This paper reviews the current literature on consumers’ buying intentions in relation to organic food purchases, and finds a critical research gap in relation to exploring the role of marketing communications. Consequently this paper develops a conceptual model. The paper examines the central role of marketing communications as moderated through the variables of personal values, trust and perception about organic food. The paper argues that further empirical research is required to explain the divergence between consumers’ generally positive attitudes towards organic food and their relatively low levels of purchases.
|Title of host publication||Proceedings of 'Marketing in the age of consumerism: Jekyll or Hyde?', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2011)|
|Place of Publication||Australia|
|Publisher||School of Marketing, Faculty of Business and Law|
|Number of pages||9|
|Publication status||Published - 2011|
|Event||Australian New Zealand Marketing Academy Conference, ANZMAC 2011 - Perth, Perth, Australia|
Duration: 28 Nov 2011 → 30 Nov 2011
|Conference||Australian New Zealand Marketing Academy Conference, ANZMAC 2011|
|Period||28/11/11 → 30/11/11|
Sultan, P., & Pearson, D. (2011). Communicating in the clutter: The role of marketing communications for organic food buyer. In M. MacCarthy (Ed.), Proceedings of 'Marketing in the age of consumerism: Jekyll or Hyde?', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2011) (Vol. 1, pp. 1-9). Australia: School of Marketing, Faculty of Business and Law.