Abstract
Over the last 50 years certified organic food has developed into the most visible global
brand for a healthier and more environmentally sustainable food choice for consumers.
This paper provides an overview of key academic research on why Australian
consumers are buying organic products and what is preventing them from purchasing
more. It concludes that there are many industry specific issues such as questions
regarding the visibility and credibility of the organic brand, high prices, and a diverse
constituency of commercial participants. However the key marketing challenge, which is
shared with many other industries, is to convince consumers in a cost effective manner
of superior ‘value’ relative to substitute products. In addition there are a number of
methodological issues associated with this body of research that limit the development of
useful insights for industry players.
brand for a healthier and more environmentally sustainable food choice for consumers.
This paper provides an overview of key academic research on why Australian
consumers are buying organic products and what is preventing them from purchasing
more. It concludes that there are many industry specific issues such as questions
regarding the visibility and credibility of the organic brand, high prices, and a diverse
constituency of commercial participants. However the key marketing challenge, which is
shared with many other industries, is to convince consumers in a cost effective manner
of superior ‘value’ relative to substitute products. In addition there are a number of
methodological issues associated with this body of research that limit the development of
useful insights for industry players.
| Original language | English |
|---|---|
| Title of host publication | Australian and New Zealand Marketing Academy Conference |
| Subtitle of host publication | Agents of Change: Proceedings ANZMAC Annual Conference 2014 |
| Editors | Sharyn Rundle-Thiele, Krzysztof Kubacki, Denni Arli |
| Place of Publication | Australia |
| Publisher | Australian and New Zealand Marketing Academy |
| Pages | 1403-1409 |
| Number of pages | 7 |
| Publication status | Published - 2014 |
| Event | ANZMAC Annual Conference - Brisbane, Australia Duration: 1 Dec 2014 → 3 Dec 2014 |
Publication series
| Name | Australian and New Zealand Marketing Academy |
|---|---|
| Publisher | ANZMAC |
| ISSN (Print) | 1447-3275 |
Conference
| Conference | ANZMAC Annual Conference |
|---|---|
| Country | Australia |
| City | Brisbane |
| Period | 1/12/14 → 3/12/14 |
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Cite this
PEARSON, D. (2014). The challenge of marketing clean and green: review of research on Australian organic food. In S. Rundle-Thiele, K. Kubacki, & D. Arli (Eds.), Australian and New Zealand Marketing Academy Conference: Agents of Change: Proceedings ANZMAC Annual Conference 2014 (pp. 1403-1409). (Australian and New Zealand Marketing Academy). Australia: Australian and New Zealand Marketing Academy.