Communicating in the clutter: The role of marketing communications for organic food buyer

Parves Sultan, David Pearson

Research output: A Conference proceeding or a Chapter in BookConference contribution

Abstract

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.
Original languageEnglish
Title of host publicationProceedings of 'Marketing in the age of consumerism: Jekyll or Hyde?', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2011)
EditorsMartin MacCarthy
Place of PublicationAustralia
PublisherSchool of Marketing, Faculty of Business and Law
Pages1-9
Number of pages9
Volume1
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian New Zealand Marketing Academy Conference, ANZMAC 2011 - Perth, Perth, Australia
Duration: 28 Nov 201130 Nov 2011

Conference

ConferenceAustralian New Zealand Marketing Academy Conference, ANZMAC 2011
CountryAustralia
CityPerth
Period28/11/1130/11/11

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  • Cite this

    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). School of Marketing, Faculty of Business and Law. http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/Papers%20by%20Presenting%20Author/Sultan%2c%20Parves%20Paper%20194.pdf