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Subject: search.filters.subject.Consumers -- Attitudes

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    The role of educational information on the environmental consequences of livestock production, for reducing meat consumption : a thesis presented in partial fulfilment of the requirements for the degree of Master of Arts in Sociology, Massey University, Albany, New Zealand
    (Massey University, 2018) Still, Chaslyn Margaret
    Many people remain unaware of the high levels of environmental harm caused by agricultural production. There is a need therefore to raise awareness of the harm with a view to reducing livestock consumption and ultimately production, in order to contribute to a more sustainable environment. This research looked at whether providing information on environmental harm caused by livestock production to regular meat-eaters could contribute to a reduction in meat consumption. I also examined if age played a role in information receptiveness, and I looked at whether a belief that individual actions can contribute to environmental sustainability, was required for changes to occur. Changing dietary practices is largely dependent on new information superseding existing antecedents. To investigate how this plays out, 12 participants across three age categories took part in focus groups, where a series of images and information about environmental consequences of livestock production were discussed, and pre and post-focus group surveys and food logs were undertaken. I found the belief that individual dietary choices can make a positive difference to environmental sustainability was only effective for some participants; firstly, those who accepted the information about various environmental impacts of agricultural production provided in the focus group; and secondly, those who had locus of control to make dietary changes. Information receptiveness was highly variable by age, with older individuals being much less receptive than younger participants. Furthermore, antecedent influence was shown to be strongest in the 65+ year age group. Consequently, information targeting younger aged individuals is likely to produce better outcomes in terms of reduced meat consumption, and therefore greater environmental sustainability. For this to be effective however, younger individuals need to also be in a position where they are able to take control of their dietary decisions.
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    Discovering food product design by shaping sheep's cheese perception in New Zealand : an exegesis presented in partial fulfilment of the requirements for the degree of Masters of Design at Massey University, Wellington, New Zealand
    (Massey University, 2018) Fallas, Pilar
    The Food Industry is more interested than ever in creating value through differentiation and innovation, but often overlooks creativity as key factor in generating returns from food product experiences. This project is an exploration into how design; as a creative discipline, and food science, as a technical discipline, can more closely align and collaborate to create valuable food product experiences. To explore this nexus, I exposed myself, a food scientist, to the creative research practices of design in order to develop a new cheese product. The project is a contribution to the development of New Zealand's fledgling sheep dairy industry. I first examined New Zealanders' traditional perceptions and hidden desires in relation to sheep milk products. I then explored the different dimensions of the food object (Bassi, 2015) by developing a range of sheep's cheese products to help New Zealanders become more adventurous sheep milk product consumers.
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    An exploratory study of consumer psychology using the process descriptive approach: a thesis presented in partial fulfilment of the requirements for the degree of Master of Arts in Psychology at Massey University
    (Massey University, 1985) Smyth, Patrick Alfred
    Information chunking under Brand Name and the ability to predict attribute preference were investigated, using a simple paired comparisons test with an expected value decision criteria, and a behavioural search process. Subjects in condition one were presented with eight different product attributes (including Brand and Manufacturer's Name), while subjects in condition two were given only six different attributes (Brand and Manufacturer's Name were unavailable). Both groups completed a simple paired comparison test and two weeks later each subject was allowed to select product information, item by item, from an information displayboard corresponding to the experimental group to which they belonged. Evidence for the chunking of information under the guise of the Brand Name attribute was found - more information was sought when Brand Name was available than when it was not. It was also found that Brand Name information was accessed more than any other type of product information, and when this information was not available, attribute preferences changed and Cents/gram information was accessed most. This caused a change in product selection. Subjects were found to adopt a satisficing approach to the information search task, accessing only a small subset of the total available information, and only a subset of the attributes presented to them. The simple paired comparison test with its expected-value decision criteria accurately predicted the order of attribute selection in the behavioural search. The results suggest the existence of choice heuristics for consumer decision making as outlined by the information processing approach to consumer psychology.