@inproceedings{2af4631ba6294d24b395406c71c7deb7,
title = "The challenge of marketing clean and green: review of research on Australian organic food",
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 {\textquoteleft}value{\textquoteright} 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.",
keywords = "communication, marketing, food, organic food, consumer choice, Australia",
author = "David PEARSON",
year = "2014",
language = "English",
series = "Australian and New Zealand Marketing Academy",
publisher = "Australian and New Zealand Marketing Academy",
pages = "1403--1409",
editor = "Sharyn Rundle-Thiele and Krzysztof Kubacki and Denni Arli",
booktitle = "Australian and New Zealand Marketing Academy Conference",
note = "ANZMAC Annual Conference ; Conference date: 01-12-2014 Through 03-12-2014",
}