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Mapping the values driving organic food choice: Germany vs the UK

Susan Baker (Cranfield School of Management, Cranfield University, Cranfield, UK)
Keith E. Thompson (Silsoe College, Cranfield University, Cranfield, UK)
Julia Engelken (Silsoe College, Cranfield University, Cranfield, UK)
Karen Huntley (Silsoe College, Cranfield University, Cranfield, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 2004



The organic food market is one of the most promising in Europe, although national markets have developed at different rates. In Germany, organics' share of total food turnover is 2.7 per cent compared with 1 per cent in the UK. This study explores the reasons why the behaviour of consumers in the UK and Germany has been so divergent despite both groups of consumers holding similar attitudes about organic foods. This was done by investigating the underlying values driving food choice behaviour using means‐end theory and Laddermap 5.4 software. In both cases the dominant means‐end hierarchies were uncovered and the cognitive process mapped. Although similarities emerged with respect to values concerned with health, wellbeing and the enjoyment of life, product attributes sought in order to achieve these values were different between the groups. A major difference was found in the absence among the UK group of any connection between organic food and the environment.



Baker, S., Thompson, K.E., Engelken, J. and Huntley, K. (2004), "Mapping the values driving organic food choice: Germany vs the UK", European Journal of Marketing, Vol. 38 No. 8, pp. 995-1012.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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