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Food industry awareness of consumers` plant food beliefs

Lea, Emma, Worsley, Anthony and Crawford, David 2005, Food industry awareness of consumers` plant food beliefs, British food journal, vol. 107, no. 8, pp. 556-571.

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Title Food industry awareness of consumers` plant food beliefs
Author(s) Lea, Emma
Worsley, Anthony
Crawford, David
Journal name British food journal
Volume number 107
Issue number 8
Start page 556
End page 571
Publisher Emerald Group Publishing
Place of publication Bingley, England
Publication date 2005
ISSN 0007-070X
1758-4108
Keyword(s) Australia
consumer behaviour
food industry
food products
plant products
Summary Abstract: Purpose – The aims of this study were to examine farmers' and food processors' alignment with consumers' views about plant foods and their intentions to produce plant foods. Design/methodology/approach – Data on plant food beliefs were collected from mail surveys of farmers, food processing businesses and random population samples of adults in Victoria, Australia. Findings – There were strong differences between consumers' beliefs and farmers' and food processors' perceptions of consumers' beliefs. For example, a higher proportion of farmers and processors believed that consumers would eat more plant foods if more convenience-oriented plant-based meals were available than consumers themselves agreed. Farmers appeared to be more aware of or aligned with consumers' beliefs than were processors. One- and two-thirds of farmers and processors respectively were planning to grow or process more plant foods, which bodes well for the availability of plant and plant-based foods. Research limitations/implications – Study limitations include the small food industry sample sizes and possible response bias, although analysis suggests the latter was low. Future research could survey a larger sample of food industry representatives, including those from other sectors (e.g. retailers). Practical implications – Education of consumers and industry groups on plant foods and better lines of communication from consumer to processor to farmer, are required. Originality/value – To the authors' knowledge, this is the first study to examine farmers' and food processors' awareness of consumers' beliefs about plant foods. This issue is important for those involved with the production and marketing of plant foods or with food, farming and health policy.

Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 111199 Nutrition and Dietetics not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2005, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003390

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.