Martina Dove, Adhithya Balasubramanian, and Badri G. Narayanan
Safe and Quality food has been vital in recent times, and transparency has proven to be the essential concept in assessing the same. This study has aimed to identify consumers’ reactions to better transparency in the food they purchase. The methodology used for the study was to review the literature to understand how this concept of transparency has been a significant driver in the food market. It also considers how it affects consumer behavior, basically their purchasing decisions, based on the food choices they make after assessing the safety of their food. In addition to the comprehensive review of literature, the research encompasses the study of six grocery consumers in the state of Washington, U.S.A. The main focus of this research was to highlight that consumers move towards organic food products for safety and quality. At the same time, they are open to broader ideas in assessing the same since this trust in organic products is continuously based on mere assumptions and not concrete facts.
The paper discovers a couple of key findings through literature review, given that there were evident geographical influences while understanding the purchasing decisions. Food quality was based on freshness, nutrition, and other factors linked to Organic products and determined based on its certification, thereby increasing its preference. Other labels and certifications that confirm the quality of food were also significant determinants. Environmental and social concerns related to how the product is grown and the welfare of animals were also important considerations, especially for millennials. Overall, consumers also seemed to favor better transparency which played with brand integrity and loyalty.
Next in the interview studies, 6 participants, two men and four women above 18, participated. The participants were asked semi-structured questions to encourage natural story-telling of purchasing scenarios for them. A set of questions covering specific topics related to food transparency and traceability were also put forth. The aim was to check their awareness of food safety and its influence on purchasing decisions. It was observed that they preferred organic foods that looked and smelt good, similar to the literature review. Only one out of the six participants showed interest in the source of the food purchased. The majority showcased their willingness to use up more of their disposable income on organic and locally grown foods. They were particular about transparency as a need to help confirm the assumptions of their food safety verification methods.
In this paper, it has been observed that consumers showed their interest in obtaining transparent information to make better purchasing decisions but also questioned its credibility. While the participants in the study portrayed a lack of awareness and stronger trust with the supermarket, they showed concern about the safety of their food. It is evident through this study that consumers are guided by their values and perceptions regarding food safety, shaping a very individualistic outlook on the whole matter. Majority place trust in organic and certified products. Nevertheless, it is also essential to realize that since food safety is an overwhelming topic, consumers might be relying on stores purposely to avoid thinking about their purchasing decisions.