI

View full text Add to dashboard Cite

The objective of this paper is to explore the effects of herding and anchoring effects, two behavioural economics concepts, on perceived source credibility, which is commonly utilized in marketing research. These cognitive shortcuts that shape consumers’ decisions reduce their perceived risk or help them make decisions under uncertainty. The literature contains a limited amount of research on the topic that addresses source credibility in terms of behavioural economics. Within this framework, the study is anticipated to enhance the body of literature through its chosen topic and methodology. When reviewing research undertaken within the marketing domain, the experimental design method has been used in very few studies. In this context, in the experimental designs created within the scope of the study, various scenarios were designed on the basis of follower number (high/low) to evaluate the impact of herd behaviour on the credibility of the source and on the substance of news about the influencer (positive/negative) to measure the anchoring effect. After the participants were shown one of the scenarios, they were given questionnaires with statements about source credibility to answer, and how the perception of source credibility differs according to herd behaviour and the anchoring effect was investigated. Instagram influencers were used in the experimental designs created in the study because Instagram application is increasingly preferred over other social media platforms, is more effective in terms of marketing communication, is increasingly included in the marketing strategies of businesses and is preferred by the young population. Within the framework of this research, data were gathered via an online survey administered to a total of 727 students enrolled in various departments across universities in Turkey. These data were subjected to one-way ANOVA via the SPSS program. Research findings indicate that herding behaviour significantly affects the perceptions of the source credibility, expertise, and attractiveness of social media influencers. Furthermore, anchoring significantly affects the source credibility perceptions and expertise, trustworthiness, and attractiveness subdimensions. However, in scenarios where the number of followers and anchors are identical, a statistically significant difference was not found in the perception of source credibility in relation to the gender of the influencer.

show abstract

Does social proof and herd behaviour drive food choices of consumers?

Cited by 3 publications

References 53 publications

Generational Differences in Food Choices and Consumer Behaviors in the Context of Sustainable Development

Generational Differences in Food Choices and Consumer Behaviors in the Context of Sustainable Development

The more followers the better? The impact of food influencers on consumer behaviour in the social media context

Determinants of Source Credibility in Terms of Herd Behaviour and the Anchoring Effect: The Case of Instagram Influencers

Contact Info

Product

Resources

About