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

Parves Sultan; David Pearson

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 Book › Conference contribution › peer-review

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 language	English
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)
Editors	Martin MacCarthy
Place of Publication	Australia
Publisher	School of Marketing, Faculty of Business and Law
Pages	1-9
Number of pages	9
Volume	1
ISBN (Print)	9780646563305
Publication status	Published - 2011
Event	Australian New Zealand Marketing Academy Conference, ANZMAC 2011 - Perth, Perth, Australia Duration: 28 Nov 2011 → 30 Nov 2011

Conference

Conference	Australian New Zealand Marketing Academy Conference, ANZMAC 2011
Country/Territory	Australia
City	Perth
Period	28/11/11 → 30/11/11

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http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/Papers%20by%20Presenting%20Author/Sultan%2c%20Parves%20Paper%20194.pdf

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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, 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

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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title = "Communicating in the clutter: The role of marketing communications for organic food buyer",

abstract = "This paper reviews the current literature on consumers{\textquoteright} 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{\textquoteright} generally positive attitudes towards organic food and their relatively low levels of purchases.",

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author = "Parves Sultan and David Pearson",

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booktitle = "Proceedings of 'Marketing in the age of consumerism: Jekyll or Hyde?', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2011)",

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note = "Australian New Zealand Marketing Academy Conference, ANZMAC 2011 ; Conference date: 28-11-2011 Through 30-11-2011",

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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, Western Australia, Australia, 28/11/11. <http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/Papers%20by%20Presenting%20Author/Sultan%2c%20Parves%20Paper%20194.pdf>

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 Book › Conference contribution › peer-review

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AU - Pearson, David

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N2 - 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.

AB - 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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A2 - MacCarthy, Martin

PB - School of Marketing, Faculty of Business and Law

CY - Australia

T2 - Australian New Zealand Marketing Academy Conference, ANZMAC 2011

Y2 - 28 November 2011 through 30 November 2011

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

Abstract

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