Purpose: The purpose of this paper is to examine intrinsic and extrinsic food quality characteristics and the relative importance placed on these characteristics by different consumer segments. Moreover, relationship between segments of consumers and consumption frequency of differentiated food products (traditional, functional and organic) was analysed. Design/methodology/approach: A three-stage stratified random sampling approach was employed and data were collected via 500 face-to-face interviews conducted in respondents’ homes. A version of the Food Choice Questionnaire was used to examine the motives of consumers’ underlying food choices. The collected data were analysed by factor analysis followed by cluster analysis. Findings: Four factors were identified: health and sensory characteristics, price and availability, body weight and digestion, and convenience. Resulting clusters were named as: healthy and tasty food lovers, convenient, concerned, and indifferent consumers. Differences were identified between the segments according to consumers’ frequency of consumption of the different types of food products. Practical implications: The findings have impact implications for food producers and distributors in developing communication strategies for consumer segments with different attitudes and motives. The findings of this study not only contribute to the organic, traditional, and food with health claim literature, but also help industry, government, and consumer associations fully understand consumer perceptions of intrinsic and extrinsic foods characteristics and enhance consumers’ responses to the different types of food products. Originality/value: The study represents one of the first assessments of the importance of food quality characteristics, segmentation, and consumption frequency of traditional, organic, and functional food products in Central and Eastern Europe.

Purpose: – Drawing on a representative survey, this paper aims to identify the determinants of functional food consumption in Croatia. The objective is to introduce and test a conceptual model that four sets of factors (food choice motivations, demographic and socio-economic characteristics, knowledge of functional food and health status) underpin variations in functional food consumption. Design/methodology/approach: – Data were collected via face-to-face interviews conducted in respondents' homes. Consumption of functional foods is modelled as a bootstrapped ordered probit model. Findings: – Results confirm the significant influence of all four sets of factors for explaining variations in functional food consumption. Heavier users of functional food are those that place a greater weighting on health and convenience in food choice. In contrast, the salience of familiarity in food choice is negatively related with functional food consumption. Females and those with higher levels of educational attainment are heavier consumers of functional food. While perceived health status appears not to have any significant relationship with functional food consumption, there is a link with body mass index. Functional foods appeal most to those concerned about their health and desire convenient, “quick fixes”. Such “quick fixes” may however be employed at the expense of more fundamental adjustments to diet and fitness, which may provide the basis for superior overall disease prevention/health promotion. Originality/value: – The study represents one of the first assessments of functional food consumption in Central and Eastern Europe, introducing and testing a comprehensive conceptual model.

Purpose: An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents. Design/methodology/approach: Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorial-based point of sale (PoS) materials to increase the purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions. Findings: Field data indicate that both pictorial and textual PoS materials, significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate that PoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve non-primed goals. Research limitations/implications: The field experiment lasted for only two weeks and focused on seasonal produce. Practical implications: PoS materials offer a low cost intervention for modifying consumer behavior in stores. Originality/value: The paper develops a theory regarding how priming works and its application in a supermarket setting. This is investigated and validated in the context of local foods. The study offers encouragement for the usefulness of other in-store primes, such as relating to diet, to improve socially desirable outcomes without economic incentives or coercion and in a cost-effective manner.

Through this longitudinal study of a historically significant, complex, conflicted and evolving macromarketing space, Bosnia’s Arizona Market, the authors reveal that marketing systems are not merely random artifacts of human behavior; rather, they are adaptive, purposeful, can be pernicious and/or provisioning, and ultimately—if they are to reflect our humanity—must be well integrated into other prosocial systems to affect the best possible outcomes for all stakeholders. By engaging with a marketing system in a post-conflict, divided society, we are better able to understand the genesis and evolution of markets and marketing systems; the relationships among war economy, peace accords, and the ways that post-war marketing systems create community, provide for community needs, and create new vulnerabilities for some community members. The authors conclude with a discussion of implications for sustainable peace and prosperity in Bosnia and in other post-conflict marketing systems, and suggestions for future research.

Insufficient consumption of fruit and vegetables was found in primary school children. To address this problem, a three-year school-based multicomponent intervention was conducted in 14 primary schools in the City of Zagreb. The aim of the study was therefore to evaluate one of the primary goals of the intervention—the increase in fruit and vegetable intake among primary school children. A total of 681 children were allocated to the intervention (n = 300 in the control group and n = 381 in the intervention group). The intervention included 23 interactive classroom workshops, 10 cross-curricular activities, 13 homework challenges, visual exposure with educational posters in classrooms, parent education via the website, and the implementation of new dishes into the school food system. Fruit and vegetable intake was assessed using a semi-quantitative food frequency questionnaire at baseline and after the intervention. Data were analyzed by per-protocol analysis. The study involved 259 children (50.2% girls; age 7.7 ± 0.4 years; n = 116 in the control group and n = 143 in the intervention group) who completed a food intake frequency questionnaire at both time points. Children in the intervention group showed a significant increase (p < 0.001) in total daily fruit and vegetable intake (before: 332.1 ± 164.9 g; after: 430.1 ± 186.7 g) compared to the control group (before: 350.2 ± 187.5; after: 382.6 ± 196.8) after the intervention. The increase in fruit and vegetable intake was achieved in 89% of children, while 25% more children reached the daily recommendation of 400 g. The use of the multicomponent intervention showed potential to increase fruit and vegetable intake in primary school children.