Identifying the drivers that positively influence consumption of organic products is of utmost importance to reach consumers beyond the niche. Therefore, this study aims to propose an innovative framework which conceptualizes motivating beliefs and a simple decision-making heuristic as predictors of buying organic.
A structural equation approach is applied. Data were obtained from a nationwide panel (n = 1,760) and included survey data and scanner data for five different food categories.
The model is supported by actual purchasing data in all categories. While beliefs explained about 75 per cent of the variance in the decision-making heuristic for organic products, the heuristic in turn predicted up to 20 per cent of the variance in buying behavior.
Further research should aim to validate the proposed constructs and relationships and refine the factors.
Consumers have to understand and value the benefits of organic products. Self-interested and environmental beliefs are equally strong motivations which can be seen as an opportunity for marketing.
The results contribute to understanding the structure and the impact of heuristics and quantify the competing beliefs by which heuristics are driven.
The author gratefully acknowledges that this project was funded by the German Federal Ministry of Education and Research within the program “FHprofUnt” (grant number 17026X11). The author would also like to thank the project partner GfK for fruitful cooperation and provision of data. The author also acknowledges the constructive comments received by the anonymous reviewers, which helped to significantly improve the paper.
Moser, A. (2016), "Buying organic – decision-making heuristics and empirical evidence from Germany", Journal of Consumer Marketing, Vol. 33 No. 7, pp. 552-561. https://doi.org/10.1108/JCM-04-2016-1790Download as .RIS
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