Percorrer por autor "Beck, Ceres Grehs"
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- Insect-based food: what is Brazilians' perception?Publication . Martins, Oliva M.D.; Bastos, Adriana de Fatima Valente; Beck, Ceres Grehs; Bucea-Manea-Țoniș, RocsanaThe current world population is expected to grow by fifty percent over the next few years. From this perspective, food supply and sustainability will be worldwide challenges. To identify alternative ways of feeding animals and humans, one solution is the introduction of edible insects, which are considered a viable and sustainable option. In recent years, the consumption of insects - or entomophagy - has become of increasing interest amongst scientists and ecologists as a potential and environmental source of animal protein and as a solution to reduce the worldwide problem of malnutrition. Furthermore, insects can be mass-produced with significantly lower use of land, water, fertilizers, pesticides, feed, energy, and other resources. However, in many western countries insects do not belong to traditional diet, and adopting them requires overcoming behavioral and cultural barriers, such as food neophobia and disgusting. Based on the premise that intention precedes behavior and perception significantly impacts intention, this study aimed to evaluate the factors influencing the willingness to try insect-based foods in countries where insects are not traditionally consumed, such as Brazil. The objective is to understand how to help people to change culturally ingrained eating habits, and encourage them to try insect-based foods. Based on an exploratory methodology, an online survey (n=347) was conducted to examine the key factors influencing Brazilian consumers' intention to try insect-based foods. The questionnaire's authenticity, internal consistency, and construct validity were established based on previously validated surveys conducted in Europe and adapted for the Brazilian context. Social beliefs were viewed as social pressure, whereas intention was understood as a committed choice. Several factors influence consumers' perceptions, including visual appeals, available information, familiarity with the food, and food preparation methods. Aiming to evaluate the data collected, a structured modelling equation analysis was applied and set out to assess the importance of perception in decision-making. In essence, visual issues have the biggest impact on perception, as well as the presentation of food aspects are an important indicator. In other words, the results emphasized the importance of consumer’s perception in the willingness to try insect-based foods. However, the main question remains: what strategies can help individuals challenge culturally ingrained eating habits and encourage them to try and even adopt insect-based foods? Among the various results, this research reinforces the perception, which has a huge influence on intention, as well as individual and social beliefs. In this sense, Social Marketing strategies are recommended as an asset for changing behaviours that benefit the individual, society, and the environment.
- Social marketing: an adaptative mind map based on a comprehensive literature reviewPublication . Beck, Ceres Grehs; Martins, Oliva M.D.; Coelho, Ana Sofia; Marques, Henrique; Gron, Oleksandra; Parkhomenko, Nataliia; Almeida, João P.; Bastos, Adriana de Fátima ValenteUsing the same principles, techniques and tools as commercial marketing, social marketing considers also the desirable behavioural changes in the long term. This literature review is based on PRISMA review protocol and seeks to present a mental map that can be used to understand different socially responsible behaviours, especially eating preferences, related to social marketing, sustainability, and food. The first search using “Social Marketing” as keyword, using the expressions "Social Marketing" in the title of the research article and “Food” (topic) and “Social Marketing” (topic), pointed out 884 articles in Web of Science database between 2012-2022. Refining the topic results with “Food” and “Social Marketing”, and again using new filters such as “open access”, “article”, “Business Economics” field, “main collection of Web of Science” and “English” language, results on 191 papers, but 79 articles did not fit with the research objectives and another 10 were not available (no open access), resulting in a total of 102 papers were identified and analyzed. Among the main results, nutrition and health were the focus of most of the articles. In addition, more than 49% of the articles (38 papers) opted to combine research methods. Finally, the research identified several cognitive variables that can influence the individual decision-making process (IDP) about eating behavior, and can be used as a mental map, such as awareness (Awar), behavior (Beh), attitude (Att), beliefs (Bel), knowledge (Know), as well as economic (Eco), cultural (Cult) and social (Soc) factors. Understanding that consumer behaviour is quite complex, and that the decision-making process is influenced by implicit and explicit factors, aiming to structure the theoretical dimensions, the literature review carried out a mind map proposal. Furthermore, this review can help social marketing researcher develop and organize their strategies.