To read this content please select one of the options below:

Consumer attitudes and sociodemographic profiles in purchasing organic food products: evidence from a Greek and Swedish survey

Georgios Diagourtas (Centre for Languages and Literature, Lund University, Lund, Sweden)
Kostas Elias Kounetas (Department of Economics, School of Economics and Business Administration, University of Patras, Patras, Greece)
Vasiliki Simaki (Centre for Languages and Literature, Lund University, Lund, Sweden)

British Food Journal

ISSN: 0007-070X

Article publication date: 29 November 2022

58

Abstract

Purpose

This study explores Greek and Swedish consumers' attitude towards organic food consumption in order to demonstrate possible differences that can be identified based on health and ecological consciousness beliefs rather than demographic factors. The examination of an emerging and a more mature market allow the authors to provide more targeted marketing strategies that possibly increase organic food consumption in both countries.

Design/methodology/approach

The authors adopt an econometric approach to the analysis of consumer behavior in relation to organic food consumption in Sweden and Greece. More specifically, the authors examine the motivations and postexperiences of organic food consumers of different socioeconomic profiles in these two countries, one in northern and one in southern Europe. The authors apply an ordered logistic regression analysis model to map out the interaction between consumer attitudes and sociodemographic variables.

Findings

The authors results show that consumers in Sweden more frequently purchase organic foods than consumers in Greece. Environmental protection and ethical values increase the odds for Swedish organic food consumers to buy organic food products. Health consciousness and family well-being are perceived as factors that increase the odds for Greek organic food consumers to buy organic foods. Sociodemographic factors do not play a pivotal role for consumer behavior in relation to organic food in both countries.

Originality/value

This study distinguishes between organic food consumers in two countries with different levels of organic food production and export activity, size of organic market, national organic labeling system and legal definition and standards of organic food. Within these differences, the organic food industry could align its marketing efforts better rather focus on simplistic demographics. The current view unfolds the fact that there are limited studies comparing two European markets at different stages of development and the factors that influence organic food consumer behavior.

Keywords

Acknowledgements

The authors would like to thank Carita Paradis for the proofreading and the four anonymous reviewers for their comments.

Funding: This research is part of the LangTool project supported by the Kamprad Family Foundation (Reference No: 20180178).

Citation

Diagourtas, G., Kounetas, K.E. and Simaki, V. (2022), "Consumer attitudes and sociodemographic profiles in purchasing organic food products: evidence from a Greek and Swedish survey", British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-03-2022-0196

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles