The use of automatic raw milk dispensers for products obtained from Romanian farms can represent an effective method of encouraging the development of short supply chains and promoting sustainable production and consumption systems. There are very few studies in the literature, especially in emerging economies, that analyze consumer perception regarding the use of raw milk dispensers; most of the research is focused on technical aspects regarding how such machines function and food safety, and less on consumers' perceptions towards them or consumer satisfaction, loyalty, or intention to use them. Therefore, the objective of this research was to investigate the willingness of Romanian consumers to buy raw milk from vending machines. In this regard, the authors drew a conceptual model to assess the factors that trigger willingness to buy raw milk from vending machines and then implemented a quantitative-based survey among Romanian consumers who buy raw milk from vending machines. The data were analyzed by modeling structural equations with SmartPLS. The results reveal that the generation of consumer willingness to buy raw milk from vending machines depends on how consumers perceive raw milk but also on the product safety, reusability of the milk bottle, and the provenance of the raw milk, as well as the nutritional qualities of the unprocessed raw milk. The paper extends previous studies based on the stimulus-organism-response (SOR) and deepens the understanding of consumers' perception towards raw milk dispensers. Furthermore, the results also highlight possible managerial strategies that aim to improve the understanding of consumers.
J Hunger Environ Nutr. 2009 Jul;4(3-4):336-356
[PMID:
23144674]
Indian J Dermatol. 2016 May-Jun;61(3):261-4
[PMID:
27293245]
J Sci Food Agric. 2016 Jun;96(8):2782-7
[PMID:
26332790]
Foods. 2021 Jan 14;10(1):
[PMID:
33466641]
J Food Prot. 2013 Nov;76(11):1902-7
[PMID:
24215694]
Obes Rev. 2021 Feb;22(2):e13176
[PMID:
33462933]
Appetite. 2015 Jun;89:175-82
[PMID:
25681654]
Appetite. 2022 Jan 1;168:105688
[PMID:
34509543]
J Glob Oncol. 2016 May 18;2(3):165-166
[PMID:
28722035]
J Dairy Sci. 2021 Dec;104(12):12216-12235
[PMID:
34593234]
Front Public Health. 2019 Nov 19;7:340
[PMID:
31803705]
Curr Res Food Sci. 2022 Feb 15;5:423-431
[PMID:
35243355]
Prev Med. 2004 Sep;39 Suppl 2:S101-7
[PMID:
15313079]
Foods. 2022 Feb 15;11(4):
[PMID:
35206024]
J Adolesc Health. 2011 Jan;48(1):13-9
[PMID:
21185519]
Int J Environ Res Public Health. 2019 Dec 25;17(1):
[PMID:
31881711]
Int J Environ Res Public Health. 2023 Jan 09;20(2):
[PMID:
36673945]
Foods. 2021 Feb 11;10(2):
[PMID:
33670385]
Am J Health Promot. 2022 Sep;36(7):1133-1141
[PMID:
35417265]
Foods. 2022 Aug 09;11(16):
[PMID:
36010389]
Prev Med Rep. 2020 May 08;19:101115
[PMID:
32509507]
Soc Sci Med. 2015 Oct;142:202-13
[PMID:
26318209]
Foods. 2022 Nov 04;11(21):
[PMID:
36360133]
Foods. 2021 Sep 02;10(9):
[PMID:
34574179]
Am J Health Promot. 2019 Jun;33(5):666-674
[PMID:
30602283]
Food Res Int. 2021 Dec;150(Pt A):110749
[PMID:
34865767]
Nutrients. 2020 Mar 24;12(3):
[PMID:
32213973]
