Consumer segments in organic foods market
Abstract
Purpose
The aim of this study is to examine profiles of consumers in organic foods market segments and determine their attitudes toward organic food consumption. Consequently, we explore whether there are differences among these consumer segments in terms of their health orientation, socially responsible consumption, environmental responsibility and values and lifestyles.
Design/methodology/approach
A total of 316 consumers were surveyed at supermarkets and malls in one of the largest metropolitan areas of a European city.
Findings
The cluster analysis performed indicates that there are three segments based on consumer attitudes toward organic foods: favorable, neutral and unfavorable. The results show that the consumer segment with more favorable attitudes toward organic foods exhibits higher levels of health orientation and socially responsible consumption behavior when compared to other segments.
Practical implications
It important for marketers to understand organic foods market segments so that they can target them with the appropriate marketing mix. For this reason, we attempt to identify consumer segments based on their attitudes and behavior concerning organic foods. In doing so, we examine the profiles of consumers in each organic food market segment and their attitudes toward organic food consumption.
Originality/value
Organic food consumption is growing at a fast pace despite economic problems around the world. This study has identified three market segments (consumer profiles) with different attitudes and behavior towards organic foods.
Keywords
Citation
Aslihan Nasir, V. and Karakaya, F. (2014), "Consumer segments in organic foods market", Journal of Consumer Marketing, Vol. 31 No. 4, pp. 263-277. https://doi.org/10.1108/JCM-01-2014-0845
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited