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Article
Publication date: 8 January 2018

Parves Sultan, Ho Yin Wong and Marianna Sigala

The purpose of this paper is to segment the Australian organic food consumer market.

Abstract

Purpose

The purpose of this paper is to segment the Australian organic food consumer market.

Design/methodology/approach

A nationwide online survey was conducted for collecting data about the Australian organic food consumer market. Various statistical techniques were used for analyzing the data and identifying market segments.

Findings

The key market segmentation variables that significantly characterize the Australian organic food consumer market include age, income, education, metro/city-vs-rural/region, purchase frequency, weekly expenditure, consumption period, retail outlets, perceived values, self-image, and perceptions about organic foods.

Originality/value

Australia, like many other countries, is an emerging market for the organically produced and marketed food products. The current review unfolds the fact that there are limited studies in market segmentation, and no study in the Australian context, in particular. The current paper contributes to the organic food market segmentation literature and provides several implications for market segmentation strategy.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 5 February 2018

Almir Peštek, Emir Agic and Merima Cinjarevic

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…

Abstract

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.

Details

British Food Journal, vol. 120 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 4 January 2016

Aleksandar Grubor and Nenad Djokic

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…

Abstract

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.

Details

British Food Journal, vol. 118 no. 1
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 February 2016

Barbara Seegebarth, Stefan Henrik Behrens, Christiane Klarmann, Nadine Hennigs and Lisa Luebbehusen Scribner

Due to consumer concerns about food-related diseases and an increase in the use of genetically modified food, more and more “green consumers” integrate environmental…

Abstract

Purpose

Due to consumer concerns about food-related diseases and an increase in the use of genetically modified food, more and more “green consumers” integrate environmental considerations into daily purchases, asking for healthier, safer and higher quality food. Marketing managers still face the challenge of broadening the understanding of how and why consumers purchase organic food. Specifically, a deeper understanding of the value dimensions consumers perceive in the context of organic food products is required to develop and implement successful management strategies which might transfer positive consumer perceptions to actual buying behavior and satisfaction. The paper aims to discuss these issues.

Design/methodology/approach

Drawing on theoretical and empirical insights on organic food consumption in different markets, this research investigates antecedents of organic food products and differences regarding the relative importance of the value-based drivers across two Western nations.

Findings

The results from survey data indicate significant differences in the value perceptions, especially the functional and individual value perceptions, and recommendation behavior related to organic food for consumers from the USA and Germany. In addition, the segmentation approach provides evidence for consumer segments that cross-national borders: the “convinced opponents,” the “silent/private consumers,” the “prestige-seekers” and the “passionate evangelists.”

Originality/value

Consequently, instead of a country-based segmentation approach, marketers should emphasize the different types of consumers across national borders in order to address the differences in customer value perception in the organic food market.

Details

British Food Journal, vol. 118 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 3 July 2017

Malak Tleis, Roberta Callieris and Rocco Roma

The purpose of this paper is to discover profiles of organic food consumers in Lebanon by performing a market segmentation based on lifestyle and attitude variables and…

Abstract

Purpose

The purpose of this paper is to discover profiles of organic food consumers in Lebanon by performing a market segmentation based on lifestyle and attitude variables and thus be able to propose appropriate marketing strategies for each market segment.

Design/methodology/approach

A survey, based on the use of closed-ended questionnaire, was addressed to 320 organic food consumers in the capital Beirut, in February and March 2014. Descriptive analysis, principal component analysis and cluster analysis (k-means method) were performed upon collected data.

Findings

Four clusters were obtained and labelled based on psychographic characteristics and willingness to pay for the most purchased organic products. “Localist” and “Health conscious” clusters were the largest proportion of the selected sample, thus these were the most critical to be addressed by specific marketing strategies, emphasising the combination of local and organic food and the healthy properties of organic products. “Rational” and “Irregular” cluster were relatively small groups, addressed by pricing and promotional strategies.

Originality/value

This is the first study attempting to segment organic food consumers into different categories in a developing country as Lebanon.

Details

British Food Journal, vol. 119 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 1 October 2002

Christos Fotopoulos and Athanasios Krystallis

The present study attempts to offer more insights into the Greek organic market. It examines the organic products as “eco‐products”, suitable for “green” consumers, who…

Abstract

The present study attempts to offer more insights into the Greek organic market. It examines the organic products as “eco‐products”, suitable for “green” consumers, who are ecologically/environmentally ecology‐aware and who are concerned with health and quality‐of‐life issues. Analysing a countrywide sample, the survey concludes that three consumer types exist in terms of attitude towards, purchase intention and awareness of organic products: the “unaware”, the “aware non‐buyers”, and the “(aware) buyers” (or simply buyers) of organic food products. After developing a detailed profile of the first two, the “aware buyers” type is segmented in terms of five groups of personality and behavioural factors, defined in the international literature as the driving forces of organic purchasing.

Details

British Food Journal, vol. 104 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 21 June 2011

Ritu Anand

The purpose of this case study is to explore and study the determinants (demographics and psychographics) impacting consumers food choice towards fast food in India.

Abstract

Purpose

The purpose of this case study is to explore and study the determinants (demographics and psychographics) impacting consumers food choice towards fast food in India.

Design/methodology/approach

Food choice variables have been explored using literature reviews and exploratory survey of young consumers in the age group of 20‐40. Data obtained from the reliable sources (e.g. the World Health Organisation, Euromonitor International and Datamonitor International) have been used to study the implications of consumer food choice and growing trend towards organic food.

Findings

Based on literature reviews and exploratory surveys, the key determinants impacting consumers food choice are passion for eating out, socialize, ambience and taste for school and college goers and convenience for dual‐income families in urban India. Findings indicate that fast food companies can no longer rely on convenience as USP in India, unless the implications of same on consumers health is given equal importance in the years to come.

Research limitations/implications

Data obtained from the convenience sample and literature reviews have been generalized for inferring consumption patterns of Indian consumers (population).

Practical implications

This case study focuses on growing trends towards organic food and green consumerism in view of rising global obesity with fast food consumption in Western countries and significantly very less in India despite obesity being an epidemic in India.

Originality/value

This paper focuses on determining a food choice model in wake of changing food and eating habits in India, using literature reviews, exploratory surveys and reliable data sources.

Details

Society and Business Review, vol. 6 no. 2
Type: Research Article
ISSN: 1746-5680

Keywords

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Article
Publication date: 7 January 2019

Anum Tariq, Changfeng Wang, Yasir Tanveer, Umair Akram and Zubair Akram

The purpose of this paper is to examine the impact of consumers’ attitudes towards organic food on online impulse buying behaviour as well as the moderating effect of…

Abstract

Purpose

The purpose of this paper is to examine the impact of consumers’ attitudes towards organic food on online impulse buying behaviour as well as the moderating effect of three website features (visual, information and navigation design) on this relationship.

Design/methodology/approach

Survey data were collected via an online survey using social media platforms. A total of 653 online questionnaires were collected (response rate = 72.5 per cent) and analysed by applying exploratory and confirmatory factor analyses. The proposed hypotheses were tested through structural equation modelling.

Findings

Social media forums, ratings and reviews shape Chinese consumers’ attitudes towards organic food and positively influence their online impulse buying in this market. Website features are critical for disseminating information on organic food. Informative webpages featuring product quality and certification have a greater moderating effect on purchase. Information cues such as nutritional content; production and processing methods, and environmentally friendliness also influence consumers’ attitudes and thus impulse buying decisions.

Practical implications

Marketers should reconsider their tactics for dealing with modern consumers, as webpages should be user-friendly and visually appealing with a social learning mechanism to drive organic food consumption.

Originality/value

This study bridges a gap in the literature on social commerce initiatives for developing consumers’ attitudes towards organic food and online impulse buying. Further, it proposes measures that can enhance organic consumption and contributes to the literature on the importance of social factors, resulting in enhanced knowledge on the online impulse buying of organic food.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Content available
Article
Publication date: 21 February 2020

Costanza Nosi, Lamberto Zollo, Riccardo Rialti and Cristiano Ciappei

Using an enhanced version of the theory of reasoned action (TRA), this study investigates the antecedents of organic quinoa-based food buying intention. In addition to…

Abstract

Purpose

Using an enhanced version of the theory of reasoned action (TRA), this study investigates the antecedents of organic quinoa-based food buying intention. In addition to attitude toward this behavioral intention, the proposed model examines the influence that ecological welfare, political values, and consumer-perceived corporate social responsibility (CSR) of the point of sale exert on consumer willingness to purchase organic quinoa-based food.

Design/methodology/approach

Structural equation modeling (SEM) was used to analyze the data collected through an intercept survey conducted at specialized organic stores on a convenience sample of 158 individuals in Italy.

Findings

Although ecological welfare and a retailer's CSR image positively influence consumer attitude toward buying organic quinoa-based food, political values negatively affect this attitude. Furthermore, consumer attitude is found to be a crucial predictor of behavioral intention.

Research implications

At the theoretical level, the results are useful for demonstrating that other variables, in addition to those used in the traditional TRA, can further explain consumers' organic food buying intention. Additionally, the findings might be useful for both quinoa producers and retailers in creating and executing their marketing and communication strategies.

Originality/value

In addition to contributing to the stream of literature that investigates possible variables that might increase the predictive power of the TRA, this study sheds some light on organic food purchasing consumer behavior.

Details

British Food Journal, vol. 122 no. 3
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 16 December 2019

Muhammad Ahsan Sadiq, Balasundaram Rajeswari and Lubna Ansari

The purpose of the paper is to segment and profile the Indian shoppers in the context of organic foods in India. It proposes to use a healthy lifestyle (HL) as a…

Abstract

Purpose

The purpose of the paper is to segment and profile the Indian shoppers in the context of organic foods in India. It proposes to use a healthy lifestyle (HL) as a segmenting variable and to use a factor-cluster analysis approach to achieve the same. The current study is expected to add a substantial base to the segmentation literature in marketing.

Design/methodology/approach

Food stores in Indian metropolitan city Chennai are sampled, and data is collected in the form of a mall intercept survey method. In total, 441 usable structured questionnaires are filled by the respondents which are subjected to suitable statistical analysis.

Findings

Three significantly different consumer segments emerged from the given sample of respondents, which shows uniqueness concerning consumer’s, HL features, demographics and the variables of the theory of planned behavior (TPB).

Research limitations/implications

Clustering method used to segment the potential shoppers of organic foods is an exploratory technique only. It cannot be treated or generalized to the population like those of inferential techniques. The researcher suggested testing the same with a larger sample size and in a different context. It is limited to urban and suburban facets of the metropolitan city in India.

Originality/value

The study will be helpful to marketers and decision makers to target the potential organic foods consumers.

Details

South Asian Journal of Business Studies, vol. 9 no. 2
Type: Research Article
ISSN: 2398-628X

Keywords

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