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

    Fingerprint

    Buyers
    Organic food
    Marketing communications
    Purchase
    Empirical research
    Divergence
    Personal values
    Conceptual model

    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). Australia: School of Marketing, Faculty of Business and Law.
    Sultan, Parves ; Pearson, David. / Communicating in the clutter: The role of marketing communications for organic food buyer. Proceedings of 'Marketing in the age of consumerism: Jekyll or Hyde?', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2011). editor / Martin MacCarthy. Vol. 1 Australia : School of Marketing, Faculty of Business and Law, 2011. pp. 1-9
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    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.",
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    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, School of Marketing, Faculty of Business and Law, Australia, pp. 1-9, Australian New Zealand Marketing Academy Conference, ANZMAC 2011, Perth, Australia, 28/11/11.

    Communicating in the clutter: The role of marketing communications for organic food buyer. / Sultan, Parves; Pearson, David.

    Proceedings of 'Marketing in the age of consumerism: Jekyll or Hyde?', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2011). ed. / Martin MacCarthy. Vol. 1 Australia : School of Marketing, Faculty of Business and Law, 2011. p. 1-9.

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

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    Sultan P, Pearson D. Communicating in the clutter: The role of marketing communications for organic food buyer. In MacCarthy M, editor, Proceedings of 'Marketing in the age of consumerism: Jekyll or Hyde?', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2011). Vol. 1. Australia: School of Marketing, Faculty of Business and Law. 2011. p. 1-9