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Article
Publication date: 1 April 2005

Marija Radman

The market for organic products in Croatia is at the beginning of its development. There is no sufficient knowledge about organic consumers in Croatia. The objective of this paper…

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Abstract

Purpose of this paper

The market for organic products in Croatia is at the beginning of its development. There is no sufficient knowledge about organic consumers in Croatia. The objective of this paper is to gain knowledge about consumer attitudes toward organic products in the capital of Croatia.

Design/methodology/approach

The consumers’ attitudes were collected by means of a face‐to‐face survey. Attitudes, purchase frequency, supply satisfaction and beliefs about organic foods were studied with a sample of 179 consumers. The data obtained from the survey were analysed with univariate analysis, chi‐square test, ANOVA and correlation analysis.

Findings

Croatian consumers consider organically‐grown products as very healthy, of good quality and tasty. However, these products are perceived as rather expensive and of questionable appearance. Consumers are not very familiar with the supply of ecologically‐grown products in the market. Some groups of consumers have more positive attitudes toward organic products, and they exhibit an increased willingness to pay higher prices for these products. Therefore, marketing strategies for organic products should be targeted towards such groups.

Research limitations/implications

One limitation of this study is the choice of the sample. Further research is needed to discriminate between consumer groups, and to determine which segments are most appropriate for organic product marketing.

Practical implications

According to the research results an important task for the producers will be to increase consumers’ knowledge of what an organic product is and how to differentiate it in the marketplace.

Originality/value

This paper gives the first insight into buying behavior and attitudes of organic consumers in Zagreb. The results of the research could be used for planning further marketing activities.

Details

British Food Journal, vol. 107 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 April 2002

E. Baecke, G. Rogiers, L. De Cock and G. Van Huylenbroeck

Organic products form a growing segment of the food market. Recent estimates speak about market shares between 1 to 4.25 per cent. In Belgium the share is only 1 per cent, but the…

2956

Abstract

Organic products form a growing segment of the food market. Recent estimates speak about market shares between 1 to 4.25 per cent. In Belgium the share is only 1 per cent, but the market is growing exponentially. Organic farmers in Belgium often have to sell their products as conventional products because of non‐efficient marketing systems. Marketing problems are also mentioned as one of the main reasons by conventional farmers for not converting. Most conventional farmers are not only rather sceptical about the long‐term perspectives of getting a price premium for organic products, but consider the organisation of the supply chain as one of the main sources of uncertainty and therefore as a constraint for conversion. Therefore more efforts should be made to organise the supply chain for organic products. The problem seems to be that of the egg and the chicken: for a cost‐effective supply chain a condition is to have enough producers, while for a lot of producers a cost‐effective swupply chain seems to be a necessary condition to convert, mainly because of high transaction costs linked to non‐efficient marketing.

Details

British Food Journal, vol. 104 no. 3/4/5
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 August 2002

Laurence Fillion and Stacey Arazi

As the demand for organic foods has grown globally, disputes have arisen on whether organic foods are more nutritious, safer, and better for the environment. To many consumers…

8244

Abstract

As the demand for organic foods has grown globally, disputes have arisen on whether organic foods are more nutritious, safer, and better for the environment. To many consumers, though, a major issue is whether organic foods taste different and, especially if they are being asked to pay a premium price, whether they taste better. Via the use of sensory analysis using trained panellists, and consumer testing, research was carried out to determine whether the claim of “organic food tastes better” could be substantiated. The study found that organic orange juice was perceived as tasting better than conventional orange juice; however, no differences were found between organic and conventional milk. Therefore, it is concluded that the global claim that “organic food tastes better” is not valid, and each product type should be treated separately before a claim can be made.

Details

Nutrition & Food Science, vol. 32 no. 4
Type: Research Article
ISSN: 0034-6659

Keywords

Article
Publication date: 8 September 2023

Fiorella Sinesio, Anna Saba, Elisabetta Moneta, Marina Peparaio, Eleonora Saggia Civitelli and Flavio Paoletti

The study aimed to investigate consumers’ views on criteria to be claimed for organic processed foods and information to be communicated.

Abstract

Purpose

The study aimed to investigate consumers’ views on criteria to be claimed for organic processed foods and information to be communicated.

Design/methodology/approach

An online survey was carried out among 439 adults living in Italy, users of processed organic food, to gather opinions on criteria that processing of organic food should meet and on the terms that best define “careful” processing. Next, a conjoint design was applied to examine the effects of five independent factors on consumers' ideal concept of “organic”; these were potential information on packaging, processing, additives and product quality, and the type of food product. Three products with different processing level were selected: an ultra-processed and multi-ingredient product (vegetable burger), a processed product preserved by canning (peas in glass jar) and a minimally processed product (bagged salad).

Findings

The findings highlight that consumers attach more importance to the organic food carrier than the informational messages. Information on the processing and packaging follows, with messages on quality and on additives seemingly of minor importance. Three clusters of respondents were identified: those driven primarily by the type of organic food (24.6%), those placing more emphasis on product processing (21.3%), and a third larger cluster (54.1%) who expressed almost equal importance to all the factors considered. As for the processing of organic products, “eco-friendly” was the best message.

Originality/value

This paper offers insights into what best outlines the ideal concept of “processed organic food” as seen by organic food consumers, to be communicated to better guide their purchasing decisions.

Details

British Food Journal, vol. 125 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 31 August 2023

Lucia Espinosa-Brisset, Caroline Pénicaud, Isabelle Souchon and Anne Saint-Eve

The purpose of this paper is to better understand consumer's familiarity with fruit processing as well as how fruit production conditions (organic and conventional farming)…

Abstract

Purpose

The purpose of this paper is to better understand consumer's familiarity with fruit processing as well as how fruit production conditions (organic and conventional farming), processing conditions (homemade, artisanal and industrial) and the type of processing (e.g. applesauce, apple cider and apple sorbet) influence consumer perceptions of processed fruits.

Design/methodology/approach

An online survey questionnaire was applied to 1,000 people living in France. The people represented different genders, ages (18–60+) and sociodemographic categories. Participants were categorized based on their produce purchasing habits (conventional, local, organic, local-organic). The questionnaire contained multiple choice and five point Likert scale questions. Data were analyzed using non-parametric tests.

Findings

The authors found that participants saw year-round availability, fruit preservation and food waste reduction as processing advantages. Locally sourced products were preferred to organic products. The perceived disadvantages to processing were additive usage, nutrient loss and packaging. For consumers, these disadvantages drove highly differentiated perceptions of industrial versus artisanal/homemade apple products. Processing conditions appeared to matter far more than production conditions (organic vs. conventional). In general, consumers weren't familiar with processing operations, awareness was greater for consumers of local and/or organic produce than conventional consumers.

Social implications

There must be a societal transition toward healthier diets, and food technologies. Informed consumers, might be better equipped to make healthy, informed choices if the consumers are given quality information about food production and processing at different levels.

Originality/value

Research has shown that consumers view fresh organic fruit positively, but only few studies have looked at perceptions of processed fruit products and their familiarity with processing operations. Results of this study demonstrate that consumers could make better choices if the consumers are given quality information about fruit production and processing.

Details

British Food Journal, vol. 125 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Case study
Publication date: 23 May 2023

Rekha Attri and Rahul Bairagi

After reading and discussing the case, the participants would be able to:▪ articulate the challenges associated with retailing of organic products.▪ suggest paid, owned and earned…

Abstract

Learning outcomes

After reading and discussing the case, the participants would be able to:▪ articulate the challenges associated with retailing of organic products.▪ suggest paid, owned and earned digital marketing tools to Manav Chetna Vikas Kendra (MCVK);▪ suggest a digital marketing budget;▪ discuss essential elements of a good website design; and▪ discuss various website analytics metrics.

Case overview/synopsis

This case describes the challenges faced by the founder, Ajay Dayama, and members of MCVK, who believed in the concept of sustainable community living through the production and marketing of organic food products. They believed that they would be able to share their philosophy of sustainable living through their products reaching out to a larger population rather than just being consumed by community members. This paved the way for the creation of a brand by the name SATT offering products under the lifestyle, nutriment and wellness categories. Marketing and sales of SATT products came with a bundle of challenges, and it was not easy to convince customers about the authenticity, quality and pricing of these products. Many organic products sold by competitors were available on e-commerce platforms, while SATT relied on direct marketing. Low customer acceptance for SATT products would weaken the sustainability dream of the community. How MCVK could increase awareness and acceptance of SATT products was a big area of concern for Ajay.

Complexity academic level

This case is suitable for students enrolled for full credit course on Digital Marketing at postgraduate level. The case can be discussed towards the middle of the course.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 8: Marketing.

Open Access
Article
Publication date: 11 July 2023

Gyan Prakash, Pankaj Kumar Singh, Anees Ahmad and Gaurav Kumar

The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study…

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Abstract

Purpose

The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention.

Design/methodology/approach

A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model.

Findings

The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products.

Originality/value

The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.

Objetivo

Los consumidores demandan productos no sólo saludables, sino también limpios y respetuosos con el medio ambiente, es decir, productos de consumo sostenible. Por lo tanto, este estudio pretende identificar los principales factores que influyen en la intención de compra de alimentos ecológicos.

Metodología

En este estudio se adoptó un diseño de investigación transversal que incluía la recogida de datos primarios de 234 encuestados. Las respuestas procedían de consumidores de alimentos ecológicos representativos de la población india. Se aplicó un modelo de ecuaciones estructurales para analizar los datos y validar el modelo de investigación.

Resultados

Las conclusiones del estudio ayudarán a los profesionales a comprender los factores que conducen a la intención de compra de productos alimentarios ecológicos en un mercado de consumidores en crecimiento. Este conocimiento les ayudaría a diseñar estrategias de marketing y comunicación para aumentar el consumo de alimentos ecológicos.

Originalidad

El presente estudio avanza la literatura existente sobre el consumo de alimentos orgánicos mediante la ampliación de la TPB con factores, a saber, la preocupación por el medio ambiente, la conveniencia y la confianza, y el establecimiento de su papel en el desarrollo de la intención de compra de productos alimenticios orgánicos.

目的

顾客要求的产品不仅是健康的, 而且是清洁和环保的, 即呼吁可持续消费产品。因此, 本研究旨在确定有机食品购买意向的重要驱动因素。

研究方法

本研究采用横断面研究设计, 从234名受访者中收集原始数据。受访者的回答来自于代表印度人口的有机食品消费者。采用结构方程模型来分析数据并验证研究模型。

研究结果

本研究的结果将有助于从业者了解在不断增长的消费市场中导致有机食品购买意向的因素。这些知识将帮助他们制定营销和沟通策略, 以增加有机食品的消费。

原创性

本研究通过扩展TPB的因素, 即环境关注、便利性和信任, 并确定它们在发展有机食品购买意向中的作用, 从而推进了现有的关于有机食品消费的文献。

Article
Publication date: 8 August 2022

Mustafa Abdül Metin Dinçer, Yusuf Arslan, Semih Okutan and Esra Dil

This study aims to reveal consumer perceptions towards organic food, particularly emphasizing the confusion and vagueness in the public eye.

Abstract

Purpose

This study aims to reveal consumer perceptions towards organic food, particularly emphasizing the confusion and vagueness in the public eye.

Design/methodology/approach

In total, 21 well-educated and relatively high-income consumers were selected as cases of the study. The knowledge about the organic food concept and organic food preferences were analyzed through the grounded theory analysis. In this analysis, ten categories which are shopping from the close circle, the product information attitude, do it yourself (DIY), true and false facts and dilemmas, information sources, the most preferred organic products, perception of organic food indicator, market place trends, organic food orientation reasons, and attitude toward the organic products/producers were detected as the main issues.

Findings

The authors chose the cases from well-educated people who have a relatively high income, and it is seen that the knowledge levels of consumers are low regarding organic foods. This low-level knowledge becomes apparent in confused and erroneous answers and actions. The confusion over the organic food concept and the institutional image appear as two main findings of the study. The authors named this false fact as organic confusion and dilemmas in this analysis. According to the study’s results, there is a considerable amount of confusion over healthy and natural food contexts.

Originality/value

This study aims to bring a comprehensive delineation to the general perception of the organic food concept in society. And it reveals a detailed feedback for the institutions and companies on how to solve organic food problems such as confusion, institutional image problem, and false facts. Although organic product knowledge is shown as a critical factor in many studies in the literature, the number of studies that examine this situation in depth is insufficient.

Details

British Food Journal, vol. 125 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 30 August 2022

Arijit Roy, Arpita Ghosh and Devika Vashisht

The paper aims to critically review the literature based on the factors identified by the authors to discuss and provide direction for future research. The purpose of this study…

Abstract

Purpose

The paper aims to critically review the literature based on the factors identified by the authors to discuss and provide direction for future research. The purpose of this study is to identify and analyze the factors responsible for affecting consumers’ perceptions and purchasing attitudes toward organic food products.

Design/methodology/approach

The literature review follows the review methodology elaborating on key factors identified which affect the consumer’s perception and attitude toward organic farming and products. A total of 50 articles are downloaded from different sources such as Google Scholar and Scopus and later the articles were finalized based on core areas and specializations.

Findings

The findings reveal that the behavioral aspect plays a crucial role in the adoption of organic products by consumers; also various factors such as customer perspective, demand and supply, health aspect, cost-effectiveness, standard and reliability are responsible in endorsing organic products. The authors also reveal that among the factors mentioned, the lack of a supply chain market for organic products is the prime concern for the non-availability of products.

Research limitations/implications

The lack of effective distribution and promotion system affects the availability of organic food products.

Originality/value

The paper provides a comprehensive review of organic food in terms of highlighting the factors affecting the perception and purchasing attitude of consumers toward organic food products consumption. Also, the present review study gives an idea of organizing the literature on the organic food based on factors influencing the customer responses.

Details

Nutrition & Food Science , vol. 53 no. 3
Type: Research Article
ISSN: 0034-6659

Keywords

Article
Publication date: 1 December 2022

Julia Wojciechowska-Solis and Magdalena Śmiglak-Krajewska

The purpose of this paper was to determine the profile of dairy product consumers in the organic market.

Abstract

Purpose

The purpose of this paper was to determine the profile of dairy product consumers in the organic market.

Design/methodology/approach

The study was based on a survey questionnaire developed by the author and administered to a total of 1,108 respondents. The statistical analysis (including descriptive statistics, the analysis of the discriminative function and the Chi2 test was performed with the use of Statistica 13.1 PL. The respondents’ gender was the factor behind the differences in how they behaved.

Findings

The consumers indicated the channels they rely upon to find information on organic dairy products; in addition to trusting the opinions of their family members and experts, they also use web platforms. Further, they specified their preferred locations for buying favorite products during the pandemic: specialized organic food shops, large distribution chains and online stores.

Practical implications

These outcomes will help in identifying target consumer segments and information channels for specific information and advertising messages. They also form an important resource for developing some potential strategies which the supply chain stakeholders could implement to promote organic consumption of dairy products.

Originality/value

This study identifies consumers’ preferred dairy products; motives for purchasing organic dairy products; barriers that consumers believe exist in the market; sources of knowledge about products purchased by consumers; and consumers’ preferred channels for purchasing organic dairy products. To the best of the author’s knowledge, this is the first study of dairy product consumers in the organic market in Poland.

Details

British Food Journal, vol. 125 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

1 – 10 of over 22000