Abstract
Consumer choice of retail outlet is an under-rated variable in explaining purchase behaviour in the organic food market. This paper identifies the factors affecting consumer choice of retail outlet and finds that they play a determining role in whether or not consumers buy organic food. A grounded theory approach was used to develop a conceptual framework which identified those factors which influence choice of retail outlet. In addition to supporting those factors identified in the literature, namely: habit; budget; product range offered in retail outlet and convenience, two new factors were identified. These being, who the consumer was buying for and whether they were shopping alone or with others.
| Original language | English |
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| Title of host publication | Australian and New Zealand Marketing Academy (ANZMAC) conference 2010: doing more with less |
| Place of Publication | Christchurch, New Zealand |
| Publisher | University of Canterbury |
| Pages | 1-8 |
| Number of pages | 8 |
| ISBN (Print) | 9780473178208 |
| Publication status | Published - 2010 |
| Event | Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010 - Doing More with Less - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010 |
Conference
| Conference | Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010 - Doing More with Less |
|---|---|
| Country | New Zealand |
| City | Christchurch |
| Period | 29/11/10 → 1/12/10 |
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Cite this
Henryks, J., & Pearson, D. (2010). Organic food: how choice of retail outlet determines purchase behaviour. In Australian and New Zealand Marketing Academy (ANZMAC) conference 2010: doing more with less (pp. 1-8). Christchurch, New Zealand: University of Canterbury.