Contribution from purchase frequency to understanding organic food consumers

David PEARSON, Joanna HENRYKS, Parves Sultan, Tatiana Anisimova

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

    37 Citations (Scopus)

    Abstract

    In order to identify some of the barriers preventing the expansion of the organic market, this paper reviews the current literature on consumers’ buying behaviour in relation to organic food. This reveals a significant disparity between consumers’ positive attitudes towards organic food and their low levels of actual purchasing, yet fails to provide conclusive evidence regarding the reasons for this attitude-behaviour gap. The aim of this paper is to investigate whether an analysis of frequency of organic food purchases will provide insights into the reasons for this. Results indicate that buyers vary in their frequency of organic food purchases, from a relatively small proportion of consumers who purchase it regularly – at least once per week (around one in ten) to many who have never purchased it (around one in four). Most organic food buyers are partnered (70%), many are from lower income households (30%), and a large number (20%) have been purchasing for less than one year. And finally those who purchase organic products more frequently place higher importance on the attributes that differentiate organic products from alternatives, namely environment, health and product quality. From the perspective of expanding sales in the organic market the key challenge appears to be finding ways to convince existing consumers to purchase more organic products. Persuasive and targeted marketing communications will assist in achieving this, however structural issues in the organic industry, such as its massive diversity; in range in products, geographic spread and size of operations, make it hard to present consistent marketing communication messages.
    Original languageEnglish
    Title of host publicationConference Proceedings: Part 1: International Food Marketing Research Symposium
    Editors Stanton, Lang, Laszlo
    Place of PublicationPhiladelphia
    PublisherInstitute of Food Products Marketing
    Pages83-101
    Number of pages19
    VolumePart 1
    ISBN (Print)9780985608019
    Publication statusPublished - 2013
    EventInternational Food Marketing Conference - Budapest, Budapest, Hungary
    Duration: 20 Jun 201321 Jun 2013

    Conference

    ConferenceInternational Food Marketing Conference
    CountryHungary
    CityBudapest
    Period20/06/1321/06/13

    Fingerprint

    Organic food
    Purchase
    Organic products
    Purchasing
    Buyers
    Marketing communications
    Product quality
    Industry
    Buying behaviour
    Low income
    Proportion
    Wayfinding
    Household
    Health

    Cite this

    PEARSON, D., HENRYKS, J., Sultan, P., & Anisimova, T. (2013). Contribution from purchase frequency to understanding organic food consumers. In Stanton, Lang, & Laszlo (Eds.), Conference Proceedings: Part 1: International Food Marketing Research Symposium (Vol. Part 1, pp. 83-101). Philadelphia: Institute of Food Products Marketing.
    PEARSON, David ; HENRYKS, Joanna ; Sultan, Parves ; Anisimova, Tatiana. / Contribution from purchase frequency to understanding organic food consumers. Conference Proceedings: Part 1: International Food Marketing Research Symposium. editor / Stanton ; Lang ; Laszlo. Vol. Part 1 Philadelphia : Institute of Food Products Marketing, 2013. pp. 83-101
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    title = "Contribution from purchase frequency to understanding organic food consumers",
    abstract = "In order to identify some of the barriers preventing the expansion of the organic market, this paper reviews the current literature on consumers’ buying behaviour in relation to organic food. This reveals a significant disparity between consumers’ positive attitudes towards organic food and their low levels of actual purchasing, yet fails to provide conclusive evidence regarding the reasons for this attitude-behaviour gap. The aim of this paper is to investigate whether an analysis of frequency of organic food purchases will provide insights into the reasons for this. Results indicate that buyers vary in their frequency of organic food purchases, from a relatively small proportion of consumers who purchase it regularly – at least once per week (around one in ten) to many who have never purchased it (around one in four). Most organic food buyers are partnered (70{\%}), many are from lower income households (30{\%}), and a large number (20{\%}) have been purchasing for less than one year. And finally those who purchase organic products more frequently place higher importance on the attributes that differentiate organic products from alternatives, namely environment, health and product quality. From the perspective of expanding sales in the organic market the key challenge appears to be finding ways to convince existing consumers to purchase more organic products. Persuasive and targeted marketing communications will assist in achieving this, however structural issues in the organic industry, such as its massive diversity; in range in products, geographic spread and size of operations, make it hard to present consistent marketing communication messages.",
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    PEARSON, D, HENRYKS, J, Sultan, P & Anisimova, T 2013, Contribution from purchase frequency to understanding organic food consumers. in Stanton, Lang & Laszlo (eds), Conference Proceedings: Part 1: International Food Marketing Research Symposium. vol. Part 1, Institute of Food Products Marketing, Philadelphia, pp. 83-101, International Food Marketing Conference, Budapest, Hungary, 20/06/13.

    Contribution from purchase frequency to understanding organic food consumers. / PEARSON, David; HENRYKS, Joanna; Sultan, Parves; Anisimova, Tatiana.

    Conference Proceedings: Part 1: International Food Marketing Research Symposium. ed. / Stanton; Lang; Laszlo. Vol. Part 1 Philadelphia : Institute of Food Products Marketing, 2013. p. 83-101.

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

    TY - GEN

    T1 - Contribution from purchase frequency to understanding organic food consumers

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    AU - Sultan, Parves

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    N2 - In order to identify some of the barriers preventing the expansion of the organic market, this paper reviews the current literature on consumers’ buying behaviour in relation to organic food. This reveals a significant disparity between consumers’ positive attitudes towards organic food and their low levels of actual purchasing, yet fails to provide conclusive evidence regarding the reasons for this attitude-behaviour gap. The aim of this paper is to investigate whether an analysis of frequency of organic food purchases will provide insights into the reasons for this. Results indicate that buyers vary in their frequency of organic food purchases, from a relatively small proportion of consumers who purchase it regularly – at least once per week (around one in ten) to many who have never purchased it (around one in four). Most organic food buyers are partnered (70%), many are from lower income households (30%), and a large number (20%) have been purchasing for less than one year. And finally those who purchase organic products more frequently place higher importance on the attributes that differentiate organic products from alternatives, namely environment, health and product quality. From the perspective of expanding sales in the organic market the key challenge appears to be finding ways to convince existing consumers to purchase more organic products. Persuasive and targeted marketing communications will assist in achieving this, however structural issues in the organic industry, such as its massive diversity; in range in products, geographic spread and size of operations, make it hard to present consistent marketing communication messages.

    AB - In order to identify some of the barriers preventing the expansion of the organic market, this paper reviews the current literature on consumers’ buying behaviour in relation to organic food. This reveals a significant disparity between consumers’ positive attitudes towards organic food and their low levels of actual purchasing, yet fails to provide conclusive evidence regarding the reasons for this attitude-behaviour gap. The aim of this paper is to investigate whether an analysis of frequency of organic food purchases will provide insights into the reasons for this. Results indicate that buyers vary in their frequency of organic food purchases, from a relatively small proportion of consumers who purchase it regularly – at least once per week (around one in ten) to many who have never purchased it (around one in four). Most organic food buyers are partnered (70%), many are from lower income households (30%), and a large number (20%) have been purchasing for less than one year. And finally those who purchase organic products more frequently place higher importance on the attributes that differentiate organic products from alternatives, namely environment, health and product quality. From the perspective of expanding sales in the organic market the key challenge appears to be finding ways to convince existing consumers to purchase more organic products. Persuasive and targeted marketing communications will assist in achieving this, however structural issues in the organic industry, such as its massive diversity; in range in products, geographic spread and size of operations, make it hard to present consistent marketing communication messages.

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    PEARSON D, HENRYKS J, Sultan P, Anisimova T. Contribution from purchase frequency to understanding organic food consumers. In Stanton, Lang, Laszlo, editors, Conference Proceedings: Part 1: International Food Marketing Research Symposium. Vol. Part 1. Philadelphia: Institute of Food Products Marketing. 2013. p. 83-101