Short answer
Focus marketing and product development on making craft bakery products feel attainable and desirable to the individual consumer, rather than relying on social trends.
- Field
- Innovation & Markets
- Source
- Humanities and Social Sciences Communications (2024)
- Method
- Quantitative research using Covariance-based Structural Equation Modeling (SEM).
- Sample
- 418 participants
- Evidence
- Moderate effect
Consumer intention to purchase craft bakery products is primarily influenced by their personal beliefs about their ability to obtain and consume these products and their positive feelings towards them, rather than perceived social pressure. This innovation & markets research insight is drawn from a 2024 study published in Humanities and Social Sciences Communications. Using Quantitative research using covariance-based structural equation modeling (sem). with 418 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus marketing and product development on making craft bakery products feel attainable and desirable to the individual consumer, rather than relying on social trends.
Craft bakery intention driven by perceived control and positive attitudes, not social norms
Consumer intention to purchase craft bakery products is primarily influenced by their personal beliefs about their ability to obtain and consume these products and their positive feelings towards them, rather than perceived social pressure.
Humanities and Social Sciences Communications · 2024
Key Findings
- 01Positive consumer attitudes significantly explained intention and behavior towards craft bakery products.
- 02Perceived behavioral control significantly explained intention and behavior towards craft bakery products.
- 03Subjective norms (social influence) did not significantly explain intention and behavior towards craft bakery products.
Application
Design takeaway
Focus marketing and product development on making craft bakery products feel attainable and desirable to the individual consumer, rather than relying on social trends.
How to apply
When developing marketing campaigns for artisanal food products, prioritize messaging that reinforces the ease of purchase and the positive attributes of the product, and consider experiential marketing events.
Project actions
- 01When defining your target audience, consider their perceived ability to access and afford your product.
- 02Develop branding and messaging that evokes positive emotions and associations with your product.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Application of a well-established theoretical model (Theory of Planned Behavior).
- +Use of a robust statistical method (SEM) for data analysis.
- +Weighted sample to ensure representativeness.
Limitations
It can be challenging to accurately measure perceived behavioral control and subjective norms in a survey.
Reliability & validity
The study employed Covariance-based SEM, a method suitable for testing complex theoretical models and assessing construct validity. The sample weighting contributes to external validity by enhancing representativeness.
Think critically
How might the influence of subjective norms differ for products that are more socially visible or status-driven compared to everyday food items like craft bakery products?
Design Principles
"Perceived behavioral control and positive attitudes are stronger predictors of consumer intention for niche food products than subjective norms."
Understanding the key drivers of consumer intention allows businesses to tailor their marketing strategies effectively. Focusing on enhancing perceived control and fostering positive attitudes can lead to more successful product launches and sustained market presence for artisanal goods.
What This Means for Your Design
If you want people to buy special baked goods, make sure they think it's easy to get them and that they'll like them. What their friends think is less important.
How to use in your project
- 1.Use the Theory of Planned Behavior to structure your investigation into consumer choices for a specific product.
- 2.Analyze how attitudes and perceived control influence purchase intentions in your design project.
Add to My Project
Quick Cite
Paragraph starter
This study's findings suggest that for craft bakery products, marketing efforts should prioritize enhancing perceived behavioral control and fostering positive consumer attitudes, as these factors were found to be more influential than subjective norms in driving purchase intention. This indicates that design projects aiming to launch similar artisanal food products should focus on clear communication of product availability, affordability, and desirable attributes to shape individual consumer perceptions.
Source
Humanities and Social Sciences Communications
Applying the theory of planned behavior to examine the customer behavior towards craft bakery products: evidence from Hungary
journal · 2024
View sourceQuestions About This Research
- What does the research say about craft bakery intention driven by perceived control and positive attitudes, not social norms?
- Focus marketing and product development on making craft bakery products feel attainable and desirable to the individual consumer, rather than relying on social trends. Evidence: Humanities and Social Sciences Communications (2024).
- Why does "Craft bakery intention driven by perceived control and positive attitudes, not social norms" matter for design?
- Understanding the key drivers of consumer intention allows businesses to tailor their marketing strategies effectively. Focusing on enhancing perceived control and fostering positive attitudes can lead to more successful product launches and sustained market presence for artisanal goods.
- How can designers apply this research?
- Focus marketing and product development on making craft bakery products feel attainable and desirable to the individual consumer, rather than relying on social trends.
- What were the main findings?
- Positive consumer attitudes significantly explained intention and behavior towards craft bakery products.. Perceived behavioral control significantly explained intention and behavior towards craft bakery products.. Subjective norms (social influence) did not significantly explain intention and behavior towards craft bakery products.
- What research method was used?
- Quantitative research using Covariance-based Structural Equation Modeling (SEM). with 418 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2024 journal from Humanities and Social Sciences Communications.
- What should I do differently in my next project?
- When developing marketing campaigns for artisanal food products, prioritize messaging that reinforces the ease of purchase and the positive attributes of the product, and consider experiential marketing events.
- What are the limitations?
- The study was conducted in Hungary, so findings may not be generalizable to other cultural contexts. The influence of subjective norms was not confirmed, but could be a factor in different markets or for different product types.