Does organic means health for consumers? Selected issues of organic food market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nina Drejerska ◽  
Wioleta Sobczak ◽  
Jarosław Gołębiewski ◽  
Weronika Aniela Gierula
Keyword(s):  
Consumer Demand ◽  
Evolutionary Economics ◽  
Supply And Demand ◽  
Organic Food ◽  
Food Retail ◽  
Content Type ◽  
Food Purchasing ◽  
Evolutionary Changes ◽  
Included Review ◽  
Food Market

PurposeThe purpose of this paper is to describe organic food supply and demand from the perspective of evolutionary economics. Furthermore, identification of motives of organic food purchasing as well as the most important distribution channels was performed.Design/methodology/approachThis study included review of statistical data available on organic food market, observations from three different formats of shops in France and Poland as well as collected data from 54 French and 85 Polish consumers.FindingsThe findings of this paper show how the organic food market undergoes evolutionary changes, especially how supply and demand sides are being tuned to each other. Health properties of organic food were found as universal characteristics affecting organic food purchasing, regardless the level of the national market development. Organic food retail adjusts to consumer demand, but the rate of this transformation is different when markets of different countries are compared.Originality/valueChanges in supply and demand are continuous in the organic food market; therefore, they should be monitored on an ongoing basis. The insights extend present knowledge on consumer behaviour indicating health concerns as a universal motive affecting organic food purchasing. The study also takes the existing literature a step further by providing additional insight into adjustment of organic food retail to consumer demand.

Sharing economy approach for the development of the organic food market in India

2020 ◽  
Vol 32 (1) ◽  
pp. 114-126
Author(s):  
Neeraj Dangi ◽  
Sapna A. Narula
Keyword(s):  
Organic Food ◽  
Sharing Economy ◽  
Farmers Markets ◽  
Health Food ◽  
Food Markets ◽  
Demand And Supply ◽  
Content Type ◽  
Study Approach ◽  
Organic Farmers ◽  
Food Market

PurposeThis paper explores the contextual relevance of sharing economy for the organic food market in an emerging economy like India.Design/methodology/approachCase study approach was used to collect empirical data from different types of organic food markets.FindingsOrganic food farmers markets compared to online and health food stores tends to facilitate sharing economy more since it helps them to build value, scale and trust. By sharing resources, skills and spaces, organic farmers markets have increased organic food availability, reduced its cost of certification and operation besides managing consumer trust. Subjective influence through social media and offline interaction reduces information asymmetry at zero marginal cost. Organic food producers/retailers can get a competitive advantage by tapping underutilized assets to create value and opportunities besides overcoming their demand and supply constraints.Originality/valueThe research offers a fresh perspective to the organic food sector, particularly in emerging economies like India. It could assist all stakeholders to overcome the current demand and supply challenges faced in organic food markets.

The effect of sales promotions on consumers’ organic food response

2017 ◽  
Vol 119 (6) ◽  
pp. 1247-1262 ◽  
Author(s):  
Austin Rong-Da Liang ◽  
Wan Yang ◽  
Dun-Ji Chen ◽  
Yu-Fang Chung
Keyword(s):  
Purchase Intention ◽  
Organic Food ◽  
Limited Time ◽  
Sales Promotions ◽  
Content Type ◽  
Food Response ◽  
Food Market ◽  
Food Distributors ◽  
Negative Impacts ◽  
The Impact

Purpose Owing to the wave of consumers concern about food quality, the organic food market has grown rapidly. However, how organic food promotions outweigh the negative impacts of high prices has become a pressing issue scholars need to discuss. Hence, with the value perspective as the basis, the purpose of this paper is to attempt to understand whether or not organic food consumers have preferences for specific promotional programs as opposed to other promotional programs. Design/methodology/approach The two-stage study design was adopted to explore these issues. In the first stage, 225 copies of promotional program documents were collected, and middle-ranking and high-ranking supervisors from seven organic food distributors were interviewed. According to the value perspective, the promotional programs were divided into four types: discount category, member category, free giveaway category, and limited time offer category, which were used to develop the questionnaire questions. In the second stage, 1,017 copies of valid questionnaires were recovered. Findings The logistic regression analysis was adopted to discuss the impact of the various promotional program actions on consumers’ choices. The empirical results indicate that the consumers preferred the programs in the discount category and the free giveaway category, while the programs in the member category and limited time offer category reduced the purchase intention. Originality/value The stringent qualitative and quantitative design in this study shall serve as a reference for follow-up research. The important implications of the operators’ promotion practices are covered in the discussion.

Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers

2020 ◽  
Vol 122 (4) ◽  
pp. 1070-1184 ◽  
Author(s):  
Eluiza Alberto de Morais Watanabe ◽  
Solange Alfinito ◽  
Isabelle Cristina Galindo Curvelo ◽  
Kavita Miadaira Hamza
Keyword(s):  
Latent Variables ◽  
Purchase Intention ◽  
Structural Equation ◽  
Organic Food ◽  
Perceived Value ◽  
Consumer Trust ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Food Market

PurposeThe consumption of organic food grows worldwide, increasing the need of studies seeking to understand factors influencing its consumption. To extend the understanding of organic food market, the present research seeks to explore the effect of perceived value on consumer trust and purchase intention in Brazil.Design/methodology/approachA survey with 274 Brazilian consumers of organic food was carried out. Perceived value was measured through four dimensions: functional, economic, social and emotional. The convergent and discriminant validities of latent variables were confirmed. The relationships among them were tested using structural equation modeling.FindingsThe results indicate that functional and emotional values positively affect consumer trust and that only emotional value motivates purchase intention. The trust had no direct influence on purchase intention. Thus, the perceived value is an important aspect in the prediction of trust and purchase intention among Brazilian consumers.Originality/valueThe identified results enlarge the understanding of Brazilian organic food market and consumer behavior and point out some opportunities for future research involving the subject.

Segmentation of organic food buyers: an emergent market perspective

2018 ◽  
Vol 120 (2) ◽  
pp. 269-289 ◽  
Author(s):  
Almir Peštek ◽  
Emir Agic ◽  
Merima Cinjarevic
Keyword(s):  
Online Survey ◽  
Latent Class ◽  
Latent Class Model ◽  
Organic Food ◽  
Sampling Technique ◽  
Snowball Sampling ◽  
Content Type ◽  
Segmentation Approach ◽  
Food Market ◽  
Organic Food Industry

Purpose The purpose of this paper is to obtain empirical understanding of organic food buyers in the context of emergent organic food market (i.e. Bosnia and Herzegovina) by using a segmentation approach. Design/methodology/approach A self-administrated online survey was carried out among organic food buyers (n=202) using the snowball sampling technique. Measurement items were mainly adapted from the prior studies. Findings The authors analysed the heterogeneity of organic food buyers with latent class model. Four distinct latent classes (i.e. segments) of organic food buyers were identified. Those segments were named as enthusiastic social-seekers, enthusiastic moralists, hostile seldom shoppers, and hostile heavy shoppers. Originality/value Though the study was exploratory, the identified segments of organic food buyers can enhance our knowledge about differing characteristics of organic food buyers in the context of the country where the organic food industry is in the early stages of development. The findings of this study will give organic food producers and marketers a much better framework for making product, pricing, distribution and marketing communications decision. Moreover, the identification of organic food consumer profiles will provide an insight into how policymakers should tailor their public policy and strategies to expand the size of the organic food market.

scholarly journals A Study of the Consumer Motives which Influence the Purchase of Organic Food in Serbia

2015 ◽  
Vol 53 (1) ◽  
pp. 102-118 ◽  
Author(s):  
Semir Vehapi
Keyword(s):  
Food Production ◽  
Production Systems ◽  
Organic Food ◽  
Consumer Motivation ◽  
Food Purchasing ◽  
National Market ◽  
Food Market ◽  
Per Capita ◽  
Selection Of ◽  
Marketing Approach

AbstractThe organic food market in Serbia is in its initial phase of development and can be considered a developing market. A deeper understanding of consumer motivation is possible through an adequate marketing approach which will provide increased organic food purchasing per capita and the quicker development of the national market. This paper presents a selection of the most important findings, which the author obtained from a quantitative study carried out in Serbia. We studied and analyzed the main reasons why people purchase organic food and the obstacles to buying these products, as well as the willingness of consumers to pay a higher price for organic products in comparison to the alternative products obtained from conventional food production systems. The presented results support the theoretical conclusions acquired from numerous previous studies carried out in various countries. Starting from the obtained research results, the conclusion offers a recommendation for the implementation of successful strategies of the marketing mix instruments.

Factors affecting consumer purchase intentions of organic food through fuzzy AHP

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anchal Arora ◽  
Nishu Rani ◽  
Chandrika Devi ◽  
Sanjay Gupta
Keyword(s):  
Fuzzy Ahp ◽  
Organic Food ◽  
High Growth ◽  
High Growth Rate ◽  
Influential Factors ◽  
Purchase Decisions ◽  
Key Factors ◽  
Content Type ◽  
Behavioural Intentions ◽  
Food Market

PurposeOrganic food market has grown rapidly on a global level and so is the interest of customers. The present paper ranks the factors and sub-criteria which are taken into consideration while making organic purchase decisions resulting in understanding the behaviour of consumers.Design/methodology/approachThe present paper considered a sample of 550 respondents in the area of Punjab. Fuzzy AHP technique was applied to understand the key factors and sub-criteria which play a major role in organic food purchase decisions. The paper is empirical and descriptive in nature. The factors considered for the study include price, consumer knowledge, trust, attitude, behavioural intentions, subjective norms, perceived personal relevance and perceived consumer effectiveness.FindingsThe three major influential factors include price, trust and attitude ranked in the same order of preference which majorly affects the purchase decisions and talking about sub-criteria the three major criteria to purchase organic food include: “Price plays a significant role in purchase decisions (P2)”, “Organic food keeps me fit and healthy (A1)” and “Organic food intake makes me feel energetic (A2)”.Research limitations/implicationsThe present paper is limited to the area of Punjab and majorly eight factors have been taken into consideration. Further research can be explored on broader geographical and cultural areas with new dimensions in criteria and sub-criteria.Practical implicationsThe findings of this paper will surely help the marketers to understand the behavioural intentions and preferences of the customers. Accordingly, they will strategize the policies to convert organic food market into a niche market with a high growth rate.Originality/valueThe existing literature explored various key factors. However, the present study comes up with ranking to the factors according to their priority in purchase decisions. This will definitely help marketers, business houses, practitioners and academicians about the key factors which affect purchase decisions, and it will surely add incredible knowledge into the existing database.

scholarly journals Organic products in Brazil: from an ideological orientation to a market choice

2014 ◽  
Vol 116 (12) ◽  
pp. 1998-2015 ◽  
Author(s):  
Dionéia Dalcin ◽  
A^ngela R. Leal de Souza ◽  
João B. de Freitas ◽  
Ântonio D. Padula ◽  
Homero Dewes
Keyword(s):  
Agricultural Development ◽  
Supply And Demand ◽  
Competitive Strategies ◽  
Content Type ◽  
Social Ideology ◽  
Market Choice ◽  
Organic Products ◽  
Scientific Papers ◽  
Food Market ◽  
Two Phases

Purpose – The purpose of this paper is to analyse the evolution of the production and commercialisation of organic products in Brazil since 1980. Design/methodology/approach – The literature review in this study assesses scientific papers, studies conducted by Brazilian and international institutions, and trade news related to the evolution of the production and commercialisation of organic products. The analysis is based on theories of consumer behaviour and competitive strategies. Findings – The results provide evidence that the organic food market in Brazil was initially based on social ideology and a movement that was opposed to conventional farming; however, since 1980, the supply and demand patterns have changed. The commercialisation of organic products since the turn of the decade has expanded beyond ideological motivation and into the Brazilian agribusiness sector. The main reasons for this expansion are changes in preferences by the Brazilian consumer, a substantial number of whom have become more concerned with the nutritional value and quality of the food they eat. This study also demonstrates that in Brazil, as well as in other countries, organic products have become a market trend. Research limitations/implications – The limited research material concerning the ideological aspects of production and trading of organic products is a factor to be considered with respect to this study. Originality/value – The presentation of comparative elements for two phases of organic agricultural development in Brazil, especially by the establishment of comparative elements, provide value and originality to this study.

Organic food consumer profile in the Republic of Serbia

2016 ◽  
Vol 118 (1) ◽  
pp. 164-182 ◽  
Author(s):  
Aleksandar Grubor ◽  
Nenad Djokic
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Methodological Approach ◽  
Organic Food ◽  
Primary Data ◽  
Content Type ◽  
Starting Point ◽  
Food Market ◽  
The Republic ◽  
And Cluster Analysis

Purpose – Having the discrepancies between different descriptions of an organic food consumer profile in various researches worldwide as well as the causes of their emergence as a starting point, the purpose of this paper is to apply the method of preference-based market segmentation (by means of conjoint and cluster analysis) to Serbian organic food market, searching for advantages of using that methodological approach and deepening knowledge about specific organic food market. Design/methodology/approach – The research was conducted from May to July 2014 with 400 respondents participating (aged 18-30). Primary data were gathered by means of focus groups and a survey – structured personal interviews by using a questionnaire. Findings – When applying conjoint and cluster analysis to data about Serbian consumers’ preferences towards researched product, it is possible to identify a segment that prefers organic food the most. Compared to other segments, these consumers are predominantly female, somewhat more mature, with the highest proportion of employed and near the top by the percentage of respondents who are married and have children. They strongly value the importance of diet for health, a number of them have experience with a disease of a close person, which is believed that could be prevented by proper diet, but they do the least sports. Practical implications – The authors give managerial recommendations to actors operating at domestic organic food market. Originality/value – According to the authors’ knowledge, the first application of preference-based market segmentation by conjoint and cluster analysis to organic food market, performed in Serbia, generally characterised by scarce food consumer research.

EU organic logo and its perception by consumers

2015 ◽  
Vol 117 (5) ◽  
pp. 1506-1526 ◽  
Author(s):  
Katrin Zander ◽  
Susanne Padel ◽  
Raffaele Zanoli
Keyword(s):  
Organic Farming ◽  
Online Survey ◽  
Organic Food ◽  
Content Type ◽  
Organic Certification ◽  
Demographic Indicators ◽  
Efficient Communication ◽  
Food Market ◽  
And Cluster Analysis ◽  
The Eu

Purpose – With the introduction of the mandatory European Union (EU) organic logo for all organic food products in 2010, the European Commission aimed at fostering the internal organic food market. This needs consumers’ knowledge of the logo. According to earlier research consumers’ knowledge of the EU organic logo is low. Thus, the purpose of this paper is to elicit consumers’ attitudes towards organic certification and labelling and to develop recommendations on how to improve consumers’ knowledge of the EU organic logo. Design/methodology/approach – By means of an online survey with 3,000 participants in six European countries, knowledge of the logo and attitudes towards organic farming and European labelling, as well as organic food purchase behaviour and socio-demographic indicators were elicited. Factor and cluster analysis based on several statements on the test persons’ attitudes towards organic farming and corresponding EU legislation were conducted in order to segment consumers. Findings – The results indicate that knowledge of the logo is low. Only about 15 per cent of all respondents knew its meaning. Four clusters of consumers could be identified: “Committed organics”, “Pragmatic organics”, “Organic sceptics” and Organic disinterested’. With reference to the EU organic legislation’s aim of promoting the organic market, particularly “Organic sceptics” should be addressed by emphasising the trustworthiness of the organic certification and labelling system. Originality/value – Segmenting consumers according to their attitude towards organic farming, its labelling and certification allows for targeted and efficient communication and organic market development.

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