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.
|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|
|Number of pages||8|
|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||Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010 - Doing More with Less|
|Period||29/11/10 → 1/12/10|
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.