Marketing Organic Products: Exploring some of the pervasive issues

David Pearson, Joanna Henryks

Research output: Contribution to journalArticle

33 Citations (Scopus)

Abstract

This article explores the marketing of organic products. It identifies the issues that pervade the national, organisational, and individual differences within the global organic industry. These are discussed using the marketing mix framework of product, price, promotion, and place of distribution. It concludes that a large percentage of customers, who are spread throughout the community, purchase organic products, most of whom only purchase it occasionally. The most important attributes of organic products are health, quality, and environment. Promotion of these benefits has the potential to demonstrate that, even at the higher price, they still offer value for money
Original languageEnglish
Pages (from-to)95-108
Number of pages14
JournalJournal of Food Products Marketing
Volume14
Issue number4
DOIs
Publication statusPublished - 2008
Externally publishedYes

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